Fri, 9 September 2016
Oren Klaff is the author of Pitch Anything, an innovative method for presenting, persuading, and winning the deal. Oren has personally worked on a billion dollar in deals.
In this interview, Oren breaks down the Pitch Anything Method, including setting the frame, creating tension and overcoming objections.
In This Interview I Ask:
How To Start A Presentation
How NOT To Start A Presentation
Setting the Frame
Setting the frame is giving people a lens through which to see your product or service.
During a pitch, you only have minutes to close the deal. Most likely, the people you are pitching don’t know you or your product or service well enough to know your full capabilities. You have to give them a window from which to see you through so they don’t make their own assumptions.
In Hollywood, it's called the “establishing shot.” In business finance, it's called “framing” or “frame control.” In politics, it's called a “narrative.”
How the buyer sees you is up to you, and that's frame control.
Most people can look at their sales presentations and they lack tension. Tension produces chemicals in the mind - epinephrine and norepinephrine - which give us pains of excitement.
We can be afraid to say something that might insult the buyer, or give them a negative view of our company, that we don’t end up triggering any tension at all, positive or negative. Without that tension, the pitch falls flat and the buyer lacks the enthusiasm.
However, if you only are providing excitement, you're only doing half of the formula. You also have to trigger tension in order to provide a different kind of arousal for the buyer.
To avoid becoming antagonizing in your attempt to create tension, start small and build up.
You want to:
How To Close Your Presentation
You cannot end a sales presentation with, “That’s what we have. Excited to be here. Do you have any questions?”
You’re inadvertently saying to the buyer, “I’m a low-status individual. You're in charge of my livelihood. I have no control over you. You have complete control over me.”
Just because a buyer is ready to sign, doesn’t mean that the deal is closed. Give them an authentic test that will assure you that they are a good fit for your company. Here’s a script:
How To Handle Objections
Objections are handled by the correct structure of the sales presentation. If you are getting big objections, then something is wrong with your presentation.
In some cases, the objections you're seeing probably aren’t objections at all; they’re requests for the meeting to end.
In the old model of sales, the objection came out and then you talked over. It was an indication of confusion about what you were presenting. In today's world, if you use the Pitch Anything Method correctly, and there’s still objection, it means there's something wrong with the product-to-market match, and that has to be addressed.