Buyer Psychology: Change the Way You Persuade

Description:

You call a meeting to try to convince your boss that your company needs to make an important move. Your argument is impassioned, your logic unassailable, your data bulletproof. Two weeks later, though, you learn that your brilliant proposal has been tabled. What went wrong?

It’s likely the proposal wasn’t appropriately geared toward your boss’s decision-making style, say consultants Gary Williams and Robert Miller. Over the course of several years’ research, the authors have found that executives have a default style of decision making developed early in their careers. That style is reinforced through repeated successes or changed after several failures.

Typically, the authors say, executives fall into one of five categories of decision-making styles:

(1) Charismatics are intrigued by new ideas, but experience has taught them to make decisions based on balanced information, not just on emotions.

(2) Thinkers are risk-averse and need as much data as possible before coming to decisions.

(3) Skeptics are suspicious of data that don’t fit their worldview and, thus, make decisions based on their gut feelings.

(4) Followers make decisions based on how other trusted executives, or they themselves, have made similar decisions in the past.

(5) And controllers focus on the facts and analytics of decisions because of their own fears and uncertainties. But most business presentations aren’t designed to acknowledge these different styles–to their detriment. In this article, the authors describe the various subtleties of the five decision-making styles and how best to persuade executives from each group. Knowing executives’ preferences for hearing or seeing certain types of information at specific stages in their decision-making process can substantially improve your ability to tip the outcome in your favor, the authors conclude.

Subjects Covered:
Communication, Communication strategy, Decision making, General management, Leadership, Management communication, Managerial skills, Managers, Negotiations, Organizational behavior, Personal strategy & style, Presentations, Public relations, Sales & marketing.

This article appears in the May 2002 issue of the Harvard Business Review.
Cornerstone Business Solutions will be pleased to furnish you a reprint that we purchase if you kindly notify us by email or telephone at (505) 325-4900.