Author – Robert B. Cialdini

This book is an absolute must read for anyone who has bought something or is selling something… so yes that’s everyone.

But here is the thing not all people will read it and they shall miss out on vital information about the phycology of influence, purchasing and sales.

It’s impossible to analyse every decision we need to make, so we do what humans do and create short-cuts to assist us. Such short-cuts are like, if everyone thinks its good, well it must be – right?! These short-cuts can be exploited and this book talks about the sic universal principles on how you too can become a skilled persuader in sales, or know the tricks so you don’t fall for the sales pitch.

Our marketplaces thrive on mass consumption of products and services that are deemed as non essentials, but still we desire them. Why then are we often unable to push back on the temptation to buy something we really do not need? How are these marketing gimmicks achieved and how do they lure us and snare us?

The key principles Cialdini puts forward and explains within the book include: Contrast, Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking, and Scarcity.