Master the science of why people say yes
Six modules. Behavioral economics, neuroscience, elite sales tradecraft, and negotiation psychology — all unified into a single, rigorous system for anyone who needs to move people at the highest level.
"The gap between knowing and persuading is always a psychology problem — and psychology has answers."— Terry
What you'll learn
What you'll be able to do
- Decode the core cognitive biases and psychological triggers that drive every buying decision
- Engineer a repeatable, high-converting sales conversation from cold open to signed contract
- Write and deliver persuasive messages — pitches, emails, proposals, and ads — that move people to act
- Negotiate confidently under pressure using proven psychological leverage and framing techniques
- Identify and ethically dismantle objections by addressing the real emotional drivers beneath them
- Build lasting influence and trust at scale so that prospects, clients, and teams become long-term advocates
How it works
A school that adapts to you
This isn't a set of static videos. Every lesson is generated live and tuned to where you actually are.
We learn your level
A quick placement check tailors your starting point so you're never bored or lost.
Lessons adapt as you go
Each lesson is written for your pace and your goal, adjusting as your skills grow.
Your AI coach keeps you moving
Checkpoints, feedback, and gentle nudges turn progress into a real result.
The curriculum
What's inside your school
6 modules · 23 lessons
The Psychology of Yes — How Decisions Are Really Made
Before anyone can sell or persuade effectively, they must understand what is actually happening inside a buyer's mind. This foundational module decodes the cognitive machinery, emotional wiring, and identity forces that drive every purchase decision — giving students a mental model they will apply in every subsequent module.
- 1.1The Dual-Process Mind — System 1 vs. System 2 ThinkingIncluded
- 1.2The 12 Cognitive Biases That Run Every Sales ConversationIncluded
- 1.3Emotional Architecture — The Real Engine of Buying DecisionsIncluded
- 1.4Buyer Archetypes and the Psychology of IdentityIncluded
The Influence Stack — Cialdini, Framing, and the Levers of Persuasion
With the psychology of decision-making established, students now learn the proven, principle-level levers of influence — how to deploy Cialdini's framework with precision, control context through framing, prime the conversation before it starts, and navigate the counterintuitive reality that pushing often produces the opposite of compliance.
- 2.1Cialdini's Seven Principles — Deployed with Surgical PrecisionIncluded
- 2.2Framing Mastery — Controlling Context Before the Conversation StartsIncluded
- 2.3Priming, Anchoring, and the Power of First ImpressionsIncluded
- 2.4Reactance, Resistance, and the Paradox of PushingIncluded
The Sales Conversation — Engineering Every Stage from Cold to Closed
This is the operational heart of the curriculum. Students take all psychological and persuasion foundations and wire them into a complete, stage-by-stage sales conversation system — from the first cold contact through discovery, pitching, objection handling, and the final close. Every technique is built for real-world pressure-testing.
- 3.1Cold Openers That Actually Work — Pattern Interrupts and Permission ArchitectureIncluded
- 3.2Discovery That Sells — The Art of Questions That Change MindsIncluded
- 3.3The Pitch Architecture — Structuring a Message That Moves PeopleIncluded
- 3.4Handling Objections — Getting to the Real 'No' Behind the Stated 'No'Included
- 3.5Closing Without Pressure — Commitment, Momentum, and the Decision BridgeIncluded
Persuasive Communication — Writing and Delivering Messages That Move People to Act
Influence extends far beyond live conversations. This module trains students to encode persuasion into every written and spoken medium they use — email sequences, proposals, decks, and live verbal delivery — so their power to move people to action is not limited to the moments when they are physically in the room.
- 4.1Copywriting for Conversion — The Psychology of Words That SellIncluded
- 4.2Proposals and Decks That Win — Visual and Structural PersuasionIncluded
- 4.3Verbal Delivery — Presence, Pacing, and the Nonverbal Influence StackIncluded
Negotiation and High-Stakes Influence
Sales skill peaks when the stakes are highest and both parties want something different. This module trains students in the full architecture of principled, psychologically sophisticated negotiation — from preparation and anchoring through tactical empathy, leverage, and the ethics of power — so they can perform with clarity and confidence when the pressure is maximum.
