Tailoring the arguments for persuading the decision maker4996 2018-12-07 10:49
- 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.
- Finding the chief decision maker and then tailoring the arguments can vastly improve the chances of success.
- There are five decision-making categories…
- Charismatic: exuberant about a new idea initially but make decisions based on balanced information.
- Thinker: may be contradictory and need to be cautiously worked through.
- Skeptic: make decisions based on gut feeling.
- Follower: make decisions based on their trusted executives or their past similar decisions.
- 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
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
|Use testimonials to prove low risks.
present innovative but proven solutions.
keyword: expertise, similar to, innovate, previous.
only implements own ideas
|present highly structured arguments
make listener own the idea.
avoid aggressive advocacy.
keyword: facts, reason, power, just do it.