Recently I had the opportunity to read the book Influence: The Psychology of Persuasion. It holds several interesting lessons that I think are worth going over, so I wrote an overview of it. I’d highly recommend the full volume if you’re interested in learning both how to influence others and how you are influenced by sales people and marketers every day. You might be surprised how much of your interactions are colored by these principles.
The principles in the book can also be used by us during sales/discovery, and I wrote up some specific notes on how we can do so in the future. However, I’d also be curious if anyone can think of other ways to apply them.