The common approach to pitching is trying to convince doubters. A more effective strategy is to treat it as a high-volume search for "true believers"—people who already share your vision. The goal is to filter for existing allies, not waste energy on futile attempts at persuasion.

Instead of asking standard discovery questions, top performers pose strategic questions that require joint exploration. This shifts the dynamic from a sales pitch to a collaborative problem-solving session, creating a deeper partnership and revealing unforeseen opportunities that standard questions would miss.

Instead of pitching a solution, create a presentation deck that outlines your core assumptions as bold statements. Use this "story deck" to facilitate a conversation, not a presentation. This prompts customers to agree or disagree, revealing their true pain points and validating your hypothesis more effectively.

Instead of a feature-focused presentation, close deals by first articulating the customer's problem, then sharing a relatable story of solving it for a similar company, and only then presenting the proposal. This sequence builds trust and makes the solution self-evident.

Structure customer validation across two meetings. The first is framed as a request for help to validate an idea, building rapport without sales pressure. The second presents the honed solution based on their feedback, creating a natural and easier transition into a sales conversation with a trusted partner.

In initial meetings with enterprise prospects, Nexla's founder didn't pitch a solution. He focused entirely on validating the problem. By asking, "Do you see this problem as well?" he framed the conversation as a collaborative exploration, which disarmed prospects and led to more honest, insightful discussions.

Before the Q&A, prompt on-the-fence prospects with three questions: Will this get me closer to my goals? Does this increase my chance of success? Can I figure out the investment? This shifts the energy, encourages self-persuasion, and provides a clear call to action.

To sell effectively, avoid leading with product features. Instead, ask diagnostic questions to uncover the buyer's specific problems and desired outcomes. Then, frame your solution using their own words, confirming that your product meets the exact needs they just articulated. This transforms a pitch into a collaborative solution.

Accelerate sales cycles by focusing conversations on aligning the prospect's vision with your mission and demonstrating clear value. Prospects often don't grasp product specifics in a demo anyway, so solution details should come only after high-level alignment is achieved.