Oren Klaff

Confirm your alpha status by making your customer, who now temporarily occupies a beta position, make a statement that qualifies your higher status.

Dramatic? Yes. But Jim McGhan knew at that moment we were 100 percent committed to fol owing through. I was activating the primal fears in his croc brain. As soon as he became afraid, my frame would crush his, and he would bend to my wil

rituals, you are signaling to your target that you are a beta

out of here.”

Doing it this way puts the target at ease. It shows that you know what you’re doing and that you’re a pro. Anything can be pitched in 20 minutes by a pro. It al

how it moved—to final y become the opportunity you have now identified and captured

from this premise, in the pitch we want to create attention without threat

This is why I have come to believe in—

and rely on—the idea introduction pattern, because, of al the ways to introduce an idea, it does the least to trigger threat avoidance in the croc brain

and the basic elements include 1. I have

of the better deals in the market

populated by fewer than 1,000 people, who were probably outnumbered by the jackrabbits. Now, 115,000 people live here. Think about that. We are deciding in this room, 50 miles away from the site, what wil be done with 1,000 acres of land in the middle of a community