Patrick van der Burght is a business partner of Dr Robert Cialdini, who wrote the book ‘INFLUENCE – The Psychology of Persuasion’, which is considered by many top CEOs to be the best business book of all time. Patrick, is a Founding Member of the Cialdini Institute, the only active Cialdini Institute Licensed Trainer in Australia and New Zealand, and a Certified Online Influence Specialist. He has been teaching ethical persuasion to professionals and teams since 2000, which helps them accelerate towards goals, and build strong relationships, whether it be in sales, advertising, leadership or team management. Patrick also co-authored the book ‘How to Hear YES More Often’ in 2024, and has his own podcast show ‘Ethical Persuasion Unlocked’.
In this conversation, Patrick Van Der Burght, a leading expert in ethical persuasion and a partner of Dr. Cialdini, shares insights on the principles of persuasion, the importance of ethical practices in influencing others, and the science behind decision-making. He discusses his journey into the field, his connection with Dr. Cialdini, and the practical applications of persuasion techniques in various contexts, including digital environments. The conversation emphasizes the distinction between ethical persuasion and manipulation, the significance of building relationships, and the impact of decision fatigue on sales processes.
Takeaways
You can be productive without lying or cheating.
Authority is a powerful principle of persuasion.
Liking influences decisions more than we realize.
Forceful sales tactics can damage credibility.
Building relationships is key to successful persuasion.
Ethical persuasion leads to long-term success.
Decision-making is often driven by unconscious processes.
Understanding your audience’s decision-making system is crucial.
Too many options can lead to decision fatigue.
Simple changes can significantly improve persuasion outcomes.
“If you want to hear yes more often.”
“I can get lost editing videos.”
“I was faced with this challenge.”
Chapters
00:00 Introduction to Ethical Persuasion
06:14 Patrick’s Journey into Persuasion
12:04 Connecting with Dr. Cialdini
15:25 Understanding Ethical vs. Manipulative Persuasion
20:16 Core Principles of Hearing Yes More Often
23:05 Understanding Decision-Making: System One vs. System Two
25:03 The Challenge of Selling: Navigating Indecision
27:25 Sales Cycles: Adapting Strategies for Success
31:16 The Power of Relationships in Persuasion
32:56 Persuasion in the Digital Age: Tips for Online Influence
39:37 Common Pitfalls: What Kills Influence Before It Starts
43:52 Practical Applications: Enhancing Persuasion Skills