EPISODE: 22

Tired of cold pitches that miss the mark? In this Sales as Service mini episode, Tam breaks down what makes a “pitch slap,” how to fix it, and how to turn cold outreach into real conversations. Learn a four-step framework for writing messages that build trust, create dialogue, and convert with integrity.

LISTEN TO THE EPISODE HERE 👇🏻

Speaker: [00:00:00] The pitch slap isn't just annoying, it's giving direct outreach a bad name, which is very unfortunate because thoughtful, relationship driven prospecting and direct outreach are some of the best growth tools you have. Welcome to Sales Is Service. The podcast designed to help you change your mind about sales.
Literally, I'm gonna help you change the way you think about selling. I'm Tam Smith, your host. Sales bestie and pitch partner next door. You're tired of bros with biceps telling you how to crush a million dollars in your sleep or battling imposter syndrome on your own. You've come to the right place. All you need to do is listen, then take action.
No gym membership required. Let's get started.
Quick question for you. How many new business inquiries did you generate in the last 30 days? How many were actually sales qualified, and how many of those converted into paying clients if your results were inconsistent or, hey, maybe you don't even know how to answer that, we need to talk. That's why I created the five minute sales audit.
In just [00:01:00] five minutes, you'll walk through a simple set of questions about your sales process, and within three business days, I'll send you a personalized video audit and a detailed PDF checklist. You'll see what's working, where the gaps are, and one low lift action you can take right now to improve lead generation and client acquisition.
It's quick, it's actionable, and it'll give you clarity on what to fix Next. Book your audit today at Studio three 40 nine.com/sales audit. Alright, let's get into today's episode. Hey, it's Tam and welcome to my very first Sales as Service Mini. So these are gonna be shorter sessions. I'll be dropping in periodically where we strip things down to one sales moment or a focused topic and talk about how to do it better, more intentional, more human, and more effective for today's buyer.
And today we're talking about something. I am officially on a mission to end. The pitch slap. You know what I'm talking about, those emails or dms with absolutely no context, no connection. Just a hard sell straight to the face. It's like meeting someone at a networking event, shaking hands, and then hearing nice to meet you wanna buy [00:02:00] from me, or showing up to a first date and getting asked to move in before the drinks arrive.
Sir, no. Here's why it matters. The pitch slap isn't just annoying. It's giving direct outreach a bad name, which is very unfortunate because thoughtful, relationship driven prospecting and direct outreach are some of the best growth tools you have when done well. It opens doors to new clients, partnerships, and real conversations that actually lead somewhere.
The problem isn't outreach itself, it's the execution. Just looking at my own inbox and LinkedIn messages lately, it's like we get online and completely forget how to talk to each other. We forget. That on the other end of that message is a very real person with hopes, fears, challenges, and goals. We're prioritizing quantity over quality and automation over genuine connection.
When connection is the whole point, connection starts conversations. Conversations build relationships, and relationships create opportunities where everyone wins. Here's a recent example. A few weeks ago, I was in a conversation with a new connection, and one of my favorite questions to [00:03:00] ask is where their new business is coming from and how they're using LinkedIn for lead generation, the answers usually fall into one of two camps.
Either they're only using it for visibility, which is a missed opportunity if they're not doing any direct outreach or they try to outreach and say it doesn't work. This particular contact fell into the latter group. He'd experimented with direct outreach, but hadn't seen any traction, so I asked if he'd be willing to share the messaging he was using in his first touchpoint.
Here's the gist of what it said. Hi, thanks for connecting. I run a GTM advisory and we recently launched a new sales analytics platform designed to help CROs pinpoint which deals drive the strongest unit economics and quota attainment. If that's relevant, I'd be glad to share more. Set up a quick call now.
Nothing in that message is wrong. It's clear. Polite and professional, but it is squarely in the pitch lap territory. No surprise, it's not working. There's nothing differentiated about it. It sounds like every other message his competitors are sending and because the first thing you learn about this person is what they're selling.
There's no context, no curiosity, and no signal that this message was written [00:04:00] specifically for you. That's where even smart, well-intentioned outreach often misses. It's not that the message is bad, it's just out of order. Are you showing up on LinkedIn but not generating leads or referrals? If you're posting and growing your network but still not seeing consistent results, the issue likely isn't you, it's your system.
Most people don't realize that five to 15% of their LinkedIn connections could be potential clients. That means your next few sales calls could already be sitting in your network. You just need a strategy to reach them. That's exactly why I created the LinkedIn Lead Generator Challenge. It's a free five day experience to help you turn your profile into a lead generating machine.
