Customizing Your Pitch To *ALMOST* Guarantee A Sale


Being able to effectively customize your pitch to each client is one of the most important parts of the sales process. If you aren’t doing this effectively, there’s NO WAY you will ever get to the next level in your sales career.

This is needs/feature/benefit selling taken to the next level. If you don’t know what that is, Google it.

This skill is SO FUNDAMENTALLY IMPORTANT to being a top salesperson. So for your own good, listen, learn, apply.

(Note: I’m going to try my best to stay FOCUSED during this.. and not try to teach the entire sales process in one post – that just wouldn’t do it justice. I’m going to try to stick to getting the NEEDS and selling to those needs.)


What you need to do (and what I’ll be covering):

  1. FIND the Logical Pain Points
  2. Extrapolate the Emotion From The Pain Points
  3. Visualize Success For The Prospect
  4. Customize Your Pitch To [ALMOST] Guarantee A Sale


1. Finding Logical Pain Points

In order to be able to sell to PAIN POINTS and customize your pitch, you need to know how to GET the pain points of the client. There are a TON of discovery questions you can ask… check out some of my other training to learn how to do that.

The specific pain points are going to change based on what you’re selling, so take that into consideration. However, here are some of the things you could be looking for:

  • Not making enough money
  • Not happy with current situation
  • Not satisfied with X (remember the X.. that’s important..)
  • Working too hard
  • Working too many hours
  • Spending too much on advertising, no ROI

These people clearly have BACK PAIN. But WE’RE looking for EMOTIONAL pain. #smort.

2. Extrapolating Emotion From The Pain Points

Now we want to extrapolate these into the EMOTIONAL pain points. This is going to allow us to sell more effectively by demonstrating emotional advantages to our solutions. Here are some questions to extrapolate the emotional advantages:

  • How much money do you wish you were making? What would that allow you to do? How is that affecting your life? How does that affect your family? Does [not making enough money] make your family life more stressed? What would your family life be like if you could make $X?
  • What about your current situation are you not happy with? What if that was changed? If your situation was X, how would that make you feel? What does being in X situation mean to you? How is that situation affecting your life? What is important to you when considering that situation?
  • You say you’re working too hard.. why do you feel that way? How is that affecting your life? What else would you like to do? How many hours per week do you want to work? What would that look like? Have you ever worked that few hours before? What was that like? What would it feel like if you could make $X and only work X hours? How would that affect your life?

These questions will allow you to see truly what’s important for your prospect. HINT: It’s not going to be what they initially say. Keep digging.


3. Visualizing Success

The fear of loss is much greater than the desire for gain. Although we do want to sell to the gain/success, we want to make sure that they understand the repercussions of inaction. Regardless of whether or not the customer buys from you, they are making a decision either way. They are either deciding to buy, or deciding to not buy.

The next step is taking these pain points, and painting the picture of success – so the customer can actually feel what it’s like to be there. Some of these questions are peppered in the previous section, but it’s important that I clarify these, because it is important:

  • What would life be like if you made $X?
  • How would that change things?
  • How would that change things at home?
  • How would your family feel?
  • What would that enable you to do?
  • Have you ever done that before? What was that like? How did that feel?



4. Customizing Your Pitch To [ALMOST] Guarantee A Sale

You need to customize your pitch THIS much. For EVERY client.


I included a custom, wacked-the-hell out image on purpose.

I want you to picture your script as a Honda Civic. Reliable. Trustworthy. Dependable.

Now, when it comes time to USE that pitch, picture this. Unique. Custom. Not for everyone… but for the right person, it’s EXACTLY what they are looking for.

Now we need to apply that to your pitch.

This is the part where you take EVERYTHING you learned in your conversation with the prospect so far, and redefine your product so it fits exactly what they are looking for.

[NOTE: This does NOT mean to lie about your product/offering and what it can do, or mislead about the features it has. It simply means to tailor your pitch to their exact needs, and not over sell them on a bunch of features they don’t care about.

In order to do this effectively, you must:

  1. Make sure that throughout the sales process, you are writing down and remembering the client’s exact emotional triggers
  2. Pre thoroughly prepared and know how to tailor your pitch to those specific emotional triggers
  3. Feel like you’re WAY overselling those specific features (even to the point of ignoring other huge parts of the offering.. but if it doesn’t matter to them you’ll just be wasting your breath)
  4. Ask them for permission to continue on to the next step as you go, as a sort of ‘temperature check’ to see where they’re at.
  5. Continue being very blatant about selling to their exact emotional triggers as much and as often as possible.


Now that we’ve gone through HOW to do it, carefully read through this example and see how it’s actually applied.

As you read the following example, picture you are selling to these people in this colourful environment.



You are selling coaching services. You do the needs analysis call with the client, and find that their logical pain points are that they aren’t making enough money, and don’t have enough clients. Great.

You dig deeper and find out that the reason that it’s so important they find more clients and make more money is that it’s been a real struggle trying to pay their bills. Her husband just got laid off, and their son just got accepted into private school, which is going to cost an arm and a leg. If she can’t figure out how to get more clients and make $XX, then they’re not going to be able to keep the house AND send their son to private school.

You know that your skills are EXACTLY aligned to help her get more clients, and thereby make more money. So now you ask visualization questions to the her… “What would it be like if you were able to bring in 3 new clients every single month, each willing to pay you $XX?” “Have you ever had that many new clients in a month? What was that like? What do you think that would be like? What would that enable you to do?”

If done properly, asking these types of questions will give your prospect a dopamine rush, their heart will race, they will visualize success. And because you are absolutely confident that you are the exact right person that will help your prospect realize what the dream you are painting for them, there is no deception.

Once you get them to visualize their ideal situation, now you paint the picture of how YOUR solution will get them there.
“When we work together, we are going to focus on X..  which will allow you to have your child in private school AND easily pay for your mortgage.. with enough leftover.” Etcetera, etcetera.

Every sentence or two, from now on, when describing your solution, must be customized and relate back to their emotional triggers. If you start describing your solution/product in generic terms like you’re used to, you’re going to lose the momentum you’ve developed in the visualization process, and most likely lose the opportunity to close the sale on the spot.


To summarize – this is one of the most important things you need to be able to MASTER to ever sell any high ticket items on the first appointment. If you are unable to figure out what that emotional trigger is, and then specifically and deliberately sell to that trigger, you might as well quit right now.


Do you want to see what this looks like in practice? If you click here, join my mailing list, and REPLY to the email I send you, I will send you a video breakdown of me completing a sale. The video includes:

  • A full 1 hour+ REAL sales call
  • A view of my screen and the notes I take during the call
  • A view of where I write down the needs/emotional triggers
  • Live view of when and how I modify my pitch to the specific emotional triggers generated by the client

Check it out if you want. Or don’t, I’m not your boss. Thanks for reading to the end! Please let me know if you have any feedback, if I’m missing anything, or for any sales advice you may need.


Mike Gore-Hickman




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