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The Science of Persuasion: Why Influence Outranks Strategy in Business Success with Ezio Sabatino
Mastering the Art of Persuasion: Ethical Influence for Business Leaders
In this episode of Scaling Your Business and Wealth, Eric Tashlein, CFP®, sits down with Ezio Sabatino, one of only 90 people worldwide certified by Dr. Robert Cialdini, the pioneer of the science of persuasion. Together, they explore how ethical, evidence-based influence can build trust, drive growth, and improve communication across every facet of business—from leadership and negotiation to marketing and sales.
Ezio shares real-world examples and actionable insights on the seven principles of persuasion, including reciprocity, liking, unity, social proof, authority, consistency, and scarcity. He demonstrates how small, intentional changes in communication can produce big results—helping you lead more effectively, strengthen relationships, and motivate action without manipulation.
Whether you’re a business owner, entrepreneur, or executive looking to scale your influence, this episode provides practical strategies to apply behavioral science in the boardroom, with clients, and within your team.
Key Takeaways & Timestamps:
00:00 – 02:00 | Introduction: Scaling business and wealth through influence
02:01 – 06:00 | Why persuasion is the ultimate business skill
06:01 – 10:00 | How emotional decision-making shapes influence
10:01 – 14:00 | Dr. Cialdini and the science behind ethical persuasion
14:01 – 20:00 | The seven principles of persuasion: overview and applications
20:01 – 26:00 | Building trust with reciprocity, liking, and unity
26:01 – 32:00 | Reducing uncertainty with authority and social proof
32:01 – 38:00 | Motivating action with consistency and scarcity
38:01 – 44:00 | Real-world case studies: health plans, KPMG, and restaurants
44:01 – 48:00 | Common persuasion mistakes and the right communication channels
48:01 – 51:00 | Key principles to master, personal takeaways, and bonus insights
Resources & Links:
- Visit OES Wealth Partners for personalized wealth strategies
- Follow Scaling Your Business & Wealth for practical insights to grow your business, preserve wealth, and build a lasting legacy
- Connect with Ezio Sabatino on LinkedIn or at Cialdini.com for a free tip sheet on ethical persuasion
View all episodes
By Eric TashleinMastering the Art of Persuasion: Ethical Influence for Business Leaders
In this episode of Scaling Your Business and Wealth, Eric Tashlein, CFP®, sits down with Ezio Sabatino, one of only 90 people worldwide certified by Dr. Robert Cialdini, the pioneer of the science of persuasion. Together, they explore how ethical, evidence-based influence can build trust, drive growth, and improve communication across every facet of business—from leadership and negotiation to marketing and sales.
Ezio shares real-world examples and actionable insights on the seven principles of persuasion, including reciprocity, liking, unity, social proof, authority, consistency, and scarcity. He demonstrates how small, intentional changes in communication can produce big results—helping you lead more effectively, strengthen relationships, and motivate action without manipulation.
Whether you’re a business owner, entrepreneur, or executive looking to scale your influence, this episode provides practical strategies to apply behavioral science in the boardroom, with clients, and within your team.
Key Takeaways & Timestamps:
00:00 – 02:00 | Introduction: Scaling business and wealth through influence
02:01 – 06:00 | Why persuasion is the ultimate business skill
06:01 – 10:00 | How emotional decision-making shapes influence
10:01 – 14:00 | Dr. Cialdini and the science behind ethical persuasion
14:01 – 20:00 | The seven principles of persuasion: overview and applications
20:01 – 26:00 | Building trust with reciprocity, liking, and unity
26:01 – 32:00 | Reducing uncertainty with authority and social proof
32:01 – 38:00 | Motivating action with consistency and scarcity
38:01 – 44:00 | Real-world case studies: health plans, KPMG, and restaurants
44:01 – 48:00 | Common persuasion mistakes and the right communication channels
48:01 – 51:00 | Key principles to master, personal takeaways, and bonus insights
Resources & Links:
- Visit OES Wealth Partners for personalized wealth strategies
- Follow Scaling Your Business & Wealth for practical insights to grow your business, preserve wealth, and build a lasting legacy
- Connect with Ezio Sabatino on LinkedIn or at Cialdini.com for a free tip sheet on ethical persuasion