Persuade: The 4-Step Process to Influence People and Decisions

Regular price $25.00

Transform your ability to persuade and negotiate with this practical new resource 

In Persuade: The 4-Step Process to Influence People and Decisions, accomplished sales, negotiation, and influence experts Andres Lares, Jeff Cochran, and Shaun Digan PhD deliver a concise and insightful take on how to transform your ability to persuade others regardless of the setting. 

In this important book you’ll discover: 

  • Original research and scientific studies shedding light on the human decision-making processes that drive success and failure in virtually all interactions 
  • Real world examples and practical exercises to illustrate and practice the concepts discussed 
  • A fun yet rigorous approach of a complex subject that can be practically applied in any business situation  

Persuade is perfect for executives, managers, entrepreneurs, and other business leaders and will earn a place in the libraries of any professional who negotiates or influences on a regular basis. It is an invaluable resource for anyone seeking to improve their persuasion or deal-making abilities.


ANDRES LARES is Managing Partner at the Shapiro Negotiation Institute and an Adjunct Professor at Johns Hopkins University. His professional focus is on coaching clients in the areas of sales, negotiation, and influencing, especially within sports and Fortune 500 organizations. Andres' expertise in the field has led to being featured in Forbes, Harvard Business Review, CNBC, FOX, and Entrepreneur, and guest lecturing at universities all over the world.

JEFF COCHRAN is one of the most sought-after negotiation speakers and trainers in the world. He has delivered high-impact sessions in over 20 countries to tens of thousands of professionals as part of customized in-house training and as a speaker at global conferences. In both cases, he has won countless awards and been rated the best speaker of international events.

SHAUN DIGAN is a writer who has run a company and studied business --with an MBA and PhD--and taught in the field. As a result, Shaun brings a unique perspective to persuasion along with an academic rigor to this book.

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