The Psychology of Persuasion and Influence with Phil Hesketh
4.4 (110 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,697 students enrolled

The Psychology of Persuasion and Influence with Phil Hesketh

Learn How to Master Communication Skills in Your Business & Personal Life. Perfect Your Assertiveness & Influence Skills
4.4 (110 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2,697 students enrolled
Created by Expert Academy
Last updated 4/2018
English [Auto]
Current price: $69.99 Original price: $99.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 2 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • A deeper understanding of psychological drivers
  • A better understand how we form opinions
  • How to understand body language
  • How to deal with difficult interactions
  • How to improve relationships
  • A willingness to learn
  • An open mind

Our ability to communicate effectively is one of the most fundamental skills we possess. Whether in our personal or business lives, being able to properly convey our own ideas whilst also being sensitive to others' perspective can mean the difference between a relationship forging and a relationship damaging encounter. 

But can it really be taught? 

Many people have a fixed mindset when it comes to their own abilities in persuasion and influence. They often believe that other people are good at it, but that they themselves don't have the natural gift that is necessary to excel. However, this could not be further from the truth. Just like any other skill, it can be studied and mastered. This course is based on both decades of scientific research and decades of personal experience

As such, this course seeks to improve your understanding of the the key psychological drivers. By better understanding the fundamentals of what makes people 'tick', we are then in an infinitely more powerful position when it comes to knowing how to react, and how to successfully influence those around us.

Our ability to communicate is at the epicentre of every human interaction. It is truly without hyperbole to say that upgrading your skills in persuasion and influence can undoubtedly improve every facet of your life. 

Who is Philip Hesketh?

Philip Hesketh is a motivational speaker specialising in persuasion and influence. His keynote talks have inspired thousands of professionals to engage in better relationships with their clients and customers and increase sales.

Philip’s whole career history is steeped in Business Development. From Procter & Gamble and Tyne Tees Television, to his own advertising agency; his track record of getting new clients is, to use a client’s expression, ‘World Class’.

He has learned what clients want and what they don’t. He has learned what works and what doesn’t. In building a business from zero to £48m he made many, many mistakes. And he claims to have learned more from the mistakes than from the many successful pitches to blue chip companies. His in-house programmes usually form a trilogy over three half days with the focus very much on how to develop relationships and become more persuasive and influential through understanding the whole psychology of why we do what we do. 

Some of Phil's glowing endorsements :

  • "Actor, philosopher, seller, brain shaker, stand-up performer. Your capacity to capture the audience and play with it is unique." Richard Re ~ Business Leader, WELLA
  • "Outstanding! What an absolute joy to listen to your inspirational, entertaining and enlightening presentation." Rosemary Conley, Rosemary Conley Diet and Fitness
  • "I was learning and laughing out loud at the same time. The man’s a star" Kevin Skym ~ Head of Commercial Banking, HSBC
Who this course is for:
  • This course is ideal for anybody serious about upgrading the quality of their human interactions, whether at home or at work
  • Anybody who is ambitious and would like to climb the career ladder
  • Anybody who would like to become more influential and persuasive
Course content
Expand all 31 lectures 01:50:47
+ Introduction
2 lectures 01:31

In this introductory lecture Phil explains what he's going to cover in this course, and how it can help with developing relationships.

Preview 00:53

In this lecture Phil gives his background including his degree in psychology, his experience at Proctor & Gamble, founding his own advertising agency and growing it to £48m per year turnover. Now he's an independent speaker and talks around the world on the topics of Persuasion & Influence.

Preview 00:38
+ Our Seven Fundamental Psychological Drivers
5 lectures 18:20

In this lecture Phil covers the first 3 psychological drivers:

  1. To feel loved
  2. To feel important
  3. To feel that you belong

He also talks about the "universal killer question" and why it is important.

Preview 04:10

In this lecture Phil talks about the human need for people to believe in something, and why it's important. 

He mentions the flawed belief in two-leg football matches that it's best to play the away leg first, and the home leg second. 

He talks about how you need to separate opinions and fact when it comes to beliefs.

Preview 03:08

Phil explains why some people need different levels of certainty and uncertainty, and how a balance is needed for everyone. He gives the key question you need to ask to unravel people's needs.

Psychological Drivers: 5 - Certainty & Uncertainty

Phil explains why people have a fundamental need for growth, be it in terms of money, happiness and many other things. Unlocking these desires helps understand how you what people really want and how you can give it to them. 

Psychological Driver: 6 - Need for Growth

With this final psychological driver Phil explains people's need for a place, sums up the other 6 drivers and how you can ask the key questions to unlock people's desires.

Psychological Driver: 7 - Need for a Place
+ Why We Do What We Do and How We Form Opinions
5 lectures 21:25

In this lecture Phil explains how you form first impressions and three top tips for forming good ones from his time at Harvard: Eye contact, handshake & using the name.

