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Pitching The Pitch, Ditching The 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?

A pitch is an attempt at logic and a series of step arriving at a logical outcome.

What is a script?

See: pitch. They're practically the same thing.

There are really only two ways for scripts to be useful. The first is learning something new. The second, they can be used to persuade the writer of the script.

Other than that, they're useless.

Here's an easier, more effective and more efficient alternative to scripts and pitches.

The ultimate alternative to scripts and pitches: Persuasion.

What is persuasion?

Persuasion is rapport. It's giving someone exactly what they want. It's understanding the customer so well that you mold your product or service to fit them.

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 sometimes be useful as outlines or bullet points of things you want to cover with your prospect. Why not just make a list?

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.

What are you going to bring up those points in light of? (Hint: This is where persuasion comes in.)

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

Marrying their criteria to our product or service is our sole intention in life. If their criteria equals your product, are they 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).

We are doing this with intention. We do this rapport. We do this with criteria elicitation.

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. That's it. That's all there is to it.

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

Article Source: http://www.uberarticles.com/articles

Kenrick Cleveland teaches strategies to earn the business of wealthy prospects using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies. You can get a unique content version of this article.

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