“Make them listen, make them believe, make them move!”
From interpersonal relationships to leadership, negotiation, and business, practical persuasion techniques that move people's hearts.

At the beginning and end of every achievement is ‘persuasion.’
Anyone who works with words and builds relationships—from reporting and feedback to sales and negotiations, meetings and conversations—has faced moments of persuasion.
"The Persuader" is a book that brings together the "skills of persuasion" and "skills of trust" that business leaders have sought out firsthand, based on the know-how personally verified in the field by communication expert Jeong Heung-su.
It presents the principles of persuasion: growing together with the other person rather than defeating them, building relationships based on trust rather than emotion, and achieving both results and happiness by changing the attitude of the words.
This will be the ultimate persuasion guide, teaching you how to speak wisely to those who want to achieve results, maintain relationships, and live the life they want.

This book will bring you happiness.
I will boost my performance, turn VIP customers into loyal ones, protect myself from rudeness, turn opponents into my allies, break bad relationships, become a master negotiator, become a strong partner with strangers, transform frustrating employees into outstanding employees, excel at work, increase my self-worth, be happier with my loved ones, get along well with strangers, become a leader who takes charge of my life, and convince my most difficult self.
--- p.10

I once said on a home shopping broadcast, “It’s only 19,900 won,” and was scolded by a senior show host.
The moment I emphasized 'only', the customer became the one who bought it because it was 19,900 won.
Even if it's cheap, I buy it if it's good, and even if it's expensive, I buy it if it's good.
The awakening that day changed my perspective.
“The price is so cheap” is an expression that emphasizes the low price.
The point is that good quality products also have good prices.
We want to buy good products.
If the price is good, it's the icing on the cake.
Let's be precise about what we mean.
“The quality is so good, yet the price is 19,900 won.” --- p.21

Feedback towards the future focuses on 'solutions'.
Speak in the 'future tense' rather than the 'past tense'.
Instead of saying, “Why don’t you clean up your desk?”, say, “Let’s clean up our desks from now on.”
Focusing on mistakes yields negative feedback pointing to the past, while focusing on solutions yields positive feedback pointing toward the future.
Adding an adverb with a temporal meaning to the beginning of a sentence makes it easier to provide feedback toward the future.
Let's start with 'From now on, in the future, from next time, from now on, from tomorrow on'.
--- p.73

If there is a large audience, make eye contact with everyone.
What draws the audience's attention is the presenter's 'clear gaze, eye contact, and eye contact.'
Making eye contact means acknowledging the other person's presence.
One person per sentence.
When you see multiple people in one sentence, your gaze is scattered and you don't get the feeling of seeing one person.
As your gaze quickens, your speech quickens.
A sentence contains one predicate and ties the sentence together.
That way, you can look at each person one by one and make eye contact while reading short sentences.
--- p.91

If you are asked a difficult question, avoid saying things like, “That’s difficult” or “You should ask the person in charge.”
At that moment, the atmosphere may become cold and no further questions may be asked.
If you respond positively, the questions will increase.
"That's a thought-provoking question." "Can I think about it a bit more before I get back to you?" "That's a difficult question, but it's something we need to discuss." "That's a sharp question." "I was worried this question would come up, and here it is." Keep your answers to at least one minute, but no longer than three.
If you talk too long, you may not ask the next question because you are afraid that the answer will be too long.
Let's speak concisely while checking the time on an electronic watch.
--- p.92~93

It refers to the function that first states the value that the customer wants and then satisfies it.
There will probably be at least one coat.
But the reason I want to buy a new one is because there are no suitable coats.
Just by changing the order of your words, you can see a difference in your sales performance.
The answer can be found by considering what value this product's advantages will bring to customers.
"Why do I buy clothes? What might be dissatisfying? Where would I go wearing these clothes? What inconvenienced me in the past? How would I feel wearing them?" By constantly thinking about these questions, you can uncover the value customers desire.
--- p.148

The 'ransom' is important.
In a capitalist country, the amount of money I receive represents my ability.
More important than how much you earn is how you earn it and how you spend it, but many people find it difficult to even talk about money.
I will conclude this book with persuasion techniques that will help you increase your self-worth.
I've been working as a broadcaster for 10 years, and every year I've negotiated my salary by emphasizing my worth.
In business, you negotiate costs with countless companies almost every day.
My goal is one.
Increase value.
Let's talk about money with dignity.

--- p.329