Themes Consumer behaviour training
The Art of Influence© · rated 9.3/10

Consumer behaviour training The Art of Influence© training.

Customers say they want your product. At the till they still pick something else.

What customers say and what they choose are far apart. You learn to influence choices based on how people really decide, and so you gain more influence on what customers buy.

Online · 33 lessons at your own pace · €1,190 excl. VAT

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A trainer at the sticky-note wall during The Art of Influence© in Amsterdam
Check first

Not sure this fits your situation?

Answer three questions. Then you see what is going on for you.

Where do customers drop out?

What do you know about the why?

What have you tried already?

Your situation

You said: customers show interest, but do not buy.

You said: customers buy once and do not come back.

You said: customers pick what they already know.

You said: you have tried all sorts, and it keeps getting stuck.

And your research says they want it. What customers say differs from what they buy. Look at the moment of choice.

And you have data without an explanation. The data shows where it goes wrong. The forces at that moment show why.

And you are guessing. Then a diagnosis is your cheapest first step.

They do want it. At the moment of choice, doubt wins.

Interest grows calmly, at home, with time. Buying happens in one moment. And then the questions come: is this right, what if it disappoints, what will others say? What customers say and what they do run through different systems in the brain.

More arguments will not help then. Taking away the doubt will. Tomorrow, walk through the buying moment yourself and write down every hesitation. Finding those doubts systematically and removing them is what you learn in two days.

The first purchase was a decision. The second has to happen by itself.

The first time they chose consciously, with attention and perhaps a discount. A second time does not need a new decision. It needs a default: a fixed moment, a pre-set option, a reason not to think again.

Tomorrow, look at what should have prompted the second purchase. And which default your customer is missing now. Whoever designs the default option decides what most customers do.

The familiar beats the better. Every time.

Customers do not pick the best option. They pick the option that takes no thinking. And whoever is unsure looks at what others choose. So being better is not enough while choosing you takes effort.

Tomorrow, find out which step a customer has to take for you that they do not have to take for the familiar option. That difference is your brief.

You steered on motivation. Customers decide on the situation.

Arguments, discounts, urgency: every approach tried to make the customer want it more. Ask a customer why they bought, and you get a logical story. Afterwards. The real decision was made automatically, before the rational brain had an opinion.

Tomorrow, plan no new promotion. First map what holds customers back at the moment of choice. Until you know that, every promotion is a gamble with your margin.

The Art of Influence© · online · 33 lessons

After the 33 lessons you see what holds customers back at the moment of choice. And you know how to design that moment, without cutting the price every time.

Start online now →

Online · 33 lessons at your own pace · €1,190 excl. VAT

Programme, dates and price in one PDF. Forward it to whoever signs off your budget.

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SUE's consumer behaviour training takes two days in Amsterdam. You learn why customers do something other than they say, and how to design the moment they choose, buy and come back. It is for marketers, researchers and CX professionals, with no prior knowledge required. It costs € 1,490 excl. VAT, for at most 16 participants.

10,000+
trained
9.3/10
Springest
4.8/5
Google rating
EQAC
certified
Portrait of Bram Jonkheer

“This course is great. As a researcher, I keep up-to-date on the field of consumer behaviour. In this way, I can help my clients with the right insights. But now, I also learned (and practised) how to make new steps with this framework to create practical solutions. I was searching for this for a while now.”

Bram Jonkheer, former partner, Blauw Research · took The Art of Influence© ★★★★★

10,000+ professionals trained, including people from

Heineken KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
What you learn

After two days you can do this.

You explain the gap between what customers say and what they buy.

You find the doubts at the buying moment, and remove them.

You design defaults and social proof, so repeat purchases happen by themselves.

You test an intervention small, without touching the price every time.

You learn this with the Behavioural Design method and the SUE Influence Framework, the same training that marketing and CX professionals from organisations such as KPN, ABN AMRO and Centraal Beheer took.

The programme

Two days: first see why customers do not choose, then design.

Day 1

Diagnosis: why customers do not choose

  • How purchase decisions are really made: why a better argument rarely tips the balance.
  • The SUE Influence Framework: what customers want, what they fear, and what keeps them with the familiar.
  • Behavioural interviews: how to hear in half an hour what customers never put in a survey.
Day 2

Design: making choosing easy

  • From insight to intervention with SWAC: which moment, which default, which social proof.
  • Prototyping and testing: try it small before you change a campaign or channel.
  • AI as a help in analysis and writing, so you apply the method quickly after the training too.

A maximum of 16 participants. You practise on real behavioural cases from practice, and after two days you apply the method to the customer behaviour you are dealing with now.

Which consumer behaviour training?

Not new marketing tricks, but a method you use on Monday.

Marketing courseConsumer researchThe Art of Influence©
What it is aboutChannels, campaigns and messagesWhat customers say and thinkWhat customers do at the moment of choice
What you practisePlanning campaignsReading resultsDiagnosis and design on real customer cases
What you do on MondaySet up a new campaignShare a reportDesign your customer's moment of choice

If you mainly want to learn about channels and campaigns, a marketing course is the better fit. If you want to understand why customers choose the way they do, you are in the right place.

Who teaches this?

You learn it from people who design behaviour themselves.

Kirsten Kremer, trainer and consultant at SUE Behavioural Design

Kirsten Kremer

Trainer & consultant

Helps organisations understand why people do what they do, and steers it in culture and wellbeing programmes.

