Resistance is Useless

This book will show you how anyone can be persuaded to do anything.

Geoff Burch has written a book that will change almost everything you ever believed about business and selling. Combining the quick wit of a stand up comedian with the serious thoughtfulness of a psychoanalyst, he explains the value and power of persuasion - a verbal martial art that, if used correctly will always give you the outcome you desire in your business dealings.
Resistance is Useless will show you how to:

• Change anyone's opinion on any subject.
• Transform a lynch mob into your most devout supporters.
• Avoid wasting thousands of pounds on customer care while your accounts department is threatening to pulp your customer's fingers with a hammer.
• Understand how a perfect product demonstration can get you hurled into the street by security.
• Sell tanks to Genghis khan.

Readership: General Business, customer service and sales.

Introduction.

The gentle art of persuasion.

Selling tanks to Genghis Kahn.

Risky business?

The gift of the earhole.

Mimicking sheepdogs.

Keeping promises, keeping customers.

Welcoming complaints.

The psychology of persuasion.

Negotiating: sympathize and trust no one.

Benefits, who benefits?

The big ones.

The end is nigh: close or launch-pad?

And finally ?

"...This is a true book of inspiration…Compelling and fun to read …" (PS Advisor, 1 April 2003) Geoff Burch is the bad boy of business. His speeches around the world never fail to provoke weak-minded management and inspire change leaders. His credentials are impressive having worked with numerous blue chip companies to present, motivate, and train. He is the author of the best-selling Writing on the Wall and Go it Alone. "...his unconventional approach is winning fans at companies both large and small."
—FINANCIAL MAIL ON SUNDAY

"...an essential simple message with a lot of entertainment? most of us can pick up a sneaky trick or two."
—THE DAILY TELEGRAPH

"...anyone can benefit from Geoff Burch's wisdom and experience. And the excellent examples, lively humour and quick wit make the book a first rate read."
—THE CITIZEN

ACCLAIM FOR WRITING ON THE WALL

"...waspish, funny, and often downright vicious, exposé of everything from marketing to process re-engineering..."
—MANAGER

"...wrapped up in the light-hearted anecdotes and slightly mischievous style are many words of wisdom?"
—CITY TO CITIES

"...sets out to debunk myths, strip business of what he calls 'Third Way' speak and make it simple."
—THE BUSINESS FT WEEKEND MAGAZINE