Course on Strategic Persuasion: The Art and Science of Selling Ideas and Communicating Effectively

In an era marked by rapid change and intense competition, having a great idea is no longer enough. The real challenge lies in how convincingly that idea is communicated and received. Strategic persuasion is not merely a skill — it is a science, grounded in behavioral insight, linguistic precision, and emotional intelligence.
Geneva Institute of Business Administration presents the course "Strategic Persuasion: The Art and Science of Selling Ideas and Communicating Effectively", designed to empower professionals to communicate their ideas with clarity, impact, and influence. This course equips participants with the tools and strategies necessary to master persuasive communication in professional, social, and strategic contexts.

Target Group

• Executives and team leaders who need to influence internal and external stakeholders.

• Marketing, sales, and public relations professionals regularly presenting ideas and proposals.

• Consultants and advisors who must communicate value to diverse clients.

• Professionals aiming to build personal influence and authority within their workplace.

• Trainers, media spokespeople, and negotiation specialists.

• Anyone seeking to present ideas with confidence, clarity, and persuasive strength.

Objectives

• Understand the psychological and behavioral foundations of powerful influence.

• Strengthen the ability to structure and present persuasive ideas convincingly.

• Learn how to adapt messaging to audience mindset and timing.

• Enhance verbal and nonverbal communication for lasting credibility.

• Analyze audience responses and adjust persuasive strategies accordingly.

• Build a confident, composed communicator persona with mental presence.

• Master techniques for logical and emotional argumentation.

• Apply persuasive language and storytelling in a professional context.

Course Outline

• Introduction to Persuasion as a Strategic Skill

  • Understanding the difference between persuasion, influence, and manipulation.

  • The value of persuasion in leadership, negotiation, and collaboration.

  • Traits and habits of highly persuasive individuals.

  • Establishing credibility and trust as a foundation for influence.

• Psychological Triggers Behind Persuasion

  • Recognizing the motives and mental patterns of audiences.

  • Leveraging subconscious cues to prime acceptance.

  • The cognitive principles that support persuasive communication.

  • Understanding resistance and how to overcome it effectively.

• Designing Persuasive Messages and Arguments

  • Structuring ideas in a logical, engaging sequence.

  • Building a message from introduction to call to action.

  • Supporting ideas with the right mix of data, logic, and emotion.

  • Avoiding contradictions and ambiguity in delivery.

• Timing and Language of Strategic Influence

  • Choosing the right moment to present a message.

  • Using language that appeals to both logic and emotion.

  • Balancing assertiveness with empathy.

  • Tailoring tone and vocabulary to suit the audience.

• Nonverbal Communication in Persuasion

  • Using body language to support verbal messages.

  • Facial expressions, eye contact, and tone of voice.

  • Managing spatial presence and posture.

  • Aligning appearance with message for maximum impact.

• Managing Nerves and Building Confidence

  • Controlling anxiety in high-stakes communication.

  • Staying mentally focused and present during delivery.

  • Turning nervous energy into persuasive energy.

  • Maintaining poise in the face of objections.

• Persuading Groups and Teams

  • Delivering ideas effectively in meetings and presentations.

  • Reading group dynamics and adapting accordingly.

  • Gaining support through inclusive messaging.

  • Creating shared understanding and alignment.

• Influencing Decision-Makers and Power Figures

  • Understanding how leaders think and evaluate ideas.

  • Framing proposals in terms of impact and value.

  • Speaking the language of shared interest and mutual gain.

  • Gaining influence without confrontation or pressure.

• Everyday Persuasion in the Workplace

  • Navigating informal influence during daily interactions.

  • Leading through presence, not position.

  • Turning opposition into an opportunity to persuade.

  • Subtle forms of communication that create lasting impressions.

• Creating a Lasting Influence Identity

  • Building a strong personal communication brand.

  • Consistency between words, actions, and tone.

  • Leaving an intentional, positive impression.

  • Becoming a trusted voice and influencer in your organization.