You’re pitching before they’re ready (do this first)

**Graham Cochrane** (0:01)
Welcome to The Graham Cochrane Show, where each week I help you create more money, margin, and meaning in your life.
I'm your host, of course, Graham Cochrane. Let's get into it.
I spent the last two weeks going through sales copy for two different clients, and they both made the exact same mistake. And it's not a small one. It's a mistake that's probably costing them thousands of dollars every single month, if not tens of thousands. And here's the crazy part. Their copy, their sales copy, actually looks good. They have a great hook. They have a clear offer. They're just skipping one thing, and it's the one thing that actually gets people to buy. So if you have ever written a sales page, a sales email, or pitched on a sales call and felt like people just didn't lean in the way you expected, and you're not sure why they didn't buy, well, this is exactly why. Let's break it down. Now, there are two critical elements in a sales presentation that most people skip. I'm going to break those down here today. But before I do, I want to give you a principle, a overarching theme or reality of sales that you need to understand and believe in your core and use that as the backdrop to really all of what we're going to talk about today. And if you want to get really good at sales, you have to understand this principle. And sales trainers and sales experts and people who teach sales, usually, I don't think they would disagree with this statement, but they don't like to talk about this statement because this doesn't help them sell what they sell, which is sales scripts and that kind of stuff. But the reality is, and they would understand this to be true, but the reality is that immersion creates conversion. Immersion creates conversion. The more immersed your prospect is in your world, in your brand, in your ethos, in your content, if we're being more specific for many of us that are coaches, consultants, authors, speakers, that kind of stuff. The more immersed they are in your world, the higher the likelihood they will convert and buy from you. This is why making a presentation over a sales call or a Zoom call one-on-one is a great selling environment. It's easier to sell that way, and you can convert a higher percentage of people that way than you can one-to-many because it's just you and them. They are immersed in your world. This is why selling from stage after a 60-minute keynote is powerful because they've just spent an hour in your world and the people are more likely to buy, especially if that's in person. This is why you can sell very high-dollar offers at the back end of a challenge or a multi-day event because people have been immersed in your world and they've had time for beliefs to shift and for them to adopt your beliefs and realize that you have the solution to their problem. So I'm gonna get into specifics today, the two elements that are missing in most sales presentations, but they fall under this umbrella of immersion was what creates conversion. This is why I can make so much money selling a $29 book, not just because I can make money off the book and people can buy the audiobook and there's all kinds of different things, but people who read this book are so immersed in my world because they've spent two plus hours reading my thoughts, my strategies, my take on their problem and how to best solve their problem, that people that read my book much more easily become $25,000, $55,000 clients of mine. Immersion happens even in a book. This is why you want to write a book if you're an author.
So, or if you're a coach, sorry, you want to have a book if you're a coach because then your clients can come from your book. It's such a great client creation tool because immersion creates conversion. Now, that's the principle. Let's go underneath that, and let me give you what is missing. And if you have experienced this where, and I don't know, I'm gonna give two examples of my clients, but maybe this has been you. And I know from experience that this is not unique to my clients. This is most people I coach.
When we have a sales page for our coaching, our offer, our course, or coaching program, whatever it is, or event, or if you're on a sales call with somebody, we are so excited about our solution. We are so excited about our product. We are so excited about our service or our coaching program that we can't wait to tell you about it. We can't wait to tell the world about it. And we know you need our solution. And you need to at a fundamental level believe that, right? You need to fundamentally believe that your solution is the best. Like, I believe that my coaching program is the fastest way for you to reach $100,000 a month consistently every month while working 20 hours a week or less. I believe that in my core because I've seen it happen time and time again, and I built it that way, right? It's designed to work if you work it. So you have to be a super fan of your own stuff. That's great. But that's not what's going to get someone to buy, okay?