The 5 Paths to Persuasion: The Art of Selling Your Message

The truth is - it doesn't matter how smart or how slick a presentation is, if it isn't in sync with the decision maker's mindset, then it's bound to fail. That's the conclusion drawn by Miller and Williams, who completed an exhaustive study of more than 1,700 key business executives. Their research shows that decision makers can be placed into five distinct categories: Charismatics, Thinkers, Skeptics, Followers, and Controllers. Once the category the decision maker falls into is determined, then the presentation can be tailored to their precise mindset.

Robert B. Miller and Gary A. Williams are co-founders of Miller-Williams Inc which has developed patented research methods that provide accurate measurements about how customers think and behave. Their clients include blue-chip companies such as ARAMARK, Coors, General Motors, Rockwell Automation, Sabre and Sikorsky Aircraft. Miller is one of the original co-founders of Miller-Heiman and also co-author of the best-selling New Strategic Selling. Alden M. Hayasi is a senior editor at MIT Sloan Management Review and a former editor with Harvard Business Review.