Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal [Hardcover]

Oren Klaff (Author)

Book Description

Publication Date: January 26, 2011

About the Book: When it comes to delivering a pitch, Oren Klaff has unparalleled credentials. Over the past 13 years, he has used his one-of-a-kind method to raise more than $400 million--and now, for the first time, he describes his formula to help you deliver a winning pitch in any business situation.

Whether you're selling ideas to investors, pitching a client for new business, or even negotiating for a higher salary, Pitch Anything will transform the way you position your ideas.

According to Klaff, creating and presenting a great pitch isn't an art--it's a simple science. Applying the latest findings in the field of neuroeconomics, while sharing eye-opening stories of his method in action, Klaff describes how the brain makes decisions and responds to pitches. With this information, you'll remain in complete control of every stage of the pitch process.

Pitch Anything introduces the exclusive STRONG method of pitching, which can be put to use immediately:
Setting the Frame
Telling the Story
Revealing the Intrigue
Offering the Prize
Nailing the Hookpoint
Getting a Decision

One truly great pitch can improve your career, make you a lot of money--and even change your life. Success is dependent on the method you use, not how hard you try. "Better method, more money," Klaff says. "Much better method, much more money." Klaff is the best in the business because his method is much better than anyone else's. And now it's yours.

Apply the tactics and strategies outlined in Pitch Anything to engage and persuade your audience--and you'll have more funding and support than you ever thought possible.

Editorial Reviews

Amazon.com Review

Publication Date: January 26, 2011

Using the S.T.R.O.N.G. Method, you will discover that PITCH ANYTHING gives you a common vocabulary in identifying hurdles that might keep you from getting your next deal. You will learn how to read subtle (but obvious) shifts in power during meetings; how to own the room by creating local star-power and capture the alpha position; you will learn when to press forward and when to pause. Once you realize you have control over the agenda and the flow, you’ll always stay composed, get the high-status position, own the frame, and get to the hookpoint. Then, closing is easy.

After closing $400 million in business and doing 10,000 hours or research, we learned one thing: AT THAT CRUCIAL MOMENT, when it is important to be convincing, 9 out of 10 times we are not. Our most important messages have a surprisingly low chance of getting through.

PITCH ANYTHING HAS BEEN RANKED

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PITCH ANYTHING is a fast-paced narrative packed with crystal clear examples illustrating the unique S.T.R.O.N.G. Method, which takes advantage of how the brain really works by Setting the Frame; Telling the Story; Revealing the Intrigue; Offering the Prize; Nailing the Hookpoint; and Getting a Decision. These are methods to get frame control, a way of making your perspective the dominant one in social encounters. Each of these tactics can get you closer to closing a deal. Used together, they give you complete control over the pitch process. IF YOU’RE THE FRONT MAN, THE PERSON WHO HAS TO PITCH THE DEAL OR SELL SOMETHING, THEN TODAY YOU HAVE TO RISE TO A NEW LEVEL. Your marketplace is more crowded than ever. Socially, with people’s attention splintered over half dozen devices, and the speed of life increasing, the attention of your target is growing more and more scarce. If you can’t get and keep your target’s attention, then it doesn’t matter how well you present the information about your product or deal. And getting attention isn’t a technical or business skill; it’s become social skill.

Learn to set the frame Effectively tell the story How to reveal the intrigue When to nail the hookpoint Exactly how to nail the hookpoint With zero additional effort get the deal

From the Back Cover

ADVANCE PRAISE FOR THE PITCH ANYTHING FORMULA:

"Fast, fun and immensely practical."
--JOE SULLIVAN, Founder, Flextronics

"Move over Neil Strauss and game theory. Pitch Anything reveals the next big thing in social dynamics: game for business."
--JOSH WHITFORD, Founder, Echelon Media

"What do supermodels and venture capitalists have in common? They hear hundreds of pitches a year. Pitch Anything makes sure you get the nod (or wink) you deserve."
--RALPH CRAM, Investor

"Pitch Anything offers a new method that will differentiate you from the rest of the pack."
--JASON JONES, Senior Vice President, Jones Lang LaSalle

"If you want to pitch a product, raise money, or close a deal, read Pitch Anything and put its principles to work."
--STEVEN WALDMAN, Principal and Founder, Spectrum Capital

"Pitch Anything opened my eyes to what I had been missing in my presentations and business interactions."
--LOUIE UCCIFERRI, President, Regent Capital Group

"I use Oren's unique strategies to sell deals, raise money, and handle tough situations."
--TAYLOR GARRETT, Vice President, White Cap

"A counter-intuitive method that works."
--JAY GOYAL, CEO, SumOpti

See all Editorial Reviews

Product Details

• Hardcover: 240 pages
• Publisher: McGraw-Hill; 1 edition (January 26, 2011)
• Language: English
• ISBN-10: 0071752854
• ISBN-13: 978-0071752855
• Product Dimensions: 6.4 x 0.9 x 9.3 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (118 customer reviews)
• Amazon Best Sellers Rank: #9,798 in Books (See Top 100 in Books)
  • #18 in Books > Business & Investing > Skills > Running Meetings & Presentations
  • #40 in Books > Business & Investing > Marketing & Sales > Sales & Selling
  • #79 in Books > Business & Investing > Skills > Communications

More About the Author

With securities markets experience in capital raising advisory leadership, Oren is Director of Capital Markets at investment bank Intersection Capital where he manages its capital raising platform (retail and wholesale distribution), business and product development. Oren co-developed and oversees Intersection Capital's flagship product, Velocity™.

From 2003-2008 as he applied his pioneering approaches to raising capital and incorporating neuroscience into the capital markets programs, Oren raised over $400 million of investor capital from high net-worth individuals and financial institutions.

