• How do you persuade? Charismatics Thinkers Skeptics Followers Controllers • Simple & straightforward arguments • Answer directly to questions asked • Visual aids to stress features and benefits • Have lots of data ready (in backup just in case) • Be prepared to dig into analyses • In meetings, acknowledge people who add credibility to you and your company • Show how things have been done with reputable success cases • Show success cases from others with highlight on concrete impact • Make sure the approach is explained • Best if experts speak or can provide evidence • Allow the audience to absorb data and pause with silence Results, proven, actions, show, watch, easy, clear, focus Quality, academic, think, numbers, intelligent, plan, expert, proof Feel, grasp, power, action, suspect, trust, demand, disrupt Innovative, expedite, expertise, similar to, previous Details, facts, reason, logic, power, handle. Just do it Source: Change the Way You Persuade. Harvard Business Review, May 2002, Wiiliams, Gary A and Miiier, Robert B