Two people can make the exact same argument, yet one walks away with agreement and the other with a stalled conversation. What separates them is rarely the strength of the argument itself — it is how well they read the room, build trust, and adapt their approach to the person in front of them. That is a learnable skill, not a personality trait some people are simply born with.

Delivered by the Arab British Fellowship Training Academy, this course builds the communication skills behind effective negotiation, influence, and persuasion — from reading body language and listening actively, to applying the psychology of persuasion, handling objections, and negotiating across cultures. Whether participants are early in their careers or already in leadership roles, these are skills that pay off in almost every professional interaction.

Who Should Attend?

• Managers, leaders, and entrepreneurs across institutions and companies
• Project managers and team members involved in negotiation and stakeholder communication
• Public relations and customer service professionals
• Anyone who regularly communicates with the public in government or private institutions
• Anyone wanting to develop their influencing and negotiation capabilities

Knowledge and Benefits

By the end of the programme, participants will be able to:

• Distinguish between negotiation, influence, and persuasion and apply each appropriately
• Read body language and non-verbal cues, including signs of honesty or deception
• Apply core influence and persuasion techniques to deliver compelling messages
• Build trust and rapport quickly with different personality types
• Use active listening and effective questioning to uncover real interests and needs
• Handle objections, resistance, and difficult negotiators with composure
• Negotiate effectively across cultural and international contexts

Module 1: Communication and the Psychology of Influence

• Key principles of effective communication and common barriers to it
• How psychology drives decision-making, and Cialdini's six principles of influence

Module 2: Preparing to Negotiate

• Setting clear goals and desired outcomes before negotiating
• Understanding BATNA (Best Alternative to a Negotiated Agreement)
• The negotiation process: preparation, bargaining, and closing; win-win vs. win-lose outcomes

Module 3: Building Trust and Rapport

• Techniques to establish credibility, empathy, and trust quickly
• Reading body language, facial expressions, and tone of voice
• Mirroring and matching techniques, and creating a strong first impression

Module 4: The Psychology of Persuasion

• The role of reciprocity, scarcity, authority, and social proof in influencing decisions
• Persuasion through storytelling and emotional connection
• The power of framing and reframing objections

Module 5: Negotiation Tactics

• The art of concession, anchoring, and high/lowballing strategies
• Recognising and countering tactics like bluffing, intimidation, and manipulation
• Staying calm and maintaining your position under pressure

Module 6: Listening and Questioning Skills

• Active listening for underlying interests and emotions
• Paraphrasing and summarising to show understanding
• Using open, closed, and probing questions to uncover hidden agendas
• Reading between the lines to spot unspoken interests

Module 7: Influence Techniques That Work

• Using scarcity and urgency ethically to increase perceived value
• Building authority through expertise, testimonials, and social proof
• Leveraging emotional appeal and understanding common cognitive biases

Module 8: Persuasive Communication in Public

• Structuring a message for maximum impact, using storytelling and visuals
• Overcoming public-speaking anxiety and managing stage presence
• Creating clear, motivating calls to action

Module 9: Handling Objections and Resistance

• Common types of objections and the reasons behind them
• The feel-felt-found method and reframing objections as opportunities
• Providing evidence and social proof to counter resistance

Module 10: Negotiating with Emotional Intelligence

• Recognising and addressing emotional triggers in negotiation
• Diffusing tension and resolving conflict through communication

Module 11: Negotiating Across Cultures

• How culture shapes communication styles and negotiation norms
• Building rapport and trust in cross-cultural settings
• Preparing for international negotiations and managing language barriers