The Science of Upward Influence - How Successful Underdog Influencers Connect with and Persuade Others by Keeping their ‘Eyes Up’ into Their Top Dog’s World

Product ID: 18365

Webinar • Tuesday, June 28, 2022 • 2:00 - 3:00 PM ET | Qualifies for 1 CAE credit


You may be successful at negotiating with peers and leading subordinates. But spurring action and changing the minds of legislators, board members, your boss and other “Top Dogs” requires a very different approach.

Amy Showalter spent years researching this science of upward influence. She distilled insights from thousands of interviews into a book that is now part of the University of Texas at Austin’s LBJ School of Public Affairs graduate curriculum.

Now, in this TRENDS webinar, she distills the science of upward influence into real-world tactics you can start using immediately.

Register now for Upward Influence: 7 Principles for Changing the Minds of Legislators, Your Boss and the Board.

In this one-hour webinar, advocacy and PAC expert Amy Showalter prepares you to exert new influence with “Top Dogs.” She will share research, principles and ingenious tactics from her new book, The Underdog Edge: How to Change the Minds of the Powerful … and Live to Tell About It

Take persuasion from skill to science.  Learn how to see the world like “Top Dogs” do. Then, discover how to translate those insights into exactly what to say, how to say it and what to leave unsaid for a specific person you wish to influence. During the webinar, you can also ask questions.

Reserve your space now for expert guidance on how to ethically influence the powerful, including:

  • The communication style that can doom your request when influencing up (in all but two scenarios), and how to control it
  • How to determine what sacred values and “taboo trade-offs” guide your influence-prospects’ world — and how to use what you learn in negotiations
  • How to convey hero status to your prospects (even if you don’t like them) and why it’s so important to gaining influence
  • What your persuasion prospect wants you to leave unsaid

Remember: Influencing the powerful takes different tactics than negotiating with peers or leading subordinates. You’ll leave this webinar ready to use tactics that can give you all-new power to persuade the powerful to your point of view.

Register now for Upward Influence: 7 Principles for Changing the Minds of Legislators, Your Boss and the Board.

Meet Your Webinar Leaders

Amy Showalter, The Showalter Group

What do International Paper, Bayer, the National Association of REALTORS®, the American Kennel Club, and Southwest Airlines have in common?  They have all turned to Amy Showalter for her expertise and motivation to improve their government relations influence by elevating their grassroots advocacy and PAC performance.  Amy Showalter is an advocacy and PAC influence expert who has pioneered the application of scientific influence principles to advocacy and PAC engagement, which provides velocity to their PAC fundraising and advocacy results.

She has delivered over 300 workshops and keynotes to over 25,000 association members, corporate employees, boards of directors and non-profit volunteer leaders about how to achieve upward influence success. 

She is the author of “The Underdog Edge: How Everyday People Change the Minds of the Powerful. . . and Live to Tell About It.” (Morgan-James) and “The Art and Science of the BFF: 105 Ways to Build Relationships on the Hill, at the State House, and in City Hall”, which has sold over 16,000 copies. Amy also is the Executive Editor of Creating and Managing an Association Government Relations Program, published by the American Society of Association Executives.  

She has been a guest lecturer at the University of Texas at Austin’s LBJ School of Public Affairs, where her “Underdog Edge” book is on the graduate school curriculum, as well as George Washington University's Graduate School of Political Management, Wright State University, and Kent State University.

Amy has a BA in Political Science from Wright State University and an MSA from Central Michigan University.  

Who Should Attend

This webinar is of value to associations and nonprofits. Attendees who will benefit most include:

  • Association executives at all levels
  • Advocacy/government relations staff
  • Anyone looking to hone the skill of persuasion

CAE Credits: All live webinar attendees are eligible for 1 credit hour. Association TRENDS is a CAE Approved Provider. Our programs meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. We will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit

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Please Note: CAE and CPE credit can be earned for attending the live webinar only.