How to Pitch Like Olivia Pope
Orig. Published 2/06/2014
Last night the world witnessed one of the greatest pitches on television since Don Draper moved a room full of Kodak executives into uncontrollable sobbing and Peggy Olson beautifully pitched Burger Chef. Olivia Pope, the ultimate #bossbabe, managed to persuade yet another man to bend to her will. Her pitch was so well executed that I had to write about it. We can all learn quite a few lessons from Shonda Rhimes’s ABC-hit Scandal! However, the Shondaland writers have truly struck gold with this entertaining dialogue that perfectly showcases Ms. Pope’s brilliant pitching skills. Here are the keys to pitching Olivia Pope style:
Give the People What They Want || More importantly, give the people what they didn’t know they wanted. The whole purpose of a pitch is to inform a client, a potential client or potential employer how you can create solutions and add value with your product or talent. Doing that will get you in the door, but being able to identify solutions to problems they didn’t even know they had will keep you there.
Know The Prospect/Know Thyself || Walk into your pitch knowing your prospect. Olivia Pope has done her research before approaching Ian. She has taken the time to understand his position in his market, as well as the overall landscape. She has gotten a better sense of what makes him tick, his ambitions, his personality. She had studied her prospect well enough that she could almost predict what he wanted, or at least be perceptive enough to know what he would want, had he thought of it on his own.What can I do for you? What is it that you need or desire? These questions help build a rapport. Olivia knows what she can offer Ian to achieve his goals. She is confident in her abilities. She knows her “portfolio of products”, if you will. Now, Olivia must sell Ian on her solution.
Make Your Case (Quickly) || You have to show your prospect how you/your product can give them what they want. Structure your case logically in an easy to follow fashion. If there is an opportunity to include visual aids, do so. Otherwise, just go for it in a clear and concise fashion. It does not take all day to make a case. If your client rebuffs, do not give up easily, push gently and firmly.
Leave the Ball in Their Court || If the answer is still “no”, or your prospect seems hesitant to make a move, put the ball back in their court. “Do you want to be a babysitter or do you want to be a boss?” type questions forces prospects to think about the long-term implications of their decision. Whether or not they decide to throw away an opportunity because of whatever reason is no longer on you — it is on them. By reminding them of what is is they wanted at the beginning of your conversation, and leaving them with a call to action, you present them with the unique opportunity to decide for themselves. This allows your prospect to feel as if they have not been “sold” something because they are the decider. “It’s up to you.”