Find the fastest fix for the yes you are not getting.
Whatever your goal, there is one place to begin: the Influence Assessment. In about 7 minutes it shows you exactly which of Dr. Robert Cialdini's 7 Principles are costing you agreement, and names the program that fixes it fastest.
Start where the gap is.
Each program builds on the last, so the right first step is the one that shows you where you are. Start with the Influence Assessment, learn the Cialdini Method online, then climb toward the in-person two-day workshop.
- 01Start Here
Influence Assessment
Know exactly which of the 7 Principles are costing you a “yes,” in about 7 minutes.
Your personal influence profile, scored across all seven principles.
Free · about 7 minStart Here → - 02Flagship
The Cialdini Method
Win the clients and decisions you are losing, ethically and on purpose.
Self-paced online program in the seven principles, with optional coaching; the Cialdini Certified Practitioner credential is included.
From $1,497See the Program → - 03Flagship Onsite
Principles of Persuasion Workshop (POP)
Change how your team wins agreement in the rooms where it matters most.
The Institute's two-day, in-person flagship training, instructor-led from start to finish.
Seats from $2,997See the Program → - 04Faculty Track
Cialdini Method Certified Trainer® (CMCT)
Carry the Cialdini method into your own organization or practice.
Invitation-only faculty track, personally vetted. Join a selective global network.
By ApplicationSee the Program →
Seven principles, in the order that works.
Knowing the principles is half the skill. The other half is knowing which one a moment calls for. Dr. Gregory Neidert's Core Motives Model answers that: every attempt to persuade moves through three stages, and each stage has principles that do the work.
“Indispensable in understanding why and how to most effectively apply the Principles of Persuasion.”
- STAGE 01
Cultivate the relationship
Are they open to you?
People listen to those who have given first and whom they like. Start here, before any request.
- STAGE 02
Reduce uncertainty
Are they sure it’s right?
When a choice feels risky, people look to what others like them have done, and to credible experts.
- STAGE 03
Motivate action
Will they act now?
Agreement becomes a decision when it fits what people have already committed to, and what they stand to lose by waiting.
Unity: shared identity moves people. Dr. Cialdini introduced it in Pre-Suasion (2016), after the model was published, so it is taught alongside the three stages rather than inside one.
Model: Dr. Gregory Neidert
It works for people like you.
Workshop participants in 17 countries and readers of the books. Ordinary professionals, applying it on Monday morning.
Read 1,028 reviews from participants, readers, scientists and business leaders.
Rooms full of professionals, learning the same seven principles.
Bring Cialdini to your organization.
When a whole team has to win agreement, individual study is only half the answer. Persuasion training at scale, executive coaching and team certification are tailored to your people. Tell us about your team.
Let your results choose your program.
The Influence Assessment takes about 7 minutes and ends with a personalized profile across all 7 Principles, and points you to the program built for your goal. Because the right program depends on where you start.
Trusted by leaders at Google, Microsoft & the U.S. Department of Justice