Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal Hardcover – Feb 16 2011
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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."
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Top Customer Reviews
'Oren doesn't give a crap about a deal unless the people in it are fun to be with.'
Orlen Klaff smashes it out of the park with this one. From the moment your brain begins to process his message, you're hooked. You've been pitched, and your curiosity is piqued to read more.
Klaff's not so much as writing as he is telling you, one-on-one over a beer or on the golf course what the 'real deal' is, and you'll want to know more. I found this book to be engagingly infectious. It had me thinking in 'frames' and made me aware of not just what I am saying in everyday conversations, but how I am saying it.
Klaff breaks down his pitch style into compartmental steps and uses the S.T.R.O.N.G system which you can read more about in the editorial review above. Pitch Anything explains the brain's amygdala functions and uses similar listening elements as Mark Goulston M.D., identifies in his great book, 'Just Listen'. Klaff borrows from neuroscience principles to get the listener's attention so that she can hear your message.
Basically, in just over 200 pages, Pitch Anything will teach you a series of strategies that you can easily employ to shape your pitch, get it heard and close the deal or at least start being heard and truly communicate.
It is a shortcut method and it is effective.Read more ›
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.Read more ›
Out of all of the books I read, "Pitch Anything" was the best in my opinion. As a matter of fact, it's one of the best books I've read, period.
Not only are the concepts rooted in neuroscience and the source is somebody who has walked the walk (Author Oren Klaff raised over $400 Million in his Career), but the writing style is extremely fun to read. I literally could not put this book down once I started, something that happens rarely for me.
For anyone looking to sell a product, raise capital, or literally anything else that involves persuasion, please do yourself a favour and read "Pitch Anything".
I haven't put his 20 minute pitch structure to the test but I have been using some of his methods in emails and some preliminary conversations to lead into pitches and the results are truly astounding. He has it figured out. And believe me - the 20 minute pitch is the very next thing I am working on.
I will give you just one example of something that has completed changed the response I get from people. I'm a real estate investor so I find myself in front of sellers, tenants, lenders, investors and other people I need to influence on a regular basis. When I sit down to meet with someone - doesn't really matter who it is - I almost always thank them for meeting with me. I will thank them for their time or comment on the effort they made to get to me or something like that. It's just chit chat and feels polite. The issue is that I have now given them power in the meeting. It's such a SMALL thing but there is a huge mind set around the FRAMES we use in negotiations and how we want to control what frame is in place. I have been subtly doing things like this that make it harder for me to control the situation. So, I stopped doing that. If I say anything at all I will say "I am glad I could meet with you - I have a packed schedule this week. Now, I do have to leave here in 45 minutes so we should get going.Read more ›
Most recent customer reviews
Thought provoking book - good insights into how others thinkPublished 5 months ago by Amazon Customer
It offers a very practical approach to pitching. Allowed me to create a basic plan in a matter of a few days. The frame techniques were also very enlightening.Published 8 months ago by MartinB
Totally innovative. Different thinking about how we negotiate and sell our ideas to the world around us. It's worth reading couple of times.Published 11 months ago by Nima
The concept here is great if you have the guts to challenge someone elses "frame" but if you rely on sales for you rliving you would just end up upsetting your prospective... Read morePublished 16 months ago by D Jones