Persuasion is all about frequency. You’re operating on one frequency. The subject is on another frequency.
The better you can align frequencies with your subject, the higher the odds of you persuading them.
There are countless ways to do this.
This is just one (very important) way to do it.
By understanding how your subject makes decisions you can frame or position your presentation so that they are more receptive to it.
So let’s get started.
Now realize first and foremost, that pain, pleasure and circumstances ultimately have a huge impact on the decisions that people make in terms of these categories. I’m referring to helping people make big decisions, decisions that they really have to sit down and think about and ponder. So taking emergencies out of the equation or situations where people are almost forced into making a decision, we are going to refer to how people make decisions that will affect them drastically when they have the resources, time and the peace of mind to think them through.
#1 The Thinker
Thinkers love to scrutinize, they love to jot down pros and cons and potential outcomes of every option before they actually make a decision. Thinkers love to take a look at details and understand how and why things work. It is important to realize that your presentation must always be structured in a way that thinkers can constantly analyze your message, because if they don’t understand the mechanics behind what you are saying, you will lose them entirely.
When it comes to the data that you present the thinker, it must be hard, factual and quantitative if possible. Numerical data is especially intriguing to the thinker. Because thinkers not only rely on logic, but they want to rely on logic, they tend to put up walls of defense to guard their true emotions and feelings, passions and desires.
#2 The Skeptic
As the name suggests, the skeptics are naturally suspicious people and very rarely will they take information seriously that is not congruent to their own paradigm of the world. In order for them to truly believe information, it must come from sources that in their mind have credibility. Otherwise, they will not accept what you tell them. In fact, they will challenge it and write it off as nonsense even if it is accurate and correct.
One of the initial ways that skeptics begin to trust people is through similarity. If the skeptic believes that someone is similar to them in some way, he or she will assume that their perspectives on things are the same. The challenge in influencing a skeptic is that they make it very difficult to engage emotionally because they can very easily detach themselves.
#3 The Follower
Followers use other people’s decision-making processes as reference points to make their own decisions. They typically will do something because it has been proven to work in the past by someone else. They don’t like venturing into uncharted territory or do things that have never been done before. They don’t like to explore options that have not been proven to work, and they are certainly not innovative or creative people. Followers are great listeners and are very diplomatic when they interact with other people.
They are open to other people’s opinions and perspectives on things and tend to have a high level of emotional intelligence. The challenge with the followers is that they can sometimes be hard to identify, because they can easily be misidentified as thinkers and enthusiasts or skeptics.Followers love bargains. To them getting a great deal is everything. And oftentimes, they will trade the risks involved with something new and unexplored for a decrease in price. Sometimes they will jump on an opportunity simply because the prices so low that they don’t want to miss out. They enjoy haggling and oftentimes actually find the process to be a source of entertainment. What’s interesting about followers is that they can be spontaneous and take action on the spot, but only if they know that doing so has been proven to work before.
#4 The Leader
Leaders are proactive, independent, meticulous, “strive for perfection” type of people. The main emotion that’s actually driving all of their decisions is fear. They often worry and easily become anxious or nervous when they think about the unknown. Anytime change or something new enters their life, they automatically assume that it’s going to affect them negatively rather than positively.In terms of big decisions, leaders need to feel as though they are in control of the entire process. In a sense, they are possessed with power. They must first review any type of information so they can make a decision based on their own judgments rather than the input or device of others.
Leaders also avoid risk and responsibility, because of fear of failure. Remember the fear is the driving force behind everything that the leader does.
#5 The Enthusiast
Enthusiasts are always looking for something to get involved with. As the name suggests, they are enthusiastic about new ideas and are quick to embrace them. They seek to know more about how that idea can benefit them as well as others.
They’re very interested in innovative ideas and can identify with the revolutionary thinking. They love to imagine possibilities, and are responsible and accountable. They care really only about the bottom line. Enthusiasts are interactive, can make decisions very easily and are not afraid of risk.
Enthusiasts as are never afraid to pull the trigger once the timing is right. In fact, if there’s one thing that the enthusiast frowns upon more than anything else, it’s procrastination and wasting time. Enthusiasts are also very interactive people. They enjoy talking with others and sharing ideas, brainstorming is also very enjoyable to them, as they like to share ideas with others and see how a concept can come to life. They’re also known for jotting down ideas on the whiteboard or a piece of paper and leaving it to someone else to figure out how to assemble them. They can be very talkative and engaging people, but they can easily take over conversation and speak very fast and animated. They can also be very interruptive and have little tolerance for the boring and mundane.
Now that you know the 5 major decision archetypes…