You want to get better at persuading. Your case is right, and they do not go along.
Persuasion starts with the other person: with what they want to achieve and what holds them back. You learn why a good argument rarely moves anyone, and what does. That is how you influence what people choose and do.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendarOnline · 33 lessons at your own pace · €1,190 excl. VAT
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Answer three questions. Then you see what is going on for you.
You said: they agree with you, and they do nothing with it.
You said: a counter-argument comes, and then another.
You said: they listen politely and choose what they had planned anyway.
You said: you have tried all sorts, and nothing has changed.
And you mostly want to persuade the top. There your case competes with every other proposal on the agenda.
And you mostly want to persuade colleagues. They hear your case in between their own work.
And you mostly want to persuade clients. They compare your case with doing nothing.
You have persuaded their head. What they do next depends on what is easy, what colleagues do and what is already planned. Your case does not cover that yet.
Tomorrow, end your case with one concrete step someone can take on the spot. Keep that step small.
Whoever feels they are being persuaded starts defending their own choice. With every new argument from you, that gets stronger. The conversation becomes about who is right, and nobody moves.
Tomorrow, ask a question where you wanted to give an argument: what would have to be true for you to do this? Listen to the answer and build on it.
People hold on to what they know. What they do now works well enough, and something new brings risk. Against that habit, a good case loses.
Tomorrow, find out what makes their current choice comfortable for them. In your next case, show that they do not lose it.
Explanation, arguments and pressure all work on the same side: they push. The doubts and comforts that keep people with the old way stay where they are. As long as they do, pushing harder mostly produces more counter-pressure.
Tomorrow, plan no new action. First map what is holding people back. Then you know what to remove.
The Art of Influence© · 2 days · AmsterdamThe Art of Influence© · online · 33 lessons
After the training you see why your case does not land. And you know how to present it so that people act on it.
Start online now →€ 1,490 excl. VAT · next edition see the calendar · max 16 participantsOnline · 33 lessons at your own pace · €1,190 excl. VAT
The Art of Influence© is the SUE training for anyone who wants to get better at persuading. You learn why a case that is right still does not move people, and how to persuade by removing what holds them back. It is for managers, advisers, project leads and communication professionals, with no prior knowledge required. You follow it online at your own pace (€ 1,190 excl. VAT) or in two days live in Amsterdam (€ 1,490 excl. VAT, at most 16 participants).
“At the Academy you learn a lot about behavioral change and how to apply it in a short period of time. The training flew by and was very well put together. Amazing how complicated material comes to life in a fun and interactive course! I am definitely going to apply it in my work and explore it further.”
10,000+ professionals trained, including people from
You see why a good argument rarely moves anyone, and what does.
You hear what someone needs in order to say yes, before you make your case.
You present your case so that acting becomes the easiest choice.
You test your message with a few people, before you take it to the management team.
You learn this with the Behavioural Design Method© and the SUE | Influence Framework©. It builds on the force field analysis of psychologist Kurt Lewin, who saw that weakening the restraining forces works better than pushing harder.
The live edition has a maximum of 16 participants: you practise on real cases from practice. Online you follow the same programme in 33 lessons, at your own pace and with feedback from a trainer on every assignment.
| Persuasive presenting training | One-day masterclass | The Art of Influence© | |
|---|---|---|---|
| Duration | Usually one or two days | One day | Online at your own pace, or two days live |
| What you learn | Structure, posture and voice | Inspiration and examples | Seeing why people do or do not go along |
| What you work on | Your presentation | A first introduction | The choice the other person makes after your case |
If you mainly want to stand firmer in front of a room, presentation training is the quicker route. If you want people to do something different after your case, you are in the right place.
Trainer & consultant
Helps organisations understand why people do what they do, and steers it in culture and wellbeing programmes.
Trainer & consultant
Designs lasting change in healthcare and sustainability, in people and in organisations.
Product designer & UX strategist
Turns behavioural science into practical solutions that help teams innovate faster.
Trainer & consultant
Founded the Behavioural Design Circle at ABN AMRO and has spent 25 years on customer behaviour and change.
The knowledge I have gained in this training is immediately applicable in my daily practice. We now have a practical tool to link technical changes to behaviour, so that the improvements are actually changed in people's minds. This minimizes relapses into old habits.
Valuable training where existing knowledge is clearly incorporated into practical frameworks, making behavioral design accessible to everyone.
An educational training that provides easy tools for behavioral change.
Maps, in one overview, the forces that hold people back and those that move them.
Translates what you found into interventions that make going along easier than holding back.
Shows what people are really trying to get done, and why the old behaviour fits that.
The questions that let you hear what people do not say in the meeting.
Pins down exactly which behaviour you want to see and how you test it small before rolling out.
After purchase you receive the AI Mentor, after the training your certificate and lifelong membership of the Behavioural Design Club.
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.
2 days · Amsterdam · € 1,490 excl. VAT · next edition see the calendar · max 16 participants · EQAC certificateOnline · 33 lessons at your own pace · €1,190 excl. VAT
Yes. In The Art of Influence© you learn persuasion from behaviour. You strengthen your persuasion skills by understanding how people choose, and by tuning your case to what holds someone back. The aim is that someone starts doing something.
For managers, advisers, project leads and communication professionals who need to bring people along. No background in behavioural science required.
You learn what your presentation or text has to contain in order to move people, and why. Posture, voice and writing style are not covered; presentation or writing training is better for that.
Yes. Online you follow the same programme in 33 lessons, at your own pace, with personal feedback from a trainer on every assignment. You have six months of access and pay € 1,190 excluding VAT.
The live edition has a maximum of 16 participants and takes place at SUE on the 's-Gravenhekje in Amsterdam. English-language editions run several times a year; you choose from all dates when you enrol.
The online edition costs € 1,190 excluding VAT, with the Behavioural Design Toolkit and a digital certificate. The live edition costs € 1,490 excluding VAT, including the 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. The Art of Influence© is also available in-company, with a question from your own organisation as the case.
With your whole team? See the team trainings.
What science says about how people choose, and what that means for your case.
Read the guide →What happens when you add one more argument, and what works better.
Read the guide →Support grows in the situation where people have to choose. What you do differently when you design that situation.
Read the guide →Whoever explains better is proved right. Whoever removes what holds people back brings them along.
