"Persuasion is about your intent. If your intent is solely to win at the other person's expense, that's manipulation. If you want the other party to also benefit from the conversation, then that's collaborative, and that's ethical persuasion." - Martin John

Procurement leaders know that success often depends on more than just negotiating skills or cost models; it demands the ability to influence people at every level.

But what does it take to move from presenting facts to truly persuading suppliers, stakeholders, and executives to take action? This is a question that's more urgent than ever in today's complex business environment.

In this episode of Art of Procurement, Philip Ideson speaks with Martin John, a seasoned procurement pro and licensed ethical persuasion trainer. Martin shares tools and science-backed frameworks that chief procurement officers and their teams can use right away. He pulls back the curtain on Cialdini's principles, real-world negotiation stories, and how to avoid crossing the line into manipulation.

In this episode, Martin discusses how to:

Recognize the thin line between ethical persuasion and manipulation
Build trust and rapport faster using evidence, not guesswork
Move beyond data to engage the emotions and subconscious drivers of decision-makers
Translate behavioral science into everyday procurement

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