Probably the best example of how two competing firms pitch a new client. Here's the breakdown and the strategies that both used to win. Be the first to raise objections otherwise you will appear defensive in the eyes of the client. It seems odd, almost counterintuitive to actually bring up something that you're afraid that the client might ask. FBI negotiator, Chris Voss, advises making an "accusation audit"—a list of things the other party might accuse you of, and then say it first. In AMC's series "Better Call Saul" there are two excellent examples of how two master sales people pitch a new client.

In our sales training module, I refer to this as the "8 Mile" rule. Like famous rapper Eminem did at the climax of the film 8 Mile, he is the first to bring up what his opponent might say about him, leaving him speechless.

Eminem photo by Scott Council
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