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Dr. Robert Cialdini has enjoyed a distinguished academic career, during which his research into the science of influence has made him a recognized global expert on persuasion, compliance and negotiation. Dr. Cialdini took his Ph.D. from the University of North Carolina and undertook postdoctoral training at Columbia University. He has been a visiting scholar at Ohio State, at the University of California, the Annenberg School of Communications and the graduate School of business at Stanford University. He currently serves as Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.

His research into the reasons for request compliance in business settings led to his book Influence: Science & Practice, which has sold over two million copies and been translated into twenty-six languages. Yes! 50 Scientifically Proven Ways to be Persuasive, co-authored by Dr. Cialdini, featured on the bestseller lists of the New York Times, USA Today and the Wall Street Journal.

Dr. Cialdini serves as president of the international consulting, planning and training organization Influence at Work, which provides programs based upon his studies of Influence.

The international reputation which his writings, speeches and consultation have attracted have given Dr. Cialdini an impressive client list, including, among others, Google, Microsoft, Cisco Systems, Bayer, Coca-Cola, KPMG, Kodak, IBM, The Mayo Clinic, Harvard University, the United States Department of Justice and NATO.

Full Profile

    Influence, Negotiation, Communication, Management, Leadership, Sales

    Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

    His books, including Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2 million copies and has been published in twenty-six languages. His co-authored book, Yes! 50 Scientifically Proven Ways to be Persuasive, has been on the New York Times, USA Today & Wall Street Journal Best-seller Lists.

    In the field of influence and persuasion, Dr. Cialdini is the most cited living social psychologist in the world today.

    Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

    Dr. Cialdini is President of INFLUENCE AT WORK, an international consulting, strategic planning and training organization based on the Six Principles of Influence.

    Dr. Cialdini’s clients include such organizations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Harvard University – Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.


Robert Cialdini Speaker Videos Back to top

Keynote Speech Excerpt


“What the detective of influence has to do is find those things that move people positively and bring them to the surface." Dr. Robert Cialdini shares his knowledge of the concept of Influence and how it can be made to work positively in business settings.

Dr. Robert Cialdini: Speaker Introduction



Speeches / Speaking Engagements Back to top


Dr. Robert Cialdini guides his audiences through the power of Influence, the persuasive approaches that make people most likely to accede to our requests. Drawing on many years of research and his bestselling published works, he explains how this highly effective tool can be used in an ethical manner for the benefit of all parties.

Dr. Cialdini applies the principles of Influence to many different scenarios, from sales to team work, and also explores how to build “We" relationships, where seemingly disparate people with apparently conflicting interests can come together and achieve meaningful collaboration.

    INFLUENCE: THE ULTIMATE POWER TOOL
    (Suggested length 90+minutes)

    What does scientific research tell us about the persuasive approaches that make people most likely to say yes to requests?  How can we use this research ethically and effectively?

    Dr. Robert Cialdini, author of the ground-breaking book, Influence, is your guide, translating the scientific research into practical business applications.  His widely acclaimed studies are highly instructive to those who want to be more influential.

    Weaving compelling stories with evidence-based statistics makes this program memorable and immediately applicable.

    Here, Dr. Cialdini identifies and explains the six universal principles of persuasion that move others toward yes.  Participants receive answers to such questions as:

    • What can we do to shorten the time required to develop and deepen relationships with our prospects, customers, and co-workers?
    • How can we effectively establish our authority and trustworthiness with those we meet for the first time?  
    • After we have given, what words can we use to increase dramatically the likelihood that we will receive in return?  
    • When others are sitting “on the fence”, which principles of persuasion are most likely to spur them to act?  
    • And, which is the most underused, yet effective, principle of persuasion?  

    In this program, Dr. Cialdini answers all these questions and more. Used correctly and ethically, these scientifically-tested principles produce lasting relationships and strong, long-term change.  When the science is available, why use anything else?

    Influence During Times Of Uncertainty
    (Suggested length 60-90 minutes)

    In today’s uncertain environment, the need for simultaneously effective and ethical influence is necessary, pertinent, and now more vital than ever to our success.  During this profound presentation, Dr. Robert Cialdini briefly reviews six research-based universal principles of influence, but focuses on those principles that are most effective during conditions of uncertainty and that leaders can employ to bring about positive and lasting change among individuals located both inside and outside their organizations.

