{"id":11930,"date":"2023-01-10T06:00:00","date_gmt":"2023-01-10T14:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=11930"},"modified":"2023-01-10T06:56:03","modified_gmt":"2023-01-10T14:56:03","slug":"the-first-60-seconds-how-to-grab-and-hold-a-buyers-attention-during-a-pitch","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/the-first-60-seconds-how-to-grab-and-hold-a-buyers-attention-during-a-pitch\/","title":{"rendered":"The First 60 Seconds: How to Grab and Hold a Buyer\u2019s Attention During a Pitch"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Iconic music begins with an opening that you can\u2019t forget. The lyrics are emotional, engaging, and personal. It pulls the listener in, inviting them to go on a journey hand in hand with the artist. Similarly, from a young age, we learn that the opening sentence of a story or play is the \u201chook\u201d that reels the audience in and invites them to the table.<\/p>\n\n\n\n<p>Like a song, the first line of a presentation paints a picture; it sets the atmosphere and allows you the confidence to continue. The first minute creates momentum for the rest of your story. Consider your last discussion, did the opening permit you to move forward, or did you lose the audience immediately?<\/p>\n\n\n\n<p>Researchers believe that first impressions are created in under three seconds.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_1');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_1');\" ><sup id=\"footnote_plugin_tooltip_11930_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_1\" class=\"footnote_tooltip\"> <em>Three Seconds: The First Impression &#8211; Books To Courses<\/em> <a href=\"https:\/\/www.bookstocourses.com\/tools\/oc\/...\/Three_Seconds__The_First_Impression\"><span class=\"footnote_url_wrap\">https:\/\/www.bookstocourses.com\/tools\/oc\/&#8230;\/Three_Seconds__The_First_Impression<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> In the blink of an eye, people assess your competence, aggressiveness, intelligence, and trustworthiness. As you finish your first line, you\u2019ve already been sized up and judged by audience members. Observers automatically and unconsciously conduct a mental shortcut, assessing whether they like or dislike, trust, or mistrust.\u00a0<\/p>\n\n\n\n<p>Daniel Kahneman, psychologist, Nobel laureate, and author of <a href=\"https:\/\/www.amazon.com\/Thinking-Fast-Slow-Daniel-Kahneman\/dp\/0374533555\" target=\"_blank\" rel=\"noreferrer noopener\">Thinking, Fast And Slow<\/a>, has found that most people can accurately predict whether they will like a person, but they are also often wrong.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_2');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_2');\" ><sup id=\"footnote_plugin_tooltip_11930_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_2\" class=\"footnote_tooltip\"> Daniel Kahneman, <em>Thinking Fast and Slow, <\/em>(Farrar, Straus and Giroux, 2011) <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> The brain doesn\u2019t like ambiguity; it would rather make quick, clean decisions devoid of nuance.<\/p>\n\n\n\n<p>Kahneman\u2019s research shows that our expectations tend to be self-fulfilling. One\u2019s beliefs and assumptions of another person will directly influence the traits they choose to observe. This is called confirmation bias, the tendency to search for and favor information that confirms our pre-existing beliefs.&nbsp;<\/p>\n\n\n\n<p>A few years ago, Microsoft uncovered that the average attention span has fallen thirty-three percent, from twelve to eight seconds.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_3');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_3');\" ><sup id=\"footnote_plugin_tooltip_11930_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_3\" class=\"footnote_tooltip\"> Kevin McSpadden, <em>You Now Have a Shorter Attention Span Than a Goldfish<\/em>, Time, May 2015&nbsp; &nbsp; <a href=\"http:\/\/time.com\/3858309\/attention-spans-goldfish\/\"><span class=\"footnote_url_wrap\">http:\/\/time.com\/3858309\/attention-spans-goldfish\/<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> We now live in a world where \u201ccapturing one\u2019s attention\u201d is an invaluable art form. Most people are still stuck in \u201cPowerPoint thinking,\u201d a regimented and overblown approach to communication. But the best communicators are true, concise, and flexible. Are you able to get to the point and hold another\u2019s attention? The research proves you may not be as good as you think. On average, people spend sixty percent of conversations talking about themselves.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_4');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_4');\" ><sup id=\"footnote_plugin_tooltip_11930_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_4\" class=\"footnote_tooltip\"> Adrian Ward, <em>The Neuroscience of Everybody\u2019s Favorite Topic, <\/em>Scientific American, 2013, <a href=\"https:\/\/www.scientificamerican.com\/article\/the-neuroscience-of-everybody-favorite-topic-themselves\/\"><span class=\"footnote_url_wrap\">https:\/\/www.scientificamerican.com\/article\/the-neuroscience-of-everybody-favorite-topic-themselves\/<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Those people are lost at sea and don\u2019t even know it.