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The 5 Paths to Persuasion: The Art of Selling Your Message

By Robert B. Miller and Gary A. Williams.
ISBN: 0446532398 Hardcover 256 pages 6 x 9 WARNER BOOKS

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?


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. Discover:

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 their worldview

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.