Barry Moline, an advocacy veteran in the electric utility industry and a licensed trainer with the Cialdini Institute, explains how to persuade ethically while maintaining trust. He and host Erez Zevulunov explore relationship-building, reducing uncertainty, and motivating action through practical examples from leadership, sales, and everyday interactions. key topics
- Barry defines ethical influence as persuasion grounded in truth, common sense, and wisdom – advice you would give to people close to you.
- Host Erez Zevulunov connects influence to sales and leadership, sharing how listening helped teams speak more openly.
- Moline groups influence into three areas: building relationships, reducing uncertainty, and motivating people to act.
- Relationship-building includes asking questions and follow-ups, creating a sense of unity, and giving meaningfully through reciprocity.
- Moline explains the “no question,” drawing on negotiation examples associated with Chris Voss, to help people feel in control.
- Authority and social proof can reduce uncertainty through credible introductions, visible expertise, ratings, and testimonials.
- Specific scarcity, such as a genuine limited quantity or event deadline, is more effective than recurring promotional sales.
- Consistency examples include a small neighborhood safety commitment before a larger request, and Boy Scout popcorn sales rising from 15% to 55% after first asking whether shoppers supported the Scouts.
