The crocodile brain is hungry, lazy, and scared. If you respect its nature, you can lead it exactly where you want it to go—straight to the closing table. Win the frame, win the deal.
He asks, "What valuation are you thinking?" The crocodile brain is hungry, lazy, and scared
Humans are hardwired for narrative. Before you dive into numbers, you must hook the audience with a story. A good pitch story creates tension and movement, keeping the Croc Brain engaged and preventing it from drifting into "power-nap" mode. 3. Revealing the Intrigue He asks, "What valuation are you thinking
In the modern economy, the person who can command attention and flip the script is the one who wins the deal. 5. Nailing the Hookpoint
eveal the Intrigue: Introduce mystery or unexpected twists to capture and hold curiosity.
This is a psychological shift. Most pitchers act like they are begging for money or a "yes." Klaff argues you should flip the script: You are vetting the client to see if they are a good fit for your expertise. This creates "desire" through the scarcity of your time and attention. 5. Nailing the Hookpoint