Pitch Your Pitch, Ditch Your Script

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter F. Drucker

What is a pitch?

It's an attempt at a logical series of steps, to arrive at an outcome.

What is a script?

See: pitch. Same thing.

As I see it, there are two ways scripts and/or pitches can be useful. The first is they can be useful to learn something new and the second, they can be used to persuade the write of the script, because ultimately, the writer of the script is the one who it's really designed to influence.

Other than that, they're useless.

Now here's an alternative that is easier, more effective, and more efficient.

Persuasion.

What is persuasion?

Persuasion is giving your prospects exactly what they want through your product or service. It is rapport. It is understanding your customer completely.

What does your customer want the most? That's what you're going to give them. If your customer understands that you're going to give them what they want, exactly what they want, they are going to get really excited about it and buy the product or service.

It's like stepping into you, and giving yourself the idea that this is what you want to do, and so since it came from you, you say "yes, of course, I want to do it".

Pitches can be useful as an outline giving you an overall series of points you might want to cover with your prospect.

For example, if your prospect is going to sign an agreement, they need to know what's in the agreement, they need to know what they're agreeing to, so there are a few points that maybe you need to make sure to bring up.

So what points are you going to bring up in light of? (Think: Persuasion.)

Their criteria!! Their highest values!! What they want!

We use criteria elicitation so that we can marry their criteria to our product. That's our sole intention in life. If your criteria equals my product, are you going to own it?

Yes.

Our job is to marry the person's values with our product/service, (or with ourselves, if that's what you're selling - and to some extent you are always selling yourself).

That's exactly what we're trying do. We do it with intention, rapport, intention, criteria, intention, bringing it all together.

All there is to this is focusing everything you say, do, express, on naming their values and criteria and showing them how you are the only person where they can get this criteria met.

Now that you have just this tiny understanding of persuasion, you can absolutely ditch the pitch.

Article Source: http://www.rightarticle.com

Kenrick Cleveland teaches strategies to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.

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