Tailoring the arguments for persuading the decision maker
- 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.
 - Finding the chief decision maker and then tailoring the arguments can vastly improve the chances of success.
 - There are five decision-making categories…
- Charismatic: exuberant about a new idea initially but make decisions based on balanced information.
 - Thinker: may be contradictory and need to be cautiously worked through.
 - Skeptic: make decisions based on ==gut feeling==.
 - Follower: make decisions based on their trusted executives or their past similar decisions.
 - 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.  |