Oren Klaff ‘Pitch Anything’ Book Review

January 25, 2018

Read your prospects to sell how they want to buy

Stream below or right-click here to download the episode. 

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

  • 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?”

Listen To Previous Episodes of The Sales Podcast 

Links Mentioned In The Sales Podcast