Marketing & Communication

Persuasive Communication and Influence

Influence is the ability to change minds and actions without relying on authority. This course teaches persuasive communication: understanding audiences, principles of influence, building credible arguments, emotional and logical appeals, framing, overcoming resistance and ethical persuasion.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Good ideas only succeed when others are persuaded to support them. You will learn ethical techniques to influence more effectively.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Influence exercises, argument building workshops, role plays and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Analyse audiences and their motivations
Apply principles of influence ethically
Build logical, evidence-based arguments
Use stories and emotion appropriately
Frame messages for different audiences
Overcome resistance and objections

Target audience

Who should attend.

This course is suitable for:

Managers and professionals
Project leaders
Sales and business development staff
Communication professionals
Advisers and consultants

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Audience analysis
Argumentation
Framing
Storytelling
Handling resistance

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Foundations of Influence

09:00–10:08Influence versus authority
10:08–11:00Principles of persuasion
11:00–11:30Coffee break
11:30–11:45Principles of persuasion (continued)
11:45–12:53Ethics
12:53–14:00Exercise

Day 2Audiences

09:00–10:08Motivations and concerns
10:08–11:00Stakeholder styles
11:00–11:30Coffee break
11:30–11:45Stakeholder styles (continued)
11:45–12:53Adapting messages
12:53–14:00Workshop

Day 3Arguments

09:00–10:08Logic and evidence
10:08–11:00Structure
11:00–11:30Coffee break
11:30–11:45Structure (continued)
11:45–12:53Stories and emotion
12:53–14:00Exercise

Day 4Framing and Resistance

09:00–10:08Framing
10:08–11:00Objections
11:00–11:30Coffee break
11:30–11:45Objections (continued)
11:45–12:53Building agreement
12:53–14:00Role plays

Day 5Applying Influence

09:00–10:08Meetings
10:08–11:00Written persuasion
11:00–11:30Coffee break
11:30–11:45Written persuasion (continued)
11:45–12:53Personal plan
12:53–14:00Final role play

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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