Are You Losing Prospects by Cold Pitching On Linkedin?
Use this proven framework to convert chat threads instead...
Yesterday, I received a cold pitch on LinkedIn. I didn’t get annoyed or write off the attempt as another clumsy sales move.
Instead, I drew a valuable lesson from it—one that can help you make more sales by avoiding this exact mistake.
You’ve seen it happen on LinkedIn, maybe even found yourself on one end of it:
You comment on a post. A connection is made. A few polite messages are exchanged. Out of nowhere, you get a pitch.
The result?
The pitch is dead on arrival because no one took the time to understand if there was a real need. And here’s the kicker: if the other person had used a simple framework, this could have gone differently.
That’s why I teach my clients the SPIR formula.
It’s a powerful way to move from a conversation to a meaningful conversation in four steps.
Let’s walk through it so you can avoid shallow pitches and create genuine client connections that convert.
The SPIR Formula: Your Path from Conversation to Conversion
S – Situation: Understand where they’re at now.
P – Problem: Uncover the challenges or bottlenecks they might not see.
I – Impact: Explore what those issues mean for them.
R – Results/Idea Offer: Share insights or solutions that genuinely resonate.
Here’s how it works:
Using SPIR in Real Conversations
Imagine a LinkedIn exchange with a new connection.
To build a productive conversation, I could start with a
Situation Question:
“What’s working for you right now to bring in new clients?”
If they answer “referrals,” that’s my starting point. From here, lead with
Problem questions
that help them explore what they may not even realise they’re missing out on:
“Does this bring in clients with the right level of seniority?”
“Is referral-based revenue predictable enough to support growth?” “
“Do you get the high-value deals you’re looking for?”
Once you sense a potential gap, transition to Impact questions that encourage deeper reflection:
“Thanks for sharing. I’m curious - what does relying on referrals mean for you right now?”
“I hear that often. What would happen if referrals stopped producing at this level?”
You’ve now gently guided them to recognise a potential problem.
Here’s where SPIR really pays off. You’re primed to introduce an…
Idea Offer or Results Offer.
Closing the Loop with an Offer That Converts You have two options to build on this insight.
1.Offer an Idea:
“Thanks for being open. I have some ideas that could help boost your lead flow and fill the gaps we talked about. Would you be open to hearing them?”
2.Offer Proven Results:
“I’ve helped others in your situation. I have systems that bring in a steady flow of high-quality leads without relying on referrals, book writing, or hours of LinkedIn time. Would you like to take a look?”
In the cold pitch I received, there was no bridge, no probing questions, no exploration - just a surface-level exchange and a pitch. When there’s no foundation, no understanding of the other person’s real pain points, the offer is likely to go nowhere.
If you want to increase your close rate, it’s not about sending more pitches; it’s about deepening your questioning. Don’t settle for superficial interactions—question everything. Aim to understand the needs of the person in front of you before you make an offer.
Use SPIR to guide the way. You’ll move from shallow pitches to powerful engagements, and those engagements can turn into real, lasting clients.
You now have 3 choices ahead of you:
DECISION #1: Do nothing. Surely you wouldn’t do that if you’ve read this entire post about decisions, actions and leadership?
DECISION #2: Take bold decisive action. If you want personal help to shortcut your time to revenue on the things I discuss in this post then schedule a call with me here. I’ll work out your ‘shoot for the moon’ position and give you some level of clarity on a challenge you are facing or a goal you want to attain. And IF we both think I can help, we can talk about me working with you 1 on 1 to make big shifts in your vision, action orientation, clarity and RESULTS.
DECISION #3: Dip your toe in the water. Sometimes small steps provide momentum. Upgrade to a paid membership ($99 a month) and get instant access to over $1K worth of training courses, a chat app to ask me questions AND the huge value of having me on your team. I’ll undoubtedly see a bigger vision for you than you can do on your own and I’ll make it my mission to get you there.
