Stories That Sell™:Pitching Mastery
This self-paced course helps you tell the right story at every stage of your pitching process, so you can start winning bigger clients (and bigger budgets).
High-value clients are rarely won with a single pitch. They’re won in stages: the first conversation where you explain what you do, the follow-up meetings where they size you up, and the final pitch that ends with a signed contract.
Course Duration
10+ hours of self-paced video lessons.
Ten chapters, each with an assignment that builds part of your pitch. Watch in your own time, and come back whenever you need it - you keep lifetime access.
Community & Coaching
Storyteller Circle, plus monthly calls with Steve.
The Mastermind tier includes a year of Storyteller Circle, our private community, and monthly group coaching calls run by Steve himself. Currently sold out.
Certification
Signed proof of your achievement.
Graduate with a certificate of completion signed by Steve Rawling, author of Storyteller Tactics®.
My storytelling pitch won us a $2.5 million account! When we received the call that we had won the business, the client said that our approach was so different from everyone else’s that they couldn’t say no!
You started your business for freedom, right?
Freedom to choose your projects.
Freedom to work with people you actually like.
Freedom to charge what you're worth.
But here's what happened.
Instead of freedom, you got anxiety
In every pitch, you watch clients hesitate, stall and question your value.
You discount your rates just to pay the bills.
You end up stuck with difficult clients, who pay less and demand more.
Why does winning the work feel harder than doing the work?
You're already good at what you do - you've helped businesses, transformed teams and made your clients plenty of money... surely people should be knocking down your door?
The problem isn't your work, it's how you pitch it...
Your pitch starts sooner than you think.
That formal 30-page slide you present? That's right at the end of the pitching process.
When you're looking to win high-value clients, you need to prove yourself one conversation at a time.
At every stage, your potential client is asking the same question: can I trust this person?
Fail one stage, and doubt creeps in...
Stage 1: "So, what do you do?"
The dreaded opening question - the one asked at networking events and conferences. Even worse, your potential clients ask this whenever they visit your website or open an email from you.
Within seconds of your answer, they've decided whether you're worth listening to.
Most people can't sum up their value in a single sentence. So the answer comes out as word salad... and somewhere in the middle of it, the client stops listening.
The conversation politely moves on (and so does the client).
Stage 2: "Are you good at what you do?"
Clients will never ask you this directly. But it's the question behind every follow-up meeting, call and "quick question" over email.
So they circle it with safer questions: "Have you done this before?" "Who else have you worked with?" "How would you approach something like this?"
Most people respond by listing off credentials: years of experience, qualifications and name dropping big clients.
But credentials don't prove you're good at what you do.
If the real question stays unanswered, the replies slow down... until they finally stop.
Stage 3: "Why should we choose you?"
This is the final formal pitch: a presentation to the decision-makers.
Under pressure, a lot of people end up delivering a stiff, over-rehearsed presentation that sounds nothing like how they actually talk. They become awkward and uncomfortable.
People decide whether they trust you as a person before they decide whether to believe your facts. Come across stiff and awkward, and even your strongest proof falls flat.
You lose to someone worse at the job with a better pitch.
Premium clients don't choose the cheapest option. They choose the safest one.
They're looking for proof...
That you understand their world.
That you've done this before, and it worked.
That people like them have trusted you, and were glad they did.
So, how do you prove that you're the safest option for your potential client?
When clients hear a story about the results you get, they don't just take it in like a list of facts. They feel it... and they can picture you solving the same problem for them.
One story isn't enough. You need a collection, so you can bring the right story to every stage of the pitching process:
- An elevator pitch - a short story that sums up the problem you tackle, the solution you provide, and the future your client gains.
- Proof stories - real clients, real problems, real results, so they can work out for themselves that you're good.
- A full formal presentation - hooks, killer facts, customer stories and social proof, built into one presentation that handles every objection and ends with a confident ask.
Here's what happens when you master story-led pitches
You walk into high-stakes pitches with confidence, because you know exactly which story to tell to build trust.
Prospects are eager to work with you before you've named your price - because they've already pictured you solving their problem.
You get to choose clients you love to work with (instead of whatever pays the bills).
Best of all? You don't even have to be perfect at it.
Go from landing 1 in 5 prospects to 2 in 5? That's 100% growth.
Double your rates because people see you as the safest choice? Another 100%.
Small improvements in pitching
= exponential returns in revenue.
Let your work become joyful again
Because you can finally communicate the value you've always delivered - to clients who are willing to pay for it.
You choose the projects you want to work on.
You work with clients who respect you (and your time).
You charge what you're actually worth.
This is how you find true freedom as an entrepreneur.
Introducing Stories That Sell: Pitching Mastery
Stories That Sell: Pitching Mastery helps you turn your past work into persuasive stories - the problems you've solved, the results you've delivered - and shows you how to use them to prove your value to potential clients.
