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Readers might wish to check their own planning structure against the classical model as an alternative to assure themselves of the best design.  You will find the classical model clearly outlined early in the book by the author as follows:

  Part 1: exordium: the introduction   
  Part 2. narratio: statement of the facts tailored to the specific audience
  Part 3. confirmati or probatio: proof .  Why your listener should agree with your
                                                   position, building from the weakest reason to the
                                                   strongest reason/ or simplest to most complex, etc.
  Part 4. refutation:the refutation of counter-arguments
  Part 5. peroration: finish, which includes a summary and a call to action

Beyond basic information on the classical method of persuasion, the author has made the entire second half of his book illustrative of using persuasion with various persons one might encounter in a normal business day.  For example, there is a section on dealing with vendors which engages the reader in a variety of persuasive “practices” that might be found in such a relationship.  Let’s explore a few of these to further illuminate the reach of the book.

There is a section on collaborative words that you may use to expand options and present an image to the vendor of your two parties as a team.  There is advice on price negotiation, constructive complaining to the vendor and even on what the author calls “bumps in the road” such as how to persuade the vendor that you remain an important and reliable client when you are forced to make a late or partial payment on the vendor’s bill.

In addition to recommendations for persuasive action regarding your vendor relations, you will find chapters of advice on persuading your staff, your colleagues, your customers and even your investors and lenders.  There is even a chapter with persuasive ideas on how to make a case with your present or future boss.
This is a book for all negotiators who are looking to advance their skills. 


John D. Baker Ph.D.

Getting Your Way Every Day Getting Your Way Every Day []
Getting Your Way Every Day Getting Your Way Every Day []
Getting Your Way Every DayGetting Your Way Every Day Getting Your Way Every Day []  

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February 2007