Tailoring the arguments for persuading the decision maker

1. People make the mistake of focusing too much on the content of their argument and ==not enough on how they deliver that message==. Certain buzzwords only work for certain executives.
2. Finding the chief decision maker and then tailoring the arguments can vastly improve the chances of success.
3. There are five decision-making categories…
   1. Charismatic: exuberant about a new idea initially but make decisions based on balanced information.
   2. Thinker: may be contradictory and need to be cautiously worked through.
   3. Skeptic: make decisions based on ==gut feeling==.
   4. Follower: make decisions based on their trusted executives or their past similar decisions.
   5. Controller: focus on pure facts and analytics because of their fears and uncertainties.

Style	Target Characteristics	Pursuader's Strategy
Charismatic	easily enthralled but make decisions based on balanced info Emphasize bottom-line results	Focus on results be straight-forward benefits w/ visual aids keyword: proven, actions, easy, clear
Thinker (Xing Wang)	toughest to persuade needs extensive detail	presents market research, surveys, cost/benefit analysis. keyword: quality, numbers, expert, proof
Skeptic	challenge everything and make decisions based on gut feelings	establish credibility with endorsements from someone they trust. keyword: grasp, power, suspect, trust.
Follower	rely on past decisions late adopter	Use testimonials to prove low risks. present innovative but proven solutions. keyword: expertise, similar to, innovate, previous.
Controller	unemotional, analytical only implements own ideas	present highly structured arguments ==make listener own the idea==. avoid aggressive advocacy. keyword: facts, reason, power, just do it.