Oren Klaff's video: 5 ways to crush tough questions

- Here's an easy question for you: If business is a game, are you a pro? If you want to see what I mean by pro, check this woman out. She's a complete demon. When I heard an interview with her, I knew what I'd stumbled upon. Superwoman, a hardcore deal-maker. In the next three minutes, I'll break down her advanced tactics, and you can copy them. I'll give you a cheat sheet as you can do exactly the things she's doing to convince her audience. I watched her on Squawk Box CNBC and a few of her other interviews I'll break down what she's doing. . Super-smooth voice-control. Her name is Linda Kozlowski and she's the CEO of Blue Apron, that's the meal delivery company. Listen to her talk. - Well, actually I saw a lot of parallels. I mean I tend to take positions that I believe strongly in the product, and I see a huge opportunity for growth that's untapped. Really revolve around three key areas. How do we expand the audience and really attract more people that are going to be great customers. - It's a Masterclass in voice control; tone, cadence, volume, word choice. She's really using her voice to create attention, status, credibility, and frame control. But how? For attention, her voice is firm and her dictation is clear. Like your mom telling you to get away from something that could harm you, that clear. Now, back away from the door there, son so I can shoot that man in the leg. I know that's not right but you might've had a different mom than I did. Anyway, Linda's voice is not only firm and clear and in control but it has a deep, warm character. It's rich and flowing and you trust her when you hear it. In terms of status, she doesn't use these non-word, vocal expressions. Things like, um, you know, ah, the things we all hate to do. She's completely got them out of her vocabulary. That's the mark of a professional. Someone who's focused, direct and chooses her words so carefully. In terms of credibility, her language is rich with industry terms for her industry, right? Like, hey, it's meal kit delivery, 12 month payback period, indulgent menus, top of funnel marketing. Your industry is different, but she uses industry terms and in terms of frame control, she doesn't argue with the interviewer. She reverses the frame and resets the conversation. For example, she says at one point, "No, no, no, we don't do that kind of wasteful activity." Reframing the competition. - Very common in the industry-- - Like what? Are you talking about the grocery store? - No, no, no, no actually more about really, if you look across the industry, there's a lot of just ROI negative marketing, where you're just really filling the top of the funnel with discounts and instead what we're focused on now is how do we create value for our best customers that are going to stay with us for a long time. - You're thinking of the other guys, they have a negative 20% margin and they're throwing away dollars top of funnel, that's reframing. So the big, second thing she does is she crushes the really tough questions. Here's the hardball questions she was slammed with in just one of the interviews that I watched. It's a question like how many customers have you lost? It's a tough question, right? So here's the other question. What happened to you? I mean how did your company go from $1B unicorn to a microcap? Question two she got, isn't your menu too complicated? It's a tough question. Question three, your company has struggled over the last two years, how many customers have you lost and how do you turn these around? These are brutal questions and it's exactly the kind of questions that can trip you up. Making you seem defensive, argumentative, and difficult to have a conversation with. When you trip up, you seem difficult and argumentative. Linda, she understands this kind of verbal attack, these questions and she correctly answers hostile questions with a reframing formula so this is what does. - Again, moving away from this concept of just throwing a lot of dollars at customers that weren't necessarily going to retain in the funnel. This is actually luckily something we've already solved. So now 50% of our recipes are below 30 minutes to prepare, they're simpler, we're testing them with a variety of types of skilled cooks and people who are more novice cooks to make sure they're really easy and accessible. When you think about those metrics and when you look at the TAM that we've actually set forward, we think we have a TAM of about $45 billion looking in the U.S. right now. Part of the reason we think this is strong is because you look at meal kit purchases, people purchase around 15 times per year with a $58 average. - She firmly acknowledges a criticism. "Sure, we struggle with that." Then she describes the new and better approach the company's now taking, "but we've invested millions to fix that problem."