This webinar explores the science of influence and how it shapes client decisions. During this webinar, Martin will cite real-world studies to explain 3 of Dr Robert Cialdini’s 7 universal principles of persuasion: Reciprocity, Liking and Unity.
Using a practical three-point ethics test, Martin will show participants how to apply these science-backed principles directly into the behaviours that drive client decisions - confidently and commercially without crossing the line into manipulation. Expect practical techniques for strengthening relationships, accelerating buy-in, and improving the effectiveness of both online and offline conversations with clients and colleagues.
Attendees will take away:
- Insights into how humans make most decisions.
- A clear ethics test to ensure influence remains principled.
- Ready-to-use, proven persuasion techniques.
This session is run as part of the 2026 webinar programme – download the programme to register for other webinars like this.
Zoom webinar
Martin John
Founder, Martin John Training
Martin is a founding member and licenced trainer of the Cialdini institute, having been personally trained by Dr Robert Cialdini – the most cited living social scientist. He specialises in helping professionals build stronger relationships, improve their communication, and get to hear “yes” more often through the use of ethical persuasion.
