Enhance Your Persuasion Techniques with Design Thinking
If you find yourself in the position of needing to persuade someone, how would you go about it? Would you opt for a simple and direct approach, accompanied by compelling visuals? Or perhaps you'd rely on endorsements or testimonials to strengthen your case. Maybe you'll go by conducting thorough research or presenting undeniable facts, details, and expert opinions. That'll do the trick, right?
Well, maybe. But still, you're not sure whether you'll get your message across this time. Even with these strategies in place, you might still find yourself struggling to break through to your intended audience. Why is that?
According to research conducted by Gary A. Williams and Robert B. Miller, outlined in their Harvard Business Review article, the key lies in HOW you deliver your argument. While their research primarily focused on enhancing employees' persuasive abilities with executives, the findings can be applied to any situation.
Williams and Miller discovered that the most effective arguments directly appeal to an executive's decision-making style. To understand this better, let's dive into the five executive decision-making styles they identified, and explore how you can leverage them to your advantage. There are 5 types of executive decision-making styles (and a bonus one we'll discuss briefly):
*Bonus: The Politician?
#1 The Charismatic ??
25% of executives belong to this category. Charismatics exhibit enthusiasm towards new ideas but prefer to delay their final decision until they have a balanced set of information. Typically exuding enthusiasm, talkativeness, and dominance, Charismatics respond best to simple and straightforward arguments centered around tangible results. Buzzwords such as "proven," "results," "easy," "clear," and "focus" will help align your message with their preferences. However, resist the temptation to get swept up in their excitement, as it may divert attention from your core argument.
Your goal when dealing with Charismatics is to maintain a focus on concise, direct communication supported by visual aids, all while tempering their enthusiasm.
#2 The Thinker ??
Accounting for 11% of executives, thinkers exhibit a strong aversion to risk and so are quite challenging to persuade. Thinkers gravitate towards data-backed arguments, relying on logical reasoning and caution when making decisions. To sway a Thinker, present them with copious amounts of information, including relevant market research, case studies, and cost-benefit analyses. Buzzwords such as "quality," "plan," "expert proof," and "academic" will resonate with their logical nature.
Your goal in persuading Thinkers is to immerse them in a sea of data, incorporating clear case studies, market research, and other supporting evidence to bolster your stance.
#3 The Sceptic ??
Sceptics represent 19% of executives and can come across as suspicious or combative during conversations. To win over a Skeptic, credibility is paramount. The best strategy would be to establish trust by securing endorsements from individuals they hold in high regard. You'll have their interest by using buzzwords like "power," "action," "demand," "disrupt," and generally anything that will enhance their "trust".
So, your goal when engaging with Sceptics, is to focus on earning their trust through the establishment of credibility.
#4 The Follower ??
Followers make up a staggering 36% of executives. Followers are characterized as responsible and cautious decision-makers who prefer sticking to past successes (no wonder why innovation suffers in many companies). References and testimonials carry weight with Followers. So you need to be assuaging their concerns about making the right choice. Buzzwords such as "expertise," "similar to," and "previous" align well with their mindset.
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Your goal when talking to Followers, is to concentrate on proven methods, drawing from successful and similar past ideas to bolster your argument.
#5 The Controllers ??
Controllers constitute 9% of executives. They avoid ambiguity and favour arguments grounded in cold, hard facts. These individuals lean towards logical, unemotional, detail-oriented, and analytical decision-making processes. Controllers respond to buzzwords like "details," "facts," "reason," and "logic," and do not like at all aggressive arguments.
Your goal when trying to persuade Controllers is to provide them with the necessary information, including expert opinions and concrete details, and allow them to convince themselves.
Present the facts and let them reach their own conclusions (don't be surprised if they think that the idea you're presenting to them is theirs).
Bonus: The Politician ??
This is a bonus category. That's because "Politician" can be any of the above decision-makers. You know who they are. They are the ones who want to have the spotlight on them without much effort. They're the ones who rely on personal relationships, appearances, blame games, sucking up and manipulations to achieve their career goals. In a nutshell, they're the ones who misuse their power to gain the attention of their superiors. And indeed, all companies are political entities, in the sense that if you want to progress your career you can't afford to sit on the sidelines.
So how do you convince Politicians by not selling your soul to the devil? Employ Good Politics and use it to showcase the advantages the executive will also gain by embracing your idea.
Let's define Good Politics as the advancement of your interests but not to the detriment of other people's efforts and reputation or your company's legitimate interests.
There you have it. Design Thinking Executives Empathy Mapping ??
To wrap it up, executives generally adhere to one of these five decision-making styles. So, tailoring your argument to suit a specific executive style will significantly enhance its impact.
By understanding these styles, you can effectively make your case and appeal to a person's emotional needs. That will result in more compelling and persuasive arguments.
Remember, these techniques aren't limited to business contexts alone. They can be employed in any scenario where persuasion is crucial...
-Why have you not washed the dishes yet??
-Here are some "proven" "results" of why your "expertise" is better suited for that task honey.
-Gives the look
-Ok, I'll do it...
(Hmm, maybe not in ANY scenario!)