The Pitch – Whose Is It?

Like it or not, we all pitch. I don’t mean a baseball, I mean pitching to convince someone of your particular point of view. Whether it’s pitching them to accept your suggestion, buy your product, bring you in for an interview, or extend an offer of a job, at some point you pitch. But whose pitch is it? Yours?

Nope. It’s theirs. The pitch has to make sense to them. It has to make them realize that it’s about them — what they can gain from what you’re pitching. If you want them to offer you a job, they need to know how they benefit from you taking that job. Or, if you want them to buy your product, they need to visualize how your product makes their life easier/better/cheaper/whatever.

They’re thinking in terms of the famous FM radio station that too many people forget: WIIFM, or what’s in it for me. When you think of what’s in it for them, you stand a greater chance of them coming to the conclusion that whatever you’re pitching is right for them.

Even though you’re giving the pitch, it’s all about them. Remember that.


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