Your customers are smart, that’s how they wound up in your shop or on the phone with you.  From you they need guidance, but what’s the best way to give it? Come right out and tell them what to do? Might work sometimes.  Better if you help them in a way which makes them feel as if it was their own discovery. What follows will be their own decision.  For this, you need influence. The ethical means to build the bridge to your business.  This is part 2 of our Persuasion episodes. Based on the newest book by Robert Cialdini   SHOWNOTES   Links in this Episode Persuasion PDR Marketing Part 1 Pre-suasion by Robert Cialdini