Global

Why people buy: Persuasion, trust and emotional intelligence in sales

A ready-made course you customise for your organisation, with a live session deck and two surveys. You only add the 8 details that are specific to your organisation.

See the live deckSee the full outline
Try the coursePreview the survey
Length
35 min
Lessons
6 lessons
Frequency
At seller onboarding
Last reviewed
21 Oct 2026
Grey areas: persuasion, pressure and false urgency
What would you do?

Your manager suggests telling a customer "this price ends tonight" although it does not

Try it: this is one of 16 interactive activities in the course.

What's included

Three pieces that work together

Copy once, get everything. Learners prepare on their own, you answer questions live, and the surveys tell you what stuck.

Self-paced course

Short lessons with real workplace scenarios, not walls of text.

  • 6 lessons, about 35 minutes
  • Flashcards, sorting activity, process, scenario and quizzes

Live session deck

An AhaSlides presentation to run after the course, in person or online.

  • 10 slides
  • Quiz, poll, scale, open-ended slides
  • A closing slide for your contacts

Two surveys

Find out what landed, and whether people use it on the job.

  • Post-course feedback, about 2 minutes
  • 30-day check-in
  • Anonymous by default
  • Results feed your next refresher

Learning objectives

At the end of this course, learners can

Each objective and the lesson that covers it.

IDObjectiveSourceWhere it's covered
TO 382.0Achieve ≥ 80% on the final assessment-Whole course
SO 382.1Describe how buyers decide, including the part feelings playBest practiceWhole course
SO 382.2Build trust and credibility through honesty, preparation and follow-throughBest practiceWhole course
SO 382.3Recognise a buyer's behavioural style and adapt your pace and detailBest practiceWhole course
SO 382.4Notice and respond to emotion in a conversation without taking it personallyBest practiceWhole course
SO 382.5Tell persuasion from manipulation and unfair practices, and know when to ask + your infoEU Unfair Commercial Practices Directive [secondary]; organisation's selling rulesWhole course

Your part: what a template can't do for you

  • Your workplace details: fill in the 8 highlighted fields so the course describes your own policies, contacts and locations.
  • Records: record completion in your own LMS or record system.

Course outline

6 lessons, about 35 minutes

Minutes per lesson are an estimate, shared out by page count.

ContentInteractiveVideoYou customise
1

A sale that was lost after the numbers were right

3 pages

7 min
Before you beginNoteList
An invented storyTextImage
Why did the customer choose?ChecklistKey factQuiz
2

Trust, credibility and behavioural styles

3 pages

7 min
What builds trustTabs
Four common stylesFlashcards
Match the responseMatching quizSorting activity
3

Emotional intelligence in conversations

3 pages

7 min
Four skillsProcess
Reading the signsFlashcards
Reply wellSorting activityQuiz
4

Grey areas: persuasion, pressure and false urgency

3 pages

7 min
Persuasion or manipulation?AccordionYour info
ScenarioScenario
ScenarioScenarioMatching quiz
5

Try one idea this week, and where to ask

2 pages

5 min
SupportProcessYour infoYour infoYour infoYour info
Your one ideaChecklistTextMulti-select quiz
6

Final assessment

1 page

2 min
PracticeQuizKey factNoteButtonYour info

Live deck and surveys

10 slides to run live, two surveys to close the loop

Pink slides are interactive. Both surveys are anonymous; pink questions are written for this course.

ContentTitle, agenda, "not legal advice
PollThink of the last big thing you bought. What decided it?
ContentTrust builders, four styles, persuasion versus manipulation
QuizA buyer is careful and detailed. Adapt by… (Giving evidence and time ✔)
QuizYour manager suggests an invented deadline. You… (Do not say it; share only real deadlines ✔)
QuizWhich is persuasion, not manipulation? (Giving true, relevant reasons and leaving the choice to the buyer ✔)
ScaleHow confident are you adapting to a buyer's style?
Open-endedOne idea I will try with a customer this week
Q&AAsk the trainer anything
Content · customiseClosing {{SALES_ENABLEMENT_CONTACT}}, {{SURVEY_1_URL}}, {{SURVEY_2_URL}}, {{COURSE_URL}}
Post-course feedback: 11 questions, about 2 min
  1. Overall rating 5 stars
  2. Relevant, realistic, right length, helpful activities agree/disagree grid
  3. What was most useful? multi-select
  4. Confidence before this course, and now 1-5 scale
  5. Which techniques have you tried since the course? multiple choice
  6. How would you rate your empathy and listening now? 1-5 scale
  7. How confident are you telling persuasion from manipulation? 1-5 scale
  8. I would speak up if I saw a colleague using pressure that did not feel right. 1-5 scale
  9. One thing we should change or add open text
  10. Would you recommend this course? NPS
30-day check-in
  1. Have you used what you learned since the course? multiple choice
  2. How confident are you today? Compare with day 1 1-5 scale
  3. Do you know where to find the selling rules and the sales enablement contact? yes / no / not sure
  4. A moment where the training helped, or where you weren't sure open text
  5. Which topics should the next refresher focus on? ranking

Results show whether people use the training on the job, not just whether they finished it.

Make it yours

8 fields to fill in, and you're ready

Everything else is done. These are the details only your organisation knows; each one is highlighted inside the course.

  • Sales enablement contact{{SALES_ENABLEMENT_CONTACT}}
  • Compliance contact{{COMPLIANCE_CONTACT}}
  • Sales conduct policy link{{SALES_CONDUCT_POLICY_LINK}}
  • Escalation route{{ESCALATION_ROUTE}}
  • LMS or record system{{LMS_OR_RECORD_SYSTEM}}
  • Survey 1 URL{{SURVEY_1_URL}}
Show all 8 fields
  • Survey 2 URL{{SURVEY_2_URL}}
  • Course URL{{COURSE_URL}}

FAQ

Common questions

Can I run why people buy: Persuasion, trust and emotional intelligence in sales training online?

Yes. The course is self-paced and online, and the live deck lets you add a live session in the room or online.

How often is this training needed?

At seller onboarding, as part of a sales fundamentals programme, and yearly as a refresher on ethical selling.

Who needs this training?

Sellers, advisers and customer-experience staff (run by L&D with sales enablement).

What records should I keep?

Record completion in your own LMS or record system, so you can show who finished the course and when.

Can I edit the content?

Yes, everything. Change the wording, swap scenarios for ones from your workplace, add your logo, or remove parts that don't apply.

Related templates

Often taught together

All Selling skills templates →
Global

Consultative selling essentials: Running a structured sales conversation from first call to close

New and mid-level B2B sellers and account executives · Selling skills

45 min
Global

Sales fundamentals for New hires: Mindset, the sales cycle and first 30 days

New sales hires · Selling skills

45 min
Global

Prospecting and lead qualification: Finding, qualifying and booking the right buyers

SDRs · Selling skills

45 min
Global

The sales pitch and demo: Structure, storytelling and value propositions

Sellers · Selling skills

40 min
Last reviewed: 21 October 2026Templates are a starting point, not legal advice.

Ready to run it?

Open the live deck to see how the session runs alongside the course and both surveys.

See the live deck