    Dr. Robert Cialdini, author of the ground-breaking book, Influence, and co-author of the New York Times best-seller, Yes! 50 Scientifically Proven Ways To Be Persuasive, is your guide in translating highly relevant but poorly-understood scientific research into practical business applications.  His books have sold more than 2 million copies worldwide.  Dr. Cialdini is the world’s leading authority on influence and his widely acclaimed studies are highly instructive to those who want to be more influential.

    LEADERSHIP THROUGH THE POWER OF PERSUASION
    (Suggested length 90+minutes)

    It is through the influence process that we lead, generate, and manage change.  Like most things, the process can be handled poorly or well.  It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new opportunities.  Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.

    As such, it is important for those wishing to lead effectively to understand fully the workings of the influence process.  Fortunately, a vast body of scientific evidence now exists on how, when, and why people say yes to influence attempts.  In his presentation, Dr. Robert B. Cialdini extracts from this formidable body of work the six universal principles of influence--those that are so powerful that they generate desirable change in the widest range of circumstances. The principles are:

    • Reciprocation.  People are significantly more willing to comply with requests (for favors, services, information, concessions, etc.) from a leader who has provided such things first.
    • Commitment/Consistency.  People are more willing to be moved by a leader if they see the change as consistent with commitment they have previously and publicly made.
    • Authority.  The particular combination of expertise and trustworthiness renders a leader the most persuasive communicator science has ever uncovered.
    • Social Validation.  People are more willing to perform a recommended action if a leader provides evidence that many similar others are performing it.
    • Scarcity.  People find recommended opportunities more attractive to the degree that a leader can honestly position them scarce, rare, or dwindling in availability.
    • Liking.  People say yes to the leaders they like.

    Dr. Cialdini’s presentation illustrates how these six principles have been and can be harnessed to meet specific influence objectives. Dr. Cialdini emphasizes the nonmanipulative use of the principles so that those who are influenced feel personally committed to the new direction and to their relationship with the leader.  It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring.  And it is only in this fashion that it can enhance a lasting sense of partnership between those involved.

    THE POWER OF WE
    (Suggested length 45-75 minutes)

    With The Power of WE, Robert Cialdini artfully braids science with meaningful and moving personal accounts to produce a set of compelling lessons for business success.  

    This unique presentation explores what scientific research demonstrates about the ability of certain relationships (labeled “We” relationships) to facilitate our goals.  Dr. Cialdini skillfully interprets the implications of “We” relationships both inside and outside the organization. Audience members learn the answers to such questions as:

    • What can change rivals to make them want to work together?  
    • What can make seemingly unrelated, angry people bond together to accomplish meaningful goals?  
    • What can make a negotiation more satisfying and come to fruition faster?
    • What simple statement can lead to a “We” relationship?  What simple request can do the same?  
    • And, how can this be accomplished ethically and effectively in business settings?  

    Dr. Cialdini explores these questions and more in this unique program. What makes us a “WE”?  The Power of WE shows how to develop, engage, and focus relationships for optimal working success.

    Yes! - Proven Ways for Managers to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process.  The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Yes! - Proven Ways for Marketers to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process. The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Yes! - Proven Ways for Salespeople to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process.  The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Building Trust Through Influence
    (Suggested length 60 minutes)

    It is through the influence process that we generate and manage change. Like most things, the process can be handled poorly or well. It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new change opportunities. Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.

    In this presentation, Dr. Robert B. Cialdini first describes the six universal principles of influence—those that are so powerful that they generate desirable change in the widest range of circumstances. The principles are: Liking, Authority, Consensus, Scarcity, Reciprocation, and Consistency. Dr. Cialdini’s presentation next focuses on how the first three of these principles have been and can be harnessed to meet specific, mutually beneficial objectives by building trust.

    Throughout, Dr. Cialdini emphasizes the ethical use of the principles so that those who are influenced feel personally committed to the change and come to trust (appropriately) that their advisor/partner will continue to counsel them correctly. It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring. And, it is only in this fashion that it can enhance a lasting sense of partnership between those involved in the exchange.



