Pitch Anything

You need to be able to sell in every profession regardless if you are a lawyer, accountant, doctor, dentist or microbiologist. Again all fields require you to sell. If you have an idea that will drive your team then you need to sell it. Lawyers and accountants have to have clients to do work for which requires selling. 

Why is this important to me?

I am not doing this summary to waste your time. It is my vision to provide concise action steps that you can adopt right now to enhance your financial life. In order to be effective at selling, you need to be able to influence and persuade, PERIOD. These two attributes require confidence and guts. Bottom line is that 95% of the sales people today are not qualified to do the job. Most will show up and throw up features and benefits and hope you will buy.

Hope is not a strategy. One required sales activity is to book a meeting with a prospect. Here is an example – An amateur salesperson makes a follow up call on marketing lead and says – “I see that you downloaded our e-book, was it informative? – Yes – Great, is there anything else I can help you with? – No – Ok well how about I follow up with you in 6 months to see if things have changed. – Sure! This simple interaction is being said right now by thousands of sales people who think it is working. This solidifies that hope is not a strategy.

Pitch Anything really focuses on the meeting and presentation portion of the deal. I will talk about three main concepts and dive into the What, Why and How answers.

Frame Control – What is a Frame? Oren discusses several types of frames – Power Frame, Analysts Frame and Time Frame. Frames are energy fields and perspectives between people. Controlling frames is critical in winning deals. This is rooted in brain development and Oren spends time discussing the Croc Brain which is the primitive brain. Frames are rooted in the croc brain. The croc brain controls your flight / fight and friend / foe chemical reactions. Think of frame control as being the alpha dog or pack leader.

There are countless examples of Frame Control throughout Pitch Anything and I have experienced all of them. I want to give more examples and outline successful pitches from my perspective that illustrate Oren’s point. There are two critical things you need and they are guts and humor. Pulling off gutsy techniques require humor because anytime you piss people off then they will not want to work with you.

Pitch Anything is rooted in neuroscience and brain function. Oren has studied this for over 10,000 hours and I can say that it works. I want to profile some examples: 

1. My biggest deal – My team and I walk in and are ready for the meeting. I am prepared with a tight script and ready to go. There are 20 people in the room and the winning bidder will bag a seven figure deal which is large considering the average PO in the industry is $25,000. I know that controlled interaction within a room environment is critical for success. Here is the opening dialog and battle for frame control: Me: Thank you for inviting us in , what I would like to do is go around the room for introductions and have you state two main goals you would like to get out of this meeting today. Prospect: You were given the agenda and no questions or dialog will happen until after the presentation so we will not go around the room, now get started with your software presentation. At this point, my underwear is around my ankles and lost total frame control. I knew I had to get it back so as we started through our presentation I would ask questions and then pull back and joke with the group that it was not allowed. The big boss asked a question of me and I said – I cannot answer you yet. This removed all tension and showed the prospect that I was confident. Once I joked with the main boss then I knew I had control back. 

2. Hot Cognitions – Oren defines hot cognitions as things that trigger pleasure centers in the brain. For simplicity, I will simply say that people buy emotionally and make decisions intellectually. This means that you need to trigger emotion in your presentations and after give them enough cold cognitions (intellectual crap) so they are comfortable with their decision. Back to the big deal scenario above. My team and I understand this concept and used emotional words and storytelling to get their hearts pounding. We also knew that the 4 competitors after us would talk about their size, their expertise, the corporate structure etc. All this crap means nothing at the heart of the pitch. One last thing we did was take 3 minute breaks every 10-15 minutes. Your average person now has the attention span of a nat. People retain information in story format in 10 minute increments. We had two hours for this pitch and proposal review so we knew that data chunking was important. Also, with these breaks people loosen up and you know where you are at within the pitch as you mingle for the 3 minutes. 

I need to tell you that your income is directly tied to the level of your ability to persuade and sell. Most people do not think they have to sell for a living but I am telling you every interaction is a sale. You either agree or disagree to do something. Persuasion, influence and leadership are critical to winning deals. To master Oren’s methods you need to understand human interaction, have guts and eliminate the neediness. I have worked with several salespeople throughout my career and I can tell you the reason 95% of them suck is because they are “I centered”, Pushy, and very needy. This desperation is called sales stench and is why most fall out and don’t attain their dreams. 

I hope you have found this short summary useful. The key to any new idea is to work it into your daily routine until it becomes habit. Habits form in as little as 21 days. One thing you can take away from this book is guts. You have to build your gut level and take risks in sales situations. To consistently win, you have to control your meeting and that requires guts. You also need to have an imprint on your brain and it is this: “I am financially independent and I do NOT need this business.” Once you ingrain this in your psyche then the prospects will feel it and want to work with you. Ingrain it even if it is not true yet because it will be. Remember – don’t be cocky but be confident. 

Have a great weekend.

-Joe at Success Progress