Presentation Skills: Persuading a “Controller”

From Wilder’s Presentations

Robert B. Miller and Gary A. Williams. surveyed 1,700 executives and described five decision-making styles:

1. Charismatics
2. Thinkers
3. Skeptics
4. Followers
5. Controllers

They found that one out of ten executives is a Controller. Controllers operate out of fear, often assuming that you do not have their best interests at heart. They read into what you are saying, can be persistent in going over a single point, and might become aggressive. Stay calm–don't let them provoke you.

Who gives the presentation? Controllers only want to hear from an expert or a trusted advisor. If you are not one of those, then beware. In fact, if you have to give the presentation, have a trusted advisor with you. Whenever possible, let someone the controllers trust discuss the topic.

Presentation process: Be sure that controllers have all the information they need…and probably more than you think they need. Do not push them to make a decision. They'll make it in their own time. And they'll only make their decision once they are not afraid of the consequences.

Interaction: Don't even think about trying to persuade controllers. They will persuade themselves at the right moment for them, which won't be the moment you have in mind.

How to succeed with controllers. To persuade controllers, you must:

• Alleviate their fears.
• Let them take credit for the end idea and decision.
• Try to make them see your analysis, rather than discuss their analysis.

Slides designed for controllers: Follow a logical, systematic thought process in your slides.Be sure a controller cannot take offense at your slide text in any conceivable way.Quote the experts.

Situation at a Glance Give a quick overview-one that the controller will see as valid. Don't put any assumptions or your own interpretation on this slide, or you may not get past it.

Options Don't push for one option over the others. Show all the options and let the controller analyze them and come to a decision. Ask the advisors what to include as options. Make sure you avoid hot-button items that will lead you and a controller astray from your topic