Let the Results Do the Talking: Lessons from a Business Pepsi Challenge

Sometimes, the best way to prove your value isn’t through words—it’s through action. I learned this firsthand when I faced a potential client who was already working with another coach. Instead of talking my way into their business, I proposed a challenge: I’d share my methods, they’d implement them, and we’d measure the results.

It felt like the business version of the Pepsi Challenge, where consumers were blind-tested to choose between Pepsi and Coca-Cola. My challenge wasn’t about clever words or pitches—it was about letting the results speak for themselves.

The client agreed, and the outcome was clear: my methods delivered better results. They became my client, but this experience taught me much more than how to win a client. It reinforced the power of confidence, the importance of demonstrating expertise, and the trust that comes from bravery.

Lesson 1: Confidence in Your Skills Creates Trust

Confidence doesn’t just reassure you—it reassures your clients. In the Pepsi Challenge, Pepsi’s confidence in their product was evident in their willingness to let people test it side by side with Coca-Cola. Similarly, my confidence in my methods gave the client the assurance they needed to trust me.

Clients often rely on perception when choosing who to work with. They want to feel that they’re making the right decision by choosing someone who believes in their own abilities.

For You:

• During discovery calls, focus on uncovering the client’s real challenges and aligning your skills with their goals.
• Instead of listing your qualifications, show your confidence through clear, thoughtful questions that demonstrate understanding.

Example Question:

• “What’s something you’ve been trying to improve but haven’t seen results with yet?”

Lesson 2: Expertise Isn’t Told—It’s Demonstrated

The Pepsi Challenge worked because it let the product prove itself. There were no slogans or sales pitches—just the direct experience of the drink. Likewise, in business, expertise is better demonstrated than explained.

When I shared my methods with the client, they didn’t need me to convince them with words. My approach gave them a glimpse of the clarity, focus, and results they could expect if we worked together.

For You:

• Use discovery calls to reframe the client’s challenges in ways they hadn’t considered. This demonstrates your strategic thinking.
• Share a small piece of actionable advice that can immediately improve their situation.

Example Insight:

• “From what you’ve shared, it sounds like [specific issue] is holding you back. Have you considered [specific approach]? It often makes a significant difference.”

Lesson 3: Courage to Challenge Builds Perception

Proposing a head-to-head test took courage. It meant putting my methods to the test and inviting scrutiny. But it also created a powerful perception in the client’s mind: I was confident enough to stand by my work, and that confidence was contagious.

Clients respect bravery. It sets you apart from others who play it safe and rely on vague promises. Bravery shows you’re willing to take risks and stand by your approach—qualities that build trust.

For You:

• Be willing to challenge assumptions during discovery calls. Clients appreciate someone who isn’t afraid to dig deep and ask tough questions.
• Frame your courage as a sign of investment in the client’s success, not just your own.

Example Question:

• “What’s one thing you’ve been avoiding because it feels too risky? What could change if you tackled it head-on?”

The Perception You Create Matters

In my business Pepsi Challenge, the results proved my value. But the perception I created was just as important. By showing confidence, demonstrating expertise, and having the courage to take risks, I built trust before the results were even measured.

Every discovery call is an opportunity to create that perception. It’s not just about explaining what you do—it’s about how you make your potential clients feel. When they sense your confidence, see your expertise, and respect your bravery, they’ll know they’re in good hands.

Because in business, just like in the Pepsi Challenge, the best results come from putting your skills to the test and letting the results do the talking.

How about you book a call with me, let's grow your business together.