Product Description

A professional “pitching coach” for one of the world’s largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don’ts and uses real–world examples to prove his points. If you make pitches for new business, this is the perfect book for you.

Product Details

• Amazon Sales Rank: #29563 in Books
• Published on: 2006-12-08
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 288 pages

Review
"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)

From the Inside Flap
"What is the most moving, compelling, and ultimately persuasive argument you ever heard? I′ll bet that very few people think of an argument they heard in a conference room presentation."

During his phenomenal twenty–year career in advertising, Jon Steel has won more than ninety percent of the new business he has pitched, winning multi–million dollar contracts from clients like Nike, Sony, Pepsi, Porsche, and Hewlett–Packard. Now this professional "pitching coach" for one of the world′s largest marketing communication conglomerates shares his secrets. Steel explains how you really create presentations that win hearts, minds, and new business. He also draws on intriguing presentation examples from the real world—including the O. J. Simpson trial, Bill Clinton′s presidential debates, the speeches of Sir Winston Churchill and Dr. Martin Luther King Jr., and even his own marriage proposal to his wife.

Steel identifies the "presentation crimes" committed every day across the business world and the pillars on which all successful presentations are built. He discusses audience psychology, the importance of listening, and how to use real–world examples to make points more powerfully. Perfect Pitch covers every aspect of the pitch process, from assembling a presentation team to rehearsals and the preparation of compelling leave–behind documents.

A must–read for advertising and sales professionals, this book is a should–read for anyone who makes pitches of any sort—from sales professionals to Realtors who list and sell houses to business executives who want to seal deals. The book ends with an inside look at London′s successful dark horse bid for the 2012 Olympics—a perfect pitch.

From the Back Cover
Praise for Perfect Pitch

"Good ideas are so frequently undermined by bad presentations that it is almost tragic. Steel not only understands the art of persuasion, he cuts a swath through the bad habits that dominate so much of business communication. This is an absolute must–read for anyone whose success hinges on the ability to get others to act on an idea."
—Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide

"If you′re in sales—and who isn′t these days?—you need this book. Steel is felt by many to be among the finest new business presentation architects in the last twenty years. His book represents pearls of wisdom from a master."
—David Verklin, CEO, Carat Americas

"I have seen Jon Steel present on several occasions and I′m happy to report that he writes as well as he presents. I recommend this book to anyone who has to engage and persuade an audience for a living."
—Simon Clift, Chief Marketing Officer, Unilever PLC

"In our business we live and die by the quality of our work and the quality of our new business presentations. Now, Steel has written the bible on presentations. I′m patiently waiting for him to write the other bible we all need."
—Mike Hughes, President and Creative Director, The Martin Agency

Customer Reviews

Presenting to win
Jon Steel's book is a breath of fresh air. His key message, that getting the content of the presentation right rather than launching into yet another ill-advised powerpoint, is timely. Too often I have sat through (and given) turgid powerpoint presentations when actually a bit of thought and some emotion would have gone far further.
As with many good presentations, its the recalling of the problems and mistakes (and how they were overcome) that proves the point.
The book has helped me re-focus on getting the analysis right rather than bashing away on the laptop at the last minute! And yes, I have now re-written this weeks major presentation!

Creating engaging stories that connect
Jon Steel is a rare breed of truly smart, creative thinkers. Though originally from an advertising background, Perfect Pitch is by no means simply an "advertising book." It is a book about ideas and how to sell them, regardless of your business.

Jon believes that in business we all too often hide behind boring Powerpoint slides when we pitch. It is easier to simply read from a slide than step out and actually engage with your audience. He believes in finding an active insight from which to base the strategy and thinking and from there, developing an engaging and motivating story.

Essentially in a pitch situation you have a limited period of time to connect with your audience and tell them a story. It's not about animated slides or embedded video links.

William Goldman, the scriptwriter, has a very similar premise in Adventures In the Screen Trade. He too talks about the critical importance of the pitch (in his case, pitches for movies) Goldman highlights the importance of finding the hook that captivates and motivates your audience.

Having had the pleasure of working with Jon, in fact on one of the pitches that he references in the book, it is fair to say that he practises what he preaches. The advice he gives is refreshingly free from jargon and rooted in simple common-sense that someones we can all forget.

This book is an essential tool for anyone who is ever in pitch situations with their clients.

Essential reading for those pitching for new business
Definitely the best book I have read about agencies for some time. It is a joy to read. Jon writes about new business with great experience and insight, providing worthwhile tips for newcomers and veterans alike.