How To Use the Six Laws of Persuasion during a Negotiation  

In order to be successful, you must master the persuasion process, which will enable you to deliberately create the attitude change and subsequent actions necessary for persuading others to your way of thinking. In other words, you have to be able to 'sell' your ideas in order to make changes in your favor and, in a win-win situation, provide the other side with a fair deal.

Greer, Edrie. TechRepublic (2006). Articles>Business Communication>Rhetoric