Sales Pitches that Snap, Crackle n' Pop

Sales Pitches by Jack Vincent

Jack Vincent says that when you make a sales pitch, you are not there to close a deal; you are there to open a relationship.

That one sentence captures the essence of Jack’s book on sales: Sales Pitches that Snap, Crackle ‘n Pop. Written in a punchy, wry, engaging style, the book contains a wealth of practical insight into how to go about selling your products, your services or your ideas.

Jack has been in sales and marketing for most of his career. He has sold global sponsorships and TV broadcast rights to major sports events, including the Olympic Games, World Cup Football and ATP Men’s Tennis. Today, he advises clients that range from large companies to start-up entrepreneurs.

Having spent many years in the sales trenches, Jack knows a thing or two, including how important it is to go into a sales pitch being well prepared and having the proper mindset. As he says, if you go into a sales pitch and at the end of it the client wants to do a deal, you’re lucky; if you go into a sales pitch and expect that at the end of it the client will want to do a deal, you’re foolish.

The “Snap, Crackle ‘n Pop” phrase in the title of the book comes from jingle associated with the Kellog’s cereal Rice Krispies. (As a kid, I could scarf down three bowls of Rice Krispies with milk no problem. I still pick up a box at the supermarket from time to time.) But Vincent didn’t choose the phrase for nostalgic reasons; to the contrary, each part of the phrase is relevant for a successful sales pitch.

  • Snap” is for stimulating interest. You want your prospects to know that you have thought about their interests. You want them leaning forward, eager to hear more.
  • Crackle” is for starting a conversation. You want to move the dynamic from a presentation to a customer-focused conversation. When the prospects start talking about their challenges and asking for advice, you are on the right track.
  • Pop” is for building trust. Yes, people want to do business, but they want to do business with the right people. They want to be able to rely on you as more than just a consultant or service provider. They want to think of you as a partner.

In 47 bite-sized chapters, Jack Vincent draws on a variety of anecdotes and personal experiences to focus the reader on the fundamentals of a good sales pitch. The topics covered include preparation, research, simplifying the pitch, focusing on your one big point, building rapport and making an effective pitch as a team.

One of the key reasons for giving a presentation is to persuade the audience to do something. And frequently, we have to pitch. As Jack says:

“Life’s a pitch.”

We pitch a lot of things in our business lives. We pitch products. We pitch services. We pitch ideas, solutions, new business opportunities.

We pitch in boardrooms. We pitch in elevators. We pitch in warehouses. We pitch in cafés.

At effective sales organizations, sales pitching happens every day. If they’re not out in the marketplace pitching, they’re preparing a pitch, evaluating a recent pitch, following up on a pitch.

If you want to learn more about the Do’s and Don’ts of effective sales pitches, do yourself a favour and pick up Sales Pitches that Snap, Crackle ‘n Pop, the hard-hitting but easy-to-read book by Jack Vincent.

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5 Replies to “Sales Pitches that Snap, Crackle n' Pop”

  1. Wonderful review, John. It was my favorite cereal too and now I want to read how to pitch just because it sounds so enticing! …and Jack can hit a pitch.

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John delivered a keynote address about the importance of public speaking to 80 senior members of Gore’s Medical Device Europe team at an important sales event. He was informative, engaging and inspirational. Everyone was motivated to improve their public speaking skills. Following his keynote, John has led public speaking workshops for Gore in Barcelona and Munich. He is an outstanding speaker who thinks carefully about the needs of his audience well before he steps on stage.

Karsta Goetze

TA Leader, Gore and Associates

I first got in touch with John while preparing to speak at TED Global about my work on ProtonMail. John helped me to sharpen the presentation and get on point faster, making the talk more focused and impactful. My speech was very well received, has since reached almost 1.8 million people and was successful in explaining a complex subject (email encryption) to a general audience.

