What Influential Business Leaders Say
CEO Berkshire Hathaway
“‘Influence’ is one of the best business books of all time.”
Lifestyle Expert and Bestselling Author
“I would really encourage people to study books like ‘Influence,’ so you get a fundamental set of principles that you can apply online, offline, to different tools, to direct copy, to complex sales in big organizations…”
“‘Influence’ is one of the two books that made me a billionaire.”
Oscar-Winning Actress, CEO goop
“This ‘Influence’ is a classic: it delves into how and why influence works and the specific dynamics at play when leading a company.”
Former Vice President IBM
“I have always been impressed with his integrity, his honesty, his high ethics standards, the way that he conducts his life and his business.”
Silicon Valley Venture Capitalist
“Cialdini is the ‘Godfather of Influence.’ His book is the guiding light for how I conduct business – and in many ways how I live my life.”
Founder Genius Network
The new ‘Influence’ is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.
Owner Copy Kooks
“I recommend inhaling anything you can get your hands on by Robert Cialdini — books, podcasts, videos. He is the undisputed master of all things persuasion.”
Vice Chairman Berkshire Hathaway
“Robert Cialdini has had a greater impact on my thinking than any other scientist.”
Wall Street Journal Best-Selling Author
“Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book. Your knowledge base is simply incomplete without it.”
The Decision Doctor
“Cialdini is the expert on influence. His research reveals principles that any leader, or any person for that matter, can apply.”
Vice Chairman Ogilvy & Mather
“His work, in codifying human behavior, has been priceless.”
Entrepreneur and Angel Investor
“‘Influence’: classic, classic book. Everybody should read it, memorize it, and understand that the way that people influence other people is consistency, liking, authority, social proof, scarcity, and reciprocity.”
Professional Poker Champion
“Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from.”
Chairman and CIO Ritholtz Wealth Management
“Dr. Robert Cialdini has long been recognized as a leading voice in the fields of persuasion, compliance, and negotiation.”
Created By World-Renowned Experts
Dr. Robert Cialdini
Dr. Cialdini is known globally as the foundational expert in the science of influence and its ethical application.
His seven Principles of Persuasion have become a cornerstone for people serious about increasing their influence. The results of his scientific research, his sold-out keynotes, and his bestselling books have earned him a worldwide reputation and the label of "Godfather of Influence". Ask 100 of the world’s top CEOs and entrepreneurs (including Elon Musk, Mark Cuban, and Jeff Bezos), and the book they most frequently mention is 'Influence.'*
* Research by The Ways to Wealth, January 2022.
Dr. Gregory Neidert
Dr. Gregory Neidert is a Board member of the Cialdini Institute. He has conducted research with Dr. Cialdini and is the director for Influence at Work.
As a professor of psychology and C-level organizational consultant, Dr. Neidert has worked with hundreds of clients in business, non-profit, and government. To help them successfully apply the Principles of Persuasion, he developed the Core Motives Model of Social Influence, which Dr. Cialdini regards as “indispensable in understanding why and how to most effectively apply the Principles of Persuasion.”
Bas Wouters is Co-Founder and the CEO of the Cialdini Institute. He has been a confidant of Dr. Cialdini for years, both personally and in business.
After generating millions in sales as an entrepreneur, Wouters became a world-class expert in persuasion and behavior design. In his bestselling and award-winning book Online Influence he combines Dr. Cialdini’s work with that of other renowned behavior experts. Dr. Cialdini asked Wouters to become CEO of the Cialdini Institute “because of the unique set of qualities he has as a persuasion expert, successful businessman, and close friend.”
Ed Tate is a member of the Cialdini Institute Faculty. As a former world champion in public speaking, he’s responsible for our activities on speaking.
Ed is one of the most respected public speakers worldwide. Notably, he won the Toastmasters International 2000 World Championship of Public Speaking. Presently, he leads a professional development firm that offers keynote presentations, workshops, and expertise in high-stakes business presentations.
Brian Ahearn is a member of the Cialdini Institute Faculty. He coached many sales managers and field sales reps, he’s responsible for our activities on sales.
