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1-Page Summary of Pitch Anything

Overview

The best salespeople don’t sell products, they sell themselves. They can make hundreds of calls but if the product isn’t right for that person, it won’t work out. Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal (2011) explains how to close a deal with anything by using insights from neuroscience.

The human brain is divided into three sections: the forebrain, which consists of the midbrain and neocortex; the midbrain, which controls basic functions like sleep and wakefulness; and the primitive crocodile brain. The crocodile brain reacts to emotional responses and instinctive gut reactions. In order for an idea to be processed by the neocortex (the most developed part of the brain that makes high-level decisions), it must first appeal to a person’s emotions through situational dynamics. This can be done in sales by controlling framing—that is, positioning oneself as being dominant in a situation so that one can eventually seal a deal with someone else.

A sales presentation should be divided into four parts and completed within 20 minutes. In that time, a salesperson must introduce the product or proposal to the audience and explain why it offers a more unique advantage than any other competing offer.

Business deals can be pitched in a systematic way. One technique is called the STRONG method, which stands for Setting the frame, Telling the story, Revealing the intrigue, Offering the prize, Nailing the hook point and Getting a decision. By applying these steps to any business presentation you can convince even your most discerning prospect to sign on that dotted line.

While many people believe that investments and other important decisions are guided by logical, quantitative reasoning, most decisions are contingent on gut instincts. Salespeople can improve their pitch techniques with the STRONG method, which allows them to determine what situational frames will make customers more likely to buy.

Key Point 1: The six simple steps in the STRONG method can help seal any deal by granting a salesperson greater control of the situation frame.

The STRONG method is a systematic approach to business negotiations. It involves five steps that help persuade prospects that it would be in their best interest to partner with the salesperson’s company. The first step, Setting the frame, means presenting the idea so it’s easily understood by your target audience. The second step, Telling the story, requires you to relay a compelling narrative about how your product or service can solve problems for them and build up anticipation for what they’ll receive if they agree to purchase from you. In Step 3: Revealing the intrigue, you entice potential partners into joining in on an exciting new venture by building up their excitement over what they will gain from this deal. Next comes Offering the prize, when you reveal details of your offer or product/service in order to convince them that this is something worth pursuing further. Nailing the hook point involves persuading them emotionally so they become fully committed and engaged with purchasing your item (or service). Finally, Getting the decision means just that: convincing them to sign on dotted line and make a commitment. For best results and increased sales, these steps should be followed sequentially.

Key Point 2: Neurofinance is a method of combining neuroscience with economics to persuade prospects to partner in financial ventures.

Neurofinance is the application of neuroscience to sales and business transactions. It involves understanding how the brain works in order to persuade people more effectively. Propositions are often rejected without careful consideration, but if a salesperson can push the right buttons, they have a higher chance of resulting in positive outcomes.