This module focuses on practical persuasion techniques that help you influence others with clarity, confidence and credibility. You will examine how authority, consistency, reciprocity and social proof can shape decision making when used responsibly. You will also learn how to structure persuasive conversations, adapt your message to different motivations and guide buyers towards better decisions without relying on pressure or manipulation.

This module strengthens your ability to analyse information, recognise assumptions and make more objective decisions in sales and influence contexts. You will explore how cognitive bias, poor reasoning and unclear problem framing can affect judgment, both for sellers and buyers. By applying critical thinking tools, you will learn how to evaluate buyer needs more accurately, challenge weak assumptions and support clearer, more confident decision making.

This module explores the psychology of power, tension, and resistance in professional conversations. You will learn how conflict, status, emotion, and perceived risk can influence buyer behaviour and stakeholder responses. Through practical techniques for managing difficult conversations, you will develop the confidence to reduce defensiveness, respond constructively to resistance, and maintain trust when influence conversations become complex or emotionally charged.