Pitching to “Relationship People” versus “Results People”
One of the keys to successful pitching is understanding the person to whom you’re pitching. When it comes to pitches, there are usually two kinds of people: Relationship People and Results People. Relationship people like to talk. They like the interchange. It takes awhile to get to your project because they want to chat about the weather, your kids, the big game last night – anything. Meetings with relationship people can be 90% chit-chat and 10% substance. Think of buying something from a street vendor in the Middle East. It’s a complete opera – waving hands, arguing back and forth, lot’s of activity – all just to buy an apple. That’s a relationship person. On the other hand, I’m a results person.
My mantra is “Don’t tell me how deep the water is, just bring in the boat.” I want you to get to the point, and don’t bore me with the details. You may have lovely children, but results people don’t want to hear about them. They just want to know why you’re taking up their time.
It’s not a matter of one being better, it’s a matter of recognizing the difference. And knowing that information can mean the difference between success and failure when it comes to pitching.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
