# Pitch Anything * Author: [Oren Klaff](https://www.amazon.com/Oren-Klaff/e/B004AN5OJA/ref=dp_byline_cont_ebooks_1) * ASIN: B004H4XL7E * ISBN: 0071752854 * Reference: [[https://www.amazon.com/dp/B004H4XL7E]] * [Kindle link](kindle://book?action=open&asin=B004H4XL7E) --- One reason is that we are our own worst coach. We know way too much about our own subject to be able to understand how another person will experience it in our pitch, so we tend to overwhelm that person. — location: [128](kindle://book?action=open&asin=B004H4XL7E&location=128) --- Ultimately, if they are successful, your pitches do work their way up to their neocortex eventually. And certainly by the time the other person is ready to say “Yes, we have a deal,” he is dealing with the information at the highest logic center of his brain. But that is not where the other person initially hears what you have to say. — location: [167](kindle://book?action=open&asin=B004H4XL7E&location=167) --- When frames come together, the first thing they do is collide. And this isn’t a friendly competition—it’s a death match. Frames don’t merge. They don’t blend. And they don’t intermingle. They collide, and the stronger frame absorbs the weaker. Only one frame will dominate after the exchange, and the other frames will be subordinate to the winner. This is what happens below the surface of every business meeting you attend, every sales call you make, and every person-to-person business communication you have. — location: [305](kindle://book?action=open&asin=B004H4XL7E&location=305)The other person needs to see things through your pospe.hu to accept & under stud the ideas. How do you get others to accept your frame? Be more coherent than their frame (which to me also corresponds to belief system and show them that their frame is less consistent. --- When you are responding ineffectively to things the other person is saying and doing, that person owns the frame, and you are being frame-controlled. — location: [361](kindle://book?action=open&asin=B004H4XL7E&location=361)Responding ineffectively demonstrates that you are trying to match their frame but with a less clear understanding of it. --- Every social interaction is a collision of frames, and the stronger frame always wins. Frame collisions are primal. They freeze out the neocortex and bring the crocodile brain in to make decisions and determine actions. — location: [378](kindle://book?action=open&asin=B004H4XL7E&location=378) --- if you view the world through the lens of traditional sales techniques, you would think there’s something wrong with my information or my deal. But instead, if you view the world through frames and social dynamics, then you would understand that the deal was fine. This is just the power frame coming at you, and in the collision of frames, you’ve just lost. — location: [437](kindle://book?action=open&asin=B004H4XL7E&location=437) --- To instigate a power frame collision, use a mildly shocking but not unfriendly act to cause it. Use defiance and light humor. This captures attention and elevates your status by creating something called “local star power.” — location: [455](kindle://book?action=open&asin=B004H4XL7E&location=455) --- A few moments earlier, you learned that Mr. Big wasn’t coming to your meeting and apparently you were just the morning entertainment. Now, however, you are communicating to your buyers that they are here to entertain you. What prizing subconsciously says to your audience is, “You are trying to win my attention. I am the prize, not you. I can find a thousand buyers (audiences, investors, or clients) like you. There is only one me.” — location: [527](kindle://book?action=open&asin=B004H4XL7E&location=527)By prizing you are implicitly conveying the message that they should want this. --- Actually delivering the core of the pitch is very straightforward stuff. The main requirement is that you understand that what’s happening in your mind is not what’s happening in the target’s mind. Package the information for the croc brain, as I described in Chapter 1. Big picture. High contrast. Visual. Novel. With verified evidence. — location: [1640](kindle://book?action=open&asin=B004H4XL7E&location=1640) --- One of the most well-known performers and presenters in the world has to put in months of hard work to build up 20 minutes of material—and when he eventually goes on stage, the average audience will cut him slack for only three minutes. After that, the material had better be really good, or the audience will turn on him. — location: [1688](kindle://book?action=open&asin=B004H4XL7E&location=1688)Watch the Seinfeld movie --- My normal deal-making processes were disrupted by this four-frame stack. The Wall Street trader ran this stack on me perfectly: I was intrigued, I was trying to impress him so I could have a chance to buy the deal, he boxed me into a very tight time frame and yet I felt no pressure, and I was trying hard to prove that I had a good moral values. I was a puppet. My cold analytical decision processes weren’t just disrupted; they were shut down and turned off. — location: [1791](kindle://book?action=open&asin=B004H4XL7E&location=1791) --- Unlike some of the other frames, the prize frame relies a great deal on how strong your conviction is. In the pattern noted earlier, I’ve given you the external formula for the prize frame—which is what you say to the target. However, the prize frame doesn’t come only from words that you say. It’s how you’re organized internally. — location: [1936](kindle://book?action=open&asin=B004H4XL7E&location=1936) --- Over time, as you get good at this stuff, you’ll begin to see that the prize frame does not rely on words and explanations. It’s more about the strength of your convictions about who or what is the prize. — location: [1941](kindle://book?action=open&asin=B004H4XL7E&location=1941)At VP, we have to prize Our own time. Our clients are part of our network. They ask us questions and feed us ideas. We need to make sure the question and ideas are high quality. --- There’s a scarcity bias in the brain, and potential loss of a deal triggers fear. But just because imposing scarcity works well isn’t a recommendation to use it—we don’t want to taint our deal with the whiff of cheap 1980’s sales tactics. We want the target to see us as a professional agent. To trust us. So I tend not to use much time pressure at all. Extreme time pressure feels forced and cutrate. — location: [1952](kindle://book?action=open&asin=B004H4XL7E&location=1952)Are long trials devaluing the research service?what about trickling out research and description of the Service and force a decision at the end. --- Most important, the willingness to withdraw demonstrates a self-control, strength, and confidence that most targets will greatly admire. — location: [2199](kindle://book?action=open&asin=B004H4XL7E&location=2199) --- Eliminate your desires. It’s not necessary to want things. Sometimes you have to let them come to you. Be excellent in the presence of others. Show people one thing that you are very good at. Withdraw. At a crucial moment, when people are expecting you to come after them, pull away. — location: [2219](kindle://book?action=open&asin=B004H4XL7E&location=2219)