The Persuasive Communicator™

What it is

The Persuasive Communicator™ provides a methodology for communicating more effectively and for improving the ability to convey a message to different types of interlocutors. The course allows the acquisition of an intuitive and practical method for successfully relating to any person, especially those with whom there are major communication difficulties.


The Persuasive Communicator™ allows you to:

  • Understand the dynamics underlying successful and less successful communications
  • Be aware of how we are perceived by interlocutors
  • Acquire a structured methodology for recognizing the behavior of interlocutors and providing the most suitable response to generate trust

The methodological approach of the workshop facilitates rapid and intuitive learning and allows you to refine your communication skills and apply them immediately in every interpersonal context. The model underlying the training program focuses on the knowledge and enhancement of individual communication styles, awareness of others’ perception, the need to build trust within the relationship, and the importance of reaching an agreement with the other in the shortest possible time.


The Persuasive Communicator™ is a two-day workshop aimed at a group of 12 to 16 participants. Each participant is called upon to identify before the workshop a person with whom they encounter the greatest relational difficulties they want to resolve: this person will represent their reference Case Study during the course, to be managed through a personalized Game Plan. Starting from the surveys completed by the chosen reference and selected colleagues, the workshop participant will receive a profile useful to understand the way in which they are perceived by others, the level of empathy shown, and the degree of interpersonal flexibility.

They will also be provided with guidelines to generate trust and improve relationships with the different communication styles of the interlocutors. The workshop is divided into 6 modules:

  • Communication styles
  • The skills necessary to generate trust and empathy
  • The propensity for change and the defenses implemented by different relational styles
  • The importance of flexibility to adapt to different relational styles
  • The definition of the individual action plan


The Persuasive Communicator™:

  • Provides a methodology to increase the effectiveness of your communication in any type of context
  • Proposes new tools to reduce occasions for potential conflict and to manage them constructively
  • Promotes the creation of relationships based on mutual trust, communicative clarity, and respect for the interlocutor’s point of view
  • Allows the definition of a structured action plan based on the skills acquired during the workshop and aimed at achieving a competitive advantage
  • Allows a measurement and a quantitative analysis of your own skills through surveys completed by selected colleagues (survey)


Jon Gornstein,
Founder and President of Persona Global

For 30 years, Jon Gornstein has been supporting the most important multinational organizations in implementing real change at the leadership and organizational culture level, improving organizational alignment, increasing performance, and strengthening communication. He has acted as a consultant in more than 48 countries for organizations such as Abbott Labs, Disney, IBM, Glaxo SmithKline, Cathay Pacific Airways, Goldstar, and Hilton Hotels.

I Clienti di Persuasive Communicator ™

The Persuasive Communicator™ has been tested and validated by the Applied Communication Technology and San Francisco State University. Some companies that have successfully used the program include:

  • Microsoft
  • Alcatel
  • Cathai
  • Pacific Airways
  • ProRisk
  • Danone Medical Nutricion


Bolton, Robert. People Skills. New York: Prentice Hall, 1979.
Burke, Mike. Les styles de vie des cadres et des enterprises. French: Interéditions, 1982.
Carson, Robert C. Interaction Concepts of Personality. Aldine Publishing Company, 1969.
Casse, Pierre. Les Outils de la Communication Eff cace. Chotard et Associés Editeurs – 1984 (Styles de Communication – Chapitre VII, Empathie – Chapitre VIII).
Gordon, Thomas. Leader Effectiveness Training. Wyden Books – 1977 (The no-lose method).
Hogan, Craig R. and Champagne, David W. Personal Styles – © 1979 1980 Annual Handbook for Group Facilitators – Pfeiffer & Jones, University Associates Press.
Jacobs, Ronne T. and Fuhrmann, Barbara S. Learning Styles. 1984 Annual Handbook for Group Facilitators – Pfeiffer & Jones, University Associates Press.
Jean-Michel Hieaux, La France Enn Panne D’Envie.
Mike Godfrey, Targeted Selling, Australian Institute of Mangement NSW Training Center Ltd.
Milton Mayeroff Lewis and Weiget. (Empathy).
Mehrabian, Albert. Silent Messages. Wadsworth Publishing Company, 1972.
David W. Merrill & Roger H. Reid, “Personal Styles & Effective Performance”. Chilton – 1981.
Ph. Durreche & Ch. Dupont, “Pourquoi L’autre Est Si C…”. Les Presses Du Management – 1994.

Persona GLOBAL® is a worldwide provider of assessment tools and methodologies for businesses, specializing in change-oriented leadership, communication, organizational alignment, sales, customer service, and management. Persona GLOBAL®’s surveys and methodologies are currently available in over 70 countries; its programs have been translated into 38 languages. More than 1,400 Persona GLOBAL® certified professionals worldwide support their clients as strategic business partners.

Some companies that have benefited from Persona GLOBAL®’s programs:

  • BMW
  • Mitsubishi
  • Disney
  • Coca-Cola
  • Hitachi
  • Applied
  • Materials
  • Dell
  • Computer
  • IBM
  • Alcatel
  • Motorola
  • British Airways
  • Japan Airlines
  • Credit Suisse
  • American Express
  • SONY
  • Music Entertainment


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