How to Sell Your Big Ideas

6 Proven Principles of Influencing People

Jeff Hiller/Highbar Training

Learn the art of talking people into your recommendations, from colleagues to clients

About the Speaker:

Jeff Hiller founded Highbar Training and has coached 10,000+ senior leaders and managers at 50+ agencies and PR firms incl. Omnicom, IPG and Publicis groups and dozens of independents. His high energy, interactive programs rely on personal, real world experience as an ad exec, marketer & sales manager. Jeff was VP Account Director at $1B ad agency Leo Burnett, earning 7 EFFIE Awards; Houston Rockets Marketing/Creative Director; VP Marketing for Four Hands, a 3-time Inc 500 Fastest Growing company; L&D Director for JB Training Solutions. Jeff also works with advertiser clients such as Marriott, Phillips 66 and speaks regularly at SHRM, PIHRA & ATD events.


Every once in a while, an idea is so universally, obviously appealing, it can sell itself. But unless you can write the iPhone of business reports or the next Just Do It campaign, you may need a little help.

Quality of thinking and depth of explanation are only part of what gets people to agree with you. Being persuasive is another skill entirely. Research reveals 6 principles programmed into all of us that can influence others to go along.

Herd Mentality says there’s safety in numbers that drives people to perceived popular choices and middle ground options. Reciprocity says if you make acknowledgements or concessions early on with no strings attached, they feel compelled to return the favor. Similarly powerful principles exist for Commitment, Authority, Scarcity & Likability.

Learn the principles, why they work and even more importantly, how to apply them to all aspects of the ad business with specific examples for different agency disciplines. You’ll have a lot more success when you know how to position your good ideas to get the best response possible.

Key Takeaways

  • Recognize 6 fundamental principles that influence behavior
  • Techniques for applying them in your everyday work life
  • Concrete examples for use in real ad world situations


Who Should Attend

All levels of agency disciplines incl. Account, Strategy, Planning, Creative etc. involved in making recommendations internally and externally.

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