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Become A Cialdini Certified Professional

  • The only official Cialdini Certified Professional program
  • Live sessions with Dr. Cialdini and other world-renowned experts
  • For Coaches, Trainers, and Consultants

“Welcome to the Cialdini Institute. My team and I will be happy to provide you with everything you need to succeed.”

        - Dr. Robert Cialdini


What Influential Business Leaders Say

Warren Buffett

Warren Buffett

CEO Berkshire Hathaway

Influence’ is one of the best business books of all time.”


Tim Ferriss

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…”


Tobias Lütke

Founder Shopify

“‘Influence’ is one of the two books that made me a billionaire.”

Gwyneth Paltrow-1-1

Gwyneth Paltrow

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.”

gerry allen 2

Gerry Allen

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.”


Guy Kawasaki

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.”


Joe Polish

Founder Genius Network

The new ‘Influence’ is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.


Tamsin Henderson

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.”


Charlie Munger

Vice Chairman Berkshire Hathaway

“Robert Cialdini has had a greater impact on my thinking than any other scientist.”

Chris Voss

Chris Voss

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.”

Constance Dierickx 2

Constance Dierickx

The Decision Doctor

“Cialdini is the expert on influence. His research reveals principles that any leader, or any person for that matter, can apply.”

Rory Sutherland-1

Rory Sutherland

Vice Chairman Ogilvy & Mather

“His work, in codifying human behavior, has been priceless.”

Naval Ravikant

Naval Ravikant

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.”

Annie Duke-1

Annie Duke

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.”

Barry Ritholtz-1

Barry Ritholtz

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

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

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

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.
Hoh Kim Profile Square

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
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Trusted by leading organizations around the world

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

  • Exclusive information

    on crucially important activators and amplifiers

  • Science-based exercises

    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

  • Practical solutions

    to the most common persuasion mistakes

  • New scientific conclusions

    and real-life examples


Best Business Book Of All Time

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 from The Ways to Wealth, January 2022.

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.

Bas Wouters

Science of Influence

Online Marketing

Learn more about Bas

Ed Tate


Learn more about Ed

Brian Ahearn


Learn more about Brian

Hoh Kim

Influential Coaching

Learn more about Hoh

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)

  • In-company coaching

    Coach calls, Q&A calls, and written consultation

  • Case studies

    To address any influence challenge with your clients

  • Brainstorms and mastermind sessions

    Underpinned by our science-based Influence Process

  • Influence assessments

    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

Your Investment

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

Contact Us

Self-paced online learning

Live sessions

With Dr. Cialdini or other Senior Teaching Partners

Full course access

365 days

Time investment

Approx. 20 hours

Official certificate

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.

  • Coaching resources

    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)

  • Assessment tools

    For taking pre- and post-assessments with your clients

  • Video database

    For your own use and to share with clients

  • Marketing materials

    Replicated website, marketing automation, business cards and pitch decks

  • Substantial commissions

    Up to 80% for coaches selling larger quantities of e-learnings

  • Solutions team

    For practical assistance that helps your coaching programs run smoothly


Indispensable Power Skill

Research from LinkedIn shows that persuasion is one of the top 5 in-demand power
in today’s professional workplace.

Dr. Cialdini’s Program Outline

The program consists of 12 modules and 2 exams.
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.

In this module, you will gain a deep understanding of coaching principles and techniques, empowering you to become a more effective communicator, motivator, and leader. By applying these skills, you will experience personal growth, enhanced problem-solving abilities, and the capacity to inspire others to reach their full potential.
Uncover the core principles that underpin successful coaching relationships, enabling you to foster meaningful connections, guide others towards their goals, and create transformative impact in their lives. By embracing these truths, you will enhance your coaching abilities, promote positive change, and cultivate a more fulfilling coaching journey.
Discover the essential tools and techniques used in coaching, empowering you to effectively guide individuals towards their goals and support their personal growth.
By completing this module you will gain a comprehensive understanding of a powerful coaching approach, allowing you to support individuals in setting clear goals, overcoming challenges, and achieving sustainable results.
This module is a transformative journey where you will acquire the essential skills and mindset to empower others, build strong coaching relationships, and unleash your full coaching potential.
You’re almost there. The only things missing are the specific skills and techniques required to become the exceptional influence coach your clients are eagerly searching for. Our CEO, Bas Wouters, will guide you through a set of unique influence coaching models and methods, fully preparing you to thrive as a successful Cialdini Certified Professional.

What Scientists Say

Daniel Kahneman

Daniel Kahneman

Emeritus Professor of Psychology
Nobel Prize Winner

“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.”

Richard Thaler

Richard Thaler

Professor of Behavioral Science
Economics Nobel Prize Winner

“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

Betsy Levy Paluck

Professor of Psychology and Public Affairs

“’Influence’ will continue to clarify and inspire the art and science of persuasion for years to come.”

Angela Duckworth

Angela Duckworth

University of Pennsylvania

“Not only is he a world-class psychologist, he is a world-class human being.”

Adam Grant

Adam Grant

Professor of Management and Psychology

“Without Bob Cialdini, I would not be a psychologist.”

Daniel Shapiro

Daniel Shapiro

Founder Harvard International Negotiation Program

“Whether you seek to boost sales, strike a better deal, or improve your relationships, ‘Influence’ offers scientifically tested principles that can change your life.”

Dorie Clark

Dorie Clark

Executive Education Professor

“‘Influence’ is a modern business classic that has profoundly shaped the fields of marketing and psychology.”

Noah Goldstein

Noah Goldstein

Professor of Management and Organizations

“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.”

Katherine Milkman

Katherine Milkman

Professor of Psychology

“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’.”

Peter Killeen

Peter Killeen

Emeritus Professor of Psychology

“Bob has always imbued his work with ethical principles. He’s always sought and found good reasons – economic reasons – for being ethical.”

Mark Schaller

Mark Schaller

Professor of Psychology

“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-1

Richard E. Petty

Professor of Psychology

“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.”

Todd Rogers

Todd Rogers

Professor of Public Policy

“Future generations of psychologists will benefit and take inspiration from the approach that Bob uses to develop research ideas and ultimately study them.”

Nancy Gonzales

Nancy Gonzales

University Provost

“Distinguished scholar, tremendous mentor, researcher, educator… Bob has truly been a scientist to emulate in so many ways.”


Praised By Harvard
Business Review

Harvard Business Review named “Harnessing the Science of Persuasion” by Dr.
Cialdini as one of the 30 most influential and innovative articles from the first
hundred years of the prestigious magazine.

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.

  • C-level decision-making

  • Business consultancy

  • Finance

  • Management

  • Marketing

  • Sales

  • Communications

  • Online performance

  • HR

  • Negotiation

  • Other areas where persuasion is a desirable power skill

Get In Touch

Contact Us

Self-paced online learning

Live sessions

With Dr. Cialdini or other Senior Teaching Partners

Full course access

365 days

Time investment

Approx. 20 hours

Official certificate

Signed by Dr. Cialdini

Trusted by leading enterprises around the world

Contact Us

Our team of program consultants is happy to help you, whatever your question.
Please don’t hesitate to fill in the form. 

Justin Quigley
Head of Program Consultants


Fill In Your Details

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.