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

Miller, Robert B (Robert Bruce); Williams, Gary A

Softcover

ISBN 10: 0749449942 ISBN 13: 9780749449940

Publisher: Kogan Page, 2007

Synopsis

" ... taps into not only the rational aspects of the buying decision, but also the emotional drivers, which are recognised as being crucial to a full understanding of buyer behaviour." Clive Chafer, Director Master-0McNeil Inc To succeed in today's business world of tough decision-makers, how you say something can actually be more important than what you say. Even the best ideas face resistence and rejection. Why? All too often people make the mistake of focussing 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, discovered that good ideas are not enough; to make any sort of impact they must be delivered effectively. Whether it be a proposal or a business plan, The 5 Paths to Persuasion unlocks the secrets of persuasion neccessary to successfully present a plan. They reveal the five different types of decision maker: Charismatics; Thinkers; Sceptics; Followers; and Controllers and shows how to best sell ideas to each.

About this title

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. Miller is one of the original co-founders of Miller-Heiman and also co-author of the best-selling New Strategic Selling. Alden M. Hayasi 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 saleā€"or how they could make an even bigger one the next time around.
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About this edition

• Publisher: Kogan Page
• Publication date: 2007
• ISBN 10: 0749449942
• ISBN 13: 9780749449940
• Binding: Paperback
• Number of pages: 240