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Strategic Persuasion Workshop: The Art and Science of Selling Ideas

Jun 06, 2016 - Jun 09, 2016Philadelphia, PA$8,600
Oct 24, 2016 - Oct 27, 2016Philadelphia, PA$8,600

Program Overview

Inside organizations, relationships matter. Whether you are tasked with driving change, managing projects, or leading people (or all three), getting things done depends on how well you influence others.

In Strategic Persuasion Workshop: The Art and Science of Selling Ideas, Richard Shell and Mario Moussa share their structured process for selling your ideas and then give you the tools to master each step. Based on their book The Art of Woo (Winning Others Over), the program shows you how to overcome influence barriers, improve credibility, communicate more effectively, and get others to see it your way.

This intensive, personalized, and highly practical workshop shows you how to use relationship-based persuasion—rather than authority or coercion—to create alignment. You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.

Strategic Persuasion Workshop delivers mastery of:

  • Self-awareness, including emotional intelligence
  • Credibility, a critical personal quality that includes expertise, position, sincerity, and trustworthiness
  • Organizational intelligence, including the mapping skills needed to assemble winning coalitions
  • Communication: bringing just the right tool at just the right time to make the sale


Impact & Experience

Strategic Persuasion Workshop is a highly customized experience. It begins before you arrive at Wharton with three personality-based assessments. This “inside-out” approach helps you recognize which persuasion styles come most naturally and better enables you to leverage your strengths. It also helps you to understand the steps you must take to gain greater influence and credibility in your organization.

Strategic Persuasion Workshop features group work, feedback sessions, interactive lectures, and exercises to provide personalized feedback on your persuasion styles.

Rather than rely on lecture-based case studies, the program uses actual organizational challenges submitted by the participants, who work on them in teams. This approach means in addition learning new tools and techniques, you gain experience in applying them to real-world problems before you leave the program.

Session topics for Strategic Persuasion Workshop include:

  • Using Authority to Gain Cooperation, Not Just Compliance
  • Secrets of a Well-Structured Argument: Define the Problem, Discover the Causes, Present Your Preferred Answer, and Justify It as the Best Alternative.
  • Corporate Culture: How to Understand and Cope with It
  • The Four Steps for Selling an Idea: Consider, Connect, Communicate, Commit
  • How to Master Organizational Politics Without Going Over to the “Dark Side”

Who Attends This Program

Persuasion and influence inside organizations are core skills for everyone who has to get things done in a complex work environment. These include executives who are moving from a functional to a general management role, as well as managers at every level. This program also attracts participants who work in government, health care, international agencies, and nonprofit groups.

To further leverage the value and impact of Strategic Persuasion Workshop, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants to this program.

All candidates must be able to understand written and spoken English and participate actively in intensive discussions and teamwork in English. A pre-program English tutorial is available upon request from the University of Pennsylvania's English Language Programs (ELPs).


Program Logistics

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Contact a member of the Wharton Executive Education Client Relations team for more information on course specifics and to discuss how this program can meet your professional development needs. Please contact them by email or by phone at +1.215.898.1776.

Plan Your Stay


“I have already used what I learned in the Strategic Persuasion program many times. A pharmaceutical account that was in question when I came to the program is now stronger than ever. The practice and technique of Woo I acquired at Wharton saved this annual $5 million dollar account, and kept a long relationship from going to my competition.”
Anthony Saldutti, Executive Vice President, MDavis Inc.

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