How to influence your customers and increase your conversions

location iconOnline | location icon Wed. 28th July 2021 | Time icon 9:00am-10:30am

Getting someone to agree to buying something is not easy for everyone but it is a skill that can be learnt.

How, you may ask?

By understanding how people think and how to influence them during this thought process without forcing your sales process onto them.

Persuasion is a science. Neuroscience teaches us that the brain responds to messaging in a certain sequence and the reaction to the message of persuasion is very personal.

In fact, the thought process happens in the ventromedial prefrontal cortex. This is the part of the brain which is used when one is thinking of oneself. The science of persuasion takes advantage of this knowledge to influence the outcome of a person’s decision.

With this in mind, there are two processes at play: your company’s process of how to engage with the customer but also, more importantly, the thought process of the customer whilst considering the sale. Although persuasion is a science, there is an art to dealing with customers in an intelligent way that balances both processes.

Robert Cialdini wrote a very interesting book on the 6 Laws of Influence, and Shelley is going to talk about how to use these laws in the design of your sales process.

We will also look at the sales process from the customer’s as well as from the business’s perspective, and the pitfalls associated with this interaction. As many MD2MD members are aware, if you can understand the customer’s buying process and build the laws of influence into your process, you can improve your conversions.


  • works as both a science and an art.
  • The customer’s thought process around a sale and how, as a company you should engage with them.
  • Using the 6 laws of influence in your sales process.

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This event is led by

Shelley Walters

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