Why Your Business Pitch Might Be Costing You Sales

If you’ve ever been at a BBQ and someone asks “What do you do?”—and you stumble through an answer like:

“We make custom joinery.”
“We build sheds.”
“We supply concrete tools.”

You’re not alone.

You’re saying the right thing. But you’re saying it in a way that doesn’t stick.

The person nods politely… then walks off to get another sausage. No new connection. No new opportunity. No real interest.

That’s because you’re saying what you do, not why it matters.

I see this all the time

Even with really sharp operators—guys who know their industry, know their product, and have built something solid.

They still struggle to say clearly how they help people. They focus on the thing they make or sell… not the problem they solve or the feeling they create.

And that, right there, is the missed opportunity. It’s also why your marketing might not be landing. And why most people—your potential buyers—don't refer you, remember you, or get excited about what you offer.

You're not just selling the product — you're selling the result

Let’s be real. No one buys a $12,000 custom kitchen just to get drawers. They buy the feeling of pride when mates come around for a beer. They buy that sense of upgrading their life.

Same with a premium trailer, or a finely crafted bench seat. It’s not the materials. It’s the confidence it gives them. The signal it sends.

But you’re still showing up saying, “We build custom [insert category here].” That’s the commodity. Not the product.

So how do you fix it?

Here’s a copy of a framework I give my clients:

1. Start with the pain

What frustrates your best customers? What problem are they sick of dealing with?

“Most of our clients come to us because they’re sick of buying cheap gear that breaks.”

“They’re over the delays, the patch jobs, and the lack of pride in the final result.”

2. Then explain the payoff

What do they get from working with you that they can feel?

“We make reliable tools that tradies actually trust with their name on it.”
“We help people turn a house into a home that feels like them.”
“We build equipment that helps busy business owners get more done with less stress.”

Why we get stuck saying boring things

Because it’s hard to see your business the way others see it. You live in it. You know the processes, the details, the craftsmanship.

But your customer doesn’t want the how. They want the help.

Your job is to translate your product into their story.

Try this next time:

Instead of saying:

“We make joinery for renovations.”

Say:

“We help homeowners feel proud every time they walk into their kitchen.”

Instead of:

“We build trailers.”

Say:

“We help busy tradies get their gear from job to job without a second thought.”

It’s a small tweak. But it opens a big door.

And here’s how I say it:

Instead of:

“I help people with financial systems and strategic direction.”

I say:

“I help good businesses become great investments.”

Notice the shift?

You’re not selling what you do—you’re selling what they want to feel.

Want help turning your business into a great investment?

If you're tired of being the go-to person for every decision—and ready to build a business that grows without burning you out—I can help.

Book a free strategy call or check out how my mentoring and consulting can help you make more money, reclaim your time, and feel back in control.