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
🎯 Episode Summary
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.
🎥 What You’ll Learn
– 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
⏱️ Timestamp Highlights
[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
🔗 Resources & Links
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
https://www.linkedin.com/in/patrick-van-der-burght/
Profit Booster Growth Map
https://profitbooster.biz
💼 About Marcia Riner & Profit With A Plan
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-Driven Resources
Profit Booster Growth Map
https://profitbooster.biz