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Influence, Persuasion, and Manipulation

Por: Dr. Roch, El 23 noviembre, 2023

Let’s delve into the serious discussion about influence, persuasion, and manipulation, along with their nuances.

At first glance, they might seem similar, but they’re not. There’s much debate, prejudice, and confusion surrounding these topics.

If you’re a leader, a commercial executive, or a professional, mastering ethical techniques of influence and persuasion is crucial. These skills will make a significant difference in your career and even in life itself!

It’s a pleasure to reflect and learn together on this subject. I revisit it because these three words carry positive values.

From my perspective, selling, leading, and influencing is about serving others.

It involves understanding your customer, team, and community: their desires, needs, pain points, and motivations. The goal is to develop long-term relationships built on trust and integrity. It’s a bond where everyone benefits and grows.

Allow me to provide some insights from the field of marketing:


It refers to the power to affect consumers’ decisions, attitudes, and behaviors by creating an authentic and positive connection between the brand and its target audience.

Influence is built through credibility, authenticity, and industry authority.


In the sales context, it implies the ability to present convincing and authentic arguments to motivate customers to take specific actions, offering complete information.

In negotiations, it’s about achieving mutually beneficial outcomes for both the buyer and seller. In both cases, the aim is to establish a relationship of trust and loyalty. What benefits both parties is bound to be repeated.

It’s important to highlight that persuasion requires thoroughly understanding the current problems affecting your customer and developing persuasive messages that emphasize how a product or service can solve those issues. This is an experience I share in the Sales Masterclass, a training program I conduct in several countries. You can find more information about my schedule on this page: www.drroch.mx.


In the sales context, it refers to dishonest or misleading practices intended to unduly influence a customer’s purchasing decision.

It involves using persuasive tactics that distort the truth and conceal important information to close a sale.

Manipulation is considered unethical and damages long-term relationships between the brand and the customer. In this scenario, only one party benefits.

This topic is relevant in the sphere of business and human interactions. For instance, in his book “The 48 Laws of Power,” the author explores strategies and tactics that people have used throughout history to gain and maintain power.

What do you think about these crucial topics? I’d love to hear your thoughts. Follow me on my social media platforms to delve deeper into the discussion.

Thank you for reading.

Dr. Roch


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