It's important to know how to convince others, but when we can't achieve this, we definitely must know how to negotiate.This book is the best combination of persuasion and negotiation theory. Do you want your words to be music for other people's ears? Do you wish people to follow you wherever you take them, win them over to your cause and turn them into your allies? Are you ready to always have a favorable impact on people, whether it's in business, your inner circle or wherever you go? Do you always want to get the best out of every situation? The persuasion principles are inscribed in the nature of human psychology. Knowing them and practicing them is enough to become, in time, a seduction and influence master. Butt when persuasion fails, you must know how to negotiate. In fact, negotiation abilities are extremely important in every area of life, whether it's in life as a couple, cohabiting with children or working and commercial relationships. Do you want to get a promotion or increase your salary? Do you wish to improve your relationships with your loved ones or your customers and providers? You might say that persuasion and negotiation are two of the fundamental elements in all of our interactions, whether they're personal or professional. If you don't develop these skills, you run the risk of falling under the control of those people who do have them. After all, aren't we social beings? Knowing then and applying them will allow you to get profits in every aspect of your life. In this book, Steven T. Walker provides us with a valuable synthesis of the psychological persuasion principles and the fundamentals, rules and styles of negotiation. With a clear and didactic style, and dressing every chapter with anecdotes, examples and quotes from famous personalities, Walker gives us a definite guide to turn into masters of persuasion and expert negotiators.