The Win Without Pitching Manifesto

The first two phases of diagnose and prescribe represent the strategic portion of the engagement – the thinking phases that precede the doing. Our strength in these first two phases is what sets us apart from our competition and keeps the commoditizing forces of the profession at bay. The thinking that precedes and wraps our doing is our value-adde

Our focus needs to remain on the client, helping him to facilitate the change in himself that he is considering.

A Sales Advantage → To possess a sales advantage means that when and where we choose to compete, we win more often than not. A Price Premium → To command a price premium means that when we win, we do so not by cutting price, but while charging more.

When the client comes to us self-diagnosed, our mindset must be the same as the doctor hearing his patient tell him what type of surgery he wants performed before any discussion of symptoms or diagnoses. Our reaction must be, “You may be correct, but let’s find out for sure.”

Presenting is a tool of swaying, while conversing is a tool of weighing. Through the former we try to convince people to hire us. Through the latter we try to determine if both parties would be well served by working together.

Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price. It is expertise and expertise alone that will set us apart in a meaningful way and allow us to deal with our clients and prospects from a position of power.

When given a choice to operate from the position of power that comes with deep expertise or to pursue work outside that area for clients who will not allow him to lead, the expert will refuse the latter.

increased ability to guide the engagement. We are hired for our expertise and not our service.

The psychology of buying is the psychology of changing. Selling, therefore, is change management. The very best salespeople are respectful, selective facilitators of change. They help people move forward to solve their problems and capitalize on their opportunities.