The Wizard of Connections

Tommy Schaff, CMCT, is the Managing Partner of Major League Sales, a sales strategy consulting and training firm based in St. Louis. Mentored by Dr. Robert Cialdini, Tommy is one of only six Cialdini Method Certified Trainers in North America and is at the forefront of revolutionizing sales through ethical persuasion and influence. A passionate baseball enthusiast, he has integrated his love for the sport into his business, developing programs such as the Five-Tool Sales School and the Nine Innings Sales System. Beyond his professional endeavors, Tommy is an investor and board member of the Field of Dreams movie site in Iowa and boasts a collection of over 5,000 baseball bobbleheads.

In this episode…

Influence and persuasion are essential skills for marketers, sales professionals, and leaders, yet many people rely on outdated techniques that focus more on closing deals than building trust. Influence, based on behavioral science, allows professionals to guide decisions using proven strategies. How can marketers apply these influence principles to drive results and improve their communication?

According to persuasion expert Tommy Schaff, there are six principles of influence outlined by Dr. Robert Cialdini’s original work: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Tommy emphasizes that these principles are universal across cultures, scientifically validated, and teachable. By applying them ethically — such as giving personalized, unexpected gifts or framing offers to highlight what’s at stake if customers don’t act — marketers can build lasting relationships and improve conversion rates.

In this week's episode of The Timeless Marketing Podcast, Brian Kurtz features a presentation from Tommy Schaff, a Cialdini Method Certified Trainer and Managing Partner of Major League Sales. Tommy shares how studying Cialdini’s work transformed his career, why ethical influence is essential in today’s trust-driven world, and how marketers can apply these principles to enhance their messaging, offers, and client relationships.