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Ever have to convince
somebody of something? Ever get "blind-sided" by a decision that
didn't go your way? Influence Peddling has to do with adjusting your
arguments to the personality of the persons you are trying to
How do people decide? The
Miller-Williams Survey interviewed almost 1700 corporate executives
to assess their decision-making skills It found they had one of only
five "default" decision-making styles: These are called: Followers,
Charismatics, Skeptics, Thinkers and Controllers. A survey that large
is accurate within +/- 2.9%.
To influence people, adapt
your arguments to address "how people decide". Understand how
each of these decision-making styles reacts - i.e. what triggers
their "default" mechanism - so you can tailor your presentation
Hereunder is an at-a-glance
chart that lets you determine who's who. It has a brief description
of the 5 decision-making styles, some character traits to help you
spot who these people, suggestions on how to influence them and buzz
words you should use to reach their inside. Have fun.
(36% of survey)
(25% of survey )
(19% of survey )
(11 % of survey)
(9% of survey )
Followers tend to be risk-averse. They make
decisions based on how they made them in the past.or how
people they admire make them.
Charismatics are easily enthused. They are intrigued
by new ideas, but have learned to make their decisions based
on balanced fact, not just emotion.
Skeptics tend to be highly suspicious of any facts
presented. They dislike information that challenges their
worldview and often have an aggressive and disagreeable
style. They are often described as "take charge"
Thinkers can be the toughest people to pursuade.
They are impressed by good arguments supported by facts.
They tend to have a strong aversion to risk and can be slow
to arrive at a concrete decision.
Controllers hate uncertainty and ambiguity. They
tend to focus on the pure facts and the analytics of an
argument and they'll fight if they risk being seen in a bad
light or losing power.
Responsible; Cautious; Brand-name driven;
Enthusiastic; Talkative; Captivating;
Demanding; Disruptive; Disagreeable;
Cerebral; Intelligent; Logical; Academic;
Unemotional; Sensible; Analytical; Accurate; Detail
Followers want to be sure they are making the right
decisions - specifically that others have succeeded in
similar situatuions. To deal with them, focus on proven
methods. References and testimonials from important people
will also go a long way in pursuading them.
Charismatics sell themselves. To influence them,
resist the urge to join in their enthusiasm. Focus on facts
that get results. Make simple and straightforward arguments
and use visual aids to stress features and
Skeptics need to trust. Get an endorsement from
someone they do have confidence in. You'll need as much
credibility as you can garner to influence them so if you
haven't developed your own clout, arrange for respected
allies to support your position during any meeting with
Thinkers need as much information as possible so get
the data ready. They want to understand every angle before
committing themselves so arm yourself with research, market
surveys, cost-benefit analyses and all.
Controllers want facts and details - but only as
presented by "experts". Your arguments have to be structured
and credible but don't be too aggressive presenting your
arguments. Better you give them the facts and let them
Innovative; Practical; Expertise; Previous; Same as;
Results; Proven; Actions; Show; Watch; Easy;
Feel; Grasp; Power; Action; Suspect; Trust; Demand;
Quality; Numbers; Plan Intelligent; Academic; Think;
Details; Facts; Reason; Logic; Power; Ability; Just
do it; Control;
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