Robert Cialdini Speaker Testimonials Back to top

    "Not only was his lecture and the subsequent discussion fascinating but for weeks afterwards I heard people her and elsewhere referring to his insights and examples. My sense is also that Robert’s work is being taken very seriously in Government so I hope that his research will come in time to be more fully reflected in public policy.”
    MATTHEW TAYLOR, The Royal Society for the Encouragement of Arts, Manufactures and Commerce, London, England

    “This program will help executives make better decisions and use their influence wisely… Robert Cialdini has had a greater impact on my thinking on this topic than any other scientist… The best popular book that demonstrates six or eight ways in which the quirks of your own mind will frequently prove dysfunctional to your best interests is Cialdini′s Influence."
    CHARLES T. MUNGER, Vice Chairman, Berkshire Hathaway, Inc.

    “Bob Cialdini is the most brilliant student of influence and negotiation I′ve encountered. If everything were on the line in a negotiation, I can′t think of anyone I′d rather have advising me.”
    TOM PETERS, The Tom Peters Group

    "I want to express my appreciation for your excellent presentation at The Forum on Executive Decision Making and Influence. . . the audience was composed entirely of senior executives from major U.S. and Canadian companies. . . .  The evaluations were in the ‘excellent’ range and you received more mentions as ‘The part of the program I liked most’ than any other speaker – quite an accomplishment given the competition!”     
    SHERMAN ROBERTS, Director of Executive Seminars John F. Kennedy School of Government, Harvard University

    "The message given in your presentation is just what our people needed to confirm that the psychology of influence can be learned. . . .  If these messages are applied, then our objective of creating a more successful business will have been met."
    A.M. McINTOSH, IBM, United Kingdom International Products Limited

    "The presentation was perfect.  The audience was intrigued with what Dr. Cialdini had to say.  He was most effective."  
    ANNETTE HOPGOOD, Georgia Department of Education

    "Both your content and style of presentation make it easy for one to relate your ′Principles of Influence′ to virtually any business or endeavor." 
    JOHN M. THOMPSON, Vice President, Merrill Lynch

    "Dr. Cialdini was the top speaker we′ve ever had...in or out of the organization.  They loved him."
    Jennifer L. Botelho, KPMG, LLP

    “Bob Cialdini was the top scoring speaker at our Financial Advisers Conference, where some awarded him scores above the maximum. Additionally, he was at the top of the speakers of the European Annual Meeting. Bob′s ability to bring together fundamental behaviours of vital importance, with the logic and scientific evidence that support his concepts, made the presentations particularly powerful. He presented in an attractive and entertaining way that held the interest of the audiences throughout in both conferences.”
    COLIN KELSEY, General Manager, LIMRA Europe & Africa

    “The Training Directors’ Forum is the third event Robert Cialdini has keynoted for us and each time he has done an outstanding job--providing ethical and actionable information on the "Science of Influence" that our participants can immediately apply in their work.”
    Julie Groshens, Conference Program Director, VNU Inc, Training Directors’ Forum

    “We′ve known for years that people buy based on emotions and justify their buying decision based on logic.  Dr. Cialdini was able, in a lucid and cogent manner, to tell us why this happens.  Our agents are now better positioned to influence their clients -- in an ethical manner -- to make better buying decisions.  We could not be happier with his presentation.”
    Mark Blackburn, Sr. Vice President, Director of Insurance Operations, State Auto Insurance Companies

    "Robert Cialdini, through his intensive research, has clearly shown that it is possible to increase the efficiency and effectiveness of persuasion to bring about amazingly positive results."
    Pratap Nambiar, Regional Executive Partner, KPMG Global Markets Asia Pacific

    "After Dr. Cialdini′s program, the noise of praise was almost deafening."
    Eric Snider, Ph.D., Vice President, Sales and Marketing, Shea Homes

    "Dr. Robert Cialdini has a very important message for all of us.  I have worked with him in the past and each time, he overwhelms the audience. This time was no different.   His presentation was informative, yet engaging. His experience in the field of influence cannot be matched."
    DON MOFFATT, Senior VP of Customer Care, Rogers Group

