About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.

A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.

In this episode, Jennie and Patrick Van der Burght discuss:

• The seven universal principles of persuasion derived from Cialdini’s research
• The distinction between genuine reciprocity and gated lead magnets as rewards
• The roles of liking and unity in building rapport and a sense of shared identity
• The use of social proof and authority to enhance credibility and influence
• The impact of consistency and scarcity on ethical decision-making and behavior

Key Takeaways:

• Ethical persuasion is not about clever wording; it is about aligning your message with how people naturally make decisions.
• Clarity reduces friction. When buyers clearly understand what happens next, they feel safer saying yes.
• Trust is built not through volume or urgency but through consistency, credibility, and honesty over time.
• Authority works best when it is demonstrated rather than declared, especially in relationship-based sales models like direct selling.
• When persuasion principles are applied with integrity, decisions feel easier, faster, and more empowering for everyone involved.

“Information is not really power. Application skill is power, and I would argue that you need confidence to go along with it.” — Patrick Van der Burght

Connect with Patrick Van der Burght:

LinkedIn: linkedin.com/in/patrick-van-der-burght

Facebook: https://www.facebook.com/patrick.burght/

CONNECT WITH JENNIE:

Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/

Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/

YouTube: COMING SOON!

LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/

Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.

A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.

In this episode, Jennie and Patrick Van der Burght discuss:

• Why persuasion is not manipulation—and how ethical influence creates lasting behavior change
• The science of decision-making through Daniel Kahneman’s System One and System Two thinking
• Why selling feels harder today as attention spans continue to shrink
• How logical arguments often fail to move people toward action
• Why Dr. Cialdini’s principles of persuasion act as decision triggers rather than sales tactics

Key Takeaways:

• Persuasion isn’t about pushing—it’s about prompting. The most powerful influence happens when people feel, “I chose this,” not “I was sold this.”
• Your brain’s autopilot (System One) makes most decisions. If your message is 100% logic and data, it’s speaking to the 5% that decides the least.
• Attention is today’s scarcest resource. In a world of pings, pop-ups, and endless scroll, there’s rarely enough focus left to run deep, analytical thinking.
• When sales conversations rely only on rational explanations, they often create indecision rather than clarity.
• Ethical persuasion activates the right mental shortcuts so people can decide faster, with confidence, and without regret.

“I would argue that a lot of those no's aren't actually no's. They're indecision.” — Patrick Van der Burght

Connect with Patrick Van der Burght:

LinkedIn: linkedin.com/in/patrick-van-der-burght

Facebook: https://www.facebook.com/patrick.burght/

CONNECT WITH JENNIE:

Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/

Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/

YouTube: COMING SOON!

LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/

Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

About Lynn Whitbeck: Lynn Whitbeck is the Queen of Joyful Sales. Business Owners hire Lynn to ignite winning sales because most fail to create consistent, repeatable, and scalable growth. Lynn is the Founder and CEO of Petite2Queen, an Amazon Best-Selling Author, Speaker, and Host of Claim Your Career Crown and the Get More Clients shows. She loves visiting National Parks, cooking, and playing Pokémon Go.

In this episode, Jennie and Lynn discuss:

• How deeply understanding your ideal client’s story reduces resistance
• How a simple, repeatable interview process reveals how buyers really decide
• Why treating sales as service makes conversations easier
• How direct sellers can stop chasing and start attracting aligned buyers
• Why ethical, buyer-focused sales build long-term relationships

Key Takeaways:

• Salespeople don’t have to feel uncomfortable when the focus shifts from persuasion to service.
• Buyers don’t want to be pushed; they want to be understood, guided, and respected throughout the process.
• Listening to your clients’ real stories and emotions lets you meet them where they are before you ever ask for a decision.
• When sellers listen more than they talk, trust grows—and trust shortens the sales cycle.
• Selling with integrity isn’t slower or less profitable; it’s more sustainable and far more fulfilling.

"Knowledge is only good when you apply it. We learn by doing." — Lynn Whitbeck

Free Gift: Get your FREE copy of Lynn’s book, Get More Clients: https://dl.bookfunnel.com/yfr2u4ivvo

Connect with Lynn Whitbeck:

Facebook: https://www.facebook.com/petite2queen/

LinkedIn: https://www.linkedin.com/in/lynnwhitbeck

Instagram: https://www.instagram.com/petite2queen/

CONNECT WITH JENNIE:
Facebook: https://www.facebook.com/badassdirectsalesmastery
Instagram: https://www.instagram.com/badassdirectsalesmastery/
Website: https://badassdirectsalesmastery.com/
Show: https://badassdirectsalesmastery.com/blog/
YouTube: COMING SOON!
LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/
Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it.