Pitch Anything

Transactions are about getting what you want; the long game is about forging relationships. “Always be closing” is about pushing people to do something; the long game is about pulling people toward your way of seeing things by engaging them on a human level.

The counterintuitive part of this process builds on our work in part two. Instead of laying a foundation based on you yourself—your desires and what you think of your product, plan, or proposal—you are going to build it based on your audience.

The purpose that you articulate and demonstrate is the framework they’ll use to make judgment calls about the consistency of your vision and execution. Leaders understand that these times crop up regularly and they embrace them as ideal junctures to speak into a void.

If we really want our business to grow, we should position our products as the resolution to an external, internal, and philosophical problem and frame the “Buy Now” button as the action a customer must take to create closure in their story.