How to Hear YES More Often: Harnessing the Power of Influence and Ethical Persuasion in Business

Patrick van der Burght · Leopold Ajami · John Doorbar · James Rose · Martin John · Mark Brown · Pilar Bringas · Isto Felin

Jul 2024 · Evolve Systems Distribution Pty Ltd

About this ebook

Elevate your business communication and secure your competitive advantage with "How to Hear YES More Often." Authored by Certified Persuasion Specialists, this book reveals the science and art of ethical persuasion, ensuring long-term success without compromising integrity.

Discover the Secrets of Ethical Persuasion:

Real-World Examples: Gain insights from real-world scenarios and experiences that demonstrate the effective application of persuasion principles.

Scientific Approach: Learn the science behind how people make decisions and how to ethically influence them.

Comprehensive Understanding: Move beyond basic influence theories and develop a profound understanding of the latest research and practical skills needed to apply persuasion confidently.

What You'll Learn:

The Principles of Persuasion: Understand and implement the seven principles of influence as defined by Dr. Robert Cialdini—Reciprocity, Liking, Unity, Social Proof, Authority, Consistency, and Scarcity.

Ethical Application: Apply these principles ethically in various business situations to achieve transformative results.

Practical Insights: Benefit from the authors' diverse experiences and actionable insights to enhance your persuasion skills.

About the Authors: Meet Patrick van der Burght, Leopold Ajami, John Doorbar, James Rose, Martin John, Mark Brown, Pilar Bringas, and Isto Felin. Each author brings a unique perspective and expertise in ethical influence and persuasion, contributing to a rich and diverse exploration of the subject.

Empower Your Business: Whether you're a startup entrepreneur or a seasoned professional, this book provides the tools and strategies to improve your communication, build stronger relationships, and achieve your business goals. Start your journey towards hearing "YES" more often and unlock your potential for success.

