Most people wait until the pitch to start selling.
That’s a mistake.
If you’re relying on your sales pitch to do all the heavy lifting, you’re way too late in the game. The real work starts long before you ever say, “Let me show you how this works.”
Whether you’re hosting a virtual event, delivering a webinar, or launching an online course, the best pitches don’t start with a slide deck—they start with a pre-sale sequence designed to warm up, educate, and prime your target audience before you ever get to the offer.
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What Is the Pre-Sale Sequence?
The pre-sale sequence is the intentional build-up that happens before the official sales presentation or elevator pitch. It’s the behind-the-scenes momentum builder.
This includes:
The email sequences that tease your solution
The LinkedIn posts that speak to pain points
The case studies and success stories that build belief
The social media posts that offer proof
The landing page that sets expectations
The subject line that gets them to open the email
And the testimonials that speak for you before you even show up
It’s not just content. It’s sales enablement that does the job before the sales team ever hops on a call.
Why You Need a Pre-Sale Sequence
Here’s what most event marketers, creators, and sales reps get wrong:
They think their perfect pitch is enough.
But a successful sales pitch doesn’t happen in isolation—it’s the result of a full-blown marketing strategy that starts early.
When done right, your pre-sale build-up will:
Attract prospects and customers who are already qualified
Provide value and build trust before the pitch
Position your company’s product or service as the obvious next step
Shorten your sales cycle
Increase conversion during the pitch itself
Want higher ticket sales, more engagement, and a room full of buyers instead of browsers? Start earlier.
The 5-Part Pre-Sale Sequence
Here’s how to make your pitch land before it even begins:
1. Hook with Value and Curiosity
Lead with content that speaks directly to the common pain points your potential customer is experiencing.
Use storytelling and sales pitch examples to make it real. Make it relevant. This is where your LinkedIn, blog posts, and email marketing start stacking momentum.
2. Share Social Proof Early
Drop in testimonials, case studies, and people who purchased success snapshots in every channel.
Whether it’s in your email and social media or embedded in your landing page, your audience should know—this works.
3. Personalize Your Pitch Prep
Use your email list and digital channels to segment and send content that’s tailored to each stage of the journey.
Want to personalize your pitch? Start before the pitch. That’s how you help your audience feel seen and understood.
4. Invite Them into the Conversation
Use event promotion ideas that spark interaction. Think behind-the-scenes lives, webinar Q&As, or influencer collaborations.
Open loops. Drop a call to action. Get them to reply, click, or comment. These touchpoints increase stickiness.
5. Offer Early Incentives
Before your upcoming event or online event, launch with an early bird discount, a free trial, or bonus access. It creates urgency and ticket sales momentum.
When you’re promoting your event, give your marketing team time to test angles, warm the list, and build word of mouth buzz.
Don’t Wait Until the Pitch
If you’re hosting a virtual event, delivering a sales presentation, or building a landing page—don’t just plan the pitch.
Build the path to the pitch.
Use your email marketing to warm the list
Test your email pitch and subject line ahead of the launch
Share your event promotion through omnichannel event strategies
Drop value propositions in every touchpoint
Use event planning to create a memorable virtual experience
Most importantly: keep it simple, build belief, and guide them to the “yes” before you ever hit the offer slide.
Final Thought: Make the Pitch Before the Pitch
If you want to launch your online course, sell out your virtual seats, or generate real leads from your in-person events…
Don’t wait for the pitch.
The pre-sale sequence is where the sale starts.
Use content, proof, interaction, and smart positioning to make your audience say “I’m in”—before you ever hit them with a quote-unquote sales pitch.
That’s how you make a compelling offer feel easy.
That’s how you keep your audience engaged.
That’s how you win before you pitch.
