Persuasion is the central element of each sales interaction. Whether in the form of a finely crafted product description, a persuasive email, or a face-to-face conversation with a prospect, persuasion and influence shape buyer choices. Sadly, persuasion is at times mistaken for manipulation. Intention is what sets them apart. Manipulation pushes buyers into decisions that accrue to the benefit of the seller, yet ethical persuasion enables customers to make decisions that actu