Badass Direct Sales Mastery

About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.In this episode, Jennie and Patrick Van der Burght discuss:The seven universal principles of persuasion derived from Cialdini’s researchThe distinction between genuine reciprocity and gated lead magnets as rewardsThe roles of liking and unity in building rapport and a sense of shared identityT