Influence: The Psychology of Persuasion by Robert B. Cialdini Ph.D.

In this book, Robert outlines various persuasion tactics to influence human psychology. He introduces seven persuasion principles that he has tested and proven effective over time.

These principles include:

1. Weapons of influence
2. Reciprocation
3. Commitment and consistency
4. Social proof
5. Liking – the friendly thief
6. Authority – directed deference
7. Scarcity – the rule of few

This insightful book on marketing and sales is a must-read for every business person looking to enhance their sales strategies.