Think persuasion’s just for the sales team? Think again.
Whether you’re writing a business case, negotiating a contract, or convincing your team that Monday mornings aren’t that bad, your ability to influence is what gets things done. A Harvard Business School study found leaders spend up to 72% of their time in meetings communicating — and yet hardly anyone’s ever been taught how to do it persuasively. (Wild, isn’t it?)
And no, this isn’t about manipulation. It’s about moving people ethically, effectively, and with purpose. The most influential leaders aren’t the loudest in the room; they’re the ones who can frame ideas, build trust, and help others say yes without ever feeling pushed.
Persuasion touches everything: how we write, speak, lead, and collaborate. Used well, it’s one of the most powerful tools a leader’s got, and it doesn’t even require a PowerPoint.
So, let’s take a look at how persuasion actually shows up in the day-to-day, and how you can sharpen yours where it really counts.
If you’d like tailored advice on leading with more influence, get in touch. I bring 25+ years of experience, Cialdini-certified training, and a hands-on approach that’s built around real-world challenges, not theory.
Why persuasion matters far beyond sales
When most people hear the word “persuasion”, they think of sales pitches or slick advertising. But in reality, persuasion shows up in almost every corner of business, whether you’re in HR, operations, finance, IT or procurement.
It’s the skill behind getting buy-in for a new process, influencing a stakeholder’s decision, or navigating a tricky team conversation. You can’t rely on hierarchy or job titles alone; you need to move people. And that’s where persuasion comes in.
A study by Charles Riborg Mann found that 85% of success in the workplace comes from well-developed soft skills, like communication and influence, not technical knowledge. In other words, how you say it matters just as much as what you say.
If you’ve ever needed to:
- Win support for an idea without authority,
- Bring people with you during change,
- Navigate competing priorities across teams, or
- Get a “yes” without sounding pushy…
…then you’ve used persuasion, whether you realised it or not.
And when you know how to use it intentionally, ethically, and strategically? That’s where real leadership impact begins.
Want a practical way to strengthen this skill? My The Persuasion and Influencing One-Day Course is a practical, high-energy workshop where I show your team exactly how to use Cialdini’s principles in real conversations. We keep it grounded, relevant, and immediately usable
Persuasion in writing: emails, reports and proposals that get results
Think persuasion is just for face-to-face conversations? Most of us do more persuading in writing than we realise. Whether it’s an email, board paper, project update or internal proposal, your ability to move people through writing is a key leadership skill.
And yet, most business writing falls flat. It’s too long, too vague, or buried in jargon. The result? Slower decisions, misalignment, or worse, silence.
Good persuasive writing is clear, structured, and anchored in what matters to the reader. It guides them to the right outcome without overwhelming them.
Here’s what that looks like in practice:
- Structure matters: Don’t make people hunt for the point. Lead with your recommendation, then support it.
- Frame it for them: What’s the risk if they say no? What’s the gain if they say yes?
- Use “because”: Studies show that even adding a basic reason to a request (using the word because) can increase compliance significantly.
- Avoid the jargon trap: Clear beats clever. If it wouldn’t land in a conversation, don’t write it in a document.
If your writing can’t persuade, it can’t lead. And in a digital-first workplace, persuasive writing is more important than ever.
Want to go further? My Cialdini Ethical Influence Application Workshop is designed to do exactly that. We’ll work through the key persuasion principles, map them to your current goals, and build a plan your team can put into action immediately.
Persuasion in negotiation: getting to yes without pushing too hard
Negotiation isn’t about who talks the longest or holds the hardest line; it’s about movement. And the best negotiators know that persuasion, not pressure, is what drives real outcomes.
Whether you’re negotiating contracts, resolving conflict, or aligning priorities, the goal isn’t to “win”, it’s to reach an agreement that works. That means understanding the psychology behind how people make decisions, what they value, and what they fear.
Here’s where persuasion makes the difference:
- Reframing resistance: Most objections aren’t flat-out no’s, they’re unmet needs. The right framing can turn a blocker into a bridge.
- Creating reciprocity: Small concessions, offered at the right time, can trigger bigger commitments in return, one of the key principles from Cialdini’s work on ethical influence.