- 5.1Negotiation Foundations — BATNA, Anchoring, and the Preparation EdgeIncluded
- 5.2Tactical Empathy and the Voss Method — Negotiating Like an FBI Hostage NegotiatorIncluded
- 5.3Pressure, Leverage, and the Ethics of Power in NegotiationIncluded
Trust at Scale — Building Long-Term Influence, Loyalty, and Advocacy
The ultimate form of sales mastery is not closing a single deal — it is building an influence ecosystem where trust compounds over time, clients become advocates, teams become aligned, and the salesperson's reputation does the selling before they ever enter the room. This capstone module integrates all prior learning into a long-game influence strategy.
- 6.1The Neuroscience of Trust — How It's Built, Broken, and RebuiltIncluded
- 6.2Personal Brand as a Persuasion Engine — Authority, Visibility, and Magnetic PositioningIncluded
- 6.3Leading and Influencing Without Authority — Persuasion Inside OrganizationsIncluded
- 6.4Creating Advocates — The Psychology of Referrals, Loyalty, and Compounding InfluenceIncluded
Who it's for
Is this you?
B2B Sales Professionals
Ready to replace gut feel and recycled scripts with a rigorous, repeatable system — from cold open to signed contract.
Founders & Entrepreneurs
Need to pitch investors, close early customers, and lead teams without the luxury of a seasoned sales org behind them.
Marketers & Copywriters
Want to move beyond best-practice templates and understand the cognitive psychology that makes messaging actually convert.
Negotiators & Deal-Makers
Operate in high-stakes environments where understanding leverage, anchoring, and tactical empathy is a decisive edge.
Leaders & Executives
Must influence without direct authority — moving teams, stakeholders, and boards through framing, trust, and credibility.
Consultants & Advisors
Sell expertise and recommendations for a living, and need clients to act on advice — which is fundamentally a persuasion challenge.
Questions
Frequently asked
Your teacher
A note from your teacher
Terry
You already know how to sell. Or at least you've been doing it long enough that the mechanics feel familiar. But here's what I suspect is also true: there are deals you lose that you shouldn't. Rooms you walk out of wondering what happened. Messages that don't land the way you intended. Negotiations where the other side just seemed to hold more gravity than you.
That gap — between what you know how to do and what actually produces a yes — is a psychology problem. Not a confidence problem. Not a product problem. Not a pricing problem. A psychology problem. And psychology has answers.
The Persuasion Code was built because I kept watching smart, motivated professionals fail at influence for entirely fixable reasons. They were pushing when the science says pulling works. They were leading with logic when the brain has already decided emotionally. They were handling objections at the surface level — the stated no — when the real no was sitting two layers deeper, in identity and fear and loss aversion. The curriculum in this school is my attempt to close that gap systematically, using the best of what behavioral economics, neuroscience, and elite sales and negotiation research have to offer.
This is not a school for people who want a cheat sheet. The Dual-Process Mind module alone will permanently change how you interpret buyer behavior. The Framing and Anchoring work will make you realize you've been starting conversations in the wrong place. The negotiation material — built on BATNA strategy and the Voss Tactical Empathy method — will give you a composure under pressure that most people on the other side of the table have never encountered.
What you'll build here isn't a set of lines to memorize. It's a mental model — a way of seeing human behavior that you can apply to any conversation, any medium, any context. A cold email. A boardroom pitch. A tense negotiation. A team you need to move. The architecture transfers because it's grounded in how people actually work, not in how we wish they would.
If you're ready to do the serious work of understanding influence at that level, this is where you belong. Let's get into it.
— Terry
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- 6 modules, 23 lessons
- AI-adaptive lessons tuned to your level
- Quizzes & checkpoints to lock in progress
- Your own AI learning coach
- Learn on any device, at your pace
- Full access for as long as you're subscribed