    "This marvelous book explains in clear, practical language the ways in which we become persuaded.  It offers excellent insights for those who sell but even more importantly for all of us who negotiate and buy."
    ROGER FISHER, Director, Harvard Negotiation Project

    “His presentation was stirring and full of information to help in the influencing decisions and more specific in getting closure on your ideas and services. I would recommend that anyone that works with the public and wants to persuade them in a decision or just influence thinking (executive, teacher, sales person, politician) should attend Bob′s presentation. It is an educational, entertaining and value adding experience.”
    HOWARD A. CHRISTENSEN, Co-Chairman, Christensen & Associates

    "Because this was a rather long program, we expected only 90% of the people to return after the break, but after the break we had 104% show up. Thank you Dr. Cialdini."
    Harold Pumford, CEO, Association of Governmental Risk Pools

    “Bob is one of the better speakers on the subject of what persuades/influence people to use our products and services.  His book should be in every sales and marketing person’s briefcase and reread frequently.”
    R. CRAIG WILSON, Sr. Vice President/Sales Manager, Northern Trust

    “…we recently got back our reader survey results from the Oct. issue and your article was both the most read and the one that people found the most useful. Congratulations!”
    ALDEN M. HAYASHI, Senior Editor, Harvard Business Review

    "I respect Dr. Cialdini′s work and knew he would be an interesting speaker at our conference. What I didn′t anticipate was how popular his presentation would be among the attendees. He easily filled a 750-seat auditorium, and we were turning people away at the door."
    TAD SIMMONS, Editor-in-Chief, Presentations Magazine




* Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    "Not only was his lecture and the subsequent discussion fascinating but for weeks afterwards I heard people her and elsewhere referring to his insights and examples. My sense is also that Robert’s work is being taken very seriously in Government so I hope that his research will come in time to be more fully reflected in public policy.”
    MATTHEW TAYLOR, The Royal Society for the Encouragement of Arts, Manufactures and Commerce, London, England

    “This program will help executives make better decisions and use their influence wisely… Robert Cialdini has had a greater impact on my thinking on this topic than any other scientist… The best popular book that demonstrates six or eight ways in which the quirks of your own mind will frequently prove dysfunctional to your best interests is Cialdini′s Influence."
    CHARLES T. MUNGER, Vice Chairman, Berkshire Hathaway, Inc.

    “Bob Cialdini is the most brilliant student of influence and negotiation I′ve encountered. If everything were on the line in a negotiation, I can′t think of anyone I′d rather have advising me.”
    TOM PETERS, The Tom Peters Group

    "I want to express my appreciation for your excellent presentation at The Forum on Executive Decision Making and Influence. . . the audience was composed entirely of senior executives from major U.S. and Canadian companies. . . .  The evaluations were in the ‘excellent’ range and you received more mentions as ‘The part of the program I liked most’ than any other speaker – quite an accomplishment given the competition!”     
    SHERMAN ROBERTS, Director of Executive Seminars John F. Kennedy School of Government, Harvard University

    "The message given in your presentation is just what our people needed to confirm that the psychology of influence can be learned. . . .  If these messages are applied, then our objective of creating a more successful business will have been met."
    A.M. McINTOSH, IBM, United Kingdom International Products Limited

    "The presentation was perfect.  The audience was intrigued with what Dr. Cialdini had to say.  He was most effective."  
    ANNETTE HOPGOOD, Georgia Department of Education

    "Both your content and style of presentation make it easy for one to relate your ′Principles of Influence′ to virtually any business or endeavor." 
    JOHN M. THOMPSON, Vice President, Merrill Lynch

    "Dr. Cialdini was the top speaker we′ve ever had...in or out of the organization.  They loved him."
    Jennifer L. Botelho, KPMG, LLP

    “Bob Cialdini was the top scoring speaker at our Financial Advisers Conference, where some awarded him scores above the maximum. Additionally, he was at the top of the speakers of the European Annual Meeting. Bob′s ability to bring together fundamental behaviours of vital importance, with the logic and scientific evidence that support his concepts, made the presentations particularly powerful. He presented in an attractive and entertaining way that held the interest of the audiences throughout in both conferences.”
    COLIN KELSEY, General Manager, LIMRA Europe & Africa