&nbsp;&nbsp;<\/p>\n\n\n\n<p>I have discovered three big communication traps.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The three traps<\/strong><\/h2>\n\n\n\n<p><strong>Embellishment.<\/strong> Brilliant writers share one thing: extreme editing. They unapologetically and mercilessly cut any unnecessary elements. Communication must remain minimal, clear, and thoughtful. While most of us aren\u2019t routinely exposed to merciless editors, if you ever get to see their process you\u2019ll realize there is always an opportunity to cut.&nbsp;<\/p>\n\n\n\n<p><strong>Unreadiness.<\/strong> You want to be irrelevant? Don\u2019t prepare properly. \u201cUnder promising and over-performing,\u201d is the most proven, yet least practiced, adage today. Nothing is worse than someone who shows up for a discussion and doesn\u2019t understand your needs, agenda, or communication preference. The best communicators think like surgeons, diagnosing the situation and context before prescribing a solution.<\/p>\n\n\n\n<p><strong>Isolation.<\/strong> Stretching is inherently uncomfortable. To be present and receptive in a room full of people is an incredibly difficult feat. The best communicators are in the moment with you, adapting their communication style to be congruent with yours, whether you\u2019re alone or with a team. It\u2019s not about \u201cthem,\u201d it&#8217;s about \u201cyou.\u201d In a word, they are highly \u201cpresent.\u201d<\/p>\n\n\n\n<p>Mark Twain shared, \u201cit usually takes me more than three weeks to prepare an impromptu speech.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_5');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_5');\" ><sup id=\"footnote_plugin_tooltip_11930_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_5\" class=\"footnote_tooltip\"> Mark Twain quote, <a href=\"https:\/\/www.brainyquote.com\/quotes\/mark_twain_100433\"><span class=\"footnote_url_wrap\">https:\/\/www.brainyquote.com\/quotes\/mark_twain_100433<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> The best presentations (or discussions) have no fluff. They have been edited down to the essence of the message. Keep the tangents at the dinner table with old friends. Anyone can give a 30-slide presentation; very few can share an idea with precision, in one slide. The more concise the presentation, the more time necessary to create it.&nbsp;<\/p>\n\n\n\n<p>Is your communication simple, clear, direct, conversational, and relatable?<\/p>\n\n\n\n<p>Can you grab someone\u2019s attention and still make your point in less than sixty seconds?<\/p>\n\n\n\n<p>In a <a href=\"https:\/\/customercentricselling.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer Centric Selling<\/a> blog, John Holland shares, \u201cFiller words are verbal crutches and can be distracting. Don\u2019t talk just to fill up space! Pause, listen, don\u2019t make noise.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_6');\" onkeypress=\"footnote_moveToReference_11930_1('footnote_plugin_reference_11930_1_6');\" ><sup id=\"footnote_plugin_tooltip_11930_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11930_1_6\" class=\"footnote_tooltip\"> John Holland, <em>Customer Centric Selling, <\/em><a href=\"http:\/\/customercentric.com\/blog\/\"><span class=\"footnote_url_wrap\">http:\/\/customercentric.com\/blog\/<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11930_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_11930_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>&nbsp;<\/p>\n\n\n\n<p>One must create a compelling sales story that is simple, experiential, and unique while capturing another\u2019s attention. Don\u2019t let needless details detract from your message, hindering the soul of your message.&nbsp;<\/p>\n\n\n\n<p>Research reminds us that we only have a few seconds to pique a recipient\u2019s interest and make a bid for an attention extension! Why is it that we often fumble away the moment or transition into a tired old pitch?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The first 60 seconds<\/strong><\/h2>\n\n\n\n<p>That is why the first 60 seconds of a meeting are so critical. You are being critiqued whether you like it or not. Here are three ideas to start a meeting:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Start a discussion with a direct question that uncovers or validates \u201cunrecognized\u201d challenges.<\/li>\n\n\n\n<li>Convey a \u201cwhat if\u201d question, offering a vision of what could be co-created &amp; the gap it fills.<\/li>\n\n\n\n<li>Demonstrate that you keenly understand their deepest challenges &amp; prove you can solve them.<\/li>\n<\/ul>\n\n\n\n<p>People often talk too much, sound scripted, use too much jargon, and discuss irrelevant information. Their words are far from compelling and do not invite deeper engagement.<\/p>\n\n\n\n<p>The very best communicators have become one with their message, allowing them to stay in the moment. They are skilled at answering the question, \u201cwhy should you care about what I am sharing?