Tailoring the arguments for persuading the decision maker

7793 2018-12-07 10:49
  1. People make the mistake of focusing too much on the content of their argument and not enough on how they deliver that message. Certain buzzwords only work for certain executives.
  2. Finding the chief decision maker and then tailoring the arguments can vastly improve the chances of success.
  3. There are five decision-making categories…
    1. Charismatic: exuberant about a new idea initially but make decisions based on balanced information.
    2. Thinker: may be contradictory and need to be cautiously worked through.
    3. Skeptic: make decisions based on gut feeling.
    4. Follower: make decisions based on their trusted executives or their past similar decisions.
    5. Controller: focus on pure facts and analytics because of their fears and uncertainties.
Style Target Characteristics Pursuader’s Strategy
Charismatic easily enthralled but make decisions based on balanced info
Emphasize bottom-line results
Focus on results
be straight-forward
benefits w/ visual aids
keyword: proven, actions, easy, clear
Thinker (Xing Wang) toughest to persuade
needs extensive detail
presents market research, surveys, cost/benefit analysis.
keyword: quality, numbers, expert, proof
Skeptic challenge everything and make decisions based on gut feelings establish credibility with endorsements from someone they trust.
keyword: grasp, power, suspect, trust.
Follower rely on past decisions
late adopter
Use testimonials to prove low risks.
present innovative but proven solutions.
keyword: expertise, similar to, innovate, previous.
Controller unemotional, analytical
only implements own ideas
present highly structured arguments
make listener own the idea.
avoid aggressive advocacy.
keyword: facts, reason, power, just do it.


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