Preview 03:34

In this lecture Phil explains how he accidentally ran 65 yards of the London Marathon with a couple bottles of wine and a lasagne!

More importantly he goes onto explain how every conversation works, the three components and the need to form a cabal with someone. 

The ‘Facts, Feelings and After Effects’ of Every Conversation

In this lecture Phil explains why dolphins jump through hoops and the most persuasive expressions you can use to get people to do it for you:

  1. "I'll tell you what I like about you......"
  2. Tell people what they're good at
  3. Catch people doing something right

How to Get People to Jump Through​ Hoops like a Dolphin

In this lecture Phil explains the single most important thing you can do to help and improve a relationship. 

He explains how Roger the golf pro let him down and why "people don't care how much you know until they know how much you care".

The Psychological Difference Between Persuasion and Influence

In this lecture Phil covers Robin Dunbar's 150 friends theory, and the order of enagagements:

  1. Ritual and cliche
  2. Events
  3. Judgements
  4. Ideas
  5. Love

He also talks about the importance of the number 7. For example the maximum number of people for a conversation, or the maximum number of people a single person can manage. 

The Importance of Understanding How People Have Beliefs and How Placebos Work
+ Body Language: Reading It and Interpreting It
5 lectures 16:56

In this lecture Phil talks about how some of the accepted rules of communication are simply not true, and he stresses that if you body language is not consistent with what you're saying, people won't believe what you're saying. 

One key trick is to look for is that people who are lying don't blink. 

How to Read Body Language and the ‘Tells’

In this lecture Phil talks about the difference between Intent and Impact, and why you need to be careful to understand the difference, particularly on email. 

The Difference Between ‘Intent’ and ‘Impact’

In this lecture Phil explains how sometimes a single word can make all the difference. 

For example the key difference between:

  1. Can I have your number?
  2. Whats the best number to get you on?
How to Work out What People Really Mean When They Say Certain Things

In this lecture Phil covers the importance of key words in conversations such as: "honest", "actually", "because", "real", "normally" and "open-minded".

They're all TNT - "Tiny Noticeable Things".

The Big Difference That Little Words Can Make

In this lecture Phil explains why 'Good Cop / Bad Cop' works and how it can be applied in reality. How to use "When you say...." and the importance of asking more questions.

Preview 02:42
+ How to Handle Difficult People with a Smile
5 lectures 20:23

In this lecture Phil explains how to deal with complaints and gives an example of how to use 'the role of devastation'.

How to Put Things Right When You’ve Put Things Wrong

In this lecture Phil explains the fundamental principles of absorbing objections, how to use agreements to move forward and using hypothetical questions.

The Principles of Objection Handling

In this lecture Phil talks about how its important to become part of the solution even if you are part of the problem. 

Thinking "me and you together"

The Importance of Being Part of the Solution

In this lecture Phil explains how constructive criticism is important and how you can make it easier to deliver. His golden rules:

  1. Don't call it constructive criticism
  2. Give of yourself first
  3. And then how about you?
Constructive Criticism

In this lecture Phil explains some techniques to avoid difficult situations and the impact on reputation. 

Phil's equation is: Reputation is equal to the experience had with you, minus what they expected of you.

He stresses the importance in business of doing what you say you're going to do. 

How to Handle Difficult Situations During and After the Event
+ How to keep improving relationships
3 lectures 14:30

In this lecture Phil gives you examples of what happens when relationships go wrong using examples of The Roman Empire, The Beatles & The Titanic. 
He explains how greed and complacency can damage and break relationships. 

How The Roman Empire, The Beatles, and the Titanic really failed

In this lecture Phil talks about how companies and relationships follow similar paths. How things can "drift" if you don't stay on top of things. 
He explains why you need to look for the 'one thing' to improve things in any relationship. 

How and why all relationships and companies follow the same course

In this lecture Phil explains how you can still improve even the best relationships, and how you can't allow things to become 'standard' or 'normal'. 

How one-off inconsistent gestures such as hand-written notes can make the biggest difference.

How to keep improving even the best relationships
+ How Relationships Develop and How to Relate to People
4 lectures 15:32

In this lecture Phil covers the 4 key ingredients to generate trust:

  • Honesty
  • Expertise
  • Reliability
  • Self-interest
How to develop trust and how to measure it

In this lecture Phil explains some techniques to improve meetings and contact by asking the right questions, and being interested in other people.

How get on with everyone better

In this lecture Phil explains how to use the technique of 'linear probing' to demonstrate an interest in people to understand them better. 

How to understand people better and the role of linear probing

In this lecture Phil explains the importance of 'small acts of kindness' - that is doing something without expecting anything in return.

How to improve all your relationships in the long term
+ Conclusion
2 lectures 02:10

In this summary Phil covers everything he's covered in this course.

What we've covered so far

Phil gives some top tips for other learning resources if you'd like to know more.

Next Steps