Podcast Summary: Coffee N° 5 with Lara Schmoisman – "Beyond the Pitch: Sales, Positioning, and Pricing with Blair Enns"

Release Date: July 8, 2025

In this insightful episode of Coffee N° 5, award-winning marketing strategist Lara Schmoisman hosts Blair Enns, a renowned expert in sales strategies for creative professionals. The episode delves deep into transforming traditional sales approaches, emphasizing non-pitching methods, effective positioning, and strategic pricing to foster lasting business relationships and sustainable growth.

1. Introduction to Non-Pitching Sales Philosophy

Lara Schmoisman begins the conversation by expressing her personal struggles with traditional sales techniques, highlighting a common sentiment among many professionals: the discomfort and ineffectiveness of conventional pitching.

Lara Schmoisman [00:05]: "In business, in life, I always find myself in something I always hate. I say that I'm terrible at sales."

She introduces Blair Enns, whose work challenges the status quo by advocating for a non-pitching approach to sales, particularly within the creative industries.

2. The "Win Without Pitching" Approach

Blair Enns elaborates on his foundational philosophy, which centers around eliminating the traditional pitch process that often undervalues creative expertise.

Blair Enns [01:28]: "So I'm not just telling people not to pitch the name of the business, and the name of my first book is Win Without Pitching. So it's not 'don't pitch and be poor.'"

He traces the origins of this approach to his professional experience in advertising and design, where pitches typically required agencies to present creative solutions without compensation, leading to undervaluation of their work.

Blair Enns [01:58]: "Ad agencies would win business through a pitch... they would pitch the creator for free."

Over time, as the "Win Without Pitching" philosophy gained traction beyond creative professionals, it attracted a diverse audience including consultants, engineers, and entrepreneurs who sought to assert their expertise without resorting to traditional pitching.

3. Transitioning from Traditional Sales to Non-Pitching

The discussion transitions to how shifting from pitch-heavy sales tactics to a more consultative approach can redefine client relationships and business success.

Blair Enns [03:40]: "Your job begs the question, what is your job... it's fundamentally two parties, buyer and seller, have to decide if it makes sense to do business together."

Lara resonates with this approach, sharing her experience of fostering genuine connections by understanding clients' goals before offering solutions, thereby avoiding the pitfalls of hard selling.

4. Challenges in Adopting Non-Pitching Sales

Despite its logical appeal, adopting a non-pitching approach presents challenges, especially for those ingrained in traditional sales methods.

Blair Enns [07:51]: "The biggest challenge is if you've been selling this way for a long time, old ideas die hard."

He compares business success to evolving from hard work and saying yes to risk-taking and saying no, referencing insights from business leaders like Warren Buffett and Peter Drucker.

Blair Enns [09:46]: "The difference between successful people and really successful people is really successful people say no to almost everything."

5. Pricing Strategies for Consultants and Agencies

A significant portion of the conversation focuses on pricing strategies, emphasizing the importance of valuing expertise and customizing pricing based on the value delivered to clients.

Blair Enns [25:02]: "In most cases, unless it's a business that's pursuing a really high volume of scale, in most businesses, you should customize your pricing."

He advises against standardized pricing models for customized services, advocating instead for flexible pricing structures that reflect the unique value provided to each client.

6. Building and Managing the Sales Team

Blair discusses the nuances of building a sales team aligned with the non-pitching philosophy, highlighting the need for salespeople who embody patience and discernment rather than aggressive drive.

Blair Enns [28:11]: "You want somebody with patience who's discerning and calm and doesn't get overly excited."

He contrasts this with high-volume sales environments where commission-driven sales teams thrive, underscoring that the right sales culture is contingent on the nature of the business.

7. Handling Rejection and Ensuring Client Fit

Addressing the common fear of rejection in sales, Blair asserts that a non-pitching approach can mitigate the emotional toll by fostering genuine client relationships based on fit rather than persuasion.

Blair Enns [12:47]: "It's not about constantly increasing the volume of your clients. It's more about selectively choosing those clients who are the best fit for you."

Lara echoes this sentiment, emphasizing the importance of saying no to misaligned clients to prevent future failures and ensure long-term success.

8. Insights on the Consulting Landscape

The conversation also touches upon the evolving landscape of consulting, with Blair critiquing the influx of transient consultants whose broad skillsets may not align with the specialized needs of smaller businesses.

Blair Enns [20:45]: "It's hard to generalize about that but I do know what you're talking about."

He warns against adopting large agency models within smaller firms, advocating for innovative and tailored approaches that align with the unique dynamics of independent businesses.

Key Takeaways

• Non-Pitching Sales: Transitioning from traditional pitching to a consultative, value-driven sales approach can foster more meaningful and sustainable client relationships.

• Customized Pricing: Tailoring pricing structures based on the unique value delivered to each client ensures fair compensation and reinforces the perceived expertise.

• Selective Clientele: Prioritizing quality over quantity by selectively choosing clients that align with your business vision enhances long-term success and reduces the risk of failure.

• Sales Team Alignment: Building a sales team that embodies patience and discernment, rather than aggressive sales tactics, is crucial for businesses focused on expertise and specialized services.

• Evolving Consulting Practices: Avoid adopting one-size-fits-all models from large agencies; instead, cultivate innovative and tailored strategies that cater to the specific needs of your business and clients.

Further Resources

For more insights and strategies on non-pitching sales, pricing, and positioning, you can explore Blair Enns' work and his book, "Win Without Pitching", available through his website and various book retailers.

Connect with Lara Schmoisman:

• Website: larashmoisman.com
• Subscribe to Coffee N° 5: Available on major podcast platforms.

Follow Blair Enns:

• Website: winwithoutpitching.com
• Books and Resources: Available on his official website.

This episode offers a transformative perspective on sales, challenging listeners to rethink their approach to client interactions, value delivery, and business growth. Whether you're a seasoned entrepreneur or just starting out, the principles discussed provide actionable strategies to elevate your business practices and achieve lasting success.