About the author

Patrick van der Burght is not Dr Cialdini himself but has been teaching Dr Cialdini's Principles of Persuasion to individuals and teams for over 20 years and is an active, capable and licenced Cialdini Certified Coach.Patrick has a business and sales background in various industries, including real estate, aviation, high-end retail, wholesale and health. He enjoys training sales teams to master and apply Ethical Persuasion theories and helping them realise the successes that were always theirs to have by engaging the science of human decision-making and Influence.Patrick, who is based in Australia, developed a passion and unwavering conviction for the ethical approach to persuasion in 2000 after he discovered the science explained by Dr. Cialdini. He was a sales representative at the time. He was happy with his role but frustrated by the lack of growth and success relative to his efforts.Patrick's understanding and implementation of persuasion theory were guided by a coach who was training him to be a business consultant. Using the principles, he quickly achieved significant success. From then on, using and teaching sales professionals about persuasion became a passion.As a valued Cialdini Certified Coach, he enjoys speaking and teaching on Ethical Persuasion and seeing his students progress from understanding to mastering Influence.One of Patrick's projects is to educate young adults about persuasion as an important life skill so they can benefit from it their entire lives, be better leaders and make the world a better place.In his free time, Patrick enjoys riding his Harley, Scuba Diving and flying small aircraft. He is happily married and loves spending time with his daughter.Patrick van der Burght services the Australasian region and beyond. He is available for consultations, speaking, training, workshops and coaching.Through Patrick's other business, he is also an internationally featured and published authority on creating healthier homes and has assisted ordinary families, corporate high-flyers and royalty in this field.Further InformationThe site www.completeinfluence.com has more information and tools. Feel free to book a 20-minute strategy call to determine your best way forward. You've climbed to the top, but does your voice echo your achievements?In a world where everyone's shouting, how do you ensure your voice doesn't just echo but leaves a mark?Leopold Ajami is the designer behind leaders' most powerful tool: their voice.He's a Certified Public Speaking and Thought Leadership Coach, Cialdini Ethical Influence Coach, and Consultant. Leopold's mission is to transform leaders into ethical influencers by designing a voice that amplifies their worth.After a two-decade, multi-disciplinary career in creative advertising, strategy, design thinking, filmmaking, and even teaching practical Philosophy to innovators, this eclectic mix led Leopold to initiate the birth of the 'Ph.C System'-a unique integration of Philosophy, Creativity, and Communication tailored to transform leaders into designers of decisions.Dr. Robert Cialdini's principles of persuasion not only improved the 'Ph.C System' but also transformed Leopold and his clients into passionate detectives of human nature and flourishing.Leopold is a 2x founder, and in 2019, he started the Novel Philosophy Academy to empower ambitious leaders to sharpen their thinking, amplify their influence, and build their brand as distinguished thought leaders.With a client roster featuring top executives from renowned companies like Google, Apple, Meta, Booz Allen, and Russell Reynolds, Leopold's scientific approach is tested and proven. He focuses on training, consultancy, coaching, and designing transferrable and scalable frameworks.Imagine persuading your audience with such clarity, confidence, and creativity that they don't merely hear you but are moved by you. That's the transformative experience Leopold offers.As an international speaker, Leopold has touched lives across the US, Europe, the Middle East, and Africa. A conference organizer dubbed him "The Netflix of The Stage" because of his innovative technique of structuring ideas and speeches into gripping stories that leave audiences yearning for more.Yet, Leopold's ultimate goal is to help you amplify your worth by designing an influential voice.Contact Leopold Ajami for a complimentary 30-minute discovery call. Leopold is also available for podcasts, corporate training, and speaking engagements.Connect via LinkedIn: https://www.linkedin.com/in/leopoldajami/ James Rose is one of the UK's most accomplished and experienced communication skills experts. As a member of the Cialdini Institute in the UK, he became one of the first people globally to qualify as a Certified Cialdini Coach. He is a much sought-after trainer, speaker and business coach.James works across numerous industries, businesses and UK government departments, from front-line staff to C-suite business leaders. He uses research from behavioural science and human psychology, providing unique, practical and powerful ways to maximise the outcome of every business transaction, be that sales and acquisition, customer and client experience or project and stakeholder management.In his 25-year career, he has worked with clients as varied as HSBC, Volkswagen, Honda, KPMG, Capita, The Foreign and Commonwealth Office, House of Lords, Aviva Insurance and Chelsea Football Club, to name but a few.Of all the topics on which James trains, speaks and coaches, it continues to be the principles of Influence and Persuasion that learners feel inspired by. Why? Because influence is one of the most important skills needed to be successful in business¿ but it's rarely, if ever, taught. In fact, recent research cited in Forbes magazine shows that negotiation and persuasion are two of the most sought-after skill requirements for over half of top-paying jobs.If you want to win more sales, retain more customers and clients, be heard, be respected, earn more, get that promotion and accomplish so much more, you have to be able to influence and persuade those around you.Imagine if you knew you would achieve excellent results just by strategically choosing the right words at the right time. Imagine the power that would give you!On a personal note, James is a keen runner and cyclist. He has completed two London Marathons and cycled the length of Great Britain over 12 days (that's over 1000 miles). With these and other accomplishments, he has raised thousands of pounds for his chosen charity, the MS Society.James is married, with two teenage children. Contact James at https://www.linkedin.com/in/james-rose-influence-for-success and www.cxpeople.co.uk Welsh-born Martin John is a freelance management trainer, speaker and author, now living in the south of England.Across a 26-year career, he held senior management roles within Procurement and Supply Chain at leading global companies, such as Toyota Motor Manufacturing, Rexam Packaging and British American Tobacco.His live online and in-person training courses see him impart his unique blend of technical expertise, focus on practical application, unparalleled engagement and strong sense of fun to his delegates.Aside from Procurement topics, Martin's specialties are negotiation and persuasion, and he considers these essential skills for life, not just work.Yet many people lack the confidence and knowledge to negotiate effectively and don't know how to hear "yes" more often through following scientifically proven influence techniques.This is true for even some of the largest corporations with whom he works.He teaches Procurement and Sales teams the tools and techniques to negotiate consciously and competently, getting better deals and leaving less value on the negotiating table.As a Cialdini Certified Coach, Martin also teaches Dr Robert Cialdini's 7 Principles of Persuasion and crucially, how to practically apply them, helping others grow their influence to achieve greater business success.Martin has five Procurement courses on the biggest business-learning platform in the world, LinkedIn Learning, plus courses on Udemy.com that have been taken by thousands of people all over the world. He's also delivered live training to companies across Europe, US, Australasia and the Middle East.He is a public speaker and has appeared on several podcasts, including co-hosting the "Demystifying Procurement" podcast, where he and his fellow co-hosts cut through the jargon to help junior Procurement practitioners thrive.Martin is an avid reader of all things negotiation and the application of behavioural science, and is a frequent LinkedIn contributor on these topics, sharing what he's learned, sprinkled liberally with his sense of humor.He is married with 2 children, who, at the time of writing, stubbornly remain on the payroll. He loves keeping fit, horseracing, sailing, and he also plays the bass guitar (to a very mediocre standard). Mark is a seasoned professional with over 25 years of experience in Financial Markets, working for global banks in major cities worldwide. His roles evolved from focusing on financial targets to managing and influencing people, leading him to train as an executive coach, where he discovered Dr. Robert Cialdini's seminal work, Influence. This was a turning point in his career and led to a degree in Psychology. This shift sparked his passion for helping others achieve their potential.In 2015, he started looking at how to help clients with their cybersecurity concerns. This is where he honed the application of behavioural science research.Mark's company, Psybersafe, was born out of a need for effective cybersecurity training for employees. The company's success in helping people adapt their behaviours to be more cyber secure has led him to coach others to apply behavioural science techniques as well as Cialdini's principles of persuasion.Mark's experience is broad and relatable, having worked in large corporate organisations and small start-ups in very different cultures.Trust is at the core of Mark's work. Psybersafe's largest client has just signed up for year 4, demonstrating their ability to build long-term, successful relationships. Most of their business comes from recommendations from their clients.Mark is driven by a desire to share what he has learned to help others be successful. He coaches those who are curious and eager to learn the skills to be more influential in their daily lives.Mark has applied his behavioural science expertise with European Banks like BNP Paribas Fortis, manufacturers like Toyo Ink, as well as a number of start-ups in the UK, Asia, and Europe. He has been featured in a number of publications like Raconteur, HR Director, Startups, and many others.Mark holds a BSc in Economics and Finance, a BSc in Psychology from the Open University, UK, and a Master's degree from Thunderbird School of Global Management at ASU. His work is not just about 'what' he does, but the 'why' behind it - a testament to his passion and commitment to positive change.