    “The Training Directors’ Forum is the third event Robert Cialdini has keynoted for us and each time he has done an outstanding job--providing ethical and actionable information on the "Science of Influence" that our participants can immediately apply in their work.”
    Julie Groshens, Conference Program Director, VNU Inc, Training Directors’ Forum

    “We′ve known for years that people buy based on emotions and justify their buying decision based on logic.  Dr. Cialdini was able, in a lucid and cogent manner, to tell us why this happens.  Our agents are now better positioned to influence their clients -- in an ethical manner -- to make better buying decisions.  We could not be happier with his presentation.”
    Mark Blackburn, Sr. Vice President, Director of Insurance Operations, State Auto Insurance Companies

    "Robert Cialdini, through his intensive research, has clearly shown that it is possible to increase the efficiency and effectiveness of persuasion to bring about amazingly positive results."
    Pratap Nambiar, Regional Executive Partner, KPMG Global Markets Asia Pacific

    "After Dr. Cialdini′s program, the noise of praise was almost deafening."
    Eric Snider, Ph.D., Vice President, Sales and Marketing, Shea Homes

    "Dr. Robert Cialdini has a very important message for all of us.  I have worked with him in the past and each time, he overwhelms the audience. This time was no different.   His presentation was informative, yet engaging. His experience in the field of influence cannot be matched."
    DON MOFFATT, Senior VP of Customer Care, Rogers Group

    "This marvelous book explains in clear, practical language the ways in which we become persuaded.  It offers excellent insights for those who sell but even more importantly for all of us who negotiate and buy."
    ROGER FISHER, Director, Harvard Negotiation Project

    “His presentation was stirring and full of information to help in the influencing decisions and more specific in getting closure on your ideas and services. I would recommend that anyone that works with the public and wants to persuade them in a decision or just influence thinking (executive, teacher, sales person, politician) should attend Bob′s presentation. It is an educational, entertaining and value adding experience.”
    HOWARD A. CHRISTENSEN, Co-Chairman, Christensen & Associates

    "Because this was a rather long program, we expected only 90% of the people to return after the break, but after the break we had 104% show up. Thank you Dr. Cialdini."
    Harold Pumford, CEO, Association of Governmental Risk Pools

    “Bob is one of the better speakers on the subject of what persuades/influence people to use our products and services.  His book should be in every sales and marketing person’s briefcase and reread frequently.”
    R. CRAIG WILSON, Sr. Vice President/Sales Manager, Northern Trust

    “…we recently got back our reader survey results from the Oct. issue and your article was both the most read and the one that people found the most useful. Congratulations!”
    ALDEN M. HAYASHI, Senior Editor, Harvard Business Review

    "I respect Dr. Cialdini′s work and knew he would be an interesting speaker at our conference. What I didn′t anticipate was how popular his presentation would be among the attendees. He easily filled a 750-seat auditorium, and we were turning people away at the door."
    TAD SIMMONS, Editor-in-Chief, Presentations Magazine


    Yes!: 50 Scientifically Proven Ways to Be Persuasive
    Small changes can make a big difference in your powers of persuasion

    What one word can you start using today to increase your persuasiveness by more than fifty percent?

    Which item of stationery can dramatically increase people′s responses to your requests?

    How can you win over your rivals by inconveniencing them?

    Why does knowing that so many dentists are named Dennis improve your persuasive prowess?

    Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

    Co-written by the world′s most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?

    Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.

    Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
    Order Here




    Influence: The Psychology of Persuasion
    Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

    You′ll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
    Order Here





    INFLUENCE: THE ULTIMATE POWER TOOL
    (Suggested length 90+minutes)

    What does scientific research tell us about the persuasive approaches that make people most likely to say yes to requests?  How can we use this research ethically and effectively?

    Dr. Robert Cialdini, author of the ground-breaking book, Influence, is your guide, translating the scientific research into practical business applications.  His widely acclaimed studies are highly instructive to those who want to be more influential.