Brian spent more than 30 years in the insurance industry where he worked extensively with field sales reps and independent insurance agents, helping them apply the principles of influence to better their sales results.
Dr. Hoh Kim
Hoh's mission is to help leaders ask better questions to make better decisions. That's why he's responsible for our acitivies on influential coaching.
All kind of organizations hired Hoh as a coach, consultant, and facilitator for more than 25 years. He is an executive coach in the areas of leadership, organizational, and crisis communication. Hoh was Managing Director of Edelman where he led the Korean office to record revenues, and is Advanced Coach of Marshall Goldsmith Stakeholder Centered Coaching since 2013.
Six Live Sessions
You’ll get the rare chance to learn straight from the source. In captivating webinars, Dr. Cialdini or other Senior Teaching Partners will personally update you six times a year on current topics, taking your learning experience to new heights.
- Personal engagement
- Benefit from interactive learning with real-time feedback
- Maintain your edge as a true influence expert
Engage Your Business Partners
You can invite a business partner to join you for a virtual live session with Dr. Cialdini or other Senior Teaching Partners four times a year. If they recognize the value of influence, they will greatly benefit from this opportunity—and so will you.
- Provide your clients with a valuable experience
- Introduce them to the power of ethical persuasion
- Activate the principle of reciprocity in action
Discover What You've Been Missing
So perhaps you’ve read Influence or Pre-Suasion. That’s great. But these programs offer a significant next step. They do so by converting what you’ve learned from Dr. Cialdini’s books into real-life persuasive actions. The ‘hidden gems’ of the Cialdini programs will help you boost your success.
The secret process
that helps you think from the problem to a set of principles, and through these principles to a set of solutions
on crucially important activators and amplifiers
that help you get the most out of the principles
The Moments of Power
that help you recognize when others are most receptive to your message
to the most common persuasion mistakes
New scientific conclusions
and real-life examples
What You Can Expect
Your program is based on decades of world-class research and its practical application. Dr. Cialdini and his faculty members will go to great lengths to help you build a thriving business.
- 120+ instructional videos on persuasion and coaching
- Weekly faculty sessions for deep dives and interaction
- Monthly live sessions with Dr. Cialdini and other experts
What You Will Master
After passing the exams, you’ll be able to apply the science of persuasion at an elite level and coach, train, and inspire others with the same aspirations. This will significantly improve your record as a successful professional.
- Get insider knowledge on the Principles of Persuasion
- Learn the proven processes of influence for guiding others
- Help others achieve outstanding results
How You Will Benefit As A professional
Dr. Cialdini and his world-renowned faculty members will support you in both the lead-up to the exams and afterwards, helping you to succeed as a Cialdini Certified Professional.
- Receive year-round coaching from our faculty members
- Get practical support from our Solutions Team
- Benefit from substantial commissions on our products
Boost Your Knowledge With Our Faculty Members
In addition to our comprehensive program, you’ll get access to optional deep dives and weekly live sessions led by our world-renowned Faculty members. These experts in their respective fields will empower you to maximize your impact.
Monetizing Your Skills
Research from LinkedIn shows that persuasion is one of the top 5 in-demand power skills in today’s professional workplace. Your knowledge and expertise will therefore be in great demand. Moreover, we’ve developed a unique set of ready-to-use products and resources that you can monetize easily.
