There is often a fundamental disconnect between the way we pitch or try to persuade, and the way it is received by our audience.
Understanding how to fix these disconnects is the secret to overcoming them.
In his book “Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal,” venture capitalist Oren Klaff outlines his method for framing, creating intrigue, offering a prize, and getting a decision.
His approach is interesting, and his outline for Presenting the Big Idea is particularly useful.
First, short time frames are a necessity. When attention runs dry—after about 20 minutes—the brain starts forgetting things it has already learned.
Klaff recommends starting by letting everyone know that you place a premium on brevity: “Guys, let’s get started. I’ve only got about 20 minutes to give you the big idea, which will leave us some time to talk it over before we have to stop and move one.”
Introduce Yourself. Get your track record on the table with one great thing and then stop.
Introduce the Big Idea. The pattern goes like this:
- “For [target customers]
- Who are dissatisfied with [the current offerings in the market].
- My idea/product is a [new idea or product category]
- That provides [key problem/solution features].
- Unlike [the competing product].
- My idea/product is [describe key features]
Offer the Deal. Discuss the numbers and secret sauce, and be sure to say what everyone else is already thinking: “There’s a real possibility that we might not be right for each other.” Pause for a while to let it sink in, and then come back with a vision for success. “But if this did work out, it could become something great.”
Frame and Gain Buy-In. Facts and figures are just part of our decision-making processes. There are gut reactions that we need to be aware of. Klaff explains how to create intrigue with case studies. He also discusses how to create a prize mindset where value and scarcity combine to compel action.
Finally, he explains how to eradicate the air of neediness. (I’ll get into that in coming weeks.)
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