I have known Garf for many years and have always valued his sage advice. As a result, I was very eager to read Persuasive Communication.
Garf’s focus on the key drivers of persuasive communication allows one’s message to more efficiently resonate with any audience, whether family or business. I really enjoyed the example of the Jehovah’s Witness who overcome her fears of rejection because of her belief in the value of her message or “Red Wagon.” Also particularly valuable were his reminders to focus first on rapport, formulas for presenting to different types of buyers, understanding sincere vs. insincere objections and especially his section on “Concept.”
Garf’s examples and convenient support materials make it easy to transition his advice from theory into practice. I recommend you read Persuasive Communication and understand some of the reasons why many have valued Garf’s advice for years.
Steve Billimack, Managing Director, HighTower Advisors