To succeed in today's business world of tough and fast decision-makers, how a statement is made can be more important than what it says. Even the best ideas face resistance and rejection, as all too often people make the mistake of focusing solely on the content of their proposal and giving little thought to the way they will deliver it. In a two-year survey, customer research experts Robert Miller and Gary Williams studied 1,700 executives and discovered that good ideas are not enough; to make any sort of impact they must be delivered effectively. Their findings reveal five different types of decision maker: Charismatics; Thinkers; Sceptics; Followers; and Controllers. Looking at each group in turn, this book shows how to negotiate successfully with each group in order to achieve maximum business advantage. Whether it be a proposal or a business plan, The 5 Paths to Persuasion unlocks the secrets of persuasion that are necessary to present any kind of idea successfully and profitably.