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Have you ever felt pressured to purchase that so-so yogurt after a company representative conned you into trying the new and improved limited-time-only product? Has a neighborhood child ever made you feel guilty for not buying that chocolate bar that costs only one dollar and is for a very good cause? Have you ever been annoyed by a salesperson who has assured you a particular product or brand is the most popular? We all have.

Want to stop falling for the sales pressure madness every trip to the store? Or, are you a small business owner who wants to learn the psychology behind these sale tactics?

No need to panic. Help is here in the form of a book called Influence: Science and Practice. Robert B. Cialdini, Professor of Psychology (see chapter 6 on “authority”) at Arizona State University can help you break free from the iron grips of those dreaded salespeople. As a business owner or sales guru, Influence can give you insight into the mind of consumers and help you increase your profit margin (but please be ethical).

Lucky for readers, Cialdini brings in a wealth of knowledge from personal experience and hands-on investigation. In the name of research, he has done everything from working as a bus boy to befriending car salesmen all in the hopes of successfully uncovering their dirty little sales tactics.

While my initial reaction and fast flip through the book gave me the impression of yet another textbook (it is often used in business schools), I was quickly impressed with his writing style and drawn in by the fascinating and helpful content. Cialdini shares reader experiences and does an excellent job educating entrepreneurs who might need help in the sales arena. As you’re reading, think carefully about how the chapters can be applied in your life. It’s a great book to either read like a novel or highlight like a textbook.

Here are a few things this book can teach you on both a professional and personal level:

Click, Whirr: Learn how the careful phrasing of questions can get the desired answer.

Reciprocation: Know how to leverage the feeling of obligation and have a request carried out.

Commitment and Consistency: Understand how toy companies play with your values every year around the holidays.

Social Proof: Grasp how and why humans act like sheep.

Liking: Realize that people gain your trust to gain something from you.

Authority: Question why and use caution.

Scarcity: Beware when told an item is the last…forever.

Instant Influence: Use your brain. Information overload is expected, so take the time to think critically.

Next time the sample lady wants you to try her yogurt, the neighborhood kid wants you to buy a chocolate bar, or the electronics guy assures you that the camera you’re looking at is a best seller…you’ll know all about the psychology behind the sales tactics and be educated enough to think for yourself. Or, if you’re an entrepreneur who needs a sales boost, you’ll be better equipped to deal with customers. All of this, thanks to Influence.

Are you influenced yet? Influence: Science and Practice is available at Amazon.com.