Matt Ryder breaks down a three-pillar pitch structure: feature, benefit, and the specific problem it solves. He walks through an example using accountability as the feature to fix consistency issues, then shows how to close by asking for the sale, arranging payment, and launching the program with clear targets.
You can set up pitches in many different ways. I like to have a very high-level overview, which is set up in pillars. Pillar 1, pillar 2, pillar 3, which is a feature, a benefit, and a problem it specifically solves for you. So I go, okay, man, so pillar 1 is all about accountability because I think that you'd mentioned that you kind of struggled with consistency. This is designed to make sure that you don't have to worry about that. You're gonna have a coach holding your hand every step of the way and making sure that consistency is no longer an issue for you. I've just put together a pillar there which solves a direct problem that they've been having. That's gonna make it much easier for you because then when you get the buy-in and you go, does this feel like it could be the answer for you? They say yes, then I ask for the sale. From here, the next steps would be, and if you think it's appropriate, we can organize your payment. Then from there, we start you on the process to losing XYZ weight in XYZ time. How would you like to proceed?