- Anchoring with purpose: The first figure on the table often sets the tone. But when you anchor with credibility, not just confidence, it gives your position weight.
- Slowing the rush to compromise: Sometimes the most persuasive move is to pause, ask better questions, and surface shared interests before jumping to solutions.
In training, I often say this: You don’t need to be the loudest in the room; you need to be the most strategic. Persuasive negotiators stay calm under pressure, keep the relationship intact, and move the conversation forward with intent.
And the good news? It’s not about personality. It’s a skill you can learn, practice, and use with integrity every time you walk into a negotiation.
Negotiation isn’t just a skill; it’s a performance driver. With my Negotiation Training, you’ll gain structure, strategy, and confidence. Protect value, trade more effectively, and walk away stronger in any conversation.
Persuasion in sales: the trusted advisor mindset
Sales isn’t about talking someone into something they don’t need. It’s about helping people make confident decisions. And the most effective sales professionals don’t “push”, they guide, reframe, and build trust.
That’s where persuasion comes in.
Rather than relying on scripts or closing techniques, persuasive salespeople adopt a trusted advisor mindset. They ask better questions, tailor their message to what the client actually values, and make it easier to say yes, without ever sounding forceful.
Here’s what that looks like:
- They listen to understand, not to reply: Persuasive sales conversations are 60% listening, 40% speaking. That’s where trust is built.
- They lead with value, not features: Instead of “Here’s what we offer”, it becomes “Here’s how this solves your problem”.
- They use social proof and authority: A Cialdini principle in action, showing how others have made the same choice increases confidence and reduces friction.
- They reduce risk: Whether it’s through guarantees, case studies, or simplified next steps, good persuaders lower the perceived downside of moving forward.
And the result? Longer-term relationships, higher close rates, and fewer deals that stall in the final stretch.
Even if you’re not in a formal sales role, chances are you’re still selling your ideas, your team’s capabilities, or your project’s value. And persuasion helps you do it in a way that feels natural, credible, and effective.
If you want to deepen your negotiation skills with world-class insights, I recommend my Cialdini Certified Ethical Influence Practitioner course. You can learn directly from Dr Cialdini himself, and I offer live coaching to help you apply it directly to your business.
Developing persuasion as a leadership superpower
Persuasion isn’t just for extroverts, salespeople, or those with “natural charisma.” It’s a learnable skill, one that can completely change how you lead, influence, and create impact across your business.
In fact, what most people think of as “being persuasive” is usually just good communication, clear structure, and a bit of psychological insight. The real shift comes when you stop leaving it to chance and start building it deliberately.
Here’s where to focus:
- Get curious: Great persuaders ask better questions. They seek to understand what matters to others before trying to shape a response.
- Sharpen your structure: Whether in writing or conversation, lead with clarity. Start with the outcome, frame the benefits, and support with logic.
- Build trust early: Influence is easiest when people believe you’re credible and have their best interests in mind. That starts long before any “ask.”
- Learn the science: Understanding proven principles, like reciprocity, authority, and social proof, gives you tools to guide decisions ethically and effectively.
- Practice in low-stakes moments: Every team meeting, update email, or internal discussion is a chance to refine your persuasive approach. Small shifts lead to big gains over time.
Persuasion isn’t about changing who you are; it’s about strengthening how you communicate. When you can combine clarity, empathy, and strategy, your influence grows exponentially.
And when your whole team builds those same skills? That’s where transformation really happens.
If you’re looking to introduce the science of influence across your business or event, I run a 1 to 2-hour keynote called The Science of Ethical Influence. It’s fast-paced, full of real examples, and gives your team actionable takeaways they can use straight away.
Want to lead with influence? Start here
If persuasion’s showing up all over your role (and let’s be honest, it probably is), the next step is learning how to use it on purpose. Not just in the big moments, the sales pitch, the negotiation, but in the everyday stuff: the emails you send, the updates you share, the decisions you steer.
That’s exactly what we do at Martin John Training.
Whether it’s through in-house workshops, one-day intensives, or Cialdini-certified coaching programs, I work directly with leaders and teams to build persuasion skills that stick. Real-world stuff with no theory marathons, no academic hand-waving.
So if you’re ready to sharpen your influence and lead with more impact, let’s talk. (Persuasively, of course!)