Captivate: The Psychology of Persuasion for Impactful Sales & Marketing

Members: $310

Non-Members: $415

CPD CREDITS Earn 1.2 CPD

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Contrary to what most people think, influence and negotiation are learned skills, and very few people are born with the natural talent of perfect communication, especially under pressure.

Beyond the high level frameworks many are trained on, there are many tactical skills we can leverage to improve our outcomes particularly in sales and marketing. To address this opportunity, we scour the internet for research on psychology, behavioral economics, and influence to bring you the most actionable way to increase your impact.

Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. Note: for group rates to apply, all registrations must be completed at the same time.

By the end of the session, all participants will have a better understanding of the psychology of change and decision making, key tactical approaches to improve their powers of persuasion and spend time ideating how to apply to their current business challenges.

Specifically, participants will learn:

The 3 Basic Human Truths of persuasion and change
The Power of ‘No’
The Status Quo Bias
The MAYA Principle
Strategic Mimicry
And more…

The training will include hands-on practice activities so that you have the opportunity to apply the tactics presented.

An understanding of how to apply tactical methods in day to day conversations, campaigns and other business activities. You will also receive a pre-meeting prep checklist to help you continue using the tactics in your future work.

Largely any marketer who is interested in tactical approaches to improve their powers of persuasion.

Ben Wise, Head of Programmatic at Google
Darren Chiu, Brand Activation Lead at Google

Ben and Darren have a combined 20 years of experience in sales and negotiation. We aren’t natural sellers but we believe that sales is a skill that can be learned and practiced. Over time, we find leveraging the science of persuasion in each step of your negotiation process really has a compounding effect to the success of your meeting. Ben and Darren publish the Captivate newsletter sharing regular tactics and tips to help you increase your powers of persuasion.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague