说服高管的五种途径

nullTHE 5 PATHS TO PERSUASION THE 5 PATHS TO PERSUASION Hewitt | 2008/9A two-year study of 1,700 executives, found that there are actually only five general types of decision making styles in use:A two-year study of 1,700 executives, found that there are actually only five general types of decision making styles in use:If you accurately identify the preferred decision making style of the person you’re selling to, you can then tailor your sales process to provide them with more of what they need and less of what won’t influence them to act. This will lead to your being more persuasive and getting more business done Followers (36-percent) – who make decisions based on how other highly successful people have made decisions in the past. Charismatics (25-percent) – who get enthusiastic about new ideas but rely on others to think through all the details. Skeptics (19-percent) – who automatically distrust anything they hear, especially if it conflicts with their view of the world. Thinkers (11-percent) – who need to methodically work through all the advantages and disadvantages before making a decision. Controllers (9-percent) – who have to be hands-on and involved in every aspect of the decision making process.Can you figure out what kind of decision-making style the person you’re attempting to sell to has?Can you figure out what kind of decision-making style the person you’re attempting to sell to has?Don’t confuse personality traits with decision-making style because for many executives, the way they make decisions differs dramatically from their general personalities. Their personality may give some hints but don’t automatically assume both will be aligned. That often isn’t true. Heed their past actions and decisions look carefully at how they have handled complex decision in the past. Find out whether they need input from others, or prefer to make important decisions on the strength of their own analysis. Pay more attention to what they actually do than to what they say. Never base your classification on one specific instance (especially one that is still in the process of being played out) – but instead look for a recurring pattern which is found in a number of their past decisions. Can you figure out what kind of decision-making style the person you’re attempting to sell to has?------- Use the process of elimination Can you figure out what kind of decision-making style the person you’re attempting to sell to has?------- Use the process of elimination narrow your choices by first eliminating any options they obviously are not. In practice, this usually means finding the answers to five questions: • Is he/she always looking for the next big thing? If not, they are probably not a charismatic. • Is he/she always weighting the pros and cons of a decision? If not, they are probably not a thinker. • Is he/she suspicious of every piece of new data presented? If not, they are probably not a skeptic. • Does he/she need to be in control of the decision making? If not, they are probably not a controller. • Does he/she only move forward with well proven ideas? If not, they are probably not a follower. Figure out what kind of decision-making style －－look at how people handle both risk and responsibility when making important decisionsFigure out what kind of decision-making style －－look at how people handle both risk and responsibility when making important decisionsThinkers will have a very balanced and disciplined approach to decision-making, preferring to let the facts speak for themselves. They will painstakingly cover all their bases and evaluate every pro and con before making a decision. Thinkers can be persuaded by someone who has done their homework and double-checked all their data. ControllersSeek riskAvoid riskSeek responsibilityAvoid responsibilityCharismaticsSkepticsFollowersThinkersnullDiscussing & Sharing (10 minutes)Discussing & Sharing (10 minutes)Find decision making style of a CEO or other people you meeted and sharing his/her decision style (performance and behavior) Belcome sharing James sharing Landy Sharing How to meet with and persuade decision makers who are followersHow to meet with and persuade decision makers who are followersFollowers can be the most difficult to identify because very few executives will like this label. Fortunately, however, followers are the most straightforward to persuade. As long as you’ve laid the proper foundation and supplied enough proof that your proposal has worked in comparable situations in the past, followers will often be willing to give you a favorable decision right on the spot. Followers are always looking for a bargain, so if your proposal shows that you’re offering one, you’ll be halfway there.How To Persuade CharismaticsHow To Persuade CharismaticsCharismatics live for the next big idea. They are quick to embrace bold innovations with energy and enthusiasm. Therefore, they are easy to sell to, as long as you provide them with balanced, detailed information that the charismatic decision maker can pass along to his or her details person to go through. Charismatics make decisions quickly but always require someone to be following through on the details for them later on. How To Persuade SkepticsHow To Persuade SkepticsAbout one-in-five decision makers will be skeptics – inherently suspicious of anything you say. These are the people who will doggedly march to the beat of their own drummer, even if the rest of the world is going in a different direction. Fortunately, this also makes them one of the easiest types of decision makers to persuade. All you have to do is present them with a good proposal and build their confidence in you as a source of good ideas. Do that, and skeptics will make decisions quickly.How To Persuade ThinkersHow To Persuade ThinkersDecision makers who are thinkers pride themselves on their ability to outsmart and outmaneuver their competitors. Therefore, they read extensively and often become widely considered as experts in their field. To persuade them, be prepared to discuss the pros and cons of not only your proposal but also every conceivable alternative. Thinkers won’t be prepared to make a decision until they have analyzed all the options thoroughly.How To Persuade ControllersHow To Persuade ControllersControllers are actually a rare breed (less than one-in-ten decision makers) which is just as well because working with them is frustrating. Controllers have to feel like they are in charge every step of the way. They can’t really be persuaded to do anything. The main allies on your side are sufficient time for them to come around and the opportunity for external events or the actions of competitors to underline what you’re proposing.Discussing & Sharing （20 minutes）Discussing & Sharing （20 minutes）Find a CEO you meeted and sharing how to you persuasion he/she Belcome sharing James sharing Landy sharing Summary Summary Understand there is no silver bullet presentation which will appeal to all five decision-making styles with equal effectiveness – and therefore you need to prepare individually to meet the preferences of the specific decision maker you’re attempting to persuade. Of all five decision-making styles, followers are the most frequently mistaken for something else – so when in doubt, assume the person you’re negotiating with is a follower until you have strong evidence otherwise. If you’re giving a presentation to a large audience, cater to all five decision-making styles – by doing things like: • Start with a road map of your ideas – appeals to thinkers. • Establish your credibility – appeals to skeptics and followers. • Launch into ideas quickly – to get to charismatics. • Be logical and methodical – appealing to thinkers. • There’s not much you can do to get to controllers.