This is one of my favorite experts on why people buy or don’t buy things. It is loaded with ideas you can apply to your business IMMEDIATELY and see results from. They are explained with examples that are easy to follow. Make no mistake– You can influence how people buy from you and how people respond to you in personal situations as well. Influenece and Persuasion are NOT dirty words. Everyday in everything you do you need to know the tactics displayed in this book. It is a classic.