Wharton - University of Pennsylvania
Menu Search

Strategic Persuasion Workshop: The Art and Science of Selling Ideas

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, learn a structured process for selling your ideas and gain the tools to master each step. Based on the book The Art of Woo (Winning Others Over), the program shows you how to overcome influence barriers, improve credibility, and get others to see things your way.

This intensive 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 cannot get them across, your ideas will not get you anywhere.

Read more about the Experience & Impact »

Program Highlights & Benefits

In the Strategic Persuasion Workshop, you will gain:

  • 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

Contact Us

Schedule a personalized consultation to discuss your professional goals:



June 25 - 28, 2018$8,900

Philadelphia, PA

October 29 - November 1, 2018$8,900

Philadelphia, PA

May 20 - 23, 2019$9,100

Philadelphia, PA

Download the program schedule, including session details.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change.

strategic persuasion Shell

Strategic Persuasion Workshop gives you tools to defend and advance your goals, says Academic Director G. Richard Shell.

Still considering your options? View programs within Leadership or use our Program Finder.

Experience & Impact

The 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.

The 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 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 Should Attend

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.

All candidates must be able to understand written and spoken English and participate actively in intensive discussions and teamwork in English.

Group Enrollment

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

Participant Profile

Participants by Industry

Strategic Persuasion Workshop participants by industry

Participants by Job Function

Strategic Persuasion Workshop participants by job function 

Participants by Region

Strategic Persuasion Workshop participants by region


G. Richard Shell, JD   See Faculty Bio

Academic Director

Thomas Gerrity Professor; Professor of Legal Studies & Business Ethics; Professor of Management; Chairperson, Legal Studies & Business Ethics Department, The Wharton School

Mario Moussa, PhD   See Faculty Bio

President, Moussa Consulting


Strategic Persuasion Workshop - Christopher Quinley Testimonial

Christopher Quinley

Liang & Quinley Wealth Management

Strategic Persuasion Workshop Testimonial - Latini

Lee Latini

Executive Director, National Retail, Comcast

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 account, and kept a long relationship from going to my competition.”

Anthony Saldutti

Executive Vice President, MDavis Inc.

Back to Top