The Science of Ethical Influence— Cialdini Keynote
Learn the psychology behind better decisions and faster buy-in.
A smarter way to talk about influence
Most people assume persuasion is about charm or pressure. But decades of science says otherwise.
This high-impact keynote introduces your team to the psychology of influence based on Dr Robert Cialdini’s world-renowned research. In just 60–120 minutes, they’ll walk away with a fresh understanding of why people say “yes”— plus practical, ethical techniques they can apply right away.
It’s the perfect starting point to shift thinking, spark conversations, and bring ethical influence into your business culture.
What’s covered in the keynote?
- A practical introduction to the 7 universal principles of persuasion
- The science behind how people make decisions
- The difference between ethical persuasion and manipulation
- Real-world examples from commercial, leadership and team settings
- Simple techniques your team can apply immediately
- Why influence is a success skill—regardless of role
From the Cialdini Institute, to your team
I’m not just someone who’s read Cialdini’s books— I’m a Founding Member of the Cialdini Institute and a Certified Ethical Influence Coach, trained directly by Dr Robert Cialdini himself (the global authority on ethical persuasion). I’ve even written a book on the topic.
That means I don’t just understand the theory— I know how to bring it to life in a way that’s practical, relevant, and built for real-world business conversations. This keynote is more than a talk— it’s a sharp, energising session grounded in science and backed by decades of behavioural research.
Is this keynote right for you?
This session is ideal for:
- Leadership teams and senior decision-makers
- Sales, marketing, HR and procurement professionals
- Managers looking to boost team influence and communication
- Internal conferences, team development days, or offsite events
- Organisations exploring Cialdini-based training before diving deeper
Whether you want a thought-provoking keynote or a high-energy team primer, this session delivers fresh thinking in an engaging format.
Delivery options
In-person keynote
1–2 hour keynote delivered onsite or offsite
Live virtual sessions
60–120 minute session delivered online via Zoom or MS Teams
What my customers say
Martin provides practical tools and delivers content that is user friendly. His knowledge is
exceptional and combined with such great personal skills, it is such a pleasure to work with him. Highly recommend Martin if you are looking to upskill and increase your effectiveness.
Julie Smith – JCS Global Partners
Martin’s negotiation skills training met my brief perfectly. His insightful content and focus on practical application of the learning, kept the whole team engaged throughout the day.
Procurement Head of Category, Costa Coffee
Appreciated the collaboration between Adjust Consulting and you Martin. Your enthusiasm and expertise not only made it insightful but also showed how much fun procurement can be and how we can support and drive business in making impact for each Euro (or Pound) spent!
Wiebe Van Der Weerd – Partner, Adjust Consulting BV
Martin is passionate about what he does, has a clear understanding of his subject matter and is a great communicator. He is personable and makes sure all delegates get involved. His training is interactive, enjoyable and thought provoking, with relevant application to day to day business.
Kirran Saimbi – Scrivens Opticians and Hearing Care
What an engaging and insightful session that gave us so many ideas to negotiate in both our professional and personal lives! Thank you Martin, I will never agree to ‘Split the difference’ again!
Jo Milner – Student & Industry Engagement Coordinator Bournemouth University
Very engaging and clearly passionate. Very human and it was good trying to put some of the tools into context with our own business which helped make it relevant!
Phil Birch – Head of Supply Chain, Curaleaf International
Martin has not only given my team the tools and techniques to improve their Procurement capability, but he’s also given them the confidence they needed to engage more effectively with the business AND suppliers. His training is very practical and we’re already seeing great results, such as reduced costs, reduced supplier risk and better decision-making. The fact that he’s “been there and done it” sets him apart. I strongly recommend Martin.
Malcolm Timmins – Purchasing Director, JCB
I really enjoyed this session. The suggestions Martin gave were super helpful, I can use those immediately in my daily life. I was so impressed by the session design and engagements.
His interactions with us, Q&A, and breakout room practice made this training so fun. I highly recommend Martin.
Xiadi W – Medical Entomologist
Influence’ was truly inspiring and incredibly thought-provoking! Martin’s engaging delivery not only captivated our Procurement team but left us already brainstorming applications on the insightful content. I strongly recommend this course to those seeking a profound understanding of influence. Thank you Martin for the invaluable insights – it was a pleasure learning from you.
Eduardo Chrispim – Head of Procurement Excellence, BAT
Martin recently gave my team two superb training sessions on ethical influence. What we learnt will help us win new clients. Really good.
Chris Ridgway – Head of Business Space Lease advisory, Colliers International
Thank you Martin for a great training course and awesome day! It was a great pleasure to listen and learn from you – very inspirational and perfectly pitched. The team had a lot of fun and we will definitely put your tips and techniques to good use in upcoming negotiations!
Justin Haak – Group Vice President & Managing Director, Birkenstock Global Logistics
Martin gave some of our fundraising volunteers an inspiring and thought provoking session on the principles of ethical influence. We gained a valuable, science backed understanding of people’s motivations, the ways they make decisions, how small changes in presentation can radically change the outcome and practical knowledge of how to apply these insights in real world situations.
David Richmond-Coggan – Chairman, Christchurch and Bournemouth RNLI Fundraising Branch
Make your next keynote one that sticks
If you’re looking to spark fresh thinking, elevate your team’s influence, or simply introduce ethical persuasion in a way that’s engaging and practical—this keynote is a smart place to start. I’ll bring the science, energy and real-world relevance to make it land.