H 0# 10 P!R$dà B! PIOPL! W H 0 B0N'I Wà N1 I0 B! P!R$dà B!B '' # z '' t . J0:L BA UQR & M ARK LQVY l1()A 10 2E28t))l)E IIEIII'LE AI1() COJ'I A/JI 10 SE 2E28tAl)El) GET W HAT You W ANT- EVERY TIME! p* . !1 Joel Bauer & M ark Levy + W ILEY JOHN W ILEY & SONS, INC. M ore Praise for H ow to Persuade People W ht? Don't IAWJZ' to Be Persuaded ''Joel Bauer and Mark Lev.sr draw back the curtain and 1et you see, hear, touch, and tfsc the most mysterious mechanisms of success--irfïtfewcc fpg.il ècrsuasion. lf - you're thinking lightweight cunning or heavyweight sociologs forget it. We're talking about an ancient craft our ancestors knew that our generation forgot. This book will teach you how to wield your best ideas to influence others with the mystical dexteritsr of a caveman who strikes a flintytfst so-and creates fire.'' . hlick Corcodilos, founder of the North Bridge Group, Inc. .- and author of zlsk tlle Headllunter ''J-J/tp ttl Ptrsuatk Pcc')!c Tbtl Don't Wkg.t ttl l?c Ptrsuatlc? is a gem . lts concepts are clear/ its examples are powerful/ and the writing in it provides readers with the energ.sr inherent in a great pitch. lf you want to elevate your ideas and get them received as if they were manna from heaven/ you must read this book.'' l-eslie Yerkes, president of Catalyst Consulting Group, Inc. and author - of 301 Wflps to Have Fun at W tvk f Fun Wtvks fand Beans ''Joel Bauer and Mark Le'or teach you how to get into the mind of the decision m aker and convert 'no' into ' ye s .''' - leffrey Gitomer, author of Tlw Sales Bible and Tlle Patterson Principles of Selling ''l've watched Joel Bauer work with audiences for 1 2 years and now l under- stand why he's been the undisputed leader in persuasion. But How ttl Pcrsuatk Pcc')!c W'-l,tl Dc'g.ï Wffwt ttl l?c Pcrsuatk? isn't just a stonr about Joel. lt's an unselfish recipe for personal and professional development. This book is a gift.'' M att Hill, president, The Hill Group .- ''Joel Bauer and Mark Lev.sr elevate the art of salesmanship to a level others only dream about and reveal persuasion strategies few professionals would be will- ing to share. Tl-uly/ this is a book on how to be a success.'' l-arry Becker, former creative partner of Becker-Kanter Advertising - ''&1r. Bauer possesses amazing insight/ and offers inspired revelations into human behavior. This book is dangerous.'' W illiam Bakoyni, president and CEO, Video Technologies - ''N0 hocus-pocus here. This book will awaken the negotiator within and en- able you to be more persuasive that you ever thought possible.'' Max Cohen, cofounder and CEO, CashAdvance.com .- ''Bauer and Levsr don'tjust prove the power of persuasion in their new book/ they . show you how to become an expert at this key life skill- quickly and easily'' - peter Economy, coauthor of Managingfor Dummies ''Nvhile reading Joel Bauer's book you'll get an urge to rush out and test what you've learned. W hen you see your first 'victimk eyes light upJ you'll realize his persuasion techniques really work. From that moment onJ you're hooked.'' scott Goodman, CEO, Samson Technologies - ''How ttl Pcrsuatk Pcc')!c Tbtl Don't Wkg.t ttl l?c Ptrsuatlctl is candid/ insightful, educa- tional/ and fun. Read it and put some magic into your business life.'' leffrey J. Fox, author of How to M ake Big Azftlse.y in Ytlvr Own Small - Business and How to Become CEO ''Donald Trump's airl oj t/ Dcfp! and Joel Bauer's How ttl Ptrsuatk Pcc')!c Tbtl Dc'g.ï Wffwt ttl l?c Ptrsuatlc? are two essentials for those looking to succeed in business.'' llob Bedbury, director of Bttsiness Development, Gumas Advertising .- ''Master Joel and Mark's influence strategies and you can become the business world's next pied pipen'' stewart Levine, author of Tlle Book tl/zlgrccvscvzf' - and Getting to Resolution ''l found influence principles l could immediately apply to my business on a1- most evenr page.'' David Goldsmith, founder, MetaMatrix Consulting, Inc. .