Taking the Expert Seat

Win Without Pitching Workshop

Losing Authority in the Sales Process

For many creative business leaders, the sales process feels uncomfortable.

Conversations with prospective clients often slip into over-explaining, free consulting, or discounting to win the work.

Without a clear framework, it’s difficult to take the expert seat and lead with confidence.

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Stepping into the Expert Seat

In July 2025, The Hutch Consultancy hosted a two-day, in-person Win Without Pitching workshop in London. Twelve participants from creative and professional services firms came together to immerse themselves in the Four Conversations model — a proven approach to selling as the expert.

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A group of people in a business meeting around a conference table, with laptops, notebooks, and drinks. One person takes a selfie. The room has glass walls and a large screen on the wall.

Transformation Journey

Over the course of two days, participants worked through each stage of the sales process, learning and role-playing frameworks they could apply immediately:

  • Qualifying opportunities like an expert — leading early, uncovering budgets without awkwardness, reaching decision-makers, and setting clean next steps.

  • Mastering the Value Conversation — uncovering what truly matters to clients, defining success in their terms, and translating that into measurable outcomes.

  • Crafting one-page proposals — developing three-tiered pricing options based on outcomes, not hours.

  • Closing with confidence — calmly presenting valuable solutions without pressure or persuasion.

Practical exercises, peer role play, and immediate feedback ensured that every participant left not just with knowledge, but with new habits and confidence.

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A Stronger Future

The impact was immediate:

“The two-day workshop was excellent. Taking the time to really focus on what you are selling and how you are selling it was invaluable. The Four Conversations provide a really clear and simple structure to take control of the sales process and ensure you propose appropriate and valuable options to clients. It’s already changed how we do things for the better. The three-year question is gold.” — Ben Lloyd, Yonder

Participants praised the impact of role-playing the conversations live and with peers:

“The workshop was relaxed and insightful. It included lots of practical exercises to get familiar with the conversations in person, as well as immediate feedback. I would recommend it to anyone who wants to finally get to grips with pricing frameworks for their business.” — John Haggis, Kepler Wolf

And the commercial benefits are already showing up:

“Aaron is a brilliant trainer who makes selling expertise simple and enjoyable. His approach to the Win Without Pitching, Four Conversations model is practical and easy to apply in real client situations. The training gave me the tools and confidence to lead sales conversations without feeling ‘salesy’. Since working with Aaron, my average project value has gone up and clients trust me more as an expert.” — Toby Mildon, Mildon

  • Qualify properly from the very first hello

    Learn how to uncover the value you’ll create

    Build a one page, three option pricing proposal

    Close the deal through calm facilitation text goes here

  • Higher closing ratios

    Win business at a higher price

    A new language for sales

    Renewed confidence in selling your expertise

Inspired to bring about similar change for your creative business?

Get in touch to find out about the next Win Without Pitching Workshop.