Coaching World Issue 12: November 2014 - Page 26 Aleksandr Persuasive Pitching Juliet Huck Juliet is the CEO and Founder of Huck LLC, a firm that educates and consults with successful executives and professionals on how human connection, the spoken word and complicated facts can be integrated into a compelling and persuasive story. She is the author of The Equation of Persuasion (Huck LLC, 2014). Contact Juliet at or +1.323.477.4600. 26 Coaching World Sometimes, making a pitch to a roomful of organizational decision makers feels painless: Your audience is engaged, connected and clearly came to the meeting convinced of coaching’s benefits. After hearing just a few of your clients’ case studies, they’re ready to take the next step and begin negotiating a contract. Often, however, one or more audience members may broadcast reluctance, or even outright resistance. Perhaps they don’t believe that coaching is the best investment in their organization’s talent. Maybe they’re prepared to invest in coaching, but aren’t certain that you’re the right coach for them. Regardless of its underlying cause, this reluctance is a roadblock standing between you and your goal of securing a new customer. In these situations, leveraging persuasive communication skills can make the difference between forging a fruitful business relationship and walking out the door without the contract. As a coach, you let your clients take the lead, supporting them as they draw their own conclusions and design actions that will help them reach their goals. As a persuasive communicator, however, you’re tasked with directing your audience to take a specific action or series of actions. While this may feel uncomfortable at first, there’s an array of proven techniques you can adopt to communicate persuasively without feeling that you’ve compromised your integrity.