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Dr. Chris Phelps has had several wildly successful dental practices in North Carolina. On top of practicing advanced dentistry, Dr. Phelps helps dentists discover their own success.  He has developed the Call Tracker ROI system http://calltrackerroi.com/ to help his colleagues maximize the return on their marketing investment.  He also teaches dentists the Principles of Pursuasion: http://www.guidethemtoyes.com/ based on the research of Dr. Robert Cialdini. 

"Influence" is the classic book on persuasion. It explains the psychology of why people say "yes".  It's author, Dr. Cialdini, is the seminal expert in this field of influence and persuasion.