It’s quite possible that there’s a mismatch between how your usual audience wants information presented to them and how you’re presenting. And it’s not just you. In a two-year study by Robert B. Miller and Gary A. Williams, close to 80 percent of presentations made by salespeople around the world are focused on Skeptics and Controllers who together represent less than 30 percent of all executive decision-making styles. Virtually no presentations are targeted at Charismatics. Yet that group alone accounts for a quarter of the decision-making population.
What are Charismatics anyway?
The study, which was featured as cover article in the May 2002 Harvard Business Review, found that executives tend to make big decisions in five predictable ways and categorized them into the following decision-making styles: Skeptic, Controller, Follower, Charismatic, and Thinker.
A Charismatic decision-making style is easily enthralled with new ideas and quickly embraces them with gusto. An enthusiastic “This is exactly what we need! Or “OK, I’m in!” early in the presentation is a dead giveaway that you’re presenting to a Charismatic. This may initially sound like a perfect prospect, but a word of caution here: Charismatics are impulsive and that’s where your diligence comes in.
When presenting to this decision-making style:
1. Stick to headlines and bullet points.
Charismatics are passionate about new ideas and have no trouble imagining the exciting possibilities of your proposal. But they don’t have the patience to sit through the messy details. Stay away from long, canned presentations. Focus instead on the bottom line – how your proposal can make their organization more competitive.
2. Address risks up front.
Temper their enthusiasm with implementation concerns, cost issues and other potential downside. But present how you can address those risks as well. It will show the Charismatic that you’ve thought through the scenarios, which adds to
your credibility.
3. Be careful not to get sucked in to their enthusiasm and assume that you have a sale.
Enthusiasm does not equal official commitment. His initial feedback may be favorable but remember that the Charismatic hardly has any patience to go through preliminary details of your proposal. He relies on a strong number-two person to do due diligence. Before you end a meeting with a Charismatic, ask: “Who should I include in my follow up regarding next steps?” Or, “Is there someone I should include in a more detailed discussion of next steps?”
Stay on top of things and follow up with his key lieutenant until the final decision has been made.
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