E-learnings (to sell)
With substantial benefits and high profits
Small group coaching
Personal coaching (12 participants max)
Coach calls, Q&A calls, and written consultation
To address any influence challenge with your clients
Brainstorms and mastermind sessions
Underpinned by our science-based Influence Process
Pre- and post-assessments
Keynotes and lunch & learns
On Reciprocity, Liking, Unity, Social Proof, Authority, Consistency, Scarcity, Contrast, and Human Decision-making
Mastermind book studies
Reflecting on 'Influence' by Dr. Robert Cialdini
1. One-time payment
- $4,997 $2,997
- 120+ instructional videos on persuasion and coaching
- 10 live sessions with Dr. Cialdini
- Official certificate signed by Dr. Cialdini
- 1 year access to all resources
2. Annual licensing fee
- $497 per year
- Yearly updated badge
- Access to all faculty sessions
- Access to all marketing and sales resources
- Access to all live sessions with Dr. Cialdini
Get In Touch
Self-paced online learning
With Dr. Cialdini or other Senior Teaching Partners
Approx. 20 hours
Signed by Dr. Cialdini
Boost Your Authority With
The Official Certificate
The industry-recognized Cialdini Certified Professional certificate will enormously boost your authority—and your business even more so…
- The only official Cialdini Certified Professional certificate
- Invaluable confirmation of your influence expertise
- Signed by Dr. Cialdini
All The Resources You Need To Succeed
To excel as a Cialdini Certified Professional, you naturally need insider knowledge and excellent coaching skills. But it’s in our nature to go the extra mile. Therefore, we’ve worked hard to provide you with a unique set of resources that will help you stand out.
Scripts, manuals, instructional videos, and ready-to-use exercises and slide decks
Case study database
For tailoring your coaching programs to specific industries and audiences
Weekly open faculty sessions
For all your questions on influence, coaching, sales, mindset, and speaking
The opportunity to visit live events
With Dr. Cialdini and other experts (at very friendly rates)
For taking pre- and post-assessments with your clients
For your own use and to share with clients
Replicated website, marketing automation, business cards and pitch decks
Up to 80% for coaches selling larger quantities of e-learnings
For practical assistance that helps your coaching programs run smoothly
Dr. Cialdini’s Program Outline
You need to pass both exams to become a Cialdini Certified Professional.
Research by LinkedIn shows that persuasion is one of the Top 5 in-demand power skills in today’s professional workplace. This first module explains why. You’ll also gain critical insights into the science of persuasion, laying a solid foundation for everything you’ll learn in this program. This is your first step to becoming a true expert.
Understanding the seven Principles of Persuasion will help you achieve better results. But you’ll be even more successful if you apply them according to the science-based processes that you’ll find in this second module. Perhaps even more importantly: you’ll learn how to apply them in an ethical way.
Before taking a deep dive into the Principles of Persuasion, we’ll address the contrast phenomenon. In this module, you’ll learn all about the power of contrast and the best ways to use it as an amplifier for each of the seven Principles of Persuasion. Consider it a small gift to you as a future member of the elite of influence…
In the fourth module you’ll gain a thorough understanding of the science behind the principle of reciprocity and its practical applications. You’ll encounter the ‘hidden gems’ of the world of influence: the activators and amplifiers that engage and boost the Principles of Persuasion. You’ll learn how to master them for reciprocity in this module, and for the other principles in the following modules, giving you a unique competitive advantage over those who haven’t enrolled in this program.
You’ll like this fifth module on liking! You’ll learn how to use the commonly recognized principle of liking in novel and nuanced ways for negotiation and other persuasive purposes. Moreover, as you will in all the other principle modules, you’ll install what you’ve learned into your personal Action Plan. This means you can put those lessons into practice and get results right away.
Dr. Cialdini uncovered this Principle of Persuasion relatively recently, and added it to the expanded edition of Influence in 2021. So after completing this sixth module, you’ll be part of the elite of influence that understands and applies this principle by harnessing the feeling of “we-ness” that leads to assent from others. Speaking of unity…
Professionals in the online world often say that the social proof principle is their most productive. In this module you’ll learn how to leverage its force both online and offline. And again, you’ll walk away with effective activators and amplifiers, as well as avoiding common social proof mistakes that even major brands often make. But not you, ever again!
The authority principle is another booster of success. In the eighth module you’ll learn the science behind it and how to apply it efficiently, effectively, and ethically. Promise: the official Cialdini certificate will significantly add to your authority. You’ll want to display it on your office wall, on your desk, or in the background of your online meetings. Why? This module provides the evidence.
People want to be – and to be seen – as consistent with their existing commitments. In this ninth module, you’ll find out what activates and amplifies this drive. You’ll also learn how to incorporate it smoothly into your everyday persuasive appeals.
