Buyer Psychology: Understand Behaviour, Trust And Persuasion

Buyer Psychology: Understand Behaviour, Trust And Persuasion

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

Instructor: The Expert Academy

Access provided by Skills Development Fund

4 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

9 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

9 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Explain how psychological triggers influence consumer attention, trust and buying behaviour.
Apply ethical persuasion techniques to communicate more effectively in sales conversations.
Recognise cognitive biases and assumptions that affect buyer and seller judgement.
Use critical thinking to clarify buyer needs and decision barriers.

Skills you'll gain

Details to know

Shareable certificate

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Assessments

8 assignments

Taught in English

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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.

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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 introduces the psychological foundations of buyer behaviour, persuasion and trust. Learners explore how buyers respond to influence, how psychological triggers shape attention and how trust affects decision making in sales conversations.

The course begins by examining how persuasion principles influence consumer behaviour and how buyers evaluate value, credibility and choice. Learners then explore practical influence techniques, including authority, consistency, reciprocity and social proof, and consider how these can be used responsibly in sales and customer-facing conversations. Learners will also strengthen their ability to think critically, recognise cognitive bias and make more objective judgements. The course concludes by exploring how conflict, emotion, resistance and power dynamics can affect sales conversations, giving learners practical strategies for responding constructively while maintaining trust. By the end of the course, learners will be able to apply buyer psychology, ethical persuasion and critical thinking to build trust, reduce resistance and guide clearer, more credible sales conversations.

This module introduces the psychological principles that shape how people respond to information, evaluate value, and make buying decisions. You will explore how persuasion works in real business contexts and examine the behavioural triggers that influence attention, trust, and action. By understanding how consumers process choices, respond to social cues, and interpret perceived value, you will learn how to communicate more effectively and influence buyer behaviour in an ethical, insight-led way.

What's included

6 videos3 readings2 assignments

6 videosTotal 44 minutes

Influence And Decision-Making8 minutes
Behavioural Economics And Marketing7 minutes
Social Influence And Team Dynamics7 minutes
Neuroscience And Persuasion9 minutes
Ethical Persuasion And Business Ethics6 minutes
Customer Behaviour And User Experience6 minutes

3 readingsTotal 30 minutes

Lesson Descriptions: Persuasion And Consumer Behaviour10 minutes
Worksheets: Persuasion And Consumer Behaviour10 minutes
Project: Persuasion In Action - Crafting An Effective And Ethical Marketing Strategy10 minutes

2 assignmentsTotal 60 minutes

Persuasion And Consumer Behaviour Knowledge Check30 minutes
Applying Persuasion And Consumer Behaviour Strategies30 minutes

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.

What's included

25 videos2 readings2 assignments

25 videosTotal 95 minutes

What You Will Learn On This Course1 minute
Psychological Drivers: 1. Love, 2. Importance And 3. Belonging4 minutes
Psychological Drivers: 4. Belief 3 minutes
Psychological Drivers: 5. Certainty And Uncertainty4 minutes
Psychological Driver: 6. Need For Growth3 minutes
Psychological Driver: 7. Need For A Place4 minutes
First Impressions: How They’re Formed And How To Form A Good One4 minutes
The ‘Facts, Feelings And After Effects’ Of Every Conversation6 minutes
How To Get People To Jump Through Hoops Like A Dolphin4 minutes
The Psychological Difference Between Persuasion And Influence3 minutes
The Importance Of Understanding How People Have Beliefs And How Placebos Work4 minutes
How To Read Body Language And The ‘Tells’4 minutes
The Difference Between ‘Intent’ And ‘Impact’3 minutes
How To Work Out What People Really Mean When They Say Certain Things4 minutes
The Big Difference That Little Words Can Make4 minutes
How To Tell When People Are Lying And What To Do About It3 minutes
How To Put Things Right When You’ve Put Things Wrong4 minutes
The Principles Of Objection Handling3 minutes
The Importance Of Being Part Of The Solution5 minutes
Constructive Criticism3 minutes
How To Handle Difficult Situations During And After The Event5 minutes
How To Keep Improving Even The Best Relationships5 minutes
How To Get On With Everyone Better4 minutes
How To Understand People Better And The Role Of Linear Probing4 minutes
How To Improve All Your Relationships In The Long Term3 minutes

2 readingsTotal 20 minutes

Lesson Descriptions: Leading Organisational Change And Managing Resistance10 minutes
Project: Building Reputation Through Accountability10 minutes

2 assignmentsTotal 60 minutes

Psychological Persuasion Knowledge Check30 minutes
Applying Psychological Persuasion Strategies30 minutes

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.

What's included

6 videos2 readings2 assignments

6 videosTotal 36 minutes

Introduction to Critical Thinking And Its Importance In Leadership10 minutes
Problem-Solving Frameworks And Techniques5 minutes
Overcoming Cognitive Biases In Decision Making6 minutes
Enhancing Analytical And Creative Thinking5 minutes
Applying Critical Thinking In Leadership5 minutes
Integrating Critical Thinking Into Everyday Leadership5 minutes

2 readingsTotal 20 minutes

Lesson Descriptions: Critical Thinking And Decision Making10 minutes
Project: Applying Critical Thinking And Problem-Solving To A Real-World Business Challenge 10 minutes

2 assignmentsTotal 60 minutes

Critical Thinking And Decision-Making Knowledge Check30 minutes
Applying Critical Thinking Strategies30 minutes

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.