Andy Yen

CEO, Proton Technologies

John gave the opening keynote on the second day of our unit’s recent offsite in Geneva, addressing an audience of 100+ attendees with a wealth of tips and techniques to deliver powerful, memorable presentations. I applied some of these techniques the very next week in an internal presentation, and I’ve been asked to give that presentation again to senior management, which has NEVER happened before. John is one of the greatest speakers I know and I can recommend his services without reservation.

David Lindelöf

Senior Data Scientist, Expedia Group

After a morning of team building activities using improvisation as the conduit, John came on stage to close the staff event which was organised in Chamonix, France. His energy and presence were immediately felt by all the members of staff. The work put into the preparation of his speech was evident and by sharing some his own stories, he was able to conduct a closing inspirational speech which was relevant, powerful and impactful for all at IRU. The whole team left feeling engaged and motivated to tackle the 2019 objectives ahead. Thank you, John.

Umberto de Pretto

Secretary General, World Road Transport Organization

I was expecting a few speaking tips and tricks and a few fun exercises, but you went above and beyond – and sideways. You taught me to stand tall. You taught me to anchor myself. You taught me to breathe. You taught me to open up. You taught me to look people in the eye. You taught me to tell the truth. You taught me to walk a mile in someone else’s shoes. I got more than I bargained for in the best possible way.

Thuy Khoc-Bilon

World Cancer Day Campaign Manager, Union for International Cancer Control

John gave a brilliant presentation on public speaking during the UN EMERGE programme in Geneva (a two days workshop on leadership development for a group of female staff members working in the UN organizations in Geneva). His talk was inspirational and practical, thanks to the many techniques and tips he shared with the audience. His teaching can dramatically change our public speaking performance and enable us as presenters to have a real and powerful impact. Thank you, John, for your great contribution!

Sara Canna

HR Specialist, World Health Organization

John is a genuine communication innovator. His seminars on gamification of public speaking learning and his interactive Rhetoric game at our conference set the tone for change and improvement in our organisation. The quality of his input, the impact he made with his audience and his effortlessly engaging style made it easy to get on board with his core messages and won over some delegates who were extremely skeptical as to the efficacy of games for learning. I simply cannot recommend him highly enough.

Thomas Scott

National Education Director, Association of Speakers Clubs UK

John joined our Global Sales Meeting in Segovia, Spain and we all participated in his "Improv(e) your Work!" session. I say “all” because it really was all interactive, participatory, learning and enjoyable. The session surprised everybody and was a fresh-air activity that brought a lot of self-reflection and insights to improve trust and confidence in each other inside our team. It´s all about communication and a good manner of speaking!"

Jon Lopez

General Manager Europe, Hayward Industries

Thank you very much for the excellent presentation skills session. The feedback I received was very positive. Everyone enjoyed the good mix of listening to your speech, co-developing a concrete take-away and the personal learning experience. We all feel more devoted to the task ahead, more able to succeed and an elevated team spirit. Delivering this in a short time, both in session and in preparation, is outstanding!

Henning Dehler

CFO European Dairy Supply Chain & Operations, Danone

Thanks to John’s excellent workshop, I have learned many important tips and techniques to become an effective public speaker. John is a fantastic speaker and teacher, with extensive knowledge of the field. His workshop was a great experience and has proven extremely useful for me in my professional and personal life.

Eric Thuillard

Senior Sales Manager, Sunrise Communications

John’s presentation skills training was a terrific investment of my time. I increased my skills in this important area and feel more comfortable when speaking to an audience. John provided the right mix between theory and practice.

Diego Brait

Director of the Jura Region, BKW Energie AG

Be BOLD. Those two words got stuck in my head and in the heads of all those ADP leaders and associates that had the privilege to see John on stage. He was our keynote speaker at our annual convention in Barcelona, and his message still remains! John puts his heart in every word. Few speakers are so credible, humble and yet super strong with large audiences!

Guadalupe Garcia

Senior Director and Talent Partner, ADP International