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Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by [Klaff, Oren]
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Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal Kindle Edition

4.5 out of 5 stars 51 customer reviews

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Length: 241 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Product description

About the Author

Oren Klaff is Director of Capital Markets for the investment bank Intersection Capital, where he raises tens of millions of dollars from investors and institutions. Intersection Capital has grown to $250 million of assets under management by using Klaff’s pioneering approaches to raising capital and incorporating neuroscience into its capital markets programs. He is a specialist in financial modeling and the codeveloper of Velocity, a capital markets product that has raised more than $100 million of private equity and venture capital.

Product details

  • Format: Kindle Edition
  • File Size: 935 KB
  • Print Length: 241 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill Education; 1 edition (18 Feb. 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004H4XL7E
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 4.5 out of 5 stars 51 customer reviews
  • Amazon Bestsellers Rank: #61,823 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Top Customer Reviews

By Laura De Giorgio TOP 1000 REVIEWER on 18 Dec. 2011
Format: Kindle Edition
I read this book in one day. Couldn't put it down. It is engaging, fun to read and practical. I found it viscerally satisfying and fulfilling.

If you've been involved in copywriting, advertising, or selling, you're already familiar with the adage "first aim for the heart, then go for the mind" or "people buy for emotional reasons and then justify their purchase rationally". The interesting information bits that Oren shares from neuroscience about how the brain processes incoming information fit like beautiful pieces of a puzzle.

Oren begins by pointing out how when we prepare pitches we are creating them in neocortex, whereas the listener is first processing the message through his reptilian or, as the Oren calls it, croc brain. While neocortex processes complex information and is involved in problem solving, the croc brain deals with the basics of survival. It just wants to know whether what we are facing is good for us, or a threat to us - should we eat it or mate with it.

Oren then delves into frames. A frame is a perspective from which you look at the situation. As you change the way you look at something, different solutions become possible and when you communicate with others, different frames enable you to engage people in different ways, from different positions. Oren explores power frames, time frames, analysis frames, intrigue frames, and morality frames. You learn how to play with frames - how to create or bust them, how to deframe and reframe them, and how to collide and stack them. The more skilled you become with flipping frames, the better you are able to create conditions that are conducive to obtaining your desired outcomes. Near the end of the book, Oren gives suggestions for practicing frame games so that you can become a frame master.
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By Charles Vasey TOP 500 REVIEWERVINE VOICE on 24 July 2013
Format: Hardcover Verified Purchase
Lacking a class system America appears to have re-invented one based on status and Oren Klaff treats it at length in his book on pitching. The author pitches investments to the Great and The Good (and the self-Important) of the American financial system, attempting to out-master the Masters of the Universe in the interests of getting the deal. This kind of selling has its own special features but contains enough of a general nature to be of value to someone in other selling environments.

As is often the case with the American business advice book, Oren is mesmerised by the wonderfulness of the rich and successful (he likes status even though it gives him a problem) and has saved himself from financial disaster and raised himself up to vast wealth by the strength of his own method. He is, in short, a bit of a bore. However, he has some valuable lessons for us if we keep awake during the self-adulation.

His key point (in terms of what seems to take the most time) is his concern that we pitch from a higher status point than the audience for the pitch. He describes very well indeed the methods by which buyers aim to put the pitcher in a lower social position (keeping them waiting, hiding them on small chairs behind massive desks). His analysis of the Walmart Pitch Hell is very very good. Oren tries to suggest methods whereby you can grasp back control of the meeting by the imposition of "frames". Many readers will find these methods highly challenging though they are second nature to we rude boys. You really do have to believe they are lucky to see you, you have to be prepared to walk away from badly structured meeting aimed to crash your pitch. But beware, if you engage in an alpha male pitch battle you must be prepared for fireworks and you will lose lots of pitches.
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Format: Hardcover Verified Purchase
A psychologist turned marketer recommended this book to me because of the way it links marketing back to the way our brains work and I read it with interest.

The author raises finance from investors and institutions by pitching a business idea. The suggestion is that the method can be transferred over to B2B and B2C sales with great success but I'm not convinced. That may be because I have a built-in bias against pitch selling, preferring a much more consultative sales approach to trying to understand what the customer needs. Some of the ideas can be incorporated into a sales presentation with good effect and without being obviously manipulative.

I was intrigued when I first read the book and looking at my copy, a significant amount is highlighted. They have however alerted me to a problem because when I've gone through them again, I remembered little from the first reading. The book brings many of the ideas I've encountered before like the reptilian brain, frame control etc but I haven't retained a key message or concepts.

The method is based around the STRONG process:
- Set the frame,
- Tell the story,
- Reveal the intrigue,
- Offer the prize,
- Nail the hookpoint, and
- Get the deal.

Whilst the author calls this "neurofinance", I'm a fan of taking lessons from neuroscience and psychology in general and applying them to marketing. Too often, sales and marketing clashes with the reptilian brain, called in this book the crocodile brain. This is the most primitive part of our thinking processes that kick in automatically and is designed to protect us from serious harm. It acts as a very strong filter to the more rational brain and gets bored quickly.
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