Persuade'If you want to become more persuasive read this book. It does exactly what it says on the cover' Ged Shields, Vice President, Marketing, Ronseal What motivates us to say 'yes'? We all have areas of our lives where we'd love to win people around more often asking for a pay rise, pitching to a new client, getting a new job, or just getting someone to do you a favour. But what is it that makes people say 'yes'? By understanding people's underlying