Conversion rates looking iffy? Try the anti-sell.

When I send in a proposal, I am usually pretty confident of a favourable outcome. Actually, I’d go as far as saying that my conversion rate sits at about a 90+% ‘chance’ of success.

I put ‘chance’ in quotation marks because success is what you make it – not what happens to you (but more on that another day).

You deserve a 90+% success rate, too – so in this newsletter, I want to share the process I’ve crafted over the years that’s got me there.

Preparation Prevents Poor Performance

Before I ever send a proposal, this process ensures that whatever business I’ve pitched for is pretty much a forgone conclusion.

Why? Well, the proposal has already been accepted both consciously and unconsciously – and the strategy for making that happen has been tested, failed, reworked, failed, reworked, fail, fail, fail, reworked - you get the picture.

This strategic process is based on the last 18 years of personal client service, which is focused on a white glove/concierge/tailored approach.

I call it a proposal and not a pitch for a reason. A proposal is personal, mutual, exciting. A pitch is just me touting my wares at a potential buyer, disempowered and disenfranchised.

The Anti-Sell

Now, this may not work for all businesses, but if you really care about your clients, this will work for you. What’s the effective, unexpected element of this process?

It’s called the anti-sell, and it’s key to that 90+% success rate. I try my very best to talk you out of accepting my training.

Yep! I try to talk you out of working with me.

It’s an unusual concept, because we all believe we should be in “convince” mode, to help your prospect accept your proposal, you make big promises, big statements, and accidently over-sell yourself.

I don’t do that. I do the exact opposite.

You’re probably thinking, Miles, why?!

Well, I try really hard to think about things from my client’s perspective. What are all the potential obstacles or frustrations they could have around engaging in company-wide LinkedIn training?

By anticipating these concerns, I can show my client how much I’m thinking about what they really need – even if that means it’s not my services, right now.

So what are some of the hurdles that a client might experience?

1.?????? Team (Mis)Alignment

If your team are not on the same page, maybe they don’t share your passion, vison, or goals, any training we do together just isn’t going to have the same outcome. Folks will come for a jolly, enjoy the ride, and ultimately do nothing.

2.???? Team Culture (the real deal, not what you think it should be on paper!)

Culture eats strategy for breakfast. If a company doesn’t value learning and application, training efforts stutter to a halt. When the senior management team prioritise training outcomes, employees follow suit.

3.???? Time Pressure = Overwhelm

The team are onboard, but the priority to deliver their target is so great, that even when learning new techniques to help them reach their goals, the mental overwhelm is so great that they’re completely unable to put these techniques into practice.

4.???? Widespread Gentle Delusion

Do you know how many folks think getting game-changing results on LinkedIn is easy? Nothing worth having comes easy – and the market gives you what you deserve. Like most worthy things, LinkedIn is hard work. Nurturing a relationship takes time and patience – there’s no silver bullet to great connections, but sometimes employees think there is.

5.???? Passive Learning vs. Active Application

LinkedIn training often involves passive learning—watching videos, reading and taking quizzes. But true growth occurs when you actively apply what you’ve learned. Learning isn’t about ticking off courses; it’s about applying knowledge effectively.

6.???? Complacency Zone

Familiarity breeds complacency and contempt! When we lurk inside our comfort zones, we resist change — even if that change promises growth. Training might introduce new techniques or approaches, but breaking old habits requires conscious, consistent effort. Ignoring this factor can set you up for failure.

7.????? Fear of Failure

Perfection paralysis — the fear of making mistakes — is such a huge, hidden hindrance. Companies often inadvertently create cultures where failure is a death sense, so people hesitate to implement new skills: scared they might fail or look incompetent.

8.???? Lack of Accountability (this is my favourite!)

Training often lacks follow-up mechanisms. Participants return to their routines without anyone checking progress. Accountability fosters application. Regular check-ins or mentorship can make such a difference – and you deserve to be held accountable!

9.???? Resistance to Change (another of my favourites)

Status quo bias—we prefer what’s familiar. Change disrupts equilibrium. Overcoming resistance requires persistence and a compelling case for change. It must be personal, desirable, and straightforward – or the brain simply puts up blocks and walls out any call to change.

Crumbs…

It’s a list and a half, isn’t it?! Well – now you have a head start! Luckily, what I’m also about to tell you is an antidote to everything on that list. Where companies might have 9+ hurdles to overcome to work with me, I’ve got just one hurdle for them.

If you get to grips with these obstacles, learn them well, you’ll be able to cater for all learning modalities when it comes to training, change, or consultancy.

But that one hurdle a client has to jump for me?

I need to believe that they can do this, that they want this, and they’ll do it when I’m not there.

In short, I need them to believe in themselves.

As any trainer or consultant should, I want my clients to be super successful. I don’t just want them to be successful and enjoy our journey together, but when I am not there, they need to run the processes and see the results independently of me and my work.

I can’t begin to tell you how disappointing it is when this doesn’t happen – and my approach as a result has meant that I’ve walked away from some deals.

Am I bothered about that?

Not at all.

Some folks say ‘Well, if you done everything in your power, you can’t force them to do any more…” I see their point – but I’m still not going down that route.

My record has proved that given the right client, my training will help them nail their goals and then some. What really rewards me is seeing my client being successful. That’s what makes it all worthwhile. I need to see you being successful to make it worthwhile.

That’s why I do the anti-sell, and try to talk you out of using me.

The ones that survive this gentle “deselection” are super successful. I don’t brag about them on LinkedIn, but I love to see their success.

Case in Point

Here’s a quick example of how trying to anti-sell a client can reap huge rewards.

In 2019, I trained a global engineering company, and it went really well. Earlier this month, they got back in touch with me to deliver an extensive training program starting in April 2024. They have also doubled their cohort – from 30 people to 60.

But the best thing about our work together in 2019 (and what’s set the tone for April’s work) is that this client has asked for 6 months of follow up accountability sessions with the team. They want to see a return on their investment, and so do I.

There is absolutely no doubt that they will hit the numbers they are looking for, with an approach like this. This client has full faith in me, and I do in them. You deserve client relationships like this, too – so try the anti-sell sometime.

My last point: make sure you think about what you need from an engagement to feel fulfilled – because we all do our best work when we believe in each other.