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Persuasion & Influence

At-a-glance Summary

Persuasion is not about making people do whatever you want. It’s about a creative, strategic process of aligning their interests with yours. This course shows you how to do it.


This is a structured course on the nature of persuasion and influence. The material is drawn from a vast number of sources, as well as techniques from the world of mindreaders that no other training company has access to.

Key elements include:

  • Myth and mastery: what persuasion is, and is not
  • Models of influence and ‘YW1’ negotiation
  • The eight key factors in successful persuasion
  • Integrating the eight key factors into one strategy
  • Mental misdirection and hypnotic language

This is not a ‘watch, yawn and switch off’ course. We emphasise active, participative learning throughout.

Practical Business Benefits

You will learn how to:

  • devise practical persuasive strategies for many business situations, from management to sales
  • transform the persuasive success of your team or organisation
  • deflect attempts to persuade you


You will also learn about:

  • key theories of persuasion, and which (if any) are valid
  • how to implement a persuasive business culture
  • the links between motivation, persuasion and selling