Inside you'll get access to a plug and play outreach sequence, profile tweaks that attract the right people, and a daily system for outreach and engagement that takes less than 30 minutes to follow. It's the same method I use with clients to help them build visibility. Create real connection and generate consistent pipeline, all without the salesy energy.
So if you're ready to show up on LinkedIn with more intention and lead with [00:05:00] value so you can finally see results, head to studio three 40 nine.com/linkedin-leads and join us. Alright, let's jump back into it. Here's the feedback I shared, because small tweaks can make a big difference. I'm gonna give you a four step formula for better outreach.
Messaging that builds trust, opens dialogue, and converts. Step one, lead with relevance show. You actually know who you're talking to. Something like, hi, insert first name. Saw your work at. Insert name of company. Always appreciate connecting with folks leading sales performance, and thinking critically about how to get better signal from the pipeline.
That single line makes it personal. You're showing respect before you ever talk about yourself. Then step two, ask something real. An open-ended question invites a dialogue. Something like what's been most challenging for you lately around forecasting or rep performance? You see there, you've created an opening for a conversation, not a transaction.
And if this is your first outreach message, you might even stop there. [00:06:00] The immediate goal here is engagement, not a closed sale. That'll come later after trust has been established. And if you're listening to this, you're likely selling high ticket services, and that decision isn't going to happen in the first message exchange.
It happens over a series of exchanges where trust is built and relationship is earned. So step three. If there's no response, you can follow up with a small insight before introducing your offer. Something like A lot of teams I talk to are trying to cut through the noise in their pipeline and figure out which deals are truly worth their time.
One quick win. Looking at recent closed one, deals by motion and rep behavior often reveals patterns that aren't obvious in pipeline reviews. You see there, you've just demonstrated value without pitching a thing. Finally, step four, connect the dots. Something like, that's exactly the kind of analysis. Our platform helps with surfacing patterns behind your most and least efficient deals so you can focus effort where it actually moves the needle.
Nothing to install or overhaul, [00:07:00] just clear insight from the data you already have. And finally, close with an easy invite. If improving deal quality or forecast confidence is a focus. Happy to walk you through how it works. No prep needed. You see, that's the difference between pressure and permission. So the takeaway here, the original version, led with what I sell.
The improved version starts with why. I noticed you both messages talk about the very same product, but only one earns enough trust for the other person to keep reading. If you remember nothing else, remember this. Don't open with a call to action. Open with a connection, an invitation. The first goal in outreach isn't to get a yes, it's to earn a reply because that's where real sales conversations begin.
So your sales is service challenge. Before you send your next cold outreach or follow up message, pause and read it out loud. Does it sound like an invitation or just another unwanted interruption? If it's the latter, rewrite it until it sounds like something you'd actually say to a person standing in front of you.
The goal here isn't a perfect pitch. It's to start a [00:08:00] genuine conversation. Hey, and because we've all seen some bad ones, I'm starting a new segment called End the Pitch Slap. If you've received or sent a pitch slap, I wanna see it. No shame, no names. I'll break it down in a future episode and show you how to make it more effective.
You can submit it anonymously using the link in the show notes, and while you're there. Make sure you're signed up for our next Sales as Service Live Office Hours event coming up Wednesday, December the third with Dr. Nadia Brown, permission to sell, dismantling the guilt, perfectionism and overgiving that keep women from consistent revenue.
It's gonna be a live, honest conversation on selling with empathy, authority, and self-trust, and you don't wanna miss it. Looking forward to seeing you there, and until next time. Remember, sales is an act of service. It's about what you give, not what you get, and when you serve well, the ROI. Always follows.
See you next week.
You've just listened to the Sales As Service Podcast, the podcast to help you shift your mindset around selling. If you liked what you heard, be sure [00:09:00] to hit subscribe and share it with a friend, because we're all about more sales. Awesome and less sales awkward. See you next episode.

✦ YOUR SALES AS SERVICE CHALLENGE

Rewrite Your Next Outreach Message

Before you send your next cold outreach or follow-up:

Pull up the message.
Read it out loud.
Ask yourself:
- Does this sound like an invitation to a real conversation?
- Or does it feel like an interruption or a demand for my time?

If it feels like an interruption, rewrite it until it sounds like something you’d actually say to a person standing in front of you.

Lead with relevance, ask a real question, and make your first goal a reply—not a “yes.” The goal isn’t a perfect pitch. It’s to start a genuine conversation.

RESOURCES & LINKS

Submit a Pitch Slap - help turn bad outreach into better sales
Join the Sales as Service LIVE Office Hours – get your invite for the next session
LinkedIn Lead Generator – daily actions that lead to real conversations
Grab your 5-Minute Sales Audit – a quick scan to see what’s working, what’s not, and what to improve

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