    Weaving compelling stories with evidence-based statistics makes this program memorable and immediately applicable.

    Here, Dr. Cialdini identifies and explains the six universal principles of persuasion that move others toward yes.  Participants receive answers to such questions as:

    • What can we do to shorten the time required to develop and deepen relationships with our prospects, customers, and co-workers?
    • How can we effectively establish our authority and trustworthiness with those we meet for the first time?  
    • After we have given, what words can we use to increase dramatically the likelihood that we will receive in return?  
    • When others are sitting “on the fence”, which principles of persuasion are most likely to spur them to act?  
    • And, which is the most underused, yet effective, principle of persuasion?  

    In this program, Dr. Cialdini answers all these questions and more. Used correctly and ethically, these scientifically-tested principles produce lasting relationships and strong, long-term change.  When the science is available, why use anything else?

    Influence During Times Of Uncertainty
    (Suggested length 60-90 minutes)

    In today’s uncertain environment, the need for simultaneously effective and ethical influence is necessary, pertinent, and now more vital than ever to our success.  During this profound presentation, Dr. Robert Cialdini briefly reviews six research-based universal principles of influence, but focuses on those principles that are most effective during conditions of uncertainty and that leaders can employ to bring about positive and lasting change among individuals located both inside and outside their organizations.

    Dr. Robert Cialdini, author of the ground-breaking book, Influence, and co-author of the New York Times best-seller, Yes! 50 Scientifically Proven Ways To Be Persuasive, is your guide in translating highly relevant but poorly-understood scientific research into practical business applications.  His books have sold more than 2 million copies worldwide.  Dr. Cialdini is the world’s leading authority on influence and his widely acclaimed studies are highly instructive to those who want to be more influential.

    LEADERSHIP THROUGH THE POWER OF PERSUASION
    (Suggested length 90+minutes)

    It is through the influence process that we lead, generate, and manage change.  Like most things, the process can be handled poorly or well.  It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new opportunities.  Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.

    As such, it is important for those wishing to lead effectively to understand fully the workings of the influence process.  Fortunately, a vast body of scientific evidence now exists on how, when, and why people say yes to influence attempts.  In his presentation, Dr. Robert B. Cialdini extracts from this formidable body of work the six universal principles of influence--those that are so powerful that they generate desirable change in the widest range of circumstances. The principles are:

    • Reciprocation.  People are significantly more willing to comply with requests (for favors, services, information, concessions, etc.) from a leader who has provided such things first.
    • Commitment/Consistency.  People are more willing to be moved by a leader if they see the change as consistent with commitment they have previously and publicly made.
    • Authority.  The particular combination of expertise and trustworthiness renders a leader the most persuasive communicator science has ever uncovered.
    • Social Validation.  People are more willing to perform a recommended action if a leader provides evidence that many similar others are performing it.
    • Scarcity.  People find recommended opportunities more attractive to the degree that a leader can honestly position them scarce, rare, or dwindling in availability.
    • Liking.  People say yes to the leaders they like.

    Dr. Cialdini’s presentation illustrates how these six principles have been and can be harnessed to meet specific influence objectives. Dr. Cialdini emphasizes the nonmanipulative use of the principles so that those who are influenced feel personally committed to the new direction and to their relationship with the leader.  It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring.  And it is only in this fashion that it can enhance a lasting sense of partnership between those involved.

    THE POWER OF WE
    (Suggested length 45-75 minutes)

    With The Power of WE, Robert Cialdini artfully braids science with meaningful and moving personal accounts to produce a set of compelling lessons for business success.  

    This unique presentation explores what scientific research demonstrates about the ability of certain relationships (labeled “We” relationships) to facilitate our goals.  Dr. Cialdini skillfully interprets the implications of “We” relationships both inside and outside the organization. Audience members learn the answers to such questions as:

    • What can change rivals to make them want to work together?  
    • What can make seemingly unrelated, angry people bond together to accomplish meaningful goals?  
    • What can make a negotiation more satisfying and come to fruition faster?
    • What simple statement can lead to a “We” relationship?  What simple request can do the same?  
    • And, how can this be accomplished ethically and effectively in business settings?  

