If you have never read it, I recommend checking out "The Psychology of Persuasion": http://www.amazon.com/Influence-Psychology-Persuasion-Business-Essentials/d

If you have never read it, I recommend checking out "The Psychology of Persuasion": http://www.amazon.com/Influence-Psychology-Persuasion-Business-Essentials/dp/006124189X/ http://www.amazon.com/Influence-Psychology-Persuasion-Busine... It's a fascinating examination of persuasion. It covers selling, business, cults, authority - a great and practical intro to some of the research and results in the field.