Courses and trainings for companies - Ernst & Young Academy of Business

Persuasion in business

Persuasion codes in action

Currently no open courses are scheduled in English.
Contact us about organising this course in-house!

The ability to persuade others has never been more important!

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What you will learn:

  • Developing the skill of effective contact for the purpose of persuasion.
  • Learning the rules of effective self-presentation in direct relations.
  • Developing the skill of strategically shaping business conversations.
  • Familiarizing yourself with the process of planning and preparing persuasion.
  • Using rhetoric techniques in steering the conversation in sales and negotiations.
  • Learning and practising framework steering as an effective method of verbal communication.
  • Ability to use persuasion techniques in business conversations.
  • Using effective models of verbal and non-verbal persuasion.
  • Developing the ability to win a dispute and to solve a conflict situation.
  • Adopting the learned persuasion techniques to your own individual context in business relations.

Online course delivery:

This course can be delivered online with the following features:

  • Classroom effect’ so that everyone knows who the other participants are and can communicate with them and tutor via chat or audio;
  • Sharing screens so that participants can view the trainer’s screen and work together with them;
  • Breakout rooms’ enabled so that the class can be divided into groups to interact among themselves and solve case studies;
  • Surveys, polls, MCQs and open questions during the training: responses broadcast in real time (under the trainer’s control);
  • CPD certificates issued to participants.

All our trainers have many years of experience in online training delivery.


Day 1

Developing the skill of effective contact for the purpose of persuasion

  • Own behaviour as a tool of influence: intentional use of body language; effective use of voice. Persuasion techniques of making a good first impression.
  • Elements of persuasion language: clues, phrases, framework, questions, hidden commands.
  • ”Mirroring/leading” rule in creating a situation of social influence.
  • Analysis of one’s preferences of style of building contact with others.
  • Practical exercises – Building the first impression for the purpose of persuasion:
  • Use of the knowledge about building the first impression for the purpose of persuasion: short speeches for opening contact with the group, mini presentations such as elevator pitches.

Planning persuasion in business relations

  • Defining a goal, context and appropriate persuasion techniques.
  • Psychological profiling and recognizing the interlocutor types: ways of adopting persuasion techniques to an interlocutor type.
  • Pre-suasion method: building a context of influence and preparing a situation of persuasion.

Strategy of persuasive conversations

  • Steering vs. manipulation of the course of a conversation: taking over the initiative, control of the process, a quick response to attempts of manipulation.
  • Psychological intrigues, games and traps in business talks and negotiations. 
  • Model of steering conversations by asking steering questions. Techniques of taking over the initiative and  presenting one’s proposals.
  • Practical exercises – Technique of steering conversations by sequences of steering questions. Flexible use of the ability to steer conversations in business talks

Steering the interpretation framework as a persuasion technique

  • Game of the interpretation framework as a tool of persuasion: examples, patterns, conditions.
  • Examples of persuasion framework games and ways of breaking them.
  • Breaking verbal manipulation in conversations – examples.
  • Methods of taking control over conversations by steering the interpretation framework.
  • Practical exercises – Building effectiveness in a framework game
  • Identifying interferences in verbal communication based on the knowledge of meta-model of communication. Consistently working out one’s own method of practical use of the meta-model according to the individual preferences in communication.

Day 2

Rhetoric techniques in steering communication and creating a positive image

  • Presenting rhetoric techniques in creating a positive image.
  • Steering the auditorium's attention: effective speakers’ tricks.
  • Techniques of problem solving in direct communication.
  • ”Forbidden” persuasion keys (Blair Warren) in creating one’s positive image.

Practical exercises
Simulation of a persuasive talk with co-workers, e.g., persuading them to change in the organization, based on the changeable scenario technique. Analysis and comparison of the results of this exercise for the whole group. 

Training practical models of verbal and non-verbal persuasion

  • Rules of psychological influencing as structured sequences of actions.
  • Hypnotic linguistic patterns and the methods of using them in persuasion.
  • Planning a persuasion strategy in individual contact
  • Ways of practising persuasion skills in everyday communication situations.

Practical exercises – Persuasion codes in action
Preparing in groups of three scenarios of persuasion situations, simulation and analysis in subgroups.

Building the ability of persuasive development of disputes and conflict situations

  • Methods of winning a dispute: classical eristic patterns and techniques of ”forbidden” rhetoric.
  • Kinds of disputes and situation techniques of taking over the initiative in action.
  • Ways of developing conflict situations to your advantage.
  • Matching  the acquired techniques to your preferences in communication with others: individual feedback to the Participants on how to use the practised skills.

Practical exercises – Developing the skill of persuasive development of a dispute
Use of eristic techniques for winning disputes with the team: simulations of communication with the group based on own experience.


  • Concise review of the areas practised during the course. 
Price 1860.00 PLN (+ 23% VAT)
E-mail the Course Co-ordinator


Adrianna Sykucka  
tel. 519 511 447