Win Without Pitching: Your questions answered.
A ‘little’ breakdown on what Win Without Pitching actually entails based on the questions I get asked the most.
Is Win Without Pitching right for me or my agency?
Most creative leaders and their teams didn't get into this business to sell.
You got into it to do the work, to solve problems, and to be the expert in the room. But then the sales reality hits. You find yourself feeling out of control in the process. You feel compared on price, beaten down on margins, and worst of all, you start behaving like a vendor instead of an expert.
If you are frustrated with how your sales go right now, it is usually because you lack a framework to lead the client. If this feels horribly familiar, Win Without Pitching could be the answer.
What is the Four Conversations model?
The Four Conversations, developed by Win Without Pitching, breaks the sales process into four distinct and linear conversations. The model is not complicated. It is baked in common sense and easy to grasp. When you master it, you will lead in the sale, win work you didn't think possible, and get paid properly.
What are the Four Conversations?
The Probative Conversation. This is the conversation your business has with the world when you are not present. It is your positioning, your marketing, your thought leadership. Mastering this conversation ensures that by the time a prospect reaches out, they are already convinced of your expertise.
The Qualifying Conversation. This is the first real conversation. This is where you vet the lead to see if a genuine opportunity exists. No question is off the table. You ask big questions you probably haven't asked before and you confidently talk about money.
The Value Conversation. Arguably the most important conversation. This is a deep dive into the client's desired future state, the value you could potentially create for them, and how much they might pay for you to deliver it.
The Closing Conversation. No more stress. When done properly, the closing conversation is calm, reassuring and enlightening. Your job is to guide the prospect through your three options and help facilitate a choice.
In between the Value and the Closing Conversation, you create your one-page, three-option proposal. No more endless decks and, hopefully, no more pricing on time. Instead, you take a value-based approach to pricing.
What does the training actually look like?
Whether you join an in-person workshop or the online programme, the training is super practical.
This is not just theory. There is a lot of role-play. You practice the qualifying conversation, the value conversation, and the closing conversation until they start to feel natural. And you’ll create and present three-option, one-page proposals.
I also model these conversations for you. I show you exactly how a client journey looks all the way from the first qualification through to the final close. Every workshop is a continued learning experience for me as well, and I show you the process by doing it myself.
We’ll bring to life real-world examples from your business right now and use them in the training.
Like the Four Conversations model itself, the training is conversational, relaxed, informal, and fun. For most people who take part, it is an eye-opening and game-changing experience.
Will this fix my lead generation problem?
We’ll touch on positioning, thought leadership, marketing and lead generation (the Probative Conversation) because demonstrating expertise before you meet a client is crucial. While these topics are covered, we do not solve them in the training. This is not a lead generation course.
This training is specifically about moving you into the expert seat. Giving you the confidence to lead in the sale, to move away from outdated pricing techniques, and to win more of the right business at a higher price.
Is this just for new business teams?
Absolutely not. When opportunities are hard to come by, it is so important that you make the most of your existing relationships. The Win Without Pitching frameworks are for everyone dealing with clients, whether current or prospective. With existing clients, it is easy to fall into a 'serve' mindset. This training helps you inhabit a 'grow' mindset instead.
How do you get the training, and where?
There are various formats to fit your team:
In-person Public Workshops. Typically held over two days. I run these in the UK, and have also travelled within Europe to deliver them.
Private Workshops. I come into your business and work with your leadership and teams exclusively.
Online Programme. A six-week course that combines weekly coaching sessions with me and you working through the online learning platform at your own pace. This means you can learn from anywhere in the world.
Is there a lighter version?
There is no lighter version of the training itself. You need the time to properly learn the Four Conversations model, but there are different formats to fit within your business. If time is genuinely short or you are not ready to commit, I recommend starting with Blair Enns' book, The Four Conversations. It covers the same framework and is a good way to get familiar with the thinking before you take the next step.
What’s the price for the training?
The investment is £1,500 ($2,000 USD) per seat. This includes lifetime access to the Academy and a monthly group session (online) with the Win Without Pitching founder, Blair Enns.
Does it actually work?
Almost certainly. Nearly every agency I have worked with reports success within a matter of weeks. They come away with a new language for sales, one that feels natural rather than forced. They see their closing ratios improve. And perhaps most importantly, they find a renewed confidence to sell; the confidence to show up as the expert and present pricing they previously thought was impossible.
I ask you to measure a specific number: RAB, revenue above budget. This is the difference between the price you close at and the client’s originally stated budget.
Some recent wins:
£100k budget → £300k closed (RAB £200k / +200%)
£10k budget → £15k closed (RAB £5k / +50%)
£5k budget → £14k closed (RAB £9k / +180%)
£300k budget → £550k closed (RAB £250k / +83%)
What will stop it working?
Two things:
The first is that you do the training, feel energised, but then a week later slip back into old habits. This is not a two-day course you take and forget about. This is about changing the way you and your team sell forever. That means role-playing with each other, using the frameworks in every client conversation, and staying committed in the longer term. Old habits are easy to fall back into.
The second is leadership buy-in. If the wider organisation is not genuinely committed to this way of thinking, it is very hard to make the changes stick. This is not something that can be driven from the middle. It has to come from the top.
As part of the transformation programme, you have access to the Win Without Pitching Academy that has all the tools, learning materials and a community of hundreds of people who have been through the training and are there to support you. There are post-training coaching options available should you want more support.
What do people say about the training?
A client called me straight out of a closing conversation, buzzing with energy. He'd gone all in on the proposal with three great options. The client nodded the whole way through and chose the largest option. Stated budget: £100,000. He closed it for £450,000. "It's the third time I've applied the training," he said. "It works every time."
I’m interested, what are the next steps?
If you are interested, please register here.