What if persuasion wasn’t about pressure, tricks, or “closing tactics”… but about understanding how people actually make decisions?
In this episode of The Prosperity Lounge, Joey Ruffalo sits down with Patrick van der Burght, one of the world’s leading experts in ethical persuasion and behavioral science. Patrick is a Cialdini Certified Trainer, a Founding Member of the Cialdini Institute, and a trusted partner of Dr. Robert Cialdini, author of the landmark book Influence.
Together, they unpack why selling and communication feel harder today, how modern decision-making has changed, and why ethical persuasion consistently outperforms manipulation in both the short and long term.
In this conversation, you’ll discover:
Why people hesitate or say no—even when what you offer truly helps
How ethical persuasion builds trust instead of resistance
The science behind the Seven Universal Principles of Persuasion
Common persuasion mistakes businesses make without realizing it
Simple communication shifts that can dramatically increase buy-in
Whether you’re a business owner, leader, sales professional, or simply someone who wants to communicate more effectively, this episode will change how you think about influence, trust, and decision-making.
🎧 Listen now and learn how to hear “YES” more often—without manipulation.
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