The 5 Paths to Persuasion: The Art of Selling Your Message [Paperback]

But wait. As Miller and Williams then explain, once the Charismatic seems convinced, be prepared for others (probably Thinkers and Skeptics) to protect their boss from making a poor decision. In fact, the boss requires them to do so. She or he knows the vulnerabilities of a Charismatic, as do they. A decision-making process must not be confused with the personality type of the decision-maker. "Charismatics expect you to wait patiently for them to make a final decision while they have others pore over the details of your proposal." It would be a mistake, therefore, to assume that the Charismatic's initial enthusiasm (albeit genuine) means that a final decision is imminent and favorable.

Miller and Williams identify twelve attributes which are important in how people make decisions: Risk, Responsibility, Competitiveness, Rebellion, Impulsiveness, Persistence, Fear and Uncertainty, Self-Absorption, Playfulness, Education, Intelligence and Facts, and Bargains. Obviously, each of the five types of decision-maker considers (to varying degrees) all of the twelve and then attaches relative importance to them. (See page 11 for a "Summary of the Five Styles of Decision Makers.") Throughout their book, Miller and Williams explain how to prepare for a meeting with each of the five, then how to conduct yourself during that meeting, and finally how to follow-up. To repeat, decision-making is a process which frequently involves several different people who may well have differing styles. This is precisely what Michael A. Boylan has in mind (in The Power to Get In: A Step-by-Step System to Get in Anyone's Door So You Have the Chance to... Make the Sale... Get the Job... Present Your Ideas) when discussing "the circle of leverage" factor.

It would be a mistake to assume that this book is primarily (if not exclusively) about closing a sale. In fact, its greatest value is derived from what it reveals about effective persuasion which includes but is by no means limited to the sales process. In the strongest possible terms, I highly recommend this book to (literally) anyone who needs to become more persuasive. Thus viewed, this book can be of great benefit to those involved in commerce, of course, but also to educators, clergy, healthcare providers, journalists, public officials...you name it. Before you next attempt to "sell your message," indeed to convince anyone of anything, read this book.

Will it be THAT helpful? Yes.

What these authors have done is to put the 'decoder ring' of knowledge of how to sell anything to anyone into our tool box by characterizing decision-makers into one of five major categories, people who are either charismatics, thinkers, skeptics, followers, or controllers. They then spend the rest of the book clearly identifying characteristics of each of these 'individual s', identifying what they seek and what they avoid, then outlining exactly how you and I should go about persuading that class of person that you have the best idea, product, service, etc since the invention of sliced bread.

At the end of each section there is a chart designed to help us prepare for our encounter with pre-meeting, in-the-meeting, and post-meeting plans. There's even an 'Approach Profile' for each type of person that list the topics to avoid and those that can help us close deals.

In Part 3 the authors give us their 'Secret Decoder' information that helps us correctly classify the 'other guy'. There's even a section that helps you minimize classification errors.

Oh, and by the way, if you are a decision maker for your company you might want to read this book to help you understand your own decision making processes to better serve your firm. After all, half the battle is won when you know what kind of weapons your competitor will be using. Great book. I give it 4 1/2 stars. (Only the Bible and the Constitution receive 6 stars.)