Influence

For those of you who didnt take any psychology classes in college or somewhere else, this is the book you need to have read before buying a car:)

Seriously, this book is a gold mine for understanding the sales process, commonly-used (but often not understood) ways to influence or motivate decisions, etc.

A few dogears here and there, but this one gets a different grade because its a different sort of read. Recommendation: Read it at least once a year just to remind yourself. If you happen to be in sales or marketing, well, all the better. You’ll definitely get your time and money’s worth. This is one of those books you might be tempted to keep to yourself.

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