Ethical Persuasion:
The Ultimate Business Skill
7:00 PM (Eastern) / 6 PM (Central) / 5 PM (Mountain) /
4 PM (Pacific) / 3 PM (Alaska)
1.25 hours
Event Info
In a world where attention is scarce and trust is hard-won, the ability to ethically influence others is no longer optional—it’s essential. This dynamic keynote, based on the groundbreaking research of Dr. Robert Cialdini, reveals how the world’s most successful leaders, marketers, and organizations drive action through ethical persuasion.
Led by Cialdini Institute Official Partner, Ezio Sabatino, this session breaks down the 7 universal principles of influence—including reciprocity, authority, liking, and social proof—and gives you actionable strategies to apply them with integrity in sales, leadership, negotiation, and everyday communication.
You’ll explore how decisions are really made (hint: it’s not logic), discover what separates persuasion from manipulation, and leave with powerful tips to increase trust, engagement, and results—while staying true to your values.
Whether you lead teams, market products, or build relationships, mastering ethical influence will give you an edge in business and beyond.
Learning Objectives
Understand the Difference Between Ethical Persuasion and Manipulation:
Learn the three core criteria that define ethical influence and how to apply them in real-world scenarios.
Recognize the Value of Persuasion Across Roles and Industries:
Discover how 41% of professional time is spent influencing others—and how improving this skill creates immediate business impact.
Learn the 7 Universal Principles of Persuasion:
Gain a clear understanding of Cialdini’s principles: Reciprocity, Liking, Unity, Social Proof, Authority, Consistency, and Scarcity.
Apply Practical Influence Strategies Immediately:
Walk away with at least one power tip per principle that can be used in sales, leadership, marketing, negotiation, and communication.
Enhance Trust and Likeability in All Interactions:
Learn how to build authentic rapport and increase credibility using science-backed techniques.
Trigger Action and Commitment Ethically:
Understand how to invite “yes” by aligning with people’s values, identity, and previous commitments.
Boost Confidence in Influencing Outcomes:
Develop the mindset and tools to become a more natural, trusted, and effective persuader—without compromising your integrity.
Presenter: Ezio Sabatino
Ezio Sabatino, CCP, CEIP, COIP, CORMP
Chief Influence Officer, Sabatino Marketing, LLC
Ezio Sabatino is a dynamic marketing strategist, keynote speaker, and Cialdini Certified Coach with over 30 years of experience driving growth through ethical influence and behavioral science. As an Official Partner and Founding Member of the Cialdini Institute, he is among a select group of experts globally—and the only one in Connecticut—certified by Dr. Robert Cialdini.
Ezio is the founder of Sabatino Marketing, where he helps organizations ethically win attention, trust, and action across marketing, sales, leadership, and communications. His career includes leadership roles at Access Health CT, EmblemHealth, and ConnectiCare, where he helped secure #1 market share positions and dramatic increases in engagement.
Based in Stratford, CT, Ezio blends business impact with human connection, often enjoys golf, Billy Joel concerts, Packers games, or spending time with grandkids Ella and Austin.
Fees
Virtual Chapter Members: $0
Guests: $30
NOTE: The meeting recording is available for members only. Guests will not receive access to the meeting recording.
*All Virtual Chapter speaker presentation handouts and Virtual Chapter meeting links are exclusively for Virtual Chapter members in good standing. Sharing of handouts, document links, and code words will result in disciplinary action and possible
dismissal from the Virtual Chapter.
Return to NAPO Virtual Website
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