Introduction
“Oh, you’ve got to be kidding me.”
I sat back in my chair and shook my head in disbelief.
The mistake I’d just spotted on
a sales recording was so obvious…
Yet every single rep on the team was doing it.
This wasn’t some ragtag group of beginners, either. This company was doing $100–500k/month. A legit operation.
And yet… they were bleeding $10,000s per month from one tiny, fixable problem.
The mistake?
The pitch.
Too long.
Too dry.
Too damn logical.
They’d spent 30 minutes doing everything right: Guided the buyer into an emotional state. Asked the right questions. Uncovered the truth behind their problems. Got them dreaming again. Even painted the cost of inaction.
The buyer was emotionally bought in.
Ready to change.
But then?
The rep yanked them out of it with a mechanical 10-minute monologue… Overflowing with logic, features, and logistics.
Way too long.
Way too detailed.
Way too dry.
And the momentum?
Gone.
It’s like tapping someone on the shoulder mid-flow.
They snap out of it… and science says it takes 21 minutes to get back in.
You just spent 30 minutes building emotional drive…
Only to kill it with a pitch that makes them check out.
Well, this is awkward…
To be fair, despite closing 47.5% of $4.5k calls in my first two years… it wasn’t always like that.
I used to make the exact same mistake.
October 2024.
Lost $9,000 in 3 days.
All because I thought:
“If I don’t explain everything, they won’t buy.”
So I overexplained.
Listed every module, every phase, every deliverable.
Call schedules, dashboards, bonus content… the works.
At the time, I thought I was being helpful.
But instead…
I was unknowingly giving them
17 reasons to delay the decision.
Because here’s the truth:
When you hit someone with a
dense, feature-drenched pitch…
They check out.
They go still.
They nod politely.
And their eyes glaze over like they’ve
just been hit with a general anaesthetic.
Then at the end of the call?
They hit you with the sentence every closer dreads:
“I’ll think about it.”
Which let’s be honest… translates to:
“You lost me 7 minutes ago. I just didn’t want to be rude.”
Why does this happen?
Most closers misunderstand the job of the pitch.
They think the goal is to explain.
It’s not.
You’re not delivering a TED Talk.
You’re not applying for a research grant.
You’re just trying to get someone to say yes.
The pitch isn’t about explanation.
It’s about framing:
Framing the result around what they want
Anchoring the value to what’s holding them back
Guiding the decision while they’re emotionally invested
Because when you go logical?
You cool them off.
And when you go long?
You bore them into a coma.
Either way, urgency flatlines because they shift out of emotion and into analysis.
And buyers in analysis mode do one thing really well:
Procrastinate.
Not because they don’t want the result. But because you accidentally gave their brain permission to delay it.
What to do instead
So if you’re tired of losing warm buyers (and potentially $10,000s per month) because of a clunky pitch…
Here are 5 simple fixes to help you:
→ Cut the fat
→ Keep momentum
→ And close more high-ticket clients
(Use these to turn “I’ll think about it” into “that’s exactly what I need, where do I sign?”)
👇
- Pitch length — keep it no longer than 10% of the total call (eg. A 4 minute pitch for a 40 minute call, or a 6 minute pitch for a 60 minute call)
- Customise — earlier in the call, you (hopefully) found what they need help with. Use these struggles (eg. Knowing what to do, or accountability) to build a bespoke framework perfectly suited to them.
- Avoid details — people don’t care about how many modules or calls per week you have. They want to know your service will help them overcome their struggles and get them to the desired end result.
- Use this structure — For each pillar, remind them of their problem, introduce solution, explain how it solves the problem and provides them with a benefit.
- Keep them engaged — Ask questions throughout the pitch to keep them engaged. If you just blast through, they might check out (example below)
BONUS (EXAMPLE)
Still here?
God help you.
Might as well watch this live breakdown
(showing the tips above) before your next
sales call gives you another existential crisis.
👇
