Course overview.
Practitioner-focused throughout: we work the techniques on real cases drawn from commercial, public-sector and not-for-profit contexts. Heavy emphasis on the ethical dimension — these techniques are powerful, and the difference between influence and manipulation is the difference between a career-building practice and a career-ending one.
Who it's for.
Senior managers, executives, sales and account directors, change leaders, marketing professionals and anyone whose effectiveness depends on shifting how others think and act. Particularly useful for technically excellent leaders who recognise that they're losing arguments they should be winning because the underlying influence dynamics aren't on their side.
What you'll learn.
Cialdini's six (now seven) principles
Reciprocity, commitment and consistency, social proof, authority, liking, scarcity and unity. The empirical evidence underpinning each, the situations in which each is most effective, and the practical techniques for applying each ethically in commercial and organisational settings — with the ethical guardrails that separate influence from manipulation.
Behavioural economics in practice
The behavioural-science findings that have proven robust (and the ones that haven't survived replication): loss aversion, anchoring, framing effects, default-setting, choice architecture. The Behavioural Insights Team's working examples from UK government practice and the corporate applications that have followed.
The ethics of influence
The hardest discussion of the day. Where the line sits between legitimate influence and manipulation, the consent and transparency principles that govern ethical persuasion, the techniques that should be off-limits, and the personal-integrity disciplines that distinguish leaders trusted with influence from ones who abuse it.
Book your place.
Fill in the form and we'll confirm your booking the same working day. Invoice on request — we accept PO numbers from public bodies and corporate accounts.
Reserve your seat.
Book the The Psychology of Influence course. We'll confirm your seat by email the same working day. PO numbers and invoicing accepted.
Got it — your booking enquiry is in.
We'll confirm your seat by email within the same working day. You should also see a copy of your enquiry in your inbox. Need anything urgent? Email hello@ascenttrainingwales.co.uk or use the live chat.
This course is fully fundable through ReACT+.
If you've been made redundant or are facing redundancy in Wales, the Welsh Government's ReACT+ scheme can fund up to £1,500 toward this course — plus childcare, travel and accommodation expenses. We'll handle the application.
Benefits of Attending This Course
Develop a deeper understanding of the psychology behind influence and persuasion. Learn how to communicate with greater impact, build stronger relationships and apply ethical influence techniques to improve leadership, negotiation and business outcomes.
Ascent Training Wales · Bridgend.
Our conference room is purpose-built for effective training — bright, modern, and fully equipped for workshops, seminars and accredited sessions.
Llynfi Enterprise CentreHeol Ty Gwyn Industrial Estate
Maesteg, Bridgend, CF34 0BQ
Understand the Psychology of Influence
Explore How Influence Works
Learn the psychological principles behind persuasion, decision-making and human behaviour to better understand how people are influenced.
Develop Ethical Persuasion Skills
Gain practical techniques to communicate more effectively, build trust and influence others through credible and responsible approaches.
Strengthen Communication and Leadership
Apply behavioural insights to improve negotiations, stakeholder relationships and professional interactions in a variety of business settings.
Common questions.
Quick answers to what most people ask before booking. Still need help? Get in touch.
How long is the course and where is it delivered?
How much does it cost and what's included?
When is the next date available?
Is this course eligible for ReACT+ funding?
Can you deliver this course in-house for our team?
From the classroom.
Our Bridgend venue is purpose-built for working learning — bright, modern, configurable for cohorts of four to twelve, with quality AV throughout and free parking right outside.
Llynfi Enterprise Centre · Bridgend · More about our venue →
More in Management.
Courses that pair well with The Psychology of Influence, or that your team often takes as a sequence.
Ready when you are.
Book The Psychology of Influence for £275 a seat, or send us a brief and we'll come back with a tailored in-house quote for your team within two working days.