Andres Lares is the CEO at Shapiro Negotiation Institute and the author of a new book, Persuade: The 4-Step Process to Influence People and Decisions. Today we're talking about persuasion and influence. First, we dig into the differences and why this is important in how you sell. Then we dive into the steps that Andres lays out in his book to build influence: Build Credibility, Engage Emotions, Demonstrate Logic, and Facilitate Actions. Finally we talk about the correlation he sees in these four steps and Maslow's Hierarchy of Needs. It's a very interesting perspective to hear on negotiations.

Connect with Andy: LinkedIn

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