Justin Cohen’s New Book: Step #5 “Purpose”
Have you been following along with Justin Cohen and John Golden as they explore the six steps of pitching to win? Each week, SalesPOP! is bringing you a video detailing each step of the process, so by the end, you’ll be an expert on pitching to win. This video explores step five, purpose.
Be a Giver:
When we think about pitching, we think of ourselves getting to win a deal. But the best way to win is to focus not on what you’re going to get, but rather on what you’re going to give. Say you have two people pitching you the same product with similar prices. But, one person gives you the sense that they have your best interest at heart, and wants to ensure that you win and your business thrives through their offering. You might even see this salesperson as sincere enough to tell you if you’d be better off buying from another provider. The other salesperson is obviously all about making the sale. They are hungry for a win, and to get their commission. You’re going to be more inclined to purchase the giver.
Serve Before Selling:
There are various ways to be a giver. It could look like many different things, varying from giving people samples, or being an expert in your industry and sharing your tips, tricks, information, and knowledge. Giving people things may not always result in a direct return, but it creates a relationship with potential buyers, shows your credibility and your character, and it makes people more likely to come back to you when they are ready to buy. “We need to serve before we sell,” said Cohen. “And to do that, we need to be driven by purpose.”
You can watch the rest of the pitch to win series here: Pitch to Win Series
To get a more in-depth look at how to pitch to win, be sure to check out Justin Cohen’s book
About our Host:
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.