Most pitchers lose the deal in Q&A. Why? Because Q&A forces you into a low-status, reactive position (they ask, you answer). The crocodile brain reads this as submission.
Klaff identifies six frames that override the crocodile brain’s resistance. Most pitchers lose the deal in Q&A
Most presenters act like the buyer is the prize. Klaff argues the opposite. You are the prize. If you act desperate for their money, their Crocodile Brain senses scarcity (danger) and pushes them away. The crocodile brain reads this as submission
Curiosity is the strongest drug for the Crocodile Brain. If a person is curious, they cannot look away. They must resolve the gap. Klaff argues the opposite
The Croc Brain has a short attention span. To keep it engaged, you must introduce "intrigue." This doesn't mean being gimmicky; it means creating a gap between what the audience knows and what they want to know.
If they hesitate at the 1-10 test with a 6 or 7: