EP343 of Profit With A Plan Podcast

Released April 21, 2026

Guest: Patrick van der Burght: Founding Member of the Cialdini Institute, Licensed Trainers, and a Certified Online Influence Specialist.

Host: Marcia Riner, CEO of infinite Profit, business growth strategist

Getting people to say yes isn't about pressure or manipulation. It's about understanding how the human brain actually makes decisions. In this episode, Patrick van der Burght, business partner of Dr. Robert Cialdini and founding member of the Cialdini Institute, reveals the science-backed principles that drive trust, influence, and ethical persuasion in sales, leadership, and client conversations. If you want better results without resorting to pushy tactics, this conversation will change how you communicate.

- How the human brain really makes decisions and why most people get it wrong

- The 7 Universal Principles of Persuasion and why they work

- Why ethics matter in persuasion and how it builds stronger relationships

- Simple strategies you can use immediately in sales and leadership

- How a single headline change increased sales by 45 percent

- The difference between System 1 and System 2 thinking in decision making

[00:00] Why pressure fails and what actually gets people to say yes

[03:05] How Patrick discovered Dr. Cialdini's work and became a licensed trainer

[13:17] The two systems your brain uses to make every decision

[17:27] The 7 Universal Principles of Persuasion explained

[34:53] How changing one headline increased Bose sales by 45 percent

[36:29] Where to learn more and start practicing these principles

Patrick van der Burght

https://ethicalpersuasion.com.au

Complimentary Lessons and Tools

https://ethicalpersuasion.com.au/complimentary-podcast-audiences/

Book: How to Hear Yes More Often

https://ethicalpersuasion.com.au

Ethical Persuasion Unlocked Podcast

https://ethicalpersuasion.com.au

LinkedIn

https://www.linkedin.com/in/patrick-van-der-burght/

Profit Booster Growth Map

https://profitbooster.biz

Marcia Riner is a business growth strategist, creator of the Profit Booster strategies, and CEO of Infinite Profit. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit Infinite-Profit.com

Profit Booster Growth Map

https://profitbooster.biz