Oren Klaff was a guest on Episode 142 of The Sales Podcast
I first read his book in 2011 and I kick myself for not re-reading and studying it more closely since then
At the core of Oren's pitching/selling, philosophy is what he calls frame control, which is a lot like framing in Brazilian Jiu-Jitsu.
You must be in control of the meeting by leveraging tools and frames such as:
Power
Time
Intrigue
Prize
Analyst
Story
Hook like emotion. Move them from interest to involvement to commitment.
Decision
There are also tools such as:
Moral authority frames, which are great at disrupting analyst frames
Intrigue disrupts the analyst frame (control access to the details)
Relationship frames can derail price and analysis frames and keep your pitches on track
Plowing: stick to your frame during first contact
Frames are impervious to rational arguments
Frames mainly involve basic desires
Frame Disruption: Time Frame
Collision when attention begins to wane
So be brief, concise, interesting
As I've shared in The Sales Agenda for years, "when you own the frame, you control the agenda, and you determine the rules under which the game is played."
You need to understand the role and areas of the brain we use to communicate with our prospects
You're using your higher level neocortex
They are processing with their "croc brain" or "lizard brain," which views everything as either something to eat or something that will eat them!
The goal is always to get and keep attention
The Alpha has no problem with getting and keeping attention
How do you become the Alpha in the meeting? See above.