A successful pitch meeting answers the question "What's in it for me?" (also known as the WIIFM). The goal of the meeting is still the same—to get approval for what you're pitching. But in order to do that, the conversation must move from what you want to what others will get.

Back in Chapter 5, Training Meetings, we talked about the principles behind adult learning, and a key component is telling participants what's in it for them. If you want people to buy into your idea, you have to tell them the reason on their terms. Customers will buy your product or service if it fixes one of their problems or makes their life easier. Perhaps Elmer Wheeler, the "World's Greatest Salesman", put it best with his often quoted "Don't sell the steak, sell the sizzle."

Today's audiences expect messaging to appeal to them. I'm all for creativity, but the best messaging is both authentic and geared to the audience. Listeners don't want to search for the uniqueness that applies to them...