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There is no single approach or solution to persuading others. However, the better we – as communicators – are able to understand different decision-making styles and customize our communication efforts to accommodate aspects of each style, the more influence we will have on a decision-maker’s opinions and decisions. 

At the Legal Marketing Association-Metropolitan Philadelphia Chapter’s recent educational program “Says Who? The Art and Science of Changing Minds,” Steve Hughes, President of Hit Your Stride, LLC, a communications consulting agency, elaborated upon the five different decision-making styles, offered tips to best approach each style, and five overall tips for influencing peoples’ opinions, especially those of  key decision-makers. 

Five Decision-Making Styles

Those who are willing and able to adapt to the following five types of decision-making styles can often become very persuasive. (Note: The percentage breakdown of folks that fall within each decision-making style category is listed in parenthesis). 

1. The Band Leader (25%):This type of decision-maker may believe that something is a good idea, but will check with trusted advisors (i.e. friends, family, colleagues, etc.) before actually making their decision.
   
   Best approach: People with this decision-making style care about the “bottom-line,” so it can be helpful to use visual aids, provide straightforward arguments and results-oriented options.
2. The Academic (11%):People within this group are very curious. They are more interested with “how” a person reaches their decision rather than merely the decision itself.
   
   Best approach:When presenting an idea, it is good to provide these folks with plenty of data and multiple options. Once providing them with information, allow them to sort through it and form their own conclusions/opinions.  
   
    
3. The Skeptic (19%): As the name implies, people with this decision-making style are not easily convinced and will challenge a person on every point they make.
   
   Best approach: Since this type of decision-maker often needs validation, a little schmoozing can be advantageous (ex. “You probably already know this, but…”). When presenting an idea to the “Skeptic”, gaining an endorsement from one of their trusted sources – and having their trusted source as a co-presenter – can be very helpful.
   
    
4. The Joined (a.k.a. The Follower) (36%): The most common type of decision-maker, people within this category tend to be risk averse. They feel more comfortable following the status quo rather than being receptive to change.
   
   Best Approach: Use testimonials and case studies. Once they see that an idea has worked for others in the past, they will be more open to it. It is also best to remove any mystery when proposing ideas and to be supportive if they want to believe that the idea is “fresh” and “creative” (even if they are really just copying others!).
   
    
5. The Dictator (9%):People in this category tend to be set in their ways. They feel comfortable being in total control at all times and on all levels.
   
   Best Approach: Gradually present your ideas and data to this type of decision-maker. Also, make sure to provide highly structured arguments and to avoid aggressive advocacy.

Five Ways to Change Minds 

Here are five suggestions and approaches to increase the chances of being more influential when presenting ideas to others:  

1. Problem + Plan:It is important for a person to recognize a problem and, if appropriate, to take accountability. The most important part of this process is not only admitting to the problem, but for the person to prove that they are honest, capable, and in control with working towards the solution.
   
    
2. Peer Pressure:If used correctly, peer pressure can be a very effective and influential tactic. The main goal is to make people aware that everyone else is doing something and they will lose credibility if they don’t participate, as well.
   
    
3. Progress:Though it is important to focus on what lies ahead, sometimes it is just as important to focus on what has already been accomplished. This can be a very motivating and influential factor, especially when dealing with or proposing lengthy processes or tasks.
   
    
4. Pay it Forward:Do something nice for someone without expecting something in return. When someone is genuinely nice, it is a natural human reaction for the other person to feel obligated to return the favor.  
   
    
5. Promise Predictability:When people make a commitment or promise to do something, they usually want to see it through. No one likes to be viewed as someone who goes against their word or doesn’t finish what they start.   

Finally, it is important to remember that influence is a two-way street. As human beings, we have certain social and esteem needs, which includes wanting to feel valued through social recognition, acceptance and accomplishment. It has been proven that people are more likely to help others who make them feel respected and valued. By taking a genuine interest in trying to understand the other person and their needs, a person can greatly increase their chances of becoming highly influential.

To see images from this event click here:

Written by Christopher Conolly, PARKER McCAY P.A