What can make a person say yes? What are the principles and most effective methods of influence and persuasion? You will find comprehensive answers to these questions in the new, revised and supplemented edition of the book, which captivates the reader not only with its amazing informativity, but also with its easy style and effective presentation of the material. The book of Robert Chaldini, a recognized master of influence and persuasion, has survived five editions in the United States, its circulation has long exceeded 2,500,000 copies. It is addressed to everyone who works with people: politicians and businessmen, doctors and lawyers, psychologists, teachers, managers, those who, by their occupation, must convince, influence, influence.