UCLA Extension

The Science of Proactive Persuasion

Course No. D5, Period 4

Today’s competitive business environments require that technical professionals be able to “sell.” Internally, you “sell” as you compete for resources, advance your projects and careers, get buy-in to ideas and strategies, and promote change. Externally, you may participate in the selling of products, services, or projects to existing and potential customers. What process do you follow? Most technical professionals “sell” with data; and if they don’t get the result they want, they present more data!

Learn how personal communication and persuasion skills are as rational as technical skills, and that you can learn and apply them just as systematically as you mastered your technical skills, helping you to interact with confidence and giving you credibility with your colleagues and customers. The focus is on the systematic application of a logical process, an understanding of the human elements involved, and on providing the necessary skills, strategies, and techniques to increase your professional as well as personal effectiveness.

Industry-specific examples are cited to assist with the application process. Through self-assessment surveys, you learn about yourself (behavioral styles; internal “scripts”, etc.) and how to be more effective in dealing with colleagues and clients who are different. Best practices are stressed along with a set of tools and techniques that can be applied immediately to persuasion situations.

hyde_lauraLaura G. Hyde, MEd

President, Morgan Training Company, Yorba Linda, California

Laura Hyde focuses on applying principles of psychology to the technical communication and persuasion/“selling” environment. Drawing on her extensive experience in the computer hardware and software industry, she has developed an approach that has been enthusiastically embraced by technical professionals. Ms. Hyde has a passion for filling the “tool boxes” of technical professionals with tools, strategies, and techniques that they can immediately utilize in their jobs to improve their effectiveness and efficiency. In addition to providing corporate training, Ms. Hyde is often called upon to speak at regional and national conferences on business development and communication effectiveness for technical enterprises. Recent clients include Robert Bosch Corp., Philips Semi-conductors, GE, Honeywell, Siemens, Plantronics, Lawrence Livermore, and Los Alamos National Laboratories.


Great set of soft skills for the upward mobile technical professional.”
– Arbi Karaynetia, Technical Group Supervisor, Jet Propulsion Laboratory