You'll build those stories into the pitches you need at every stage, from the elevator pitch to the full formal pitch.
Taught by Steve Rawling, it comes in three parts:
Digital Course
You get lifetime access to Stories That Sell: Pitching Mastery, a self-paced course with over 10 hours of high-quality video lessons.
The course teaches you Steve's framework for winning high-value clients, and how to pitch in a way that sounds like you.
Community & Coaching
You also get unlimited access to Storyteller Circle, our private community, plus live group coaching with Steve.
- Get feedback and advice on your pitch. Storyteller Circle is a private space to share drafts, get feedback, and work with other ambitious storytellers.
- Monthly group coaching calls run by Steve - bring your pitch or questions and get his thoughts right then and there.
Workbooks, Assignments & Cheatsheets
Alongside the video lessons you get a full library of downloadable tools to build your pitch with.
- A workbook for every chapter - fill-in-the-blanks templates and a summary guide, so nothing stays theoretical.
- Cheatsheets you'll keep using after the course: the Story Hooks Cheatsheet (built from Steve's analysis of the top 1,000 TED Talks), the Emotional Families Cheat Sheet, and the Super Pitch Workbook.
- Steve's own files - his personal Story Bank, a real sample pitch broken down line by line, and the actual show-and-tell presentation file he pitches with.
I knew what I was trying to say, but was never able to present it in a manner that got my point across. Steve helped me craft stories that capture attention, explain the point I’m trying to make and close with a call to action.
The Pitching Mastery Method
Steve's framework gives you a compelling story for every stage of the pitching process, from the first introduction to the final presentation.
Across ten chapters of lessons and assignments, you'll build your three key pitches: the elevator pitch, the three-minute sales pitch, and the full Eight-Stage Super Pitch.
- 10 chapters
- 15+ workbooks, templates & guides
- 10+ hrs of video content
- 10+ assignments
- Lifetime access to course and community
The whole program is self-paced: watch the lessons, work through the assignments, and build your pitch on your own schedule. Start today and go as fast or as slow as you like - your access never expires.
Craft your elevator pitch
Your elevator pitch answers "so, what do you do?" in one clear story. You'll work out exactly who you help, what makes you different, and how to say it so people want to hear more.
You'll learn:
- The brain science that explains why stories stick 10x better than facts (and how to use this in every pitch)
- The Tea Bag opportunity (and what this teaches us about truly knowing your audience)
- The "Movie Time" technique that turns boring facts into vivid scenes people can't forget
- How to find the real emotional drivers behind every purchasing decision (spoiler: it's never what they tell you)
- The "everything trap" that makes 90% of pitches forgettable and how to avoid it completely
- Steve's "Big Idea excavation" method for finding the one message that makes prospects think "I need this now"
- How to turn any complex offering into one crystal-clear story that sells itself
Build your conversational pitch
Your conversational pitch is the story you tell in meetings and calls, when clients are sizing you up. You'll learn how to hook their attention from the first line, hold it to the end, and finish so the next step feels obvious.
You'll learn:
- The story structures that work in business (Rags to Riches, Innovation, and more) and exactly when to use each one
- The "rubber band" tension technique that makes your pitch impossible to ignore
- How to craft hooks that grab attention in 10 seconds using the "naming is framing" principle
- Why admitting struggles actually builds more trust than claiming perfection
- Why giving people one clear action works better than offering choices (and how to pick the right one)
Develop your full pitch
Your full formal pitch is the complete presentation for the final decision. You'll learn how to prove your value, handle doubts on the spot, and deliver everything with confidence - finishing with Steve's Eight-Stage Super Pitch.
You'll learn:
- The social proof story formula that builds trust faster than any testimonial
- The psychological trigger that makes prospects sell themselves on your idea
- The "specific detail" technique that creates instant emotional connection (without oversharing)
- How to reframe objections with stories and metaphors instead of arguments
- Reading the room: spotting when to speed up, slow down, or change direction entirely
- Why memorising your pitch word-for-word actually makes you less convincing
Start Date
Right now - you get instant access the moment you enroll
Duration
10+ hours of lessons - no deadlines, work through them at your own pace.
Time Commitment
Entirely self-paced - fit it around client work, an hour at a time
Life gets busy?
No problem - lifetime access means you can pause and pick up anytime
Why storytelling is truly priceless to your clients
Hello, Steve here!
A few years ago I needed a builder for a house renovation.
I got three quotes from some local builders in the area. All of them had good credentials and solid reviews.
But one builder told me: "When the project is finished, my wife does the snag list. She hasn't worked on the job, so she sees things we miss. She's very house proud and doesn't mess around. If something's not right, she tells me straight away, and we fix it."
I wanted to hire him immediately - regardless of price.
He understood that I wanted someone I could trust. Someone who wouldn't leave me with problems.
