Most people believe the pitch should happen at the end of a sales conversation…
…but you will actually sell 2x more (at an absolute minimum) when you do what I call “pitch weaving” in the beginning of your call vs. the end.
There’s a few reasons this works better that I’ll lay out here:
Reason #1: At the end of the call your prospect is expecting you to “pitch” and as a result, is only half hearing you.
People are so wary of being “sold” as soon as they sense a pitch they put a skeptical guard up and stop believing you at face value.
Think about it – when you’re talking to someone you might buy something from and they get to their “pitch” – do you eagerly lean in and listen to every word?
Or do you lean back, start half listening and hope they get to the end sooner than later so you can ask them your questions?
Usually it’s the latter.
Even if your “pitch” sounds amazing, most people take everything you’re saying with a grain of salt because they assume you’re embellishing in order to sell them.
It helps when you have strategic check-in questions (other than “makes sense?”) to break it up but it still just isn’t half as effective as “pitching” at the beginning of the call.
Reason #2: This is the FIRST time your prospect is hearing about your offer- they’re not going to be able to remember everything you say.
Think about the first time you learn something – anything. Do you remember all of the details?
Or do you remember it better when you hear one part at a time, let it soak in and have some conversation related back to something in your life?
Usually it’s the latter.
It’s easy to forget your prospect doesn’t have previous knowledge of what you’re discussing and start diving into all the juicy details during a traditional 10 minute monologue-type of pitch.
Their retention of whatever you’re saying during this pitch lecture is probably around 20%.
They get the gist but none of the differentiating details and this can often lead to them anchoring to price and making the decision based primarily on that vs. the cool stuff that makes you a better option for them – regardless of price.
Reason #3: In the beginning, you have much more of their attention and focus. They want feedback on their answers to their questions AND aren’t expecting you to “pitch”.
As a result, they can hear what you’re saying without their “skeptical guard” up.
So, when you give them feedback on an answer to a question you ask –
Feedback like “this is something we often see, this is normal, etc”
And then seamlessly weave a little bite sized “pitch” or selling sentence in relation to their answer – they retain it much better.
This bite size selling is what I call “pitch weaving” and the formula is: Genuine empathy – connector phrase – subtle selling sentence – related question.
A really great place to do this is when they’re sharing a past experience with you when they tried to solve this problem before.
For example, you’re a fitness or health coach and they share they’ve done diets in the past that saw results but then they yo-yoed right back when they stopped sacrificing with as much discipline.
Your response would be “I can’t tell you how common that is – so frustrating to sacrifice, put in all that work and end up right back in the same spot! (genuine empathy)
That’s why (<– connector phrase), with diets specifically that have a goal of changing your physique, in our experience it’s much more successful to focus on macros (fats, carbs and proteins) vs. a very restrictive or even worse really low calorie diet which is usually what causes the YoYo.
That means you still eat ice cream or cheeseburgers if they fit in your macros that day (and they often do) and this actually re-calibrates your metabolism to be able to eat these kinds of foods long term and keep weight off. (<— subtle selling sentence)
Have you heard or tried macro based eating for weight loss before?” (<— related question)
This allows your prospect to really hear what you’re saying, understand and RETAIN it in the way that relates directly to their past AND future experience.
It simply doesn’t have the same impact during a pitch “lecture” – even if you connected it back to the yo-yo point (from far earlier in the conversation) during your extended one sided monologue.
The result when you seamlessly weave in bite size pieces like this throughout the question/answer section at the beginning of your sales call is significantly more conversions.
It’s custom to your prospect’s experience and by the end of the “discovery” portion, you’ve already communicated the majority of your value, why you’re different and how you can help them.
They’re basically sold by the time you’re done with the first part of your call.
And there’s very little “pitching” left to do.
Instead, all that’s left is a brief explanation about how you actually work with people in a concise, clear way (something I explain in a different post).
Showing you how to elegantly pitch weaving during the beginning of your call is a cornerstone of my 4 month Subtle Selling Mentorship for solopreneurs who sell something $1500+ and want to 2x-8x the amount of people saying “yes” to their offer.
I’ll also tweak your offer, marketing and pre-qualification so you get prospects more likely to say “yes” in the first place. In addition to helping you craft better questions, overcome objections custom-to-you and use language you feel comfortable with.
The end result is a custom sales process (no cookie cutter, one-size fits all here) tailored to your personality, product and audience that immediately and predictably converts more sales than anything else out there so you can easily scale your income.
If this sounds like it could be more effective/comfortable than what you’re doing now, send me a message and we can discuss the details to make sure it’s a fit for you 🙂