Identify your goal before you try to persuade others. What action do you want them to take as a result of your remarks? To stay on track and keep things simple, reduce your goal to 12 words or fewer.

When Yahoo co-founder Jerry Yang hired Terry Semel in 2001 to rescue his web portal, eyebrows arched. Semel had barely used a computer. What he had done was prove himself as a dealmaker and people person. Semel even claimed his lack of technical knowledge was good because it made him a “typical user.”

As a federal prosecutor, DeMaurice Smith never backed off. That’s precisely how Smith, more lately as head of the NFL Players Association, secured a good contract for his members in 2011. His secrets? Three P’s:

Tuning in to body language is one of the most important things you can do in business situations. Unfortunately, most of us become so wrapped up in what we’re saying, we forget to pay attention to the person we’re talking with. The solution: Look out for basic cues.