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The Science Behind Persuading People One of the most crucial skills to improving your career in thenew year may be the ability to persuade people to see thingsyour way. 新的一年里，对促进你的职业生涯最重要的一项技能或许就是说服别人从你的角度看问题的能力。 Social norms can play an important role in getting customers, colleagues and businesses to do the things you'd like them to do─such as making a particularpurchase or agreeing to your position over a deal, says behavior expert Steve Martin, author of abook on the science of persuasion, 'Yes! 50 Scientifically Proven Ways to Be Persuasive.' 行为学专家马丁(Steve Martin)说，要让客户、同事和各企业做你希望他们做的事，比如让他们买某种东西，或是同意你在某一桩交易中所持的立场，社交规范所起的作用非常重要。马丁已经出版了一本专门讲说服之科学的书，书名为《就是要说服你：提高说服力的50个科学方法》(Yes! 50 Scientifically Proven Ways to Be Persuasive)。 Mr. Martin, who heads the U.K. office of the consultancy Influence at Work, has used a handful ofsimple persuasion strategies with large corporations and government agencies in the U.K. toinfluence the behavior of customers and citizens. The strategies make use of simple messages thatcan generate significant returns with changes that are virtually costless. | 
