Persuasion and the authority approach
Scoble has a good post on persuading through authority and not through bias. ‘Then I got to the Ford dealer. First off, he admitted that Ford had had a quality problem in the past… If he had tried to play the “my stuff is the best and the rest is crap” line, he probably would have lost the sale. Instead, he played “I’m an authority and I’m looking out for your best interests” and that hooked me. He got the sale.‘ Basically it’s about being honest, offering overwhelmingly good service, and not bashing the competition.
Some interesting comments there too, including a link to Stanford’s new Captology blog featuring BJ Fogg et al.