\u201d<\/p>\n\n\n\n<p>Editor&#8217;s note: This column is an excerpt from Dan Mack&#8217;s second book, Look Closer: Ideas on Reexamining and Eliminating Personal, Relational, and Organizational Blind Spots is an EQ blueprint to help leaders rethink how they personally and professionally engage the world. You can find the book <a href=\"https:\/\/www.amazon.com\/Look-Closer-Reexamining-Eliminating-Organizational\/dp\/164225536X\/ref=sr_1_1?crid=3MF097WEEGGVO&amp;keywords=dan+mack+look+closer&amp;qid=1669647372&amp;sprefix=dan+mack%2Caps%2C95&amp;sr=8-1\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_11930_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_11930_1();\">[<a id=\"footnote_reference_container_collapse_button_11930_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_11930_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_1');\"><a id=\"footnote_plugin_reference_11930_1_1\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1<\/a><\/th> <td class=\"footnote_plugin_text\"> <em>Three Seconds: The First Impression &#8211; Books To Courses<\/em> <a href=\"https:\/\/www.bookstocourses.com\/tools\/oc\/...\/Three_Seconds__The_First_Impression\"><span class=\"footnote_url_wrap\">https:\/\/www.bookstocourses.com\/tools\/oc\/&#8230;\/Three_Seconds__The_First_Impression<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_2');\"><a id=\"footnote_plugin_reference_11930_1_2\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2<\/a><\/th> <td class=\"footnote_plugin_text\"> Daniel Kahneman, <em>Thinking Fast and Slow, <\/em>(Farrar, Straus and Giroux, 2011) <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_3');\"><a id=\"footnote_plugin_reference_11930_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\"> Kevin McSpadden, <em>You Now Have a Shorter Attention Span Than a Goldfish<\/em>, Time, May 2015&nbsp; &nbsp; <a href=\"http:\/\/time.com\/3858309\/attention-spans-goldfish\/\"><span class=\"footnote_url_wrap\">http:\/\/time.com\/3858309\/attention-spans-goldfish\/<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_4');\"><a id=\"footnote_plugin_reference_11930_1_4\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\"> Adrian Ward, <em>The Neuroscience of Everybody\u2019s Favorite Topic, <\/em>Scientific American, 2013, <a href=\"https:\/\/www.scientificamerican.com\/article\/the-neuroscience-of-everybody-favorite-topic-themselves\/\"><span class=\"footnote_url_wrap\">https:\/\/www.scientificamerican.com\/article\/the-neuroscience-of-everybody-favorite-topic-themselves\/<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_5');\"><a id=\"footnote_plugin_reference_11930_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\"> Mark Twain quote, <a href=\"https:\/\/www.brainyquote.com\/quotes\/mark_twain_100433\"><span class=\"footnote_url_wrap\">https:\/\/www.brainyquote.com\/quotes\/mark_twain_100433<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11930_1('footnote_plugin_tooltip_11930_1_6');\"><a id=\"footnote_plugin_reference_11930_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\"> John Holland, <em>Customer Centric Selling, <\/em><a href=\"http:\/\/customercentric.com\/blog\/\"><span class=\"footnote_url_wrap\">http:\/\/customercentric.com\/blog\/<\/span><\/a> <\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_11930_1() { jQuery('#footnote_references_container_11930_1').show(); 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jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - window.innerHeight * 0.2 }, 380); } }<\/script>","protected":false},"excerpt":{"rendered":"<p>Have you been looking for new ways to impress buyers during a pitch? Start with the first 60 seconds. Here are 3 communication traps to avoid.<\/p>\n","protected":false},"author":103,"featured_media":11931,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2584],"tags":[1659,3182,38,471,37,28,3429,36,3428,30,32,933,896,44,27],"class_list":["post-11930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices","tag-brand-pitch","tag-buyer-meeting","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-entrepreneurship","tag-first-impression","tag-innovation","tag-pitching-to-buyers","tag-rangeme","tag-retail","tag-retail-buyers","tag-retail-industry","tag-retail-trends","tag-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The First 60 Seconds: How to Grab and Hold a Buyer\u2019s Attention During a Pitch - The RangeMe Blog<\/title>\n<meta name=\"description\" content=\"Have you been looking for new ways to impress buyers during a pitch? Start with the first 60 seconds. Here are 3 communication traps to avoid.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rangeme.com\/blog\/the-first-60-seconds-how-to-grab-and-hold-a-buyers-attention-during-a-pitch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The First 60 Seconds: How to Grab and Hold a Buyer\u2019s Attention During a Pitch - The RangeMe Blog\" \/>\n<meta property=\"og:description\" content=\"Have you been looking for new ways to impress buyers during a pitch? Start with the first 60 seconds. 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