Make It Clear

A Real Story Sells Better Than a Pitch About Your Process

People remember what happened to someone like them, not a list of your capabilities.

My process put people to sleep

I used to open sales calls with my process — discovery, strategy, execution, three clean phases. It was accurate. It also put people to sleep.

Then I started opening with what happened to one specific client instead: what she tried before me, what didn’t work, what changed. Same offer, completely different conversation.

Nobody has ever bought a process. They’ve bought what happened to somebody like them.

A story gives people something to hold onto

A process describes what you do. A story shows what changes. The listener can’t picture themselves inside a three-phase methodology, but they can picture themselves inside someone else’s before-and-after, because it’s specific enough to imagine happening to them too.

This isn’t about better storytelling technique. It’s about which one actually gives the other person something to hold onto after the call ends.

Try this

Replace the first slide of your next pitch with one real client's before-and-after. Notice what questions you stop having to answer.

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