Product Description

To succeed in today's business world of tough and fast decision-makers, how a statement is made can be more important than what it says. Even the best ideas face resistance and rejection, as all too often people make the mistake of focusing solely on the content of their proposal and giving little thought to the way they will deliver it. In a two-year survey, customer research experts Miller and Williams studied 1,700 executives and discovered that good ideas are not enough; to make any sort of impact they must be delivered effectively. They reveal the five different types of decision maker, including Charismatics, Thinkers, Sceptics, Followers, and Controllers and show how to best sell ideas to each. Whether it be a proposal or a business plan, "The 5 Paths to Persuasion" unlocks the secrets of persuasion necessary to present any kind of idea successfully.

Product Details

• Amazon Sales Rank: #895384 in Books
• Published on: 2007-05-03
• Original language: English
• Dimensions: 9.25" h x .94" w x 6.18" l, .84 pounds
• Binding: Paperback
• 240 pages

From Publishers Weekly
Knowing one's audience is the key to making the sale and closing the deal. It's that simple, say authors Miller and Williams, executives and customer research experts at Miller-Williams Inc., with writer Hayashi. The specific nature of an idea or business opportunity is, of course, important, but more crucial is how and in what manner it is presented to the potential signer-on. By thoroughly studying the type of decision maker to be propositioned, the presenter can, in effect, get into his or her head and customize the idea to the mindset. The authors have delineated five categories of decision makers: skeptics, charismatics, thinkers, followers and controllers. By providing a detailed account of the how, what, why and why not of persuading each type, the authors' message is clear and consistent throughout the book: decode the individual and then go in with the proper tools. Some require extensive information, others just the "big picture"; some want to be coddled, others don't mind being challenged; some take their time and others make decisions on the spot. Knowing what each type is looking for makes all the difference between success and failure, the authors argue. Busy corporate types would do well to refer to this guide to figure out why they just can't make the big saleâ€"or how they could make an even bigger one the next time around.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review
"An interesting new angle on selling." Personnel Today "Identifies five types of decision-maker, and how best to sell to each type... The authors tap into the rational aspects of the decision and also the emotional drivers to help people identify effective strategies of persuasion." Business Executive "The whole concept of styles of decision-making styles is fascinating, and relevant to those involved in selling anything (i.e. most of us), and the book would be a valuable addition to your library." Training Journal

About the Author
Robert B. Miller and Gary A. Williams are co-founders of Miller-Williams Inc which has developed patented research methods that provide accurate measurements about how customers think and behave. Their clients include blue-chip companies such as ARAMARK, Coors, General Motors, Rockwell Automation, Sabre and Sikorsky Aircraft. Robert Miller is one of the original co-founders of Miller-Heiman and also co-author of the best-selling New Strategic Selling. Alden M. Hayashi is a senior editor at MIT Sloan Management Review and a former editor with Harvard Business Review.