You’re no doubt familiar with FOMO: the fear of missing out. In this last module, you’ll see how this phenomenon caused a product that usually sold for $ 3.95 to sell for $ 250. Sound too good to be true? Not by this stage of the program. By now, you’ll fully understand that applying the science of influence can lead to incredible results. You won’t want to “miss out”.
This is an online exam approximately 30 to 45 minutes in length. The questions are not so much about testing your factual knowledge, but about assessing your skills in applying what you’ve learned in the modules. To pass, you need to answer 70% of the questions correctly. Don't worry—if you prepare for the exam thoroughly, we’re confident you’ll make it.
What Scientists Say
“Bob Cialdini is a great observer, and keen observations have been the key to some of his great work... It’s really inspiring to look at his work.”
“If the President had to have one advisor with him at all times, my nomination would be Bob Cialdini, the world’s most practical social psychologist, and the master of ‘influence’.”
Betsy Levy Paluck
“’Influence’ will continue to clarify and inspire the art and science of persuasion for years to come.”
“Not only is he a world-class psychologist, he is a world-class human being.”
“Without Bob Cialdini, I would not be a psychologist.”
“Whether you seek to boost sales, strike a better deal, or improve your relationships, ‘Influence’ offers scientifically tested principles that can change your life.”
“‘Influence’ is a modern business classic that has profoundly shaped the fields of marketing and psychology.”
“When people find out that Bob Cialdini was my mentor, the most common response is: ‘Bob Cialdini is my hero.’ He is everything we hope to be as academics and frankly as people.”
“Bob Cialdini is unquestionably one of the greatest social psychologists of the last century.”
American Psychological Association
“Robert Cialdini has been the go-to psychology expert in marketing since his best-selling book ‘Influence’.”
“Bob has always imbued his work with ethical principles. He’s always sought and found good reasons – economic reasons – for being ethical.”
“Bod has always had a real skill and a talent for connecting the science to stuff that real people – even if they’re not academics – actually care about.”
Richard E. Petty
“Bob’s work represents the very best of social psychology, combining both basic theory and conceptual along with an important application to the real world.”
“Future generations of psychologists will benefit and take inspiration from the approach that Bob uses to develop research ideas and ultimately study them.”
“Distinguished scholar, tremendous mentor, researcher, educator… Bob has truly been a scientist to emulate in so many ways.”
For Speakers, Coaches, and Trainers
Whether you want to deepen your knowledge, broaden your business opportunities, or move your team forward, this program will get you there. Both self-employed and in-house professionals from numerous areas of interest have benefited from Dr. Cialdini’s programs.
Other areas where persuasion is a desirable power skill
Get In Touch
Self-paced online learning
With Dr. Cialdini or other Senior Teaching Partners
Approx. 20 hours
Signed by Dr. Cialdini
Any Last Questions Before You Enroll?
Here’s a list of questions we often receive, as well as the answers to them.
If your question is not on the list, feel free to reach out to our Solutions Team.
For the Cialdini Certified Professional program, we offer the option of paying in five installments. This entails an initial payment of $647 upon enrollment, followed by subsequent payments over the next 4 months.
Each module has multiple instructional videos, followed by a 10-question quiz. This quiz is primarily a learning exercise: the instant feedback will help you better understand the most important lessons from the module. You can answer the questions as many times as you want, until you get all the answers right. So, no stress!
The final exam consists of two parts. After you’ve completed all modules belonging to the part you’re working on, you’ll receive an invitation to take its exam. Both online exams are approximately 1 hour in length, and you can take them whenever and wherever you want.
To pass the exam, you need to answer 70% of the questions of each of the two parts correctly. No worries: if you prepare thoroughly, we’re confident you’ll make it. If you don’t pass the first time, you can still take two additional exams ($ 97 each) for both parts.
You’ll follow the same modules on the Principles of Persuasion that the Cialdini Influence Practitioner program offers (modules 1–10). However, that’s only half of the Cialdini Certified Professional Program. You’ll also follow a high-level coaching program with instructional videos (modules 11–12) and coaching by Dr. Cialdini’s Faculty members.
Please fill in the contact form on this page and one of our program consultants will be happy to assist you.