‘Straight to Yes’ by Haider Imam is a great introductory book for those who want to be more persuasive and ask more assertively. It’s useful for all kinds of situations, including dealing with children or partners, but primarily is targeted at the business reader.

As a fellow sales trainer myself, I didn’t get anything particularly new from the book but I’m sure I’m not the target audience anyway. Haider has managed to condense a lot of theory and practice into a highly engaging, down to earth, pragmatic and enjoyable read. In doing so I’m sure he’ll persuade a lot of readers to explore more deeply topics that particularly resonate with them.

Splitting the book into four main parts (Asking with Frames in Mind, Asking with Tribes in Mind, Asking with the Brain in Mind, and, Commencement) works well in helping the reader explore what may have been holding them back from ‘The Ask’ previously or what conditions they could set up to influence a more positive outcome in the future. Haider’s also great at offering ‘Try it’ tips meaning that the reader can instantly go away and experiment for themselves.

The book is well written and attractively laid out, and not ‘too heavy’ or intellectual. If you want a well researched and engaging introduction to becoming more persuasive and more confident at asking for something you’ll find this book a lot to your liking. With its many check lists it will be something you’ll keep referring back to as well rather than leave it sitting on your book shelf gathering dust.

Highly recommended and a strong 8 out of ten.