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6 PRINCIPLES OF PERSUASIONPRINCIPLE: AUTHORITYPEOPLE DEFER TO EXPERTS WHO PROVIDESHORTCUTS TO DECISIONS REQUIRINGSPECIALIZED INFORMATION.Business ApplicationDon’t assume your expertise is self-evident. Instead,establish your expertise before doing business with newcolleagues or partners; e.g., in conversations before animportant meeting, describe how you solved a problemsimilar to the one on the agenda.

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