Ethical Influence: Build Trust And Sell With Integrity

Ends in 6 days! Save 40% on your access to 10,000+ programs and make a real impact in your career. Save now.

Ethical Influence: Build Trust And Sell With Integrity

This course is part of The Science Of Sales: Behavioural Insights And Psychology Specialization

Instructor: The Expert Academy

Included with Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Apply ethical judgement to sales and influence situations.
Use active listening to build trust, rapport and respect.
Recognise how emotional intelligence supports stronger customer relationships.
Build empathy-led customer strategies that improve trust and retention.

Details to know

Shareable certificate

Add to your LinkedIn profile

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the The Science Of Sales: Behavioural Insights And Psychology Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

This course explores how ethical influence, empathy and trust shape responsible sales relationships. Learners examine how ethical judgement supports long-term credibility and how responsible influence helps buyers feel respected, informed and confident.

The course begins by exploring the principles of ethical business behaviour and how integrity, transparency and accountability affect customer trust. Learners then develop active listening skills that help them build rapport, understand buyer concerns and create more constructive conversations. The course also examines how emotional intelligence and customer empathy strengthen relationships, reduce friction and support better sales outcomes. Learners consider how empathy-led customer strategies can improve trust, loyalty and long-term relationship value. By the end of the course, learners will be able to apply ethical judgement, practise active listening and use empathy-led sales behaviours to influence responsibly, build trust and support long-term customer relationships with integrity.

This module introduces the ethical principles that support responsible influence, transparent communication and long-term business trust. You will explore how ethical decision making helps sales professionals balance commercial goals with fairness, honesty and customer wellbeing. By understanding the risks of pressure, manipulation and unclear communication, you will learn how to influence buyers in ways that protect trust and support sustainable relationships.

What's included

6 videos3 readings2 assignments

6 videosTotal 34 minutes

Introduction6 minutes
Individual Ethics5 minutes
Managerial Ethics In Leadership5 minutes
Societal Impact6 minutes
Code Of Conduct6 minutes
Implementing Business Ethics5 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Business Ethics And Responsible Influence10 minutes
Worksheets: Business Ethics And Responsible Influence10 minutes
Project: Creating Your Company’s Ethical Roadmap 10 minutes

2 assignmentsTotal 60 minutes

Business Ethics Knowledge Check30 minutes
Applying Ethical Influence Strategies30 minutes

This module focuses on active listening as a foundation for ethical influence and buyer trust. You will learn how to listen with attention, ask more thoughtful questions and respond in ways that help buyers feel understood and respected. By strengthening your listening skills, you will be better equipped to uncover real needs, reduce resistance and guide conversations with empathy and clarity.

What's included

6 videos2 readings2 assignments

6 videosTotal 37 minutes

Understanding Active Listening 8 minutes
Developing Focused Listening Skills 5 minutes
Asking Questions And Clarifying Messages6 minutes
Managing Emotions And Biases 7 minutes
Applying Active Listening In Leadership 5 minutes
Sustaining Active Listening As A Habit6 minutes

2 readingsTotal 20 minutes

Lesson Descriptions: Active Listening And Buyer Trust10 minutes
Project: Building Your Active Listening Blueprint10 minutes

2 assignmentsTotal 60 minutes

Active Listening Knowledge Check30 minutes
Applying Active Listening Strategies30 minutes

This module explores how emotional intelligence strengthens buyer relationships and improves the quality of sales conversations. You will examine how self-awareness, empathy and emotional regulation help you respond effectively to buyer concerns, tension and uncertainty. By applying emotional intelligence in sales interactions, you will learn how to build stronger connections, maintain credibility and support more positive customer experiences.

What's included

6 videos3 readings2 assignments

6 videosTotal 40 minutes

Introduction To Emotional Intelligence In Customer Service And Sales6 minutes
Emotional Intelligence, Customer Service And Sales9 minutes
Customer Service And Emotional Triggers9 minutes
Emotional Intelligence And Rapport Building5 minutes
The Benefits Of Emotional Intelligence To Customer Service6 minutes
How To Develop Self-Awareness And Emotional Intelligence6 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Emotional Intelligence And Customer Relationships10 minutes
Worksheets: Emotional Intelligence And Customer Relationships10 minutes
Project: Building Emotional Intelligence In Customer Interactions10 minutes

2 assignmentsTotal 60 minutes

Emotional Intelligence Knowledge Check30 minutes
Applying Emotional Intelligence In Sales Conversations30 minutes

This module shows how empathy can shape customer-centred sales strategies that attract, support and retain buyers over time. You will explore how understanding customer needs, expectations and emotional drivers can improve trust, loyalty and long-term value. By applying empathy-led thinking, you will learn how to align commercial outcomes with buyer confidence, relationship quality and responsible selling.

What's included

5 videos3 readings2 assignments

5 videosTotal 36 minutes

Introduction To Customer Experience 5 minutes
How To Be “On Purpose”5 minutes
Step Into Your Customer’s Shoes 9 minutes
Build Your Own Strategy 10 minutes
Finding The Perfect Balance Of Unique And Consistent Customer Experience 7 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Empathy And Customer-Centred Selling10 minutes
Worksheets: Empathy And Customer-Centred Selling10 minutes
Project: Designing An Empathetic And Innovative Customer Experience Strategy10 minutes

2 assignmentsTotal 25 minutes

Empathetic Customer Strategy Knowledge Check15 minutes
Applying Empathy-Led Customer Strategies10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

The Expert Academy

16 Courses1,096 learners

Offered by

The Expert Academy

Explore more from Business Essentials

The Expert Academy
Sales Skills: Build Trust And Influence Buyers
Course
Status: Free Trial
Category: Credit offered
Sage Publications
Foundations of Ethical Selling and Strategic Preparation
Course
Status: Free Trial
Category: Credit offered
Microsoft
Ethical Selling and Market Adaptation
Course
Status: Free Trial
Category: Credit offered
Coursera
Communication, Influence & Sales Techniques
Course
Status: Free Trial
Category: Credit offered

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.