Dennis Collins, sales trainer and founder of Wizard of Ads, discusses using Dr. Robert Cialdini's principles of influence to ethically improve sales skills. He covers how to apply each principle - reciprocity, scarcity, authority, consistency, liking, social proof, and unity - during different stages of the sales process. Dennis provides examples of using the principles and stresses using them ethically. He also introduces Dr. Gregory Neidert's Core Motives Model for knowing when to apply each principle.