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The ultimate Business Skill

is one of the most powerful methods of convincing others to act in a manner that we would want from them. Influencing others in our daily lives is an inevitable part of a managers, sales persons, marketers or front line executives expected skill. We can influence others through Money, which is in the form of rewards or incentives, we can influence through coercion or violence, or we can influence through the ethical use of the principles of influence. These principles, as uncovered through research, act as decision triggers in humans. There are 7 principles of influence, that are universal, and apply to all aspects of human communication and relationships.  Dr. Cialdini identifies these seven key principles that drive human behavior and decision-making. These principles are widely applied in marketing, negotiations, leadership, and everyday communication. Here’s a summary of the seven principles:

1. Reciprocity

• People feel obligated to return favors or concessions offered to them.
• Example: Free samples often lead customers to feel inclined to buy the product, or a favour done by a manager to an employee is reciprocated through a work related act.

2. Commitment and Consistency

• Once people commit to something, they are more likely to act consistently with their initial decision, especially if the commitment is public or voluntary.
• Example: Getting someone to make a small initial commitment (e.g., publicly agreeing to a business target) increases the likelihood they’ll deliver on that.

3. Social Proof

• People look to the behavior of others to determine their own actions, especially in uncertain situations.
• Example: Highlighting positive reviews or testimonials to influence buying decisions.

4. Authority

• People tend to follow the lead of credible and authoritative figures.
• Example: Recommendations from experts or individuals with credentials enhance trust.

5. Liking

• People are more likely to say “yes” to those they like, which can be based on similarity, compliments, or familiarity.
• Example: Salespeople often build rapport to create a sense of connection.

6. Scarcity

• People perceive things as more valuable when they are less available.
• Example: Limited-time offers or exclusive deals create urgency.

7. Unity

• We say yes to people who belong to us.
• Example: We support people who we consider our family, or collaborate in a close knit team.

The training is embedded with case studies for real-world business application, and practical examples how they can be used in real life. Adding a practical component to a learning experience will increase retention of the information, make it more fun, and allows participants to take essential steps in building their application skills and confidence.

The Application Workshops embedded into the training, on the subject of Ethical Persuasion and the Science of Human Decision-Making will cover information about each of the principles of persuasion and their strengths when it comes to the situations they are exceptionally well suited for.

Ethical Persuasion to Build and Cultivate Relationships
Principles Covered: Reciprocity, Liking, and Unity

Ethical Persuasion During Times of Uncertainty
Principles Covered: Social Proof and Authority

Ethical Persuasion to Cultivate Action, Change, and Engagement
Principles Covered: Consistency and Scarcity

By the end of the training, participants will be familiar with:

• Human Decision-Making: How does our audience make decisions and why is persuading people getting harder?
• The Seven Universal Principles of Persuasion: Discover scientifically backed strategies that enhance effectiveness.
• Optimal Scenarios: Understand the situations where each principle shines the brightest.
• Principles for Trust-Building: Recognize the keys to establishing long-lasting, trust-based relationships.
• Principles for Uncertain Times: Navigate periods of uncertainty with assuredness.