The human brain is extremely complex. It processes data in multiple streams simultaneously and it is able to grasp and hold multiple and disparate concepts at the same time. To do this it employs some very interesting techniques and you need to embrace these in order to be competitive. That is why Gestalt thinking is so important to your sales team.
Let’s assume that you are pitching for business and you are in competition with nine others. Given that you are all offering a similar solution, you have a one-in-ten chance of being selected. Because of how the human brain deals with this, there is an inevitability in this decision-making process.
However, if you make yourself different to the other nine organisations on the shortlist, something strange happens. The brain now has two choices: you…and everyone else. You have increased your odds from one-in-ten to 50:50.
The key thing you need to do in this scenario is to stand out from the crowd
Have you considered whether the thrust of your pitch document is about ticking boxes or delivering a stand-out experience? This is so important because people jump to conclusions and you want to make sure that they jump to the conclusion that you want. When they read your pitch document do you look like everyone else? Because if you cannot make yourself look different, how on earth can you help the company you’re pitching to appear different to their clients?
The key to this is social media. Does your social media make you look different from your competitors? It is just another stream of endless “me me me” articles and comments from your corporate marketing department? You have a USP and it’s crucial that you lead with that. This is the thing that sets you apart from your competitors because increasingly there’s no mileage in being part of the herd. That’s Gestalt thinking. Look different and shorten the odds of success.
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