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The 5 Paths to Persuasion: The Art of Selling Your Message, by Robert B. Miller, Gary A. Williams, Alden M. Hayashi
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It doesn't matter how smart your idea is, if you aren't in sync with the decision maker's mindset, you are bound to fail. That's the message of THE 5 PATHS TO PERSUASION. This revolutionary new book shows how one can project key decision makers into one of five basic categories - Charismatics, Thinkers, Skeptics, Followers, and Controllers. Once you know which category the decision maker falls into, you can quickly determine which is the best pathway to follow when making your presentation.
- Sales Rank: #1468223 in Books
- Published on: 2004-04-21
- Original language: English
- Number of items: 1
- Dimensions: 9.38" h x 1.00" w x 6.25" l,
- Binding: Hardcover
- 256 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
"Proven and effective...a practical guide for putting the customer first."
About the Author
Robert B. Miller lives in San Diego, California. Gary A. Williams lives in San Diego, California.
Most helpful customer reviews
0 of 0 people found the following review helpful.
I picked this up because I saw a copy of ...
By Greg
I picked this up because I saw a copy of this book sitting on the desk of a business executive I was building a custom home office for. Successful people do what successful people do.
10 of 10 people found the following review helpful.
A great review by Rob Nissen of Warner Business Books...
By A Customer
"The 5 Paths To Persuasion: The Art Of Selling Your Message" by: Robert B. Miller and Gary A. Willliams with Alden M. Hayashi, Publisher: Warner Business Books, ISBN: 0-446-53239-8, (...)
Shades of Dick Tracy, Captain Midnight, Buck Rogers and all the Super-Heros of yesteryear! The 'Secret Decoder Ring' we used to decode the message from our heros is back and updated to help you succeed in business.
What these authors have done is to put the 'decoder ring' of knowledge of how to sell anything to anyone into our tool box by characterizing decision-makers into one of five major categories, people who are either charismatics, thinkers, skeptics, followers, or controllers. They then spend the rest of the book clearly identifying characteristics of each of these 'individual s', identifying what they seek and what they avoid, then outlining exactly how you and I should go about persuading that class of person that you have the best idea, product, service, etc since the invention of sliced bread.
At the end of each section there is a chart designed to help us prepare for our encounter with pre-meeting, in-the-meeting, and post-meeting plans. There's even an 'Approach Profile' for each type of person that list the topics to avoid and those that can help us close deals.
In Part 3 the authors give us their 'Secret Decoder' information that helps us correctly classify the 'other guy'. There's even a section that helps you minimize classification errors.
Oh, and by the way, if you are a decision maker for your company you might want to read this book to help you understand your own decision making processes to better serve your firm. After all, half the battle is won when you know what kind of weapons your competitor will be using. Great book. I give it 4 1/2 stars. (Only the Bible and the Constitution receive 6 stars.)
15 of 16 people found the following review helpful.
A persuasive presentation of invaluable information
By Robert Morris
Miller and Williams (with assistance from Hayashi) provide a highly entertaining as well as informative explanation of why it is imperative to understand five different decision-making styles: Charismatic, Thinker, Skeptic, Follower, and Controller. It is important to understand, however, that someone such as Herb Kelleher who has a charismatic personality (and is included among the examples of Charismatics) ensures that associates rigorously examine whatever is proposed to him so that his impulsive tendencies do not result in bad decisions. This is a key point. Your initial approach to a Charismatic should take into full account an interest span which resembles that of a flash bulb: "Give the headlines first, stay grounded no matter what, address risks up front, and follow through, follow through, follow through." With a Charismatic, conclusions must come first and delivered as headlines and bullet points. "After they've grasped the big picture, they want to immediately talk about implementation." NOW. The way to make your point with a Charismatic is through freewheeling, open discussion. Aha! Got it!
But wait. As Miller and Williams then explain, once the Charismatic seems convinced, be prepared for others (probably Thinkers and Skeptics) to protect their boss from making a poor decision. In fact, the boss requires them to do so. She or he knows the vulnerabilities of a Charismatic, as do they. A decision-making process must not be confused with the personality type of the decision-maker. "Charismatics expect you to wait patiently for them to make a final decision while they have others pore over the details of your proposal." It would be a mistake, therefore, to assume that the Charismatic's initial enthusiasm (albeit genuine) means that a final decision is imminent and favorable.
Miller and Williams identify twelve attributes which are important in how people make decisions: Risk, Responsibility, Competitiveness, Rebellion, Impulsiveness, Persistence, Fear and Uncertainty, Self-Absorption, Playfulness, Education, Intelligence and Facts, and Bargains. Obviously, each of the five types of decision-maker considers (to varying degrees) all of the twelve and then attaches relative importance to them. (See page 11 for a "Summary of the Five Styles of Decision Makers.") Throughout their book, Miller and Williams explain how to prepare for a meeting with each of the five, then how to conduct yourself during that meeting, and finally how to follow-up. To repeat, decision-making is a process which frequently involves several different people who may well have differing styles. This is precisely what Michael A. Boylan has in mind (in The Power to Get In: A Step-by-Step System to Get in Anyone's Door So You Have the Chance to... Make the Sale... Get the Job... Present Your Ideas) when discussing "the circle of leverage" factor.
It would be a mistake to assume that this book is primarily (if not exclusively) about closing a sale. In fact, its greatest value is derived from what it reveals about effective persuasion which includes but is by no means limited to the sales process. In the strongest possible terms, I highly recommend this book to (literally) anyone who needs to become more persuasive. Thus viewed, this book can be of great benefit to those involved in commerce, of course, but also to educators, clergy, healthcare providers, journalists, public officials...you name it. Before you next attempt to "sell your message," indeed to convince anyone of anything, read this book.
Will it be THAT helpful? Yes.
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