Pitch Fatigue: The Struggle Is Real

Selling cars to dealership customers

Pitch Fatigue: The Struggle Is Real

By Rebecca Fischer

September 18, 2019

If popular auto industry motivator Markiss Stone occasionally needs a little boost to relight his fire, odds are you probably do too.

“I’ve had some ups and downs,” he recently told Modern Dealership Magazine. “Let me tell you, doing a show five days a week and being original and not repeating myself while having a full-time job and a family, I mean, it can be tough.”

While Stone’s challenge is to come up with something new for his show every day, a similar challenge is bringing new energy to something we say over and over, sometimes for years: our pitch.

We all experience varying degrees of pitch fatigue, whether we’re selling the same cars month after month, sharing our business story year after year, or hosting a social media show every morning.

Often we still believe in what we’re doing – we still prefer what we’re doing over other employment – but the energy behind our words has been zapped.

In fact, even if we’re super pumped about our position, still our pitch can become tired, because our brains are hardwired to like novelty, new shiny things, new experiences. If our message is repeated many times without changing, we’re going to get bored. That feeling can be translated to our customer or audience and water down our words.

Let’s take a look at some research results of psychologist and neuroscientist Russell Poldrack in regard to novelty. When we experience something new, different systems in our brain are activated – foremost, the dopamine system. This “give me more” neurotransmitter plays an important role in motivation: Not necessarily pleasurable itself, increased dopamine hints at the possibility of finding something pleasurable. Now we’re invested in what we’re hearing or saying!

“The brain is built to ignore the old and focus on the new,” Poldrack told The Huffington Post. “Novelty is probably one of the most powerful signals to determine what we pay attention to in the world. This makes a lot of sense from an evolutionary standpoint since we don’t want to spend all of our time and energy noticing the many things around us that don’t change from day to day.”

So, how does this translate into fighting pitch fatigue? And is it possible to recover an emotional connection to your pitch, like you probably had when you started?

Making the Old New Again

One way to get that dopamine flowing is to take an empathetic approach to pitching. This involves interacting with your “audience” or teammates and playing off of their reaction or environment – kind of like improv or jazz.

The idea here is that your pitch is new to your audience, so if you stand in their shoes and incorporate their reaction, it’ll become new to you again too … every time you do it, because every time, your audience and/or their reaction will be different.

Another option is to refresh your pitch occasionally.

Get a Tool That Automatically Keeps Things Fresh

One of the benefits of dealership software is its ability to keep pitches (or in this case, conversations with customers) fresh – both for the dealership team and the customer. Look for a tool that constantly gathers and analyzes details about your customers, giving you the best approach to a conversation with them each and every day.

Sure, you might have the same basic setup or approach, but research shows that even small changes are noted by the brain, making you less likely to grow tired of your work.

Better still, software designed to get smarter over time can keep the conversation changing, evolving with each use.

Don’t let pitch fatigue get you down; instead, play off your customer’s or audience’s reactions or general environment, and make little changes here and there to your pitch. Your customers will notice your enthusiasm, and you’ll have more success – and fun – too.

COVID-19: Get your dealership set up with Pando in as little as 48 hours.. FREE OF CHARGE.