Slapping back at Pitch Slapping

It’s happened to all of us. We accept someone’s request on LinkedIN, Instagram or other platform, only to immediately regret it, as we get “pitch slapped” straight out the gates.

There is little doubt that Platforms like LinkedIn have revolutionised how professionals connect, providing unprecedented opportunities for networking and business development. However, with great power comes great responsibility, and not all sales tactics that work in traditional contexts translate well to social media. Nothing annoys me more than "pitch slapping" — the practice of sending unsolicited, aggressive sales pitches to new connections. From personal experience and industry best practices, it's clear that this approach is not only ineffective but also potentially damaging to the person sending it and the company they represent.

The Immediate Delete

When I connect with someone on LinkedIn, I'm looking for mutual benefit and meaningful engagement. Unfortunately, my experience has often been marred by immediate and unsolicited sales pitches. For example, just today, shortly after accepting a connection request, I received a message complete with a pre-prepared video and a detailed sales deck. There was no attempt at starting a conversation or understanding my needs; it was a straight dive into a hard sell. My reaction was immediate: I deleted the message and disconnected. This wasn't an isolated incident, it happens every single day and it underscores a broader issue with pitch slapping — it feels impersonal and frankly, downright disrespectful.

So let’s breakdown why Pitch Slapping Fails:

1. Lack of Personal Connection: It may seem strange, but Sales, in the digital world actually only thrive on personal connection and trust. Pitch slapping skips these foundational steps, making the recipient feel like just another target rather than a valued potential client. There is a reason we call it pitch SLAPPING! You have not taken the time to know me, or even consider whether I am interested in your business.

2. It’s Intrusive: LinkedIn users generally expect to grow their professional network and engage in meaningful industry conversations. An unsolicited pitch can feel intrusive and aggressive, putting off potential leads. It is the equivalent to kicking in the front door and punching me with your pitch deck, and assuming that I will respond positively to it.

3. Damages Brand Reputation: Frequent pitch slapping can harm a professional's or a company’s reputation. LinkedIn communities often share information about their experiences, and being known for aggressive sales tactics can lead to a loss of potential networking opportunities. Instead of reaching new customers, you are actively turning people off. I categorically refuse to work with any person or company that uses this approach… and I am not the only one.

So, what are more effective Communication and Sales Strategy alternatives?

1. Engage First, Sell Later: Instead of launching into a sales pitch, engage with potential clients or partners by commenting on their posts, sharing relevant articles, and participating in discussions. This builds a relationship and trust, which are crucial before any sales conversation. Build a report, find common ground. Ask relevant questions.

2. Tailor Your Approach: Take the time to understand the needs and business context of your potential clients. Tailored messages that address specific challenges or opportunities are far more effective than generic sales pitches.

3. Provide Value Upfront: Instead of asking for something in your first interaction, offer something of value. This could be an insightful article, a relevant case study, or helpful data that relates to their industry. This approach positions you as a resource rather than just another salesperson. This is often referred to as the “ Consultative Sell” where you add value upfront before you begin pitching or charging for services.

4. Ask Questions: Show genuine interest by asking questions about their business needs and challenges. This not only provides you with valuable information but also engages the potential client in a meaningful conversation.

5. Slow Build to Business: It is tempting in a digital, instant age, to expect things to happen immediately. There are a plethora of people on socials talking about how to make a quick 50k from passive sales or telling you to automate your sales approaches. The reality is that people buy from people. I have been in Property for 25 years, and the one constant in the industry is that Property is a people industry. We do business with people we know, people we like, people we trust. The real estate is a healthy by-product of the relationships forged. You have to be patient and allow the relationships to develop organically. After establishing a rapport and demonstrating your value, you can naturally progress to discussing your products or services in a way that aligns with your connection’s interests and needs.

Approach online sales in a similar way to personal ones. Listen actively, engage kindly and gently, exercise patience. And personalisation reign supreme. While the immediate gratification of a quick pitch might seem appealing, the long-term benefits of building relationships and providing value are far more substantial.

As someone who has often been on the receiving end of pitch slapping, I can attest that the more respectful and engaged approach not only feels better but also yields better results. The next time you connect with someone on LinkedIn, resist the urge to pitch slap. Instead, focus on cultivating a meaningful connection that could lead to not just a sale, but a valuable long-term professional relationship.

Author:

Michelle de Havilland, Executive Coach, and CEO of BlackGate, brings over 25 years of extensive experience in the real estate sector, having contributed to numerous global property developments. Michelle is not only a seasoned business leader but also a renowned motivational speaker and TV Personality. For further details on BlackGate, visit www.black-gate.co.uk , or reach out to MD Coach directly for coaching sessions with Michelle at [email protected] . Additionally, explore the MDCoach Intelligence Forum for insightful articles like this one: https://mdcoach.co.uk/intelligence .