We’ve recently found ourself repeatedly referring to Kimberly D. Elsbach’s How to Pitch a Brilliant Idea- originally published in the Harvard Business Review back in 2003. This fantastic write up of observed performance highlights the tendency of individuals who are hearing pitches, and individuals presenting pitches, to conform to a small set of stereo-types.

In general we aren’t massive fans of systems which aim to categorise people as belonging to, or behaving like, a specific type. But…. we have found that the 3 types of pitching behaviour outlined in this article can provide a really useful discussion point, not only to help people to identify their own default approach, but also to highlight that the style they have previously been aiming to emulate may not work for them, or their brand.

Elsbach identifies three successful sales behaviour types:
Showrunners- by far the most sales-accomplished, and slick. With a good responsive approach to pitching, they balance charisma and wit with enough technical know-how to make their audience feel comfortable.
Artists- extremely passionate and enthusiastic, but far less slick than the show runners. They can demonstrate considerable creative flair, but can struggle to close the deal.
Neophytes- individuals who make a feature of their lack of experience or naivety. They present as enthusiastic learners, and engage their audience by asking for their help and involvement.

In our work we meet many people who fall into the latter two categories, and are desperately trying to become a Showrunner. Show runners are a rare, and experienced breed, and crucially, not the only approach which works. If the thought of being a show runner scares you, consider how you can enhance your performance using the other approaches. For us, learning to use each of the three approaches successfully and appropriately (eventually) is a great way to enhance your selling, and to find new ways of selling which are a comfortable fit with who you are.

Want to talk more about how you sell, and how you feel about it? Drop us a line tellmemore@rubystarassociates.co.uk/dev