I reading in 2012. In the past, my best memories and achievements have come when I was reading everyday. Longing for those times, reading comes back to my life with a vengeance.
Building on January 2012 success reading the “Harvard Business Review on Entrepreneurship”, I plunged into February 2012 book of the month, “Pitch Anything” by Oren Klaff. The book came to me on recommendation that this was something being passed around millionaire circles. Figured I would give it a chance and read the book. Good Decision.
Overall Thoughts of the Book
Rating: 3.5 of 5 Stars
I thought the book was a good read and well worth the time it took to finish the book. The author does a good job of building his credibility with his background as a pitchman for an investment banking company. Reportedly, he is pretty good at his job and has secured billions of dollars in funding for start-ups and established businesses from the investment community.
He achieved these numbers by utilizing a “Pitch” formula he invented himself. After studying neuroscience, he discovered and perfected the pitch technique to speak directly to what he terms the audiences “Croc” brain. This is the basic, primal element of the brain and the one induced towards making decisions you want if coddled just right. However, the Croc brain is very sensitive, fearful, and you must use the correct language, emotion, and status.
The book does a great job of setting the context behind the Pitch Anything technique of “Framing.” Frames are always colliding and only the dominate Frame will remain. That person owns the discussion, conversation, or pitch. Klaff’s technique shows you how Frames work, how to counter them, but most importantly how to stack them for victory.
“Pitch Anything” by Oren Klaff
Instead of doing regular boring book reviews as you see most people do, it is my intention to share with you some of the nuggets I pulled from the book and plan on implementing into my business.
Value Your Skills & Abilities
A recurring theme in the book is how the author pushes the fact that you have to value your time, ability, and offering. If you don’t, then you are going to get drug all over the place before, during, and after negotiations. You have to understand what you bring to the table is not only valuable, but people want it.
This is something most small business owners suffer from time to time. We have to get out of this habit of seeing our business and offering as secondary to the wants and needs of others. We are the prize. Act like it.
Even when discussing a meeting time and place, let the prospect know you are very business. Your schedule should not just be wide open to fit their needs. You create a feel of desperation when you do this and this is something that will destroying your Pitch opportunity. Make sure you present your self and business as a scarce commodity the prospect needs. In fact, there are many people trying to get your time.
One way to use this in your pitch is to crush the Time Frame of your prospects with one of your own. It always happens, so next time you are meeting with a client in their office and they say they only have 30 minutes for this appointment, here is what you do. Tell them great because you only have 15 minutes before you have to leave to get to your next appointment anyway. You are a very busy person as well, so let’s get down to business.
A reoccurring theme is story telling in my business. Everywhere I turn, there is another author, teacher, or someone talking about the importance of story telling in your business. Well, apparently the Pitch is no different.
Story telling allows you to connect with the people in the room and drive home the point of your ideas. However, it is a great tool for giving your pitch motion. People minds think in images and video, so you want to turn your pitch into a moving story full of motion and activity. Don’t just sell them on a product, sell them on a prevention of something bad happening if they don’t have your product. But instead of telling them this, use a story to illustrate it for them.
Here is something every small business owner needs in their business. They need to end that needy presentation, exterior they give off. It is the quickest way to ruin a pitch. Desperation reeks on you and it repels your potential clients. Get some courage and conviction in your business and what you are doing. Enough to exude confidence when pitching and you will find people attracted to you, listen to what you have to say, and act on your words.
Hopefully, you get a chance to ready “Pitch Anything” by Oren Klaff as I have really enjoyed it. The benefits of his approach are to come inside of the business and the effects seem to be wide spread. Hopefully, it will have the same effects on you as well.
If you have read this book, I would love to hear your comments below.