ORIGIN Onboarding Tests
Act 05, How we sell Section 03 of 13

A few phrases turn ORIGIN into "another agency" in the listener's mind within seconds. Know them so they never leave your mouth.

SecondsFor a phrase to turn us into another agency
3Things a sentence in a pitch may do
CutA sentence that does none of the three
Hear the difference
Part 1

Six phrases, and what to say instead

Never sayWhySay instead
"We are a full service agency."We are not an agency"We are a global brand transformation house."
"We do everything."It sounds like nothing in particular"We join strategy, brand and technology for organisations that are transforming."
"Here is our price list."We sell outcomes, not hoursAsk about the problem first, then shape an answer to it
"Let me show you our portfolio."It starts with us, not with themStart with their cause for change. Proof comes once they see themselves in the story.
"We can do that for cheaper."We never compete on priceSpeak about one partner, one governance, one result
"We will figure out the scope later."Vagueness loses deals and creates disputesPropose a clear next step with clear limits

One behaviour to avoid

Listing everything ORIGIN can do. It is called feature dumping. Nobody remembers a list, and a list invites the listener to pick the cheapest item on it.

A possible client says another firm will do it for less. What do you do?

We never compete on price, and a list invites them to pick the cheapest item on it.

Remember

The words we refuse to use are part of our positioning.

Part 2

Inside ORIGIN, and the rule

Three more, heard inside ORIGIN

"That was not in scope."
"The client approved it, so it is not our problem."
"That is not my team's job."

These are the sounds of an agency. They are not ours. When a client asks for something extra, thank the client, and bring it to your Team Lead (Act 01).

The rule

Every sentence in a pitch should do one of three things: describe the client's cause for change, explain how ORIGIN solves it, or prove we have done it before. If a sentence does none of these, cut it.

You are trimming a one minute pitch to a real estate developer. Which sentence do you cut?

It does none of the three things.

In practice

Record yourself explaining ORIGIN for one minute. Play it back and count the sentences that begin with "we". Then try again, beginning half of them with "you".

Remember

If a sentence does none of these, cut it.

Your part

Before you move on

Three questions before you move on. Type your answer, send it, then check it.

Your answers stay on this device.

1What do we say instead of "we are a full service agency"?

The answer"We are a global brand transformation house."

2What is wrong with listing everything ORIGIN can do?

The answerIt is feature dumping. Nobody remembers a list, and a list invites the listener to pick the cheapest item on it.

3Every sentence in a pitch should do one of three things. Which?

The answerDescribe the client's cause for change, explain how ORIGIN solves it, or prove we have done it before.

Answer all three and this section is yours.
ORIGIN

The words we refuse to use.

Next: qualifying with BUSD.

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