Matt Easton, sales coach and founder of Easton University, is yelling from the rooftops to “ditch the pitch!” In today’s episode of The Small Business Show, he will reveal how to slow down the process, better connect with customers, and, in turn, close more deals.
Easton’s “ditch the pitch“ approach shifts the focus from pushing products to building meaningful conversations that help customers identify their needs before recommending a solution. For years, sales training relied on high-pressure tactics, overwhelming customers with product features and aggressive closing strategies. Easton’s method takes a different route by prioritizing trust and engagement. Instead of diving into a pitch, the focus is on having conversations where the customer’s challenges and goals take center stage. This consultative approach improves the customer experience and allows them to feel heard and understood, making them more open to solutions.
Step 1: Lead with value
The first step in the process is to slow down and offer value from the outset. Rather than immediately listing features or benefits, sales professionals should aim to address a customer’s potential concerns or pain points in a relatable way. For example, bringing attention to common but often overlooked challenges can open the door to deeper conversations. This positions the salesperson as a trusted advisor rather than a pushy vendor.
Step 2: Highlight the cost of inaction
Once a customer’s challenges are identified, it’s important to frame these problems in terms of their potential cost—whether that’s financial, emotional, or time-related. Helping customers understand the stakes of inaction naturally makes the solution more compelling. For instance, a service provider might demonstrate how their offering prevents costly mistakes or saves time in the long run.
Step 3: Recommend a thoughtful solution
When presenting a solution, it should feel like a natural conclusion to the conversation. By emphasizing how the product or service directly addresses the customer’s concerns, the recommendation becomes less of a pitch and more of a logical next step. Phrasing the recommendation as a tailored suggestion shows attentiveness and builds credibility.
This method not only helps close deals but also fosters stronger relationships with customers. Those who feel valued and understood are more likely to trust the business and even refer others, regardless of whether they make a purchase. Sales become less about transactional gains and more about creating meaningful connections. By focusing on solving problems rather than discounting prices or relying on flashy extras, businesses can maintain the integrity of their offerings while building long-term customer loyalty.
“Imagine two worlds. In the first, you’re hustling to pitch as fast and as hard as you can, hoping someone bites. In the second, you’re having natural, meaningful conversations where the customer does most of the talking—and they end up telling you how much they need your product or service. Which would you choose?" – Matt Easton
