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Oren Klaff 'Pitch Anything' Book Review

Read your prospects to sell how they want to buy

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Sales Tips you'll learn in The Sales Podcast...

  • Oren Klaff was a guest on Episode 142 of The Sales Podcast
  • I first read his book in 2011 and I kick myself for not re-reading and studying it more closely since then
  • At the core of Oren's pitching/selling, philosophy is what he calls frame control, which is a lot like framing in Brazilian Jiu-Jitsu. 
    • You must be in control of the meeting by leveraging tools and frames such as:
      • Power
      • Time
      • Intrigue
      • Prize
      • Analyst
      • Story
      • Hook like emotion. Move them from interest to involvement to commitment.
      • Decision
    • There are also tools such as:
      • Moral authority frames, which are great at disrupting analyst frames
      • Intrigue disrupts the analyst frame (control access to the details)
      • Relationship frames can derail price and analysis frames and keep your pitches on track

How To Control Every Sale

  • Plowing: stick to your frame during first contact
  • Frames are impervious to rational arguments
  • Frames mainly involve basic desires
  • Frame Disruption: Time Frame
    • Collision when attention begins to wane
    • So be brief, concise, interesting
  • As I've shared in The Sales Agenda for years, "when you own the frame, you control the agenda, and you determine the rules under which the game is played."
  • You need to understand the role and areas of the brain we use to communicate with our prospects
    • You're using your higher level neocortex
    • They are processing with their "croc brain" or "lizard brain," which views everything as either something to eat or something that will eat them!
  •  The goal is always to get and keep attention
    • The Alpha has no problem with getting and keeping attention
    • How do you become the Alpha in the meeting? See above.
  • We are our own worst coach! (Join the sales training program.)
  • How to control
    • Present
    • Safe
    • Short
    • Clear
    • Visual
    • Novel
    • Simple
  • Stop the dog and pony show. Be dynamic. Capture their attention. Win the sale.
  • "Remind me again why in the world I'd want to do business with you!"
  • "Have you ever done a deal this large before?"

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