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Persuasion For Good with Paul du Toit

In every area of life and leadership, the ability to persuade with integrity is essential.

Whether inspiring a team, influencing change, or sharing an idea that matters, persuasion done well can be a force for good. If we are seeking to deliver more good initiatives, we need to master the art of persuasion — as it can make all the difference between success and failure.

My guest, Paul du Toit, is one of Africa’s most respected professional speakers, coaches, and authors, and the author of the new book The Book of Persuasion.

Paul was the first speaker on the African continent this century to be awarded the Certified Speaking Professional (CSP) designation from the National Speakers Association (USA) in 2008. He later became Southern Africa’s CSP Liaison Officer, helping others achieve the same recognition.

A founder member and past president of the Professional Speakers Association of Southern Africa, Paul was inducted into the Southern African Speakers Hall of Fame in 2017.

Having inspired tens of thousands globally with his signature blend of humour, insight, and humanity, Paul brings a deep understanding of what it takes to influence with authenticity and purpose.

Here are some insights from the interview you won’t want to miss:

Persuasion is a Force for Good—When Used with Integrity Paul emphasised that persuasion often gets a “raw deal” because it’s seen in a negative light, associated with manipulation or coercion. However, he made the powerful case that persuasion, when used ethically and with the other person’s best interests at heart, can help us build trust, influence decisions, and make a positive difference in both business and personal life.
Listening is a Core Persuasion Skill Deep, engaged listening (what Paul calls “engaged listening” rather than just “active listening”) makes others feel heard, building rapport and making your message much more persuasive. Persuasion isn’t just about how you speak, but also about how you receive and acknowledge others’ perspectives.
Preparation and Strategy Matter Paul shared the importance of coming into important conversations with a plan. Think about the outcome you want, your approach, and tailor your message for the person you’re speaking with. He offered actual tactics, like the sequence of questions that get people used to saying “yes”—a useful psychological nudge.
Heuristics—Our Brains Take Shortcuts People make decisions based on mental shortcuts (“heuristics”), so don’t expect every decision to be fully rational or thought through. Persuasion can work by understanding that people are wired for quick, representative decisions, and by preparing your influence strategy accordingly.
Authenticity and Self-Interest Can Co-exist Authentic persuasion isn’t about tricking or pressuring; it’s about finding the balance between your interests and the interests of the person you’re persuading. The most ethical and effective persuaders ultimately create value for everyone involved.
Simple Language and Non-Verbal Communication Are Powerful You don’t need complex language to be persuasive. Often, simple, clear words—and even confident body language or gestures—can communicate effectively and move people to action, sometimes more than words alone.
Ask for Help—Build Relationships Through Reciprocity One of Paul’s favourite tips is that asking people for help increases trust and engagement. It opens doors for further cooperation and signals mutual respect.
Get Commitments in Writing Whether in sales or relationships, getting agreements documented—be it through a signature or a written message—solidifies commitment and dramatically reduces cancellations or reversals.
Kindness and Presence Matter—at Work and at Home Small acts of kindness, being present in conversations, and showing care are persuasive in themselves. In family life, responding attentively to loved ones (rather than brushing them off) strengthens relationships and trust.
Persuasion Skills Are Useful in All Walks of Life Whether you’re in sales, leading a team, working in a charity, or at home negotiating with kids, mastering persuasion is an essential, versatile tool for elevating your impact.

If your motivation is that you’ve got the other person’s interests at heart, then you’re working in a very authentic way – Paul du Toit

Listen to explore The Book of Persuasion and discover how persuasion, when rooted in authenticity and goodwill, becomes a powerful catalyst for elevation — in business, relationships, and the way we show up in the world.

You can listen to this Business Elevation Show interview with Paul du Toit & Chris Cooper here. Alternatively on Apple Podcasts, Spotify, Tunein, Amazon Music, iHeart Radio (latter US only).

More about Paul du Toit:

Paul du Toit is the first speaker on the African continent this century to be awarded the Certified Speaking Professional designation from the National Speakers Association (USA) in 2008, thereafter serving as Southern Africa’s CSP Liaison Officer, helping and encouraging over a dozen other Southern African speakers to achieve their CSPs.

In 2013 he became a Global Speaking Fellow along with 21 other inaugural recipients at the Global Speakers Summit in Vancouver, Canada.

Born in Cape Town in 1958, his grounding in theatre and entertainment provided an ideal springboard for a career in facilitation, coaching and professional speaking. He founded Johannesburg based Congruence Training in 1995 which he runs to this day.

He is a founder member and Past President of the Professional Speakers Association of Southern Africa receiving their Founders award at the Global Speakers Summit in Cape Town in April 2009 for exceptional service to the speaking industry. He has since served as Secretary and Treasurer of the Global Speakers Federation. In 2017 he was inducted in to the Southern African Speakers Hall of Fame.

He has spoken to tens of thousands of people at conferences and corporate events globally. He is a business speaker, coach and authority on customer experience and business presentations, and author of two books including “You Can Present with Confidence” released internationally in 2011. Paul continues to blog on speaking, presenting and customer experience and sends a regular email newsletter on presenting to thousands of opt-in subscribers. His content-rich and often humorous interviews related to remote presentation during lockdown have been well received by the business and speaking community.

He runs several marathons (and at least one ultra-marathon) a year to keep in trim and whilst in training frequents the hills of Sandton in the mornings with his dog Samuel. He knows a fine wine when he smells it – his favourite reds finding temporary resting in his cellar, and appreciated a good single malt. He keeps an eye open for suppliers of excellent coffee beans and establishments that can match his home brew, which he enjoys with a block of dark chocolate. He plays guitar and hums a tune for relaxation, a pastime that once earned him a living, and occasionally posts a tune online.

He has 2 grown up daughters, Chanel and Jenna and lives in Sandton with his wife Trudi.