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Perfect Pitch: The Art of Selling Ideas and Winning New Business, by Jon Steel
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A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real-world examples to prove his points. If you make pitches for new business, this is the perfect book for you.
- Sales Rank: #50761 in Books
- Published on: 2006-10-30
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.06" w x 6.45" l, 1.05 pounds
- Binding: Hardcover
- 288 pages
Review
"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)
From the Inside Flap
"What is the most moving, compelling, and ultimately persuasive argument you ever heard? I'll bet that very few people think of an argument they heard in a conference room presentation."
During his phenomenal twenty-year career in advertising, Jon Steel has won more than ninety percent of the new business he has pitched, winning multi-million dollar contracts from clients like Nike, Sony, Pepsi, Porsche, and Hewlett-Packard. Now this professional "pitching coach" for one of the world's largest marketing communication conglomerates shares his secrets. Steel explains how you really create presentations that win hearts, minds, and new business. He also draws on intriguing presentation examples from the real world—including the O. J. Simpson trial, Bill Clinton's presidential debates, the speeches of Sir Winston Churchill and Dr. Martin Luther King Jr., and even his own marriage proposal to his wife.
Steel identifies the "presentation crimes" committed every day across the business world and the pillars on which all successful presentations are built. He discusses audience psychology, the importance of listening, and how to use real-world examples to make points more powerfully. Perfect Pitch covers every aspect of the pitch process, from assembling a presentation team to rehearsals and the preparation of compelling leave-behind documents.
A must-read for advertising and sales professionals, this book is a should-read for anyone who makes pitches of any sort—from sales professionals to Realtors who list and sell houses to business executives who want to seal deals. The book ends with an inside look at London's successful dark horse bid for the 2012 Olympics—a perfect pitch.
From the Back Cover
Praise for Perfect Pitch
"Good ideas are so frequently undermined by bad presentations that it is almost tragic. Steel not only understands the art of persuasion, he cuts a swath through the bad habits that dominate so much of business communication. This is an absolute must-read for anyone whose success hinges on the ability to get others to act on an idea."
—Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide
"If you're in sales—and who isn't these days?—you need this book. Steel is felt by many to be among the finest new business presentation architects in the last twenty years. His book represents pearls of wisdom from a master."
—David Verklin, CEO, Carat Americas
"I have seen Jon Steel present on several occasions and I'm happy to report that he writes as well as he presents. I recommend this book to anyone who has to engage and persuade an audience for a living."
—Simon Clift, Chief Marketing Officer, Unilever PLC
"In our business we live and die by the quality of our work and the quality of our new business presentations. Now, Steel has written the bible on presentations. I'm patiently waiting for him to write the other bible we all need."
—Mike Hughes, President and Creative Director, The Martin Agency
Most helpful customer reviews
17 of 18 people found the following review helpful.
The lost art of presentations
By Gareth Kay
I have to disagree with the previous review. Perfect Pitch is a powerful call to arms to the lost art of presentation writing and, more importantly, making compelling arguments. It made me realize some bad habits I've fallen into which need correcting and the need to take back control from technology.
I think the most powerful point in the book is the need to build the two minute argument for any presentation before you fire up PowerPoint.
12 of 12 people found the following review helpful.
Re-discovering the art of engaging storytelling
By Amelia Torode
Jon Steel is a rare breed of truly smart, creative thinkers. Though originally from an advertising background, The Perfect Pitch is by no means simply an "advertising book." It is a book about ideas and how to sell them, regardless of your business.
Jon believes that in business we all too often hide behind boring Powerpoint slides as it is easier to simply read from a slide than it is to step out and actually engage with your audience. He believes in finding an active insight from which to base the strategy and thinking and from there, developing an engaging and motivating story.
Essentially in a pitch situation you have a limited period of time to connect with your audience and involve them in the story you are telling. It's not about animated slides or embedded video links.
William Goldman, the scriptwriter, has a very similar premise in Adventures In the Screen Trade. He too talks about the critical importance of the pitch (in his case, pitches for movies) Goldman highlights the importance of finding the hook that captivates and motivates your audience.
Having had the pleasure of working with Jon, in fact on one of the pitches that he references in the book, it is fair to say that he practises what he preaches. The advice he gives is refreshingly free from jargon and rooted in simple common-sense that sometimes we can forget.
This book is an essential tool for anyone who is ever in pitch situations with their clients.
24 of 28 people found the following review helpful.
More than an anti-powerpoint rant
By Phome
It would be easy to dismiss (or embrace) Jon Steel's book as a tirade against powerpoint. To say that at worst it's nothing more than a tirade against the poor use of a presentation tool (actual clip art died around the same time as the Queen Mother didn't it?) and that at best that it's an intelligent attack on a tool that has changed the way that we think. Both arguments miss the point. Yes turning Winston Churchill's best speech into PowerPoint is the highlight of this book but it's one point amongst many.
What this book seems to me to be about is creating the space, time and atmosphere needed to think. Whether that means taking a sledgehammer to your blackberry or your officemates to a baseball game the message remains the same - you win business when you have better ideas than other people; and you have better ideas than other people when you allow your subconscious to do some of the work.
Yes the book occasionally meandors, but then so do the best brains. Yes it draws on personal experience, yes it works its way through some seemingly unconnected thoughts, returning to connect only some of them - but then isn't that the central argument in the book. It's the curious mind that wins the day.
So whilst this isn't a bullet pointed, Donald Trump-esque WIN. AT. ALL. COSTS. BY. DOING. IT. THE. BILLIONAIRE. WAY. ! ! ! ! kind of book it is a kinder, gentler, more human, more nuanced and ultimately more insightful peek behind the curtain of big business and what it takes to get the people with the big bucks to buy your ideas.
Perfect Pitch may not be the book that thrusting young American execs may think that they need, it won't be on the shelves of any of the 'contenders' on The Apprentice - which is why so many of their ideas will be as predictable as their hairstyles.
recommended
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