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Pitch to Win Masterclass with Justin Cohen

iTOO brokers were enthralled as the best-selling author and TV talk-show host, Justin Cohen, kicked off the exclusive Pitch to Win Masterclass, on 5 March 2020, at The Villa in Park Town.

Cohen explored the fundamentals of pitching, giving brokers and our iTOO experts pro tips and techniques on how to place business where price is not the only determining factor.

He also shared the importance of non-verbal communication and the power of storytelling, sharing a 6-step ‘TTOPPS’ model to creating and delivering a winning pitch:

  1. Tune in: You need to build a connection with your prospect – listen and understand their needs and wants. The more they feel that you really understand who they are and what they want, the more likely you are to win.Cohen advises that most of these connection are developed through small talks. “Small talks are a good stepping stone to a more engaging conversation, he adds.
  2. Team: A pitch is not won by one person, but by a team. “Our success in business largely depends on the relationship built with the team,” he said.Cohen shared that often employees leave, not because of their salaries, but because they do not feel appreciated. He advised that managers need to show more appreciation to their teams and establish a relationship with their employees, as it is key to how well they perform. When they know that they’re appreciated, they are more likely to excel at what they do.
  3. Optimism: When you pitch a lot, you get rejected a lot, which is why a positive expectation that you will eventually win is key to success.“Some of the best salespeople are the one that were rejected several times,” he added.
  4. Presence: A great factor in pitching is having energy and enthusiasm. This shown through non-verbal communication. Your pitch mostly depends not on what you say, but how you say it.
  5. Purpose: It’s vital that we understand that people do not do business with companies, but rather with people. They want to buy from people who truly want to serve them.The true value is understanding that we do not sell a product, but a solution. You need to ask yourself, how your prospect will be better off because of you?
  6. Story: The psychology of influence shows that emotional stories win over dry facts. “When there’s no emotional connection, there’s no connection at all,” says Cohen.When pitching, you need to give a story that your prospect can identify with. Following the below steps, A.R.T:
  • ADVERSITY – A way to capture their attention – get them pumped up to hear about the solution
  • RESOLUTION – Offer them a solution
  • What’s the TAKE home point – The mandate?

Cohen presented an interactive session of cutting edge research, humour, entertaining stories and practical take-home tools.

“It’s not enough having the best product, you got to have the best pitch.” – Justin Cohen

 

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