The Power of the Pitch Part 2

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The Power of the Pitch Part 2

By Gary Hankins

There are 3 parts to a powerful sales pitch.
1. Pitch 1 – The Grabber (Make audience eager to listen)
2. Pitch 2 – The Persuasion Model (structure presentation in a quick and easy manner to buy)
3. Pitch 3 – The Power Close (close deal)

Pitch 1 : The Grabber
The purpose of the grabber is to get your audience’s attention and focus them on your topic. There are 4 common mistakes that people make when they begin their presentation. These include apologizing, announcing the topic, making trivial comments and referring to notes.

The author talks about applying the STAR system to grab the attention of the audience

S – Startle
(You can proclaim a line example “$5 million dollars! Thats the size of your oppotunity loss!” )

T – Tell a story or a joke
(Use a case study or example)

A – Ask Questions
(Ask 2-3 questions to create rapport as early as possible)

R – Recite a quote
(The quote might be from the president’s comments in the prospect’s annual report)

Now you want to go to sales pitch 2. To proceed, you need 1-2 lines to talk about preview of what you going to say and the benefits. The benefit answers the what’s-in-it-for-them? (WIIFT) question.

Pitch 2 : The Persuasion Model


Structure your argument in a convincing manner by following the ISB Model.

I = Issue. Begin by discussing your client’s objectives. Pain frequently is centered in one or more of the following, example time, money, people etc. Dig deep into the pain. Make the prospect suffer mentally. Get him or her emotionally involved.

Ask the following questions :
a) What will happen if you don’t resolve the issues that you have?

b) How much time, money will be lost?
c) Who else will be impacted by the lost time, money or oppotunity?

S = Solution. Provide solution to their issues. Now refer to the picture which will illustrate some of the steps taken. Naming your solution gives it much more validity. List each step and give it a name. By naming each step, you increase the perceived values of your process.

B = Benefit. Complete the sequence by telling the client how they will benefit from your solution. People buy benefits not features. People don’t want to know everything you know. The Rule of Three states that people will remember 3 key points not ten or twelve. Identify the 3 most important issues, componenets of your solution, and benefits.

Pitch 3 : The Power Close
Before you conclude your pitch, take a few minutes for any questions the audience may not have previously asked. Q &A comes before conclusion. The purpose of the close is to close the deal. There is no new information. Conclude by using one or combination of STARUS.

S – Startle (repeat the startling statement in Grabber)
T – Tell a story or joke. (another one)
A – Ask for the order. (Example : How does this plan sound?)
R – Recite a quote
U – Urge (Encourage audience to do what you want them to do)
S – Summaize

There are 2 words “thank you” that you do not want to use to close your pitch. Not saying thank you means that you must know the conclusion very well.

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