Pitch to Win 6 Step Formula by Justin Cohen
Justin Cohen has a new book that details the formula for pitching to win. He uses the acronym of “TTOPPS” to explain each of the six steps that when combined will teach salespeople how to improve their pitching. Each week, John Golden will explore one of these six steps to help you pitch to win. This article examines step one, how to tune in to your buyer.
The Six Steps:
There are six steps to pitch to win. The first is to tune in, which is explored below. The second step is team, which incorporates pitching together as a unit with other salespeople. Optimism is the single most important psychological driver for salespeople. Presence is our nonverbal communication, including tone of voice and facial expression. The purpose is our mission, which is to sell a service or product. And finally, the last step, story, is the content, the heart of what we are selling.
“As we started to dig deeper and explore how to pitch to win, I realized that salespeople knew very little about who they were pitching to,” said Cohen. “The idea of a pitch can create the misconception of a Broadway show; a one size fits all that you’re just going to put out there for anyone and everyone. But, this couldn’t be further from the truth.” Salespeople have to know who they are pitching to. It can be imagined like a small antenna coming out from behind your ear that tunes into the buyer, with all focus on them and their needs.
What’s In It For Me?
There is one very simple frequency to tune into when connecting with a potential buyer. A buyer is focusing on, “what’s in it for me?” They don’t care about the salesperson, the business, the staff; What they care about is what they need, what they want, and the best possible way to get it. “What we’re pitching has to service those needs and desires. The first step to pitching to win has to be to tune in,” said Cohen. “It’s the only way to develop an adequate understanding of what the buyer really wants.”
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.