Birgitta Vrins, trainer and consultant at SUE Behavioural Design

Birgitta Vrins

Trainer & consultant

Designs lasting change in healthcare and sustainability, in people and in organisations.

Thijs Perquin, product designer and UX strategist, trainer at SUE Behavioural Design

Thijs Perquin

Product designer & UX strategist

Turns behavioural science into practical solutions that help teams innovate faster.

Mylene Samuels, trainer and consultant at SUE Behavioural Design

Mylene Samuels

Trainer & consultant

Founded the Behavioural Design Circle at ABN AMRO and has spent 25 years on customer behaviour and change.

What participants say

9.3 out of 10. 98% recommend the training.

I have a background in psychology, so most concepts were incredibly familiar. However, the biggest value I took away was the ‘application’ to design and influence behaviour. I really liked how the design of the program was very hands-on with concepts that one could immediately apply in everyday life as well.

Portrait of Tanushree Bhalla
Tanushree Bhalla
Customer Researcher, Nationale Nederlanden
★★★★★

It is a very helpful course to understand people better and to help design solutions for wicked problems they experience. I can’t wait to start influencing behaviour in a positive way!

Portrait of Sylvia Rozenberg
Sylvia Rozenberg
Customer Experience Consultant, ABN AMRO
★★★★★

You guys provided an easy to use framework in which you can apply a massive amount of scientific insights. The hands-on workshop style really helped to see how I can use the knowledge in everyday work. It will help make my job more fun. Thanks!

Portrait of Bart Hoogendoorn
Bart Hoogendoorn
Marketing Intelligence Consultant, ANWB
★★★★★
Springest
9.3/10
★★★★★
Google Reviews
4.8/5
★★★★★
EQAC certified
What you take home

The Behavioural Design Toolkit: everything you need to do it on Monday.

SUE Influence Framework Canvas

Maps, in one overview, the forces that hold your change back and those that carry it.

SWAC intervention tool

Translates your diagnosis into interventions that make the new behaviour easier than the old.

Jobs-to-be-Done Canvas and cheat sheet

Shows what people are really trying to get done, and why the old behaviour fits that.

Behavioural Interview Guide

The questions that let you hear what people do not say in the meeting.

Behavioural Statement and Prototyping Guide

Pins down exactly which behaviour you want to see and how you test it small before rolling out.

AI Mentor, EQAC certificate and BD Club

After purchase you receive the AI Mentor, after the training your certificate and lifelong membership of the Behavioural Design Club.

Through your employer

How to get your employer on board

Most participants take the training on their employer’s budget or their own training budget. The VAT invoice goes to your organisation: €1,490 excl. VAT. Open the email below, fill in three things and send it to your manager.

Subject: Request for the training The Art of Influence©Dear [name], I would like to attend SUE's training The Art of Influence©: two days in Amsterdam on [date], 1,490 euros excl. VAT. SUE invoices [organisation] directly. A lot of our work depends on the choices customers make, and we mostly predict those on gut feeling. We usually try to fix that with better arguments. The SUE method turns that round: first understand why someone does or doesn't do something, then design the situation so the behaviour we want becomes the easy option. The training works with real examples from practice. I bring back the Influence Framework, the templates and cheat cards, and use them afterwards on [project or question]. I also come back with an EQAC-accredited certificate. If you agree, I will book this week. Best regards, [name]
Open the email to your manager →
The Art of Influence© · 2 days · Amsterdam

Customers do not choose the best product. They choose the easiest choice. You can design that.

Start online now →

Online · 33 lessons at your own pace · €1,190 excl. VAT

Frequently asked questions

One more thing

You learn why customers do something other than they say, and how to design the moment of choice with defaults, social proof and framing. You practise on real customer cases and leave with an approach and a toolkit you apply to your own customers the next day.

For marketers, researchers, CX and product professionals, in B2C and B2B. No background in behavioural science required.

A maximum of 16 participants per edition, at SUE on the 's-Gravenhekje in Amsterdam. English-language editions run several times a year; the next date is shown next to the button on this page and you choose from all dates when you enrol.

€ 1,490 excluding VAT, including the Behavioural Design Toolkit, lunch, the EQAC certificate, access to the AI Mentor after purchase and lifelong membership of the BD Club.

An EQAC-certified certificate for The Art of Influence©. Participants rate the training 9.3 out of 10.

Yes. We run every training in-company too: with your own team, on your own challenge, from one day to a programme of several months. How that works is on the in-company training page.

The difference between what customers say matters to them and what they buy. In research, quality often scores highest. At the till, the easiest option wins. That is not dishonesty. Saying and doing run through different systems in the brain.

No. You learn to make choosing easier, not to force something on people. A good intervention removes doubt and effort from a choice the customer already wants to make.

With your whole team? See the team trainings.

Prefer to read first?

Three guides for those who want to read first.

Choices

Choice architecture explained

How the way you present options decides what people choose.

Read the guide →
Framing

The framing effect in examples

The same information, a different choice. How framing works.

Read the guide →
Pricing

The decoy effect

Why a third option changes the choice between the other two.

Read the guide →

Whoever persuades customers pays again every time. Whoever designs the choice does not.

Customers who choose, buy and come back. The Art of Influence© online · start today
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