Robert Cialdini emphasizes the ethical use of persuasion and pre-suasion, warning that irresponsible practices can lead to high turnover and a culture of dishonesty, while encouraging businesses to prioritize customer interests and the genuine value of their offerings.

Salespeople should build trust with clients by being honest about their company’s limitations, offering custom solutions or even referring them to competitors, while also relaying client needs to leadership for potential future development.