December 5, 2019

How to pitch your company to your dream team?

The challenge

Did you ever try to persuade someone to come and work for your company? How did you go about it - did you sell a vision, the tremendous learning curve or the great team spirit? Whatever you did, you certainly promised some sort of value. But was it well placed? And did it appeal to the persons’ interest?

The point is this: We often bring great value, but chose the wrong pitch. That happens when we don’t address the persons’ most important interests. So she might refuse our offer, because she simply didn’t see what was in it for her. 

The solution

When crafting our pitch, it is always good to target the person’s most important needs. In short, to curate, that is, to carefully select among the many interests a person has and address the ones which are most important to her.


The other side always has several interest


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    The Maslow pyramid

In 1954, the psychologist Abraham Maslow surveyed research on what motivates people. He boiled down the findings to a list of needs and desires that people try to fulfil. 

  • Transcendence: help others realize their potential
  • Self-Actualization: realize our own potential, self-fulfilment
  • Aesthetic: symmetry, order, beauty, balance
  • Esteem: achieve, be competent, gain approval, independence, status
  • Belonging: love, family, friends, affection
  • Security: protection, safety, stability
  • Physical: hunger, thirst, bodily comfort

The art of addressing someone‘s interest

Let us get back to your job of persuading someone to take a new job in a department that is crucial to the company’s success. You can pitch that in many ways. Here are three possible pitches for the new job: 

  1. Think about how much security this job provides. It is so important that the company will always need someone in this position. 
  2. Think about the visibility provided by this job. Because the job is so important, a lot of people will be watching your performance. 
  3. Think about how rewarding it will be to work in such a central job. It offers a unique opportunity to learn how the company really works. 

(Quote: Dan and Chip Heath, Made to Stick)

Do you note the difference? 

In the effort to motivate the person to join the company, these pitches appeal to very different interests. No. 1 appeals to security, no. 2 to esteem and no. 3 to learning. 

Pitch to your audience’s most important needs

So when pitching to your audience, be aware of what really interests it. Ask yourself: among all the various interests your job might satisfy, which are the ones the person cares most about? And pitch your job as the solution to precisely these interests. There is nothing more disappointing than a great match that never happened, because one side wasn’t able to communicate why its value.

 

In summary

Good pitches appeal to people’s essential interests. And each side has several of them, ranked by priority. The more you are aware of this, the better you can appeal to the person’s most pressing needs. By doing so, you demonstrate a virtue of a great speaker. That is, to constantly seek to understand your audience’s interests, and always show how you and your business will bring the value your audience has been dreaming of most.

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