In business, even the best proposals face overwhelming resistance and
rejection. Good ideas do not always sell themselves, and to succeed in today's
very real world of tough decision-makers, how you say something can actually be
more important than what you say. How can you make sure your message is getting
its best shot?
THE 5 PATHS TO PERSUASION
In a two-year survey, customer research experts Robert B. Miller and Gary A.
Williams studied close to 1,700 executives and discovered that they tend to make
important decisions in one of five ways. Now Miller and Williams reveal the five
different types of decision-maker-and how you can best sell your ideas to each.
• Charismatics, like Jack Welch and Oprah Winfrey, who are easily enthralled
with new ideas but rely on others to investigate the details
• Thinkers, like Bill Gates and Alan Greenspan, who must methodically work
through each pro and con of every option by themselves
• Skeptics, like Larry Ellison and Ted Turner, who are highly suspicious of
every piece of information and will rarely trust anything that doesn't fit with
• Followers, like Carly Fiorina and Peter Coors, who make decisions based
mainly on how other trusted people have made similar choices in the past
• Controllers, like Martha Stewart and Ross Perot, who must be in charge of
every aspect of the decision-making process and need to believe an idea is
theirs before proceeding with it.
In THE 5 PATHS TO PERSUASION, you'll learn how to determine which
group an executive belongs to. You'll develop effective strategies and proven
tactics that enable you to custom tailor your arguments and proposals to ensure
that they receive the full consideration they deserve. The result: You'll
persuade others, get more business done, and watch your career soar.