PITCHANYTHING

LEARNING MODULE: PRIZING

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PITCHANYTHING
DOSSIER

PRIZING 101:
CREATING LOCAL STAR POWER
 THE BIG IDEA:
PRIZING
You walk into a meeting and immediately each person
assesses two things:
Who has the most power and who is the most needy.
And over many experiences buyers have learned that
they have the most power.
This pushes you into the low status position.

Prizing is the method of flipping this power equation 180°.

 [SUPPLICANT]
THE PERSON WHO:

Says, “I’m going to do whatever it takes to earn your

business.”
Says, “Let me prove to you we’re the right supplier.”
Allows price to be the main topic of conversation.
Submits a proposal to the buyer for review and
consider at his leisure.
PRINCIPLES OF PRIZING
ESTABLISH YOURSELF AS THE PRIZE

UNDERSTAND THE GENETIC

INSTRUCTION SET OF THE MIND
1. We chase that which moves away from us

2. We want that which we cannot have

3. We only place value on things that are

difficult to obtain

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PRINCIPLES OF PRIZING
ESTABLISH YOURSELF AS THE PRIZE

MONEY IS A COMMODITY
Money is the ultimate commodity.
Available anywhere.

Never compromise your price, your time,

your values, your fun to get this plentiful
commodity.

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PRINCIPLES OF PRIZING
ESTABLISH YOURSELF AS THE PRIZE

ERADICATE NEEDINESS
1 Want nothing
2 Deliver great value no matter what
feedback you are getting

3 Be willing to walk away, no matter how

much you need the deal

(Even if you lose money. Look bad. Starve.) ANYTHING

 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 THE ATTENTION PROBLEM

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
 HOW TO PRIZE

THE 7 STEPS OF PRIZING

1 2 3 4 5 6 7
TIME ESTABLISH INTERPRET HOLD ESTABLISH APPLY MAKE THE
CONSTRAIN STAR- CHANGE ATTENTION SCARCITY COUNTER BUYER
POWER PRESSURE PERFORM A
LEGITIMATE
TASK
HOW TO PRIZE

8
SIGNAL YOUR
WILLINGNESS
TO WALK
AWAY
 NEW MODEL OF PITCHING
FRAME CONTROL

MARKET FORCES TENSION & NOVELTY

& THE BIG IDEA
INTRIGUE PINGS PUSH-PULL
PRIZING TIME CONSTRAINT

CALIBRATION

PRIZING
CHANGE BLINDNESS

DEMONSTRATE
HIGH VALUE
COUNTER PRESSURE DEAL
CREATES HIGH STATUS