Expanding Your Influence: Understanding the Psychology of Persuasion

AMA - American Management Association
Training overview
Professional Course
2 days
From 2,345 USD
Start dates
2,345 USD

2,445 USD

2,445 USD

New York City
2,445 USD
AMA - American Management Association

Course description

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

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.

Training content

This training course 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


The course is priced as follows: $2345 - Non-members
$2095 - AMA members
$1984 - GSA price

About AMA

2019 leadership

About American Management Association International

For over 90 years, American Management Association International (AMA) has been a world leader in professional development. AMA supports the goals of individuals, organizations, and government agencies with a complete range of corporate talent transformation solutions, including public open-enrollment seminars...

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AMA - American Management Association

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