My worst sales pitch ever
It’s 2014. I’m running a 6-figure brick and mortar fitness business. I’m in a popular mastermind for fitness businesses and I’ve been nominated for Personal Trainer of the Year.
Yes. I was excited for this nomination. I love feathers in my cap. I love the spotlight. I was 1 of 3 finalists and I was very excited by such a prestigious distinction.
Now, in order to actually WIN the title, I had to wow and impress around 500 other personal trainers with my success story and rise to fame. I also had to impress the mastermind owner too. Everyone would be judging me and listening to how I built my successful business. The audience and the judges would be responsible for choosing which one of the nominees would win the prestigious title of “personal trainer of the year”.
My job was to dazzle these fine folks live and in-person from a brightly lit stage in Orange County, CA.
Yup, I had to get on stage at the in-person mastermind event and tell my story and prove why I should be Personal Trainer Of The Year.
The prize BTW was a brand new Fuji White Range Rover.
Oh, and bragging rights of course.
Now, I knew the other PTOTY nominees from my mastermind. I knew their businesses and I knew their success… We’d hung out for days inside our closed-door mastermind sessions.
I was happy to be on stage with them and in all honesty, I really didn’t feel worthy. I viewed them as way more successful and way more business savvy than me.
But I was on stage with them and I did have to make my case.
And so, with the spotlights bearing down, and 1000 judgy eyes staring at my every move I began to tell my story.
… I didn’t really tell the whole thing.
I definitely made some omissions.
I told them the highlight reel and erased the B side of my life from their sight.
I painted a picture of success and ease. The steady growth. The adoring community. I wowed them with my monthly revenue and impressed them with my low overheads.
But, I only told them the Instagram version of my life. The edited and filtered showcase.
Because you see…
….while my fitness business was breaking records and smashing glass ceilings, my personal life was in absolute tatters.
I had left my husband, I was crashing in a friend’s basement, I was searching for a new home, and my 7-year son was in a tailspin. I was hemorrhaging money into bills and drinking my woes away at night.
I was a wreck.
My business had never been better but personally, I was a total disaster.
I guess I channeled a lot of the emotion of my divorce into building an incredible business. I guess while half of my life was burning to the ground, I turned my back on it and built the other half sky-high.
Building my business was my saving grace.
Building an incredible business while suffering through the worst part of my life to date should have been the story I told on that stage.
I should have told them.
I should have used the divorce and the homelessness and loneliness. I should have used all the darkness so my success would have shone even brighter on that stage.
But I didn’t.
I hid in the darkness.
I told myself it was no one’s business. Perhaps I wasn’t ready to share that side of me.
Perhaps it was all too fresh.
Whatever the reason…it was a mistake.
If I really wanted that title (and that Fuji White Range Rover) I should have used my pain.
I should have been vulnerable.
I should have shown the darkness and the light together, like Yin and Yang.
That day, on that stage, I made a fundamental sales pitch error in that I only focused on the benefits. I focused only on the food and I ignored the bad.
I didn’t make that audience feel anything other than jealousy and inadequacy. I’m sure some were impressed but the rest of them didn’t connect with me at all.
I lost the PTOTY title and the car that day because I ignored a fundamental sales commandment: Use emotional connection to gain trust and sell more.
Now to prove my point, the guy who did win spared no details about his darkness. He documented his grueling stay in hospital. He spared no detail about the rare kidney disease he contracted. He the strain of battling for his life and his fitness business.
Oh yeah. He used his pain to swipe that title. He made the audience feel his pain and then his triumph. He took them down into the dirty details of dialysis and illustrated how he still managed to run his fitness business and come out smelling this roses (and 6-figures).
He used his vulnerability to sell.
And that’s what we should all do.
Don’t be too prideful when selling, as this cautionary tale proves, you’ll only lose to the guy that was able to sell him sell with connection.
So, my worst sales pitch ever was that time I tried to sell myself ….and failed.
But many lessons have been learned since 2014 and now I run sales and marketing departments for million-dollar companies.
See, even if you suck at selling, you can turn it around. There’s tricks you can use today to make you a better seller.
In fact, I have my No-Fail Sales Call Template ready for download today if you feel like getting better at closing deals.
It works for pretty much any high ticket sales conversation whether in person or online.
You can add your vulnerable pain points in any time and make the script authentically you. The script will guide you through 4 stages of selling so you don’t lose your way but it will remain flexible enough for you to make it your own 😉
Download your free copy here: LINK.
Ok. Go practice being vulnerable!
Sell ya soon,