12 Principles of influence & Persuasion in sales, Leadership & life. Persuasion is not selling, bur rather buying a piece of another's mind. These 12 principles will make the difference between hoping for success and having it! Discover why traditional selling is no longer effective and how you can create a powerful sphere of influence that produces 'yes' and predictable compliance by understanding the DNA of persuasion and the art of influence. From bonding to benevolence; perception to positioning; involvement to instant influence; and mind matching to synchronized selling, learn the power of leverage from left-brain logic and language to right-brain gut guidance and the silent sell.