I’ll keep this short, simple and up to the point so maybe this blog won’t rank. That being said let’s jump right in.

The No.1 misconception about a pitch or more so about life is that we think people are always looking for a gain. But that’s not true at all. Human brain is not wired to always pursue a gain. Instead, It’s wired to avoid losses at all costs. Around 70% of our brain works around avoiding potential losses.

That’s why it is so difficult to convince someone to go to the gym because in that place they stand to gain something i.e. muscle. On the other hand, a person that’s been going to the gym for quite sometimes would be more likely to stick to it because if they drop out now they’d lose all the muscle they’ve worked so hard to build.

That’s the same reason we hang up on telemarketers as soon as we sense something fishy. We’re trying to avoid a loss.

How to use it in your pitch

Instead of describing the benefits of points 1, 2, 3, 4, focus on the loss they’re having and will continue to have if they don’t fix issue X right now.

This is known as Quantification of value.

Talk in terms of numbers about how much this issue X is costing them right now and based on that pitch your solution, as something that can minimize that loss, if not nil it down to zero.

Prospects aren’t interested in what they can gain from your product, they’re way more interested in how your product/service can help them avoid a loss and that’s human nature.

Takeaway from this blog : When you write a sales pitch target the potential loss and not the potential gain.

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