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From a Harvard seminar "Strategies of Persuasion" which Lenann attended: Persuasion is communicating with others in a way that induces them to voluntarily think or act differently. (Insight: ethical persuasion may be the key to salesmanship!)

Though I am reluctant to label selling an "argument," it's important to remember that people will likely only retain a couple of ideas from their interaction with you!

The 80-20 rule as it relates to presentations: We usually invest 20% of our time researching our audience and 80% crafting the message. It would be better to flip the ratio, spending 80% of our time knowing the audience.