- ''Joel Bauer is such a rock star. He has shown up with his own brand of real magic and it will rock your world. Read evenr word and read it again.'' Angelica J. Holiday, 'TV producer, entedainment/advertising/marketing - & brand consultant ''A must read and a fun read for business people at any level. The book grabs you the moment you pick it up and is fu11 of underground practices/ which will have you persuading like a professional pitchman.'' - -l-homas J. Waletzki, president, Eizo Nanao Technologies 'How ttl Pcrsuatk Pcc')!c Tbtl Dc'g.ï Wffwt ttl l?c Pcrsuatk? will shake you out of your comfort zone and/ in the process, draw others to your ideas. A wonderfully unorthodox look at how to influence and get attention.'' .- lohn Izzo author of Second Innocence: Rediscovering Ioy & W tlsflc'r and Awakening tlle Corporate Soul l10A 102E28gàpE IIEIIIII.E AI10 l)0J'I AàJI 10 SE 2E28gàpEp l1()A 10 2E28t))l)E IIEIII'LE AI1() COJ'I A/JI 10 SE 2E28tAl)El) GET W HAT You W ANT- EVERY TIME! p* . !1 Joel Bauer & M ark Levy + W ILEY JOHN W ILEY & SONS, INC. This book is printed on acid.free paper. @ Copyright @ 2004 by Joel Bauer and lvlark Le'o,. A11 rights resenred. Published by John Wiley sc Sons/ lnc./ Hoboken/ Newlersey. Published simultaneously in Canada. Thanks to Aigfc magazine publisher Stan Allen and editor.in.chief John lvloehring for permission to use interview material that was published in its April 2003 issue. No part of this publication may be reproduced/ stored in a retrieval system/ or transmitted in any form or by any means/ electronic/ mechanical/ photocopying/ recording/ scanning/ or otherwise/ except as permitted under Section 1O7 and 108 of the 1976 United States Copyright Act/ without either the prior written permission of the Publisher/ or authoriza. tion through payment of the appropriate pencopy fee to the Copyright Clearance Cen. ter/ lnc./ 222 lkosewood Drive/ Danvers/ &lA 10923/ (978) 750.8400/ fax (978) 646.8600/ or on the web at Mmrwccopyright.com. lkequests to the Publisher for permission should be addressed to the Permissions Department/lohn Wiley sc Sons/ lnc./ 1 1 1 lkiver Street/ Hoboken/ NJ 07030/ (201) 748.601 1J fax (201) 748.6008. Limit of Liability/Disclaimer of Warranw: While the publisher and author have used their best efforts in preparing this book/ they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi. cally disclaim any implied warranties of merchantability or fitness for a particular pur. pose. No warranw may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your sit. uation. The publisher is not engaged in rendering professional senrices/ and you should consult a professional where appropriate. Neither the publisher nor the author shall be liable for any loss of profit or any other commercial damages/ including but not limited to special/ incidental/ consequential/ or other damages. For general information on our other products and senrices please contact our Cus. tomer Care Department within the United States at (800) 762.2974/ outside the United States at (3 17) 572.3993 or fax (3 17) 572.4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products/ visit our web site at w'vwcv/riley.com. I.i brary ojcongress Cataloging-in-publication Data: Bauer/ Joel 1960- How to persuade people who don't want to be persuaded : get what you want- every timeL /Joe1 Bauer/ lvlark I-e'o,. p. cm. lncludes bibliographical references and index. ISBN 0-471-64797-7 (hardcover) 1 . Persuasion (Psycholomr) 1. l-evy/ lvlark/ 1962- ll. 'Tltle. 81:637.174832 2004 153.8 '52.--(1(222 2003027633 8 For my mother, Carol, who never said, ''lt cannot be done/'' and my wife, Cherie, who said, ''ls that a11?'' J . B . - For my mother, Rhoda, who read me Tr'etgsgre Js/tggk, and my wife, Stella, who can persuade with the best of them.