In this chapter Heinrichs discusses how persuading someone to buy something is one of the most common approaches to using rhetoric. Proper salesmen can use trickery to persuade clients to spend their cash on merchandise that they don’t always need. The cause of emphasizing one’s ethos is to hook up with an target audience—to influence them that the persuader’s interests and the target markets are one and the identical. a very good salesman, like every skilled rhetorician, is aware of a few tricks for convincing a client that the salesman is inquisitive about assisting the patron, now not earning profits. however, via expertise the rhetorical concepts underlying sales strategies (including the Cui Bono principle), readers of Heinrichs’ ebook