Oren is a member of Geyser Holding's investment committee where he has been a principal since 2006. During its growth he was responsible for sales, marketing, branding, product development, and business development. Previously, he was a venture analyst and partner at several mid-sized investment funds.

Most Helpful Customer Reviews

66 of 70 people found the following review helpful

5.0 out of 5 stars Pitch Anything... February 26, 2011

By Trevor J. Flannigan VINE™ VOICE

Format:Hardcover

The book of the week was Pitch Anything by Oren Klaff. Wow. I haven't been this excited about a book in quite some time. I have found myself talking about this book a lot this week. I have even suggested it to several of my friends that sell for a living and I did so without getting to the end yet. Klaff is a dynamic writer and the whole book is fascinating. I have read a ton of books and what I look for in books anymore is uniqueness... A lot of books overlap ideas when you get into the realm of business and leadership. The books that do well nowadays are the ones that have a few individual revelations. The ones that do great are the ones that completely revolutionize their subject matter. Pitch Anything is one of those books.

There are a lot of "Oh wow" ideas in this book. Klaff uses neuroscience in selling. He has analyzed the way the human mind reacts to communication and teaches best practices for selling. There are two things I want to lay on you that I learned from this book. The first about attention and the second is about neediness.

Obviously it's important to get attention when you are selling to someone. This is obvious, but most people don't know how to get that attention. A lot of salesmen may think they do, but a lot are wrong. Attention is the combination of two things: desire and tension. Not only do you need to have someone interested but you also need them thinking that it's going to be on your terms whether they get it or not and they would be lucky to have it. Desire is the easy thing. You have a great product or service and you pitch how wonderful it is to your customer or financier. You are most likely passionate about what you are selling, so it should be easy to find ways to incorporate the other party into that desire. Klaff talks more in depth about the ways to really drive in this desire as well. The desire releases the neurotransmitter dopamine, this is half of the cognitive cocktail you're after. Tension on the other hand is not as easy to create. You have to push and pull while you are pitching. "I'm not sure if we are the right fit" *Pause* "But then again if things do work out, this could really be something great." This is a low-key example. The first statement pushes them and mentally they are thinking, "Wait, what, why can't I have this" and then you pull them in with your second statement. Be convincing while you are doing you pushes and pulls or they won't work. And if you pull it off you will release the neurotransmitter norepinephrine. This is the second half of the cognitive cocktail. It makes them pumped to want what you are selling. Dopamine is the chemical in the brain that chases rewards and norepinephrine is the chemical that helps your brain stay focused. If you are able to learn to communicate in a way the releases both of these in the person you are talking to, you need to learn it!

The second thing I really liked was Klaff talking about not being needy. If you appear needy it gives the other party all the power. You want to have the power in your pitch. It is incredibly common for salesman to do everything but beg (maybe some beg too) to get the sale. And you probably do "need" it... or at least you think you do, but do not wear that on your sleeve. I read an article a couple years ago about the best sales people in the nation. There was a Car Salesman that sold more cars than anyone else and the way he did it was act like it was no sweat off his back if they didn't buy the vehicle. It was his propensity to avoid neediness that really sold his cars. Needy doesn't work. Keep the control and maintain utter confidence.

This book is very interesting. I could spill tidbits I learned all night long, but I don't have the time. Instead, I encourage you to pick this book up. It is incredibly interesting. And if you are sitting there saying that you don't sell... you're wrong. Everyone sells. It may not be your main career, but whether you are asking for a raise at your job or even interviewing for a job, you are trying to sell yourself. As always, if you have any questions on the book don't hesitate to ask. I would be more than happy to help anyone that wants it.

27 of 29 people found the following review helpful

3.0 out of 5 stars some strong concepts (not) backed by poor examples November 14, 2011

By OrlandoM

Format:Hardcover

Oren gives some good pointers for making 'sales' pitches, even though he couches most of his pitches in terms of raising capital for new ventures. It's good exercise to try to imagine his techniques being applied in your line of business.

He gives a good perspective on the 'reptile brain' which you may find as a breakthrough in your own thought process. His emphasis on story and time is equally valuable, as is his insistence to keep 'analyst details for later' until we know we want to do business. I realized I used many of these ideas myself, but had not formalized them with the amount of research he has done. It's nice to put things in a framework always. Speaking of 'frames', his 'death match' concept of social interaction may not appeal to you, but it's a fresh perspective none the less.

For me the weak part were the stories, they got a little over the top, especially the climactic 'pull it all together' story where he spends weeks moping about in obscure resorts while a desperate friend lands in private jet on a small strip trying to get back to win a $1 billion deal, which he does elegantly.

He claims to know Hollywood scriptwriters as friends, and their effect or help shows as he narrates stories where he storms into a Ponzi scheme office and claims to be able to call the FBI in unless he gets the money back for his friend, or where he cuts off half an apple from one of the leading billionaire investors' plate 'to grab his attention'. He even manages to make a gripping narrative out of a 'french waiter' situation.

Read this book if you're frustrated with your current sales method, if you're tired of making 100s of calls for making 2 deals, if you feel angry with the way you're treated in client office lobbies or if you just want to try something different.

Caution: this is strong sauce indeed, so try it with friends and colleagues before trying in formal situations.

24 of 28 people found the following review helpful

5.0 out of 5 stars An exciting contribution to a crowded field February 7, 2011

By Kirsten

Format:Hardcover

Though I often find these kinds of business books dry and much too basic,
this one was a great read from the very first page onwards. Written in a lively,
entertaining style, the content relates to any business -- indeed, to any life situation.
The book mixes solid advice and real life stories with interesting scientific research.
If your life involves coming up with ideas and convincing other
people to buy into them, or if you're raising money, it's
very worth your time.