Understanding Audience Member’s Decision-Making Styles

How do you know which style your decision makers possess?


To further boost your odds of persuading those who have the power to accept or reject your proposal, tailor your arguments to fit their decision-making style. People have distinct styles of decision making. There are styles, with their own characteristics, and corresponding persuasion strategies.

How do you know which style your decision makers possess? As you did when analyzing your audience’s receptivity, observe decision maker’s behavior in meetings and hallway conversations and examine their communication for hints.


If your audience includes decision makers with whom you have little or not direct contact, learn about their decision-making habits through whatever means are available, such as others in the organization, news sources, public meetings, and so on.

The five styles and their characteristics and persuasion strategies are:

Charismatic - Initially enthralled, but bases final decision on balanced information. May mislead you into thinking ;you’ve scored an immediate success. - Focus discussion on results. Make simple, straightforward arguments. Use visual aids to demonstrate features and benefits of proposal.


Thinker – Cerebral, logical, and risk-averse. Needs extensive detail - Gather as much supporting data as possible. Use a fact based approach t o persuasion.

Skeptic – Challenges every data point. Decides based on gut feelings. – Establish as much credibility as possible. At the beginning of a meeting, invite them to challenge you—indicating that you value their ideas and will sue them to create the final idea or proposal.


Follower – Relies on own or others’ past decisions to make choices. Takes plenty of time to decide whether to adopt idea. Follows the lead of bosses or others who are politically important. - Focus on proven methods such as testimonials. Understand whom they like to follow or defer to, and get that persons support.

Controller – Unemotional and analytical. Abhors uncertainty. Inclined to implement only their own ideas. – ensure that your argument is sound and well structured. Identify outcome of value to them.


ACTION POINT: Understand the decision making styles of the audience you are trying to persuade.