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Knowing one's audience is the key to making the sale and closing the deal. It's that simple, say authors Miller and Williams, executives and customer research experts at Miller-Williams Inc., with writer Hayashi. The specific nature of an idea or business opportunity is, of course, important, but more crucial is how and in what manner it is presented to the potential signer-on. By thoroughly studying the type of decision maker to be propositioned, the presenter can, in effect, get into his or her head and customize the idea to the mindset. The authors have delineated five categories of decision makers: skeptics, charismatics, thinkers, followers and controllers. By providing a detailed account of the how, what, why and why not of persuading each type, the authors' message is clear and consistent throughout the book: decode the individual and then go in with the proper tools. Some require extensive information, others just the "big picture"; some want to be coddled, others don't mind being challenged; some take their time and others make decisions on the spot. Knowing what each type is looking for makes all the difference between success and failure, the authors argue. Busy corporate types would do well to refer to this guide to figure out why they just can't make the big saleâ€"or how they could make an even bigger one the next time around.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

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ISBN-10:  0446532398
ISBN-13:  978-0446532396
Author:  Robert B. Miller, Gary A. Williams, Alden M. Hayashi
Genre:  General, Running Meetings & Presentations
Publisher:  Business Plus
Date Published:  April 21, 2004
Format:  Hardcover
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review by . March 22, 2009
As a rule,  I rarely pick up this genre of book.  But given the fact that at the time "The 5 Paths to Persuasion: The Art of Selling Your Message" was released I was earning my living in sales I thought that this might be a book worthy of my time and attention.  And while "The 5 Paths to Persuasion" tends to focus on people consummating million dollar deals I still found the information contained within to be quite relevant despite the fact that my average …
The 5 Paths to Persuasion: The Art of Selling Your Message
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