Somewhere in your work, you have stories that powerful. Maybe it's a project you rescued. Or a client who has been with you for decades. Or even when something went wrong and how you fixed it.
Most people never tell stories. They just go for the dull facts: qualifications, years experience etc.
And then they wonder why big clients keep choosing someone else.
A story does what facts can't: it starts a little movie playing in the client's head. They don't just hear that you're good... they see it.
I've spent 25 years perfecting how to find and tell these stories - coaching everyone from first-time freelancers to executive sales teams closing million-pound deals. I've worked with Google, Meta and Rolls Royce to teach them how to sell their ideas and products by using story.
And when it came to selling to high-paying clients, the pattern was always the same: people buy from people they trust, and trust comes from stories that make them think "this person lives in my world."
Stories That Sell: Pitching Mastery teaches you to find the stories hiding in your own career, and to build them into a pitch for every stage of this pitching process: from the first elevator pitch to the final presentation.
My frameworks work at every level: find the stories only you can tell, and match them to the person in front of you.
After attending this course, pitching will stop feeling like a performance (which is hard) and start to feel like a conversation (which is easy). You'll be able to walk into any pitch, big or small, knowing exactly how to communicate your value in a way that resonates.
That's when the bigger clients start saying yes. (And stop asking for discounts!)
If that's the kind of business you want to build, I'd love to have you join us.
"Steve's training is highly accessible and professionally delivered. We continue to recommend his services to other research groups and organisations."
I lead an operations team in an EdTech startup. Steve's toolkit has been perfect for sales demos and pitching internally.
"Just one of Steve's storytelling techniques revolutionised the way we do our product demos."
"Steve's storytelling techniques are already improving my sales decks and proposals."
"Steve's approach has helped me build out my presentations and pitches. His frameworks keep things sharp and engaging"
At GNST we know technology evolves fast. Steve's storytelling methods have been my secret weapon in sales pitches- keeping them clear and compelling.
"I have never had an online seminar before that captured my attention for the full hour of the virtual session. The learnings were directly translatable to my day-to-day work and it encouraged me to implement my presentation in a new style. Steve's comments were encouraging, constructive, and highly effective."
"Steve [has] been invaluable for preparing and delivering pitches helping me clarify ideas and structure them in a way that resonates with clients."
"I've learned so much from Steve Rawling's methods. He makes complex storytelling feel natural and actionable."
"Steve's approach has not only kickstarted my storytelling capabilities. It keeps on improving me..."
I turn to Steve's methods when I start preparing presentations or pitching sessions. His approach is my go-to.
"As CEO of a startup, Steve's methods help me present ideas and sell them to both my team and investors. His structure makes my communication sharper."
"Steve has helped hundreds of companies use stories as part of their export strategy."
"Steve's work is an absolute Game-Changer for Storytelling and Pitching! I used to struggle with making my organisation's mission clear and compelling until I discovered Steve's methods. His storytelling techniques have completely transformed how I communicate our story. Instead of bland, forgettable pitches, I'm now crafting narratives that truly resonate... I recently organized an event focused on demystifying technology for businesses. Steve's approach made my presentation more engaging and persuasive than anything I've done before."
"Steve helped me develop sales storylines for my team. His approach has been hugely helpful in structuring client-facing narratives."
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We'd been rejected by investors so many times. Steve helped me realize we were telling the wrong story entirely - not just telling it badly.
[We've had] three new clients this month - Steve's storytelling really works!
Steve’s frameworks have done wonders for my email writing. My messages are now more engaging and actually get replies.
Steve’s tools opened my mind to new ways of understanding human behaviour through stories. Absolutely worth it.
Steve’s methods break storytelling into digestible, memorable concepts. It’s easy to find the right tool at the right time
Our pitch only landed because of Steve's methods.
I've closed deals I probably would've lost thanks to Steve's storytelling approach.
Steve’s approach to storytelling creates happy accidents — I’ve stumbled into so many new ideas just by following the [Storyteller Tactics] cards.
Steve’s storytelling tools are beautifully designed and thoughtfully written. They’ve helped me inspire my students and keep my own storytelling sharp
Each of Steve’s techniques is packed with practical tips for telling an epic story. They helped my students bring their passion to life.
Steve’s work gave me the confidence to deliver my first public talk. The cards helped me plan a story arc that kept the audience hooked.
Steve's approach has not only kickstarted my storytelling capabilities. It keeps on improving me...
Steve Rawling’s work [has] improved my storytelling and given me frameworks to stay inspired. I’ve already seen a massive ROI in the content I’m creating and the confidence to step it up a notch!
FAQs
How much Storyteller Tactics content is in this course?
