The 5 Paths to Persuasion - Softcover

Garry A. Williams; Robert B. Miller; Alden M. Hayashi

3.63

60 ratings by Goodreads

9780749447779: The 5 Paths to Persuasion

Softcover

ISBN 10: 074944777X ISBN 13: 9780749447779

Publisher: Kogan Page, 2012

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In business, even the best proposals can face overwhelming resistances and rejection. Good ideas do not always sell themselves, and to succeed in today s world of tough decision-makers, how you say something can actually be more important than what you say. So 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 the behaviour of 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 best to sell your ideas to each one.

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About the Author:

Robert B Miller and Gray A Williams are co-founders of Miller-Williams Inc., which has developed patented research methods that provide accurate measurements of how customers think and behave. Their clients include blue�chip companies such as ARAMARK, Coors, General Motors, Rockwell Automation, Sabre and Sikorsky Aircraft. 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.

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 sale�€"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.

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