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Pitching the Dream

How do you persuade people to disrupt their lives?

Not merely by ingratiation or sincerity, and not by being famous or beautiful. You have to explain the product or service to prospects, not once or twice but three or four times, with a different twist each time. You have to show them exactly how it works and why it works, and make them follow your hands as you demonstrate the steps of the process, and then tell them precisely how it fits into their routine, and, finally sell them on the paradoxical fact that, revolutionary as the product or service is, it’s not at all hard to use or consume (Malcolm Gladwell).

Thirty years ago, the video cassette recorder came on the market, and it was a disruptive product, too: it was supposed to make it possible to tape a television show so that no one would ever again be chained to the prime-time schedule. Yet, as ubiquitous as the VCR became, it was seldom put to the purpose. That’s because the VCR was never pitched: no one ever explained the gadget to American consumers–not once or twice but three or four times–no one showed them exactly how it worked or how it would fit into their routine, and no pair of hands guided them through every step of the process. All the VCR-makers did was hand over the box with a smile and a pat on the back, tossing in an instruction manual for good measure. Any pitchman could have told you that wasn’t going to do it.

How many times have you tried to show someone the value of your product and just tossed them a instruction manual (brochure, flyer, CD), what was the outcome? I guarantee a high percentage of those potential prospects just walked away. If you really want to grow in our industry, people have to be shown the value, value, and value of your product. Remember most people have never heard of your product (antioxidant drink, video phone, etc). So remember:

• You have to explain the product or service to prospects, not once or twice but three or four times, with a different twist each time.
• You have to show them exactly how it works and why it works,
• Make them follow your hands as you demonstrate the steps of the process
• Then tell them precisely how it fits into their routine,
• Finally sell them on the paradoxical fact that, revolutionary as the product or service is, it’s not at all hard to use or consume

Jose Blanco

I got most of this information from “What the dog saw”by Malcolm Gladwell if you want to go more in-depth with the material.