Pitching The Pitch, Ditching The Script

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Pitching The Pitch, Ditching The Script By Expert Author: Kenrick Cleveland
View Summary \| Submitted: 2007-10-22 \| Word Count: 430 words \| Views: 72 view(s)

"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. 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.

Otherwise, both are useless.

Now here's the alternative route that you will find a zillion times easier, more effective, and more efficient...

The ultimate alternative to scripts and pitches: Persuasion.

What is persuasion?

Persuasion is understanding the customer so well that the product or service fits him/her and sells itself. It's rapport, and it's giving someone exactly what they want.

What do you want the most? I'm going to give it to you. If you perceive that I'm going to give you what you want, and it is exactly what you want, and it makes you feel really good, and you are really excited about it, are you going to buy it? Yes.

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 you are going to have your prospect sign an agreement, they need to know what's in the agreement, 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?

Yup.

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.

Pitches and scripts are old fashioned and now that you have even the slightest, tiniest understanding of persuasion, you can ditch them completely.

About the Author/Author Bio

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.

Article Source: http://www.articlesphere.com/Article/Pitching-The-Pitch--Ditching-The-Script/108766

Article Tags: business, marketing, persuasion, sales techniques, persuasive selling, persuading the affluent, business, finance, sales, sales training, nlp, sales training, persuasion

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