If you’re going to successfully convince reluctant customers to not only
think differently, but act differently—in what is almost definitionally going
to be a disruptive manner—then it’s not enough
for your teaching pitch to
simply convey a “compelling business case” with data, charts, and graphs.
No one ever sold anything off a spreadsheet alone. Done well, a teaching
pitch makes customers feel sort of sick about all the money they’re wasting,
or revenue they’re missing, or risk they’re unknowingly exposed to. But if
your story fails to engage both sides of the brain simultaneously—the
rational and the emotional—it’s too easy
for your customer to make no
decision even over a good decision, as logic alone is rarely enough to
overcome the status quo. Disruptive change is as much about following
your gut as it is about following your head.
So
with that in mind, let’s review the six steps of a world-class teaching
pitch.
Source: CEB, CEB Sales Leadership Council, 2011.
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