I was unexpectedly impressed by this book.. Based on the title, I anticipated a lot of NLP-style techniques. (I even selected it on that basis, thinking it would provide me some examples at the other end of the spectrum to reference in an upcoming presentation. Instead, I found a very readable presentation, grounded in real psychology, but written for practical, everyday use. Hogan's sensational title follows his own principles about framing and getting small commitments right away. Many of the specific selling tactics I'm now more likely to guard against than use, but his book is definitely credible and instructive. ( )