| "The aim of marketing is to know and understand | | | | that this is what you want to do, and so since it |
| the customer so well the product or service fits him | | | | came from you, you say "yes, of course, I want to |
| and sells itself." - Peter F. Drucker | | | | do it". |
| What is a pitch? | | | | Pitches can be useful as an outline giving you an |
| A pitch is designed to attempt a logical series of | | | | overall series of points you might want to cover with |
| steps in order to arrive at a desired outcome. | | | | your prospect. |
| What is a script? | | | | If your prospect is going to sign an agreement, they |
| A script is the same thing as a pitch. | | | | need to know what's in the agreement, they need |
| As I see it, there are two ways scripts and/or | | | | to know what they're agreeing to, so there are a |
| pitches can be useful. The first is they can be useful | | | | few points that maybe you need to make sure to |
| to learn something new and the second, they can be | | | | bring up. |
| used to persuade the write of the script, because | | | | What are you going to bring up those points in light |
| ultimately, the writer of the script is the one who it's | | | | of? (Hint: This is where persuasion comes in.) |
| really designed to influence. | | | | Their criteria!! Their highest values!! What they want! |
| Other than that, they're useless. By pitching the pitch | | | | Marrying their criteria to our product or service is our |
| and ditching your script, you are absolutely going to | | | | sole intention in life. If their criteria equals your |
| excel in your business. | | | | product, are they going to own it? |
| Now here's an alternative that is phenomenal. It's | | | | Yup. Absolutely. |
| easier, more effective, and more efficient. | | | | Our job is to marry your affluent prospect's values |
| Persuasion. | | | | with our product/service, (or with ourselves, if that's |
| What is persuasion? | | | | what you're selling - and to some extent you are |
| Persuasion is rapport. It's giving someone exactly | | | | always selling yourself). |
| what they want. It's understanding the customer so | | | | We are doing this with intention. We do this rapport. |
| well that you mold your product or service to fit | | | | We do this with criteria elicitation. These are all the |
| them. | | | | building blocks of persuasion. With persuasion we can |
| What does your customer want the most? That's | | | | put our fingers on the hot button of our prospects. |
| what you're going to give them. If your customer | | | | All there is to this is focusing everything you say, do, |
| understands that you're going to give them what | | | | express, on naming their values and criteria and |
| they want, exactly what they want, they are going | | | | showing them how you are the only person where |
| to get really excited about it and buy the product or | | | | they can get this criteria met. |
| service. | | | | Now that you have just this tiny understanding of |
| It's like stepping into you, and giving yourself the idea | | | | persuasion, you can absolutely ditch the pitch. |