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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 11: The C3 model – the foundations of effective influencing

Influencing is about producing an effect on an individual or group by imperceptible or intangible means. It is about shaping and determining a response, which will be linked to your outcome. Influencing done well is, of course, closely linked to persuasion, which is the process of changing attitudes, beliefs and opinions.

We often think of influencing in a negative sense and have a rather sensible approach in the UK: buyer beware. The reality is that we are influenced at a conscious and unconscious level all the time – through the people with whom we interact and, of course, via marketing and advertising. Do you really think you are making ...

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