Expanding Your Influence: Understanding the Psychology of Persuasion

Public Speaking

Apply the principles of psychology from this seminar to influence and persuade others.

Bringing about the reaction you want from others and expanding your influence require insights that go beyond the actual process of influencing—and into the psychology of what truly prompts us to say yes or no.

This 2-day influencer training explores these psychological triggers, plus how this knowledge may be used not just for compliance but for mutually desirable outcomes. You’ll uncover persuasion techniques that most people don’t even know exist, and learn how to build your influence by applying these principles to any number of business interactions, from managing, mentoring and negotiating to conversations, writing and presentations. In addition, you will learn how to choose the best principle for any given situation and avoid being manipulated by others.

How You Will Benefit

  • Explore the psychology behind persuasion
  • Motivate others to say “YES!” the first time
  • Discover what prompts people to say yes or no
  • Overcome objections before they happen
  • Customize persuasion techniques for every situation
  • Read body language
  • Role-play a solution to your biggest influence challenge at work
  • Learn tactics to protect yourself from unethical behavior
  • Prepare to influence an individual by using the Pre-Persuasion Checklist

What You Will Cover

  • Understanding the psychology behind the laws of persuasion
  • Appealing to human nature and fulfilling emotional needs
  • Recognizing the implications of unethical approaches to influencing people
  • Achieving a positive first impression
  • Defining the two paths of persuasion: conscious and subconscious
  • Understanding the laws of expectations, esteem, connectivity and social validation
  • Selecting, customizing and applying the appropriate law of persuasion to any given situation
  • Balancing emotions and logic
  • Using the Pre-Persuasion Checklist to determine the appropriate law(s)
  • Applying the laws of persuasion back on the job

Extended Seminar Outline

Learning Objectives

  • Explain the Psychological Foundation to the Laws of Persuasion
  • Describe the Psychological/Subconscious Triggers That Influence a Person’s Decision-Making Process, Behaviors, and Reactions
  • Apply the Appropriate Law(s) of Persuasion in Any Given Situation
  • Recognize the Implications of Unethical Approaches to Influencing People
  • Use the Pre-Persuasion Checklist to Properly Prepare to Influence a Person

Overview of Influence and Persuasion

  • Define Persuasion and Influence
  • Describe the Foundational Principles of Persuasion
  • Explain the Laws of Persuasion
  • Identify the Major Categories of Laws of Persuasion (i.e., the Influence Model)
  • Apply the Laws of Persuasion to Your Job

Appealing to Human Nature and Fulfilling Needs

  • Describe the Psychological/Subconscious Triggers That Influence a Person’s
  • Decision-Making Process, Behaviors, and Reactions
  • Explain the Laws of Persuasion as They Pertain to Human Nature and Emotional Needs
  • Select and Apply the Appropriate Law(s) of Persuasion to a Given Situation
  • Recognize the Implications of Unethical Approaches to Influencing People
  • Apply the Laws of Persuasion to Your Job

Shaping Perceptions

  • Recognize the Impact of First Impressions on Other People and of Positive Versus Negative Verbal and Nonverbal Communication
  • Explain the Laws of Persuasion That Shape One’s Perceptions
  • Select and Apply the Appropriate Law of Persuasion to Any Given Situation
  • Recognize the Implications of Unethical Approaches When Using These Laws
  • Apply the Laws of Persuasion to Your Job

Involving to Persuade

  • Explain the Law of Involvement, and How It Affects Your Ability to Persuade Others
  • Apply This Law of Persuasion to Your Job

Creating Discomfort

  • Explain How the Laws That Create Discomfort Affect Your Ability to Persuade Others
  • Describe Connections Between Those Laws That Create Discomfort and Those That Shape Perceptions
  • Recognize the Implications of Unethical Approaches When Using These Laws
  • Apply the Laws That Create Discomfort to Your Job

Balancing Emotions and Logic

  • Explain the Law of Balance, and How It Affects Your Ability to Persuade Others
  • Apply the Law of Balance to Your Job

Putting It All Together: Using the Pre-Persuasion Checklist

  • Use the Pre-Persuasion Checklist to Effectively Determine the Appropriate Law(s) of Persuasion for a Given Business Situation
  • Apply the Laws of Persuasion to Your Job

Who Should Attend

Business professionals at a midlevel position and above who need to understand the psychological principles behind how people are convinced to do something, including sales managers, VP/directors of sales, account executives, project managers and product managers, purchasing managers and marketing managers.

For Classroom, Live Online, and Webinar programs, you may transfer to a future session, send someone to take your place or cancel without penalty at any time up to three weeks prior to your program. If you provide AMA with less than three weeks notice, or fail to attend, you will be liable for the entire program fee.

Programs included in AMA OnDemand offerings are not eligible for substitution, transfer, cancellation, return, or refund.

100% Satisfaction Guaranteed—At AMA, we guarantee the quality of our seminars. In fact, 98% of our participants say they would recommend the course they have taken to their colleagues. If, for any reason, you are not satisfied with a seminar for which you have paid, AMA will give you credit toward another seminar of comparable price or will refund your fee.

We appreciate that this is an important investment for you and your company and would like to accommodate your needs the best we can.

American Management Association

American Management Association is a world leader in professional development, advancing the skills of individuals to drive business success.

Challenging situations require a trusted partner.AMA’s mission and approach to improving performance combines experiential learning—“learning through doing”—with opportunities for ongoing professional growth at every step of one’s career journey. AMA supports the goals of individuals and organizations through a complete range of products and services, including seminars, webcasts and podcasts, conferences, corporate and government solutions, business books and research.

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