Among the definitions you can find on the web here is the Wikipedia one for Persuasion:
Persuasion is an umbrella term of influence. Persuasion can attempt to influence a person’s beliefs, attitudes, intentions, motivations, or behaviors. In business, persuasion is a process aimed at changing a person’s (or a group’s) attitude or behavior toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof. Persuasion is also an often used tool in the pursuit of personal gain, such as election campaigning, giving a sales pitch, or in trial advocacy. Persuasion can also be interpreted as using one’s personal or positional resources to change people’s behaviors or attitudes. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion on the other hand is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion.
Alright, this isn’t going to help you a lot!
The Science of Persuasion is what helps you get your Professional Persuasion, Personal Persuasion, Perfect Persuasion.
The key point is that whatever business you are in; this is all about the decision maker: the brain!
A company will never decide, it’s just a legal entity! The people in that company make the decision, in fact, their brains are the decision makers!
Persuasion is the science helping you get your focus back on you clients, on the human beings!