    Dr. Cialdini explores these questions and more in this unique program. What makes us a “WE”?  The Power of WE shows how to develop, engage, and focus relationships for optimal working success.

    Yes! - Proven Ways for Managers to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process.  The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Yes! - Proven Ways for Marketers to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process. The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Yes! - Proven Ways for Salespeople to Become More Persuasive
    (Suggested length 1, 2, or 3 hours)

    Yes!  It’s one of the simplest words in our language.  But, arranging to hear it from colleagues, clients, customers, and even family members is not simple at all—at least not without knowing certain secrets of the persuasion process.  The dual purpose of this program is to reveal a valuable set of these powerful secrets to participants and to do so in a way that will enable them to achieve their professional goals more rapidly.  

    In addition, the emphasis will be on how participants can increase the likelihood of Yes! without having to change the features and merits of their case but, instead, by changing only—and more persuasively—the way they present those features and merits.  Consequently, this program would be of particular benefit to those individuals and organizations that have a strong case to make but have not realized an equivalent return because critical others have not been convinced to open their ears and minds fully to that strong case.  The secrets of persuasion covered in the program are specifically designed to open such ears and minds.

    So that participants can implement the program material immediately and with confidence, its content has been crafted to have the following elements.

    It is scientifically grounded.  Persuasion is no longer just an in-born art, available only to those who instinctively know just what to say and when to say it.  After more than a half century of research, it has also become a solid science; and the researchers who study it have uncovered a set of hidden rules for moving people toward Yes! that can be learned by all who want to become more persuasive.

    It is ethically appropriate.  There is an important distinction between persuasion and manipulation.  The approaches advocated in this program can be used in entirely non manipulative ways that never deceive or coerce others into assent. Rather, they inform/educate others into Yes! by providing honest evidence for wise decisions.  In so doing, these ethical approaches preserve the personal relationships necessary for long-term business success.

    It is not widely known.  The intent of the program is not to re-teach or reinforce what participants already know.  Instead, it is to bring to light some little-recognized aspects of persuasion that will give them an advantage over competitors in two ways—(1) by covering research that in many cases is so new that it is unavailable to the general public and (2) by showing how this new research often runs counter to common but mistaken tactics that rivals will continue to employ.

    It can involve small changes in practice.  A goal of the program is to show participants how to make relatively minor modifications to their persuasive practices that will result in major increases in their effectiveness.  Although busy, overloaded participants may well be reluctant to learn and deploy large-scale changes to their existing workplace approaches, they are willing to make small alterations that they are convinced will lead to greater success.  For this reason, the program focuses on strategies that require small changes—a few words or the sequence of a few words—yet have the largest impact on Yes!

    Building Trust Through Influence
    (Suggested length 60 minutes)

    It is through the influence process that we generate and manage change. Like most things, the process can be handled poorly or well. It can be employed to foster growth and to move people away from negative choices and in more positive directions, thereby creating the conditions for new change opportunities. Or, it can be used clumsily, reducing the chance for genuine movement and, in the worst of cases, boomeranging into conflict and resentment.

    In this presentation, Dr. Robert B. Cialdini first describes the six universal principles of influence—those that are so powerful that they generate desirable change in the widest range of circumstances. The principles are: Liking, Authority, Consensus, Scarcity, Reciprocation, and Consistency. Dr. Cialdini’s presentation next focuses on how the first three of these principles have been and can be harnessed to meet specific, mutually beneficial objectives by building trust.

    Throughout, Dr. Cialdini emphasizes the ethical use of the principles so that those who are influenced feel personally committed to the change and come to trust (appropriately) that their advisor/partner will continue to counsel them correctly. It is only in this fashion that the influence process can be simultaneously effective, ethical, and enduring. And, it is only in this fashion that it can enhance a lasting sense of partnership between those involved in the exchange.



Keynote Speech Excerpt


“What the detective of influence has to do is find those things that move people positively and bring them to the surface." Dr. Robert Cialdini shares his knowledge of the concept of Influence and how it can be made to work positively in business settings.

Dr. Robert Cialdini: Speaker Introduction