The 5 paths to persuasion - Gary A Williams

" ... taps into not only the rational aspects of the buying decision, but also the emotional drivers, which are recognised as being crucial to a full understanding of buyer behaviour." Clive Chafer, Director Master-0McNeil Inc

To succeed in today's business world of tough decision-makers, how you say something can actually be more important than what you say. Even the best ideas face resistence and rejection. Why? All too often people make the mistake of focussing solely on the content of their proposal and giving little thought to the way they will deliver it.

In a two-year survey, customer research experts Miller and Williams studied 1,700 executives, discovered that good ideas are not enough; to make any sort of impact they must be delivered effectively. Whether it be a proposal or a business plan, The 5 Paths to Persuasion unlocks the secrets of persuasion neccessary to successfully present a plan.

They reveal the five different types of decision maker: Charismatics; Thinkers; Sceptics; Followers; and Controllers and shows how to best sell ideas to each.