“Persuasive Selling” is a course aimed at using persuasive communication in sales activities as an ingredient of both personal and professional success.
The ability to persuade is of considerable importance in daily life; knowing how to communicate persuasively means, in fact, winning the attention, interest and trust of the people with whom we interact in general, and customers in particular.
The course is aimed at managers, entrepreneurs and salespeople who want to enhance their own effectiveness in influencing and persuading others.

The overall goal of the course is to make the most of one’s persuasive skills through learning and using the main techniques.
In particular:
Increase one’s ability to influence the behaviors of others
Using Persuasion to Build Effective Relationships
Adapting different persuasion techniques according to circumstances and people
- The basic cognitive strategies to be used in interpersonal communication to change the attitude and especially the behavior of one’s interlocutors;
- The basic principles of persuasion;
- Decision-making mechanisms and persuasion;
- Listening as a powerful and indispensable ally in communication;
- Empathy and assertiveness: key ingredients of persuasion;
- The six principles of persuasion: what they are and how to use them;
- Recognize feelings and emotions in order to know how to express oneself in a manner appropriate to the context and the interlocutor;
- The power of words: the use of metaphors;
- The power of imagination to influence;
- Persuasion 2.0: the methodologies of persuasion on the World Wide Web.
2 classroom days + individual work plan
At the end of the two training days, a Personal Action Plan will be proposed: a concrete action plan for working on one’s areas of improvement identified during the training course:
- What aspects do I want to focus on?
- What do I want to avoid?
- What do I want to start doing?
- What mistakes/traps do I struggle to avoid?
The teaching approach is highly interactive and engaging following an inductive approach: an initial experiential phase is followed by rationalization and debriefing by the lecturer through the presentation of theoretical references.
The teaching methodology includes:
- Individual exercises: to activate processes of reflection and contextualization;
- Group exercises: to reinforce learning and experiment with what was discussed;
- Guided discussions: to facilitate understanding of concepts rather than notions, shifting the focus from “knowing” to “understanding”;
- Role Playing with camera: to try “doing,” experimenting with the effectiveness or ineffectiveness of different behaviors and attitudes;
- Experiential lesson: content development from what emerged in direct experimentation to alert the process of contextualization and rationalization.
All participants will be given the essential bibliography for the course.
PERSUASION
INSTRUMENTS
Persuasion skills help in managing interpersonal relationships by positively influencing others’ opinions, attitudes and actions.
Being able to master persuasive tools in business improves sales effectiveness and strengthens long-term relationships.
PERSUASION
Persuasion skills help in managing interpersonal relationships by positively influencing others’ opinions, attitudes and actions.
INSTRUMENTS
Being able to master persuasive tools in business improves sales effectiveness and strengthens long-term relationships.