This course is an amalgamation of everything Steve knows and applies across his long career - it's not focused on using Storyteller Tactics and isn't a requirement to own the cards to take this course. While Steve references a few cards here and there, this is a comprehensive deep dive with a focus on action, practice, and feedback to help you master conversational pitching - a complete strategic approach built specifically for live sales conversations.
Will this work if I'm not naturally a "salesperson"?
This approach is specifically designed for consultants, coaches, and business owners who don't want to feel like traditional salespeople. The entire method is built around natural conversation and helping prospects see the value you deliver - not pushy tactics or aggressive closing techniques. If you can tell a friend about a great restaurant, you can master this approach.
I'm worried I'll just ramble or sound awkward when pitching. Will this help?
This is exactly what the course fixes. The whole point is to lean into how you naturally communicate - you won't need to pretend to be someone you aren't or adopt a "sales personality." You'll learn Steve's structure for concise, compelling stories that have clear beginnings, middles, and ends. By the end, you'll have practiced your key stories and received feedback from both Steve and peers, so you'll feel confident and natural in any pitching conversation while being completely yourself.
What's your refund policy?
We offer a 30-day money-back guarantee. If you're not satisfied with the course content after going through the materials and attending the sessions, simply email us within 30 days for a full refund.
I don't really get opportunities to "pitch" - is this still relevant?
Every time you explain what you do to a potential client, referral partner, or even at networking events, you're pitching. Whether it's a formal presentation, a discovery call, a casual coffee chat, or someone asking "so what do you do?" - you're communicating your value. This course teaches you to do that compellingly in any context, turning everyday conversations into business opportunities. The difference in approach might feel subtle, but it's game-changing when applied - just like the best pitches don't feel like pitches at all.
Does this course cover lead generation, pricing, or closing techniques?
No - this course focuses specifically on crafting and delivering your story naturally in different contexts. Think of it as the crucial middle piece: no matter what lead generation method you use (referrals, content marketing, networking, cold outreach), you'll be able to confidently convert those leads into clients. We do cover how to end a pitch with an effective call to action, but the fundamental principle is that pricing and closing becomes much easier once you've communicated your value clearly - which is the biggest hurdle most people face when landing new business.
Will this work for my specific industry or type of business?
The storytelling principles work across all industries because they're based on human psychology, not industry-specific tactics. Whether you're B2B or B2C, the frameworks adapt to your specific market and audience. Participants include management consultants, marketing agencies, coaches, freelancers, SaaS founders, and professional service providers.
What if I don't have many client success stories yet?
The course teaches you to identify and structure the stories you already have, even if you don't realise they're valuable yet. Whether it's a small win with a client, a problem you solved for a previous employer, or even a relevant personal experience, Steve's framework helps you craft compelling narratives from your existing experience.
How is this different from other sales training programs?
Most sales training focuses on techniques, objection handling, or closing strategies. Most pitching courses focus on building slide decks and are geared towards "sales" people dealing with high volumes of cold prospects. This course focuses on the fundamental communication skill that makes everything else easier: telling the right story that helps prospects understand your value in live conversation. When they truly understand what you do and how you help people like them, they're already halfway to saying yes - the "sales" conversation becomes a natural next step rather than an awkward battle.
Is this course 100% online?
Yes. Stories That Sell: Pitching Mastery is a fully self-paced online course. All 10+ hours of video lessons, assignments, and workbooks are available online 24/7, so you can start immediately and learn on your own schedule from anywhere in the world.
How long will I have access to the course materials?
You get lifetime access to all video lessons, assignments, workbooks, and bonus resources. Buy once, and the course is yours to revisit whenever you need it.
Do you update the course content?
Yes. The course materials are refined over time based on student feedback and Steve's ongoing work with clients. As a lifetime access holder, you'll automatically receive these updates at no additional cost.
Do I get a certificate at the end?
Yes! You'll receive a signed certificate of completion from Steve Rawling, recognizing your mastery in conversational pitching and story-driven persuasion. These certificates are perfect for displaying on LinkedIn to demonstrate your professional development in sales and communication.
Who is this course for?
Stories That Sell: Pitching Mastery is perfect for entrepreneurs who want to connect better with potential clients, business owners who hate feeling 'salesy' when promoting their services, coaches and consultants who want to make their pitches more compelling, freelancers and agencies looking to win more competitive bids, and anyone who needs to persuade others with words in live conversations. If you've ever struggled to explain the value of what you offer without sounding pushy or technical, this course is for you.
What if I already get clients through referrals and don't really "pitch"?
Even referral conversations involve explaining your value and helping prospects understand why they should choose you over other options. Plus, mastering these skills means you can create your own opportunities instead of waiting for referrals, giving you more control over your business growth and the types of clients you work with.
Got a question? Email support@pipdecks.com
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Enroll today to get instant access to Steve's proven frameworks, 10+ hours of video lessons, and every workbook and template. Master conversational pitching at your own pace.