Tim shares insights from Robert Cialdini's Pre-Suasion, including a study where simply asking "do you consider yourself a helpful person?" before a request flipped a 77% refusal rate into an 80% yes rate, just by shifting someone's mindset before the actual ask.

He connects that to a bigger reframe he wants baked into every sales conversation: marketing spend shouldn't be talked about as a cost, it should be framed as an investment that pays for itself, the same way a consultant might prove that doubling a client's EBITDA easily covers their fee.

The team discusses combining two ideas into their pitch, how much a client should actually be investing in marketing, and proof of how well that investment performs when it's with Helium specifically, so pricing conversations feel like advice, not a sales tactic.