When pitching, the prospects you are trying to sell to seem extra critical. It’s hard to persuade them. This is because they are scared of making the wrong choice.
People don’t like making choices. Because making choices mean you can make the wrong choice. And if you make the wrong choice, you will feel regret. Or even worse: you will lose status amongst your peers.
This is why at pitch presentations, the recipients seem extra critical. They are trying to avoid making the wrong choice rather than making the right choice.
You can make them feel at ease more by first acknowledging the fact that the choice they have to make is indeed hard and by telling them stories.