Issue #86

Stop pitching. Start performing.

If you want to close big deals, start acting like a world-class performer. Literally.

We all know the metaphor of pitching, taken from baseball. But that’s a one shot, risky action and doesn’t reflect the reality of an enterprise sales approach.

A better way is to think of complex sales as a performance, a narrative, skilfully acted out.

What Does That Mean, Then?

Konstantin Stanislavski invented “method acting” used by most of the great stars (Daniel Day-Lewis, Dustin Hoffman and Robert De Niro, etc.).

He revolutionised acting with one simple idea: “The art of living truthfully on stage.”

He taught actors that it wasn’t about saying lines. It was about becoming the role.

Enterprise salespeople can use a similar idea.

Most fail because they play the surface level game. Using the right scripts. Going through the motions. Hoping for the best.

But the best step into the buyer’s world so deeply they become part of it.

They don’t pitch, they perform. Performance means asking the questions that get you to the prospect’s truth.

Here’s what method acting can do for enterprise sellers, so you close bigger deals, faster.

Step 1: “Who am I?”

Stanislavski’s actors always started here. The salesperson’s version is “Who am I to my buyer?”

Are you another unwanted meeting, or are you the expert who understands their problems better than they do?

If you’re not clear on your role, they won’t be either.

In their story, you are the narrator -

• Show them you see their struggles.
• Paint a future where the problem is solved.
• Make them believe you can take them there.

They won’t care about you until they can trust that you know them.

Step 2: “What do I want?”

Actors call this their “superobjective”.

For you, the objective is a signed deal. But there’s a problem - buyers don’t care what you want.

Here’s the question that changes everything, “What does the buyer want, and why can’t they get it?”

Real salespeople know the deal starts and closes with the buyer’s problem:

• What’s their biggest frustration?
• Why hasn’t it been solved?
• What happens if they don’t fix it?

Your role isn’t to sell, it is to remove the roadblocks they can’t fix alone. You close when you make their goal your goal.

Step 3: “What’s stopping me?”

Stanislavski drilled actors to identify the obstacles stopping their character reaching their goals.

For us, that’s whatever is keeping the deal from closing.

We are often afraid to dig deep enough.

The best keep asking, “What’s the real reason they’re hesitant?”

For instance -

• “It’s too expensive.” → Is that true? Or do they not see the ROI yet?
• “We’re happy with our current provider.” → Are they really afraid of change?

(See objections and answers Linkedin post here)

Treat objections like layers in a story. Get past the surface. Find the fear and solve it.

Step 4: “How do I act?”

Stanislavski taught actors to bring truth into every action. In sales, our actions need to show conviction.

Buyers don’t just hear our words, they feel our belief.

If we don’t fully believe we can solve their problem, neither will they.

Prepare like a pro.

• Know their world better than they do, in detail.
• Plan every move in the deal, re-plan as needed.
• Show up so confident they borrow your certainty.

No hacks. No gimmicks.

Confidence comes from preparation and builds conviction, which is what closes deals when transferred to the client.

Step 5: “What’s my through line?”

In acting, the through line is the thread that connects every scene. It’s the character’s core motivation.

For sales, it’s this - Every action you take must move the buyer closer to the decision.

Many salespeople lose prospect’s interest because they ramble. They throw in irrelevant details. They forget the buyer’s ultimate goal.

Ask yourself before every meeting -

• Is this helping them get clarity?
• Is this building trust?
• Is this showing them the future they want?

If not, you are wasting time - the only sin in sales.

Final Thought - Perform Truthfully

The top 1% in enterprise sales don’t fake it. They live and breathe the solution their buyers need.

Stanislavski gave actors the tools and techniques to become legends. You can become the kind of salesperson who walks into a room and owns the deal.

Ask the questions that get you to the truth.

Take the actions that make buyers believe.

Perform with conviction that your vision for them is just a signature away.

No more pitching. Start performing.

Here's a video about relations this to your "Personal Brand" - which is effectively your "character" in the sales narrative:

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I help founders and enterprise sellers in three ways:

1. You can get my Sales foundations course here
2. Drop me a line for a chat about coaching
3. My sales blog is on LinkedIn everyday, totally free!

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