The Way of the Dog is based on Geoff Burch's sheepdog story - familiar to many from his international speaking activity and his previous book Resistance is Useless. He uses the analogy of a sheepdog herding sheep to describe a sales process with a reluctant customer who is steered, through obstacles to a position where a purchase is guaranteed. The book deals with this idea of inevitability and gives you a step by step road map to applying it to whatever your particular goals are. It combines the quick wit of a stand up comedian with the serious thoughtfulness of a psychoanalyst, giving a book full of usable hints and tips. He explains the value and power of persuasion - a verbal martial art that, if used correctly will always give you the outcome you desire in your personal and business dealings.

Table of Contents:
Acknowledgements • The Way of the Dog-The Story about the Story • The Way of the Dog-Instructions for Use • The Way of the Dog • The Way of the Dog in a Nutshell