Meet The Gang Of Four who make every business decision. Know them and win.

1. The
Gang
Of
Four
Who
Make
Every
Decision
Dean
Crutchfield
Associates

2. The Gang Of Four That
Make Every Decision
There's no business like the
“know” business—know your
competition, company, product,
service and customer better
than anyone else!
The average executive has
invested over 10,000 hours
studying business, history,
economics, literature,
mathematics, and political
science! The same executive,
however, has spent less than
two minutes learning about the
people he’s planning to convince
in the next meeting!
Dean Crutchfield Associates

3. Know thy audience is tragically
underestimated by most of us and
as Merrill and Reid’s insightful
study pointed out, knowing how to
get your message across,
understood, and being able to
anticipate the Gang of Four’s
reactions can make all the
difference between winning and
losing.
Studies reveal that if you increase
effectiveness by 10% on any
aspect of a business you can reap
a 20% margin increase – so
recognizing the Gang of Four is an
optimum place to start:
Dean Crutchfield Associates

4. Analyticals
The devil is in the detail: Analyticals
see themselves as precise, careful,
reserved and logical.
Therefore, they need to be convinced,
because they're highly suspicious of
generalities, refuse to buy on instinct
or chemistry, and always focus on
facts and figures – so the add-value
must be demonstrated.
And whilst we might perceive them
as unemotional, pedantic, pig headed
perfectionists, try offering them
results-based arrangements and
watch the floodgates open.
Dean Crutchfield Associates

5. Analyticals
Before you do, know they do not
like things "too creative"
presented by loud, opinionated
people with illogical thinking,
wafer thin evidence and will
capitulate on first sight of any
mistakes.
The care points are they tend to
make decisions made in terms
of the past, take too long to
make decisions and are always
too risk averse. Therefore, if you
detail the problems and
demonstrate the calculated
solutions they will be moved to
act.
Dean Crutchfield Associates

6. Drivers
The exacting Driver views in the
bathroom mirror a determined, to
the point, efficient type that likes to
be decisive.
Your likely perceptions will be that
they’re insensitive, autocratic,
critical, always demanding and
domineering. But the most effective
way to achieve connection with a
Driver is to let them know that your
listening is the most important part
of your job. Drivers love new
products and gadgets, they typically
won’t waste time as they make
decisions based on instinct.
Dean Crutchfield Associates

7. Drivers
Therefore, it’s advised to cut to the
chase, rack out the benefits of your
proposal avoiding too much detail.
Best not to show any lack of
interest, at all costs avoid
disagreeing with them, and they
detest time wasting, indecision and
delays.
Care points are Drivers short-term
focus that can lead to them seeking
opportunity without regard to
resources currently held and risk
taking with little long-term view of
potential consequences. This is
where the listening pays-off.
Dean Crutchfield Associates

8. Amiables like assurances, they’re the laggards of change, often
appearing shy, accepting, patient, co-operative, warm and friendly.
Don’t be fooled and deem them weak, fearful, time wasting softies who
are indecisive and lack goals, and remember the secret of success
resides in your insight into the moods of people, and your tact in dealing
with them.
Dean Crutchfield Associates

9. Amiables every request to an Amiable has five basic obstacles: no need,
no money, no hurry, no desire and no trust.
So its recommended to be a yardstick of quality in all that you do, do not
insist or push, rather take it easy, don’t rush, but attempt to build a
relationship by always listening and sharing evidence for reassurance.
Dean Crutchfield Associates

10. Amiables
The big no’s for Amiables that
are potential opportunities are
their hate for dishing out bad
news, signs of conflict in the
group, inconsiderate people,
aggressive behavior and lack of
teamwork.
Care points for Amiables are
they do not take risk, so don’t
suggest it, as they check with
everyone that all decisions are
okay, and they tend to enjoy
receiving too much counseling
before making a decision.
Dean Crutchfield Associates

11. Expressives
The Expressive is a hale
fellow well met, willing to try
new ideas and take
ownership of yours, bursting
with energy, open minded,
always optimistic and friendly
with a creative mind that is
reactive.
It’s highly likely you’ll find
these folk spontaneous, over
confident, pushy, superficial,
exaggerating with little or no
follow through and
abhorrence for detail.
Dean Crutchfield Associates

12. Expressives
But before you write them off,
know they hate negativity,
bureaucracy, slow progress, and
lack of interest so the best pitch
with Expressives is to start big and
finish big – always hit the high
points in every type of contact.
Be sociable, making every effort to
create conversation, encourage
and let them talk and show you
listen. Above all share something
with them they don’t know,
entertain them and if you can't
make it good, at least make it look
good.
Dean Crutchfield Associates

13. Ronald Reagan said, “There are no such things as limits to
growth, because there are no limits to the human capacity for
intelligence, imagination, and wonder.”
However, how this Gang of Four see their world shapes all most every key
decision that’s affected everything you’ve ever proposed, pitched or conference
called. You just need to “know” which of them you’re meeting with so that with
great skill and a little luck you can improve your probability of success. And
remember, you’re one too. Dean Crutchfield Associates

14. DCA Help Clients
Sell More Services
Sales Training
Presentation Skills
Ambition Activation
Seize More Opportunity
Strategy & Narrative
Personal Branding
Brand Building
Win More Business
New Business 101
Pitch Boot Camp
Growing Clients
Pitch Doctoring
Dean Crutchfield Associates

15. Our Mission
Achieving growth
For ambitious leaders who are driven to grow fast
Creating new business
Orchestrating and activating accelerated outreach programs
Building efficiencies
Rapidly sourcing the best talent for the business
Improving margins
Rallying teams behind the brand and go-to-market strategy
Boosting win rates
Delivering your best case and winning face forward
Dean Crutchfield Associates

16. Working with DCA
Catalyzing top line growth for clients is what we
thrive on: delivering your best case and winning face,
encourage your people to move the needle north and
sharpen the product offering. DCA (Dean Crutchfield
Associates) achieve growth for clients by tailoring
brand-led techniques that are uniquely participant
centered. We guarantee results. Whether it’s a better
pitch, winning new mandates, a better team or more
fees, you will find our fee in your business within
weeks.
DCA programs have been thoroughly tested and
proven with start-ups and the world’s greatest
brands, uniquely adding immediate value.
When you hire DCA, you get results. If you have the
right people attend the sessions and complete all of
your committed decisions and pilot initiatives and are
still not satisfied or seeing results by the agreed time
frame, we will coach and advise you free until you do!
Dean Crutchfield Associates

17. Global Client Experience
Aviva* McKinsey
BP Metsä Serla*
BT* Nomura*
BSkyB* PepsiCo
Camper & Nicholson PG&E
Carter’s Pitney Bowes
Cellcom* RBS*
CITI Scanfinest*
Comcast Shell
“Dean always cuts to the core of what needs General Electric Smirnoff
to be done and said. He helps bring clarity and Kraft Staples
provides value by being an outsider with no
agenda, so he can help you stand back and see
Fila Sunglass Hut
things from different perspectives. Frito-Lay Target
Littlewood’s* Tower of London*
Dean helped us think through solutions and
then form the best way to present those McDonald’s Warburg Pincus
solutions in a persuasive and compelling way.” M50 WGM
*References upon request
Dean Crutchfield Associates * Overseas Project

18. LET’S
GROW
Dean Crutchfield Associates

19. Contact: Dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Ste 15A/B, New York, NY 10016
Dean Crutchfield Associates

20. Dean Crutchfield Associates
Sell More, Seize More, Win More
Growth Advisors
Dean Crutchfield Associates