Synthesising the latest research in the field of influence with real-world experiences, Kevin Hogan presents simple secrets that would help readers turn a “no” into a “yes”. Every secret in the book has been rigorously tested, validated and found reliable academically and in the real world.

Readers learn dozens of all-new techniques and strategies for influencing others including how to reduce resistance to rubble; send unconscious non-verbal messages that are consciously undetectable; make people feel instantly comfortable in your presence; decode body language; build credibility; and be persistent without being a pain.

In the last decade, scientific research has revealed new and amazing insights into how persuasion really works. Hogan has examined and road-tested all of it and presents the best new ideas and strategies. Coupled with the most effective of the traditional persuasion techniques, the book offers a simple and practical compendium of what works and what doesn’t.

The book promises to be of great help for salespeople, marketing professionals and anyone who persuades others for a living.