Most capital raisers think investors need more information. But what investor has ever said, “I was on the fence…. until your 20-minute monologue overwhelmed me into saying yes.” Surprisingly, I see this in newer and seasoned raisers alike.
They explain every number. They defend every point. They try to “prove” their expertise.
But here’s the problem: the more you convince, the more of your trust erodes. And trust, not numbers, is what moves money.
But don’t worry. There’s a much simpler, much more powerful way to connect.
Research in psychology shows that investors wire funds to people who "hear" them.
In other words: listening is a biohack to build trust.
Stop talking your way out of the sale.
Start listening for trust.
When you dominate the conversation, you trigger a subtle red flag in your investor's brain. “This person cares more about being right than understanding me.” And that red flag is like bug spray. It kills on the spot.
On the flip side, when investors feel "heard,"an interesting phenomenon happens in their brain. It releases oxytocin - the “connection hormone.” That slight hormonal shift makes them like you more and trust you faster. Plus, they’re more open to investing in your deal.
The irony? I thought more hustle would solve everything. More market research. More pitch decks. More hours grinding away. But the real issue wasn't on any spreadsheet. It was happening right inside my own head.
Why Common Fixes Fail
Most people know they should “listen more.” After all, we have 2 ears and 1 mouth, right? But they use the wrong fixes:
They "wait to talk." They stay quiet but don’t actually listen. Just stop it. You're hurting yourself more than you know.
They ask surface questions - then jump straight into the pitch. This is the old marriage proposal on the first date trick.
They mistake “sharing every detail” for transparency. This overwhelms your investors. Stick to "fun-size" tidbits.
All of these approaches still put the focus on you, not them. And that’s why they fall flat.
A Better Approach: The Investor Listening Framework
Here’s a simple way to build trust lickety-split in 1:1 conversations:
1) Big broad questions
Start with: “What’s most important to you when you invest?” or “What would make this deal a win for you?” This primes their brain to share their values (and gives you clues on what they "buy"). Bonus, you're seen as someone who cares first - a trusted advisor.
2) Echo back echo back
Repeat their words: “So if I heard you right, you want consistent cash flow and tax benefits.” This shows them you’re listening, and it makes their brain feel validated. Their brain is priming the cortisol pump.
3) Tie it together
When it’s time to share