The more people we can influence, the more people we can serve and help.” Brian Buffini

From negotiating to collaborating, you need persuasion to get anything done in life. In this episode, Brian takes a deep dive into the art of persuasion, focusing on two powerful books to explain how you can become better skilled at influencing others so you can serve and help them. Topics discussed include why our need to be right means we often miss opportunity, why we all want to feel heard and why empathy is so important. Also outlined are the six principles of persuasion you can use to give customers a nudge in the right direction.

Interested in becoming highly-skilled in the area of persuasion? Check out our training programs and see how Buffini & Company can help!





  • Why you can’t win an argument.
  • Why people argue.
  • Why great salespeople must be skilled at persuasion.



How to Win Friends & Influence People,” by Dale Carnegie

Influence: The Psychology of Persuasion,” by Robert B. Cialdini

Acres of Diamonds,” by Russell Conwell

ESPN “30 for 30” documentary series

Buffini & Company Heritage Profile

The 7 Habits of Highly Effective People,” by Stephen R. Covey

Episode 222, Choosing Hope in a Racially Divided Culture with Miles McPherson

Episode 226, The Magic of Owning a Home

Buffini & Company The Pathway to Mastery®



“A man convinced against his will is of the same opinion still.” – Dale Carnegie

“If your mind isn’t open, keep your mouth shut too.” – Sue Grafton

“It is better to keep your mouth closed and let people think you’re a fool than open it and remove all doubt.” – Mark Twain

“Disappointment is unmet expectations. And the more significant the expectations, the more significant that disappointment.” – Brené Brown

“To be kind is more important than to be right. Many times what people need is not a brilliant mind that speaks, but a special heart that listens.” – F. Scott Fitzgerald

“There is a distinct lack of empathy in our culture. The more you practice it, the more successful you’ll be, the more you’ll stand out, the more persuasive you’ll be, the more impactful you’ll be.” – Brian Buffini

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