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Contents Page Part 1: A New Framework for Understanding Persuasion 1 Chapter 1: Introduction 2 Chapter 2: How Does Persuasion Work? 6 Part 2: The Five Styles of Decision Making - And How to Influence Each 19 Chapter 3: The Charismatic Decision Maker 20 Chapter 4: Persuading the Charismatic Decision Maker 37 Chapter 5: The Thinker Decision Maker 55 Chapter 6: Persuading the Thinker Decision Maker 76 Chapter 7: The Skeptic Decision Maker 99 Chapter 8: Persuading the Skeptic Decision Maker 118 Chapter 9: The Follower Decision Maker 142 Chapter 10: Persuading the Follower Decision Maker 165 Chapter 11: The Controller Decision Maker 188 Chapter 12: Persuading the Controller Decision Maker 211 Part 3: The Pragmatics of Persuasion 235 Chapter 13: How to Read People 236 Chapter 14: Common Mistakes 255 Chapter 15: Putting Persuasion to the Test 272 Chapter 16: Conclusion 289 Appendix I 295 Appendix II 299 Endnotes 299 Index TK
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