Expanding Your Influence: Understanding the Psychology of Persuasion

  • Leadership
  • Course Code: 32204

Discover the secrets of great influencers

Expanding your influence requires insights that go beyond the actual process of influencing—and into the psychology of what truly prompts us to say yes or no.

Learn persuasion techniques that most people don’t even know exist. You’ll learn how to build your influence by applying these psychological principles to any number of business interactions from managing, to negotiating, to giving presentations in which you need to sell your ideas. In addition, you will learn how to choose the best principle for any given situation and learn to listen more critically to other people’s persuasive arguments.

Do you need a different date or location? We offer Courses On Request.

How You Will Benefit

  • Learn the psychological foundation to the laws of persuasion
  • Differentiate the psychology of persuasion from the process of influencing
  • Understand the psychological/subconscious triggers that influence a person’s decision-making process, behaviours and reactions
  • Define the two paths of persuasion—conscious and subconscious
  • Use the Pre-Persuasion Checklist to determine the appropriate law(s) of persuasion for a given business situation
  • Apply the laws of persuasion to your influencing challenges back on the job
  • Select and customize the right law(s) of persuasion to apply in any situation
  • Learn tactics to protect yourself from unethical behaviour

Course Features

  • Complimentary copy of the book Maximum Influence: The 12 Universal Laws of Power Persuasion by Kurt W. Mortensen
  • Relevant business examples that illustrate common influence challenges you have or will likely face
  • Strategically crafted discussion sessions to maximize the sharing of knowledge amongst participants
  • Interactive exercises to reinforce your learning in a safe environment where feedback is provided
  • Well-crafted action plan template to ensure you transfer what you learn back to your work environment


Who Should Attend

Business professionals and managers, including project managers and team leaders, who need to understand the psychological principles behind how people are convinced to do something.

Maximum influence



$2,295 Member Fee
$2,495 Non Member Fee
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14 Reviews 4 Star

Course Reviews

  • Michael LeBlanc, Canam Buildings and Structures Nov 18, 2019

    It is Applicable to all walks of business. sales, management, marketing etc.

  • Nardia Ali, Environment and Climate Change Canada Mar 29, 2019

    The course included examples which were very real and applicable. The exercises were fun and helped to reinforce the material taught. Joline was real and approachable. She hared her personal experiences with some of the situations to which the course topics could be applied and so gave the issues more meaning. Everyone at CMC was friendly, welcoming and competent in addressing all my needs.

  • Glenn Lang, Regional Municpality of York Mar 27, 2019

    Fantastic course! our Facilitator Joline was very knowledgeable and presented the information is a easily understandable manner. Although the group was small, everyone shared freely. The group was fun and interactive. Joline was fantastic! She was very knowledgeable and presented the information in a manner that was easy to understand and easy to work with. Always great! Sandy is always welcoming and makes us feel right at home ... and as always the course goes off without a hitch.

  • Past participant, Nordion Nov 18, 2018

  • Lucy Pacheco, IIROC Nov 15, 2018

    I understand the course was reduced to 2 days. There was not sufficient time to discuss real situations with the amount of content required to cover. Our Facilitator was very positive and engaging. She made everyone feel comfortable to share experiences. I really enjoyed the conference and experience at CMC. The facilitator was excellent as were the resource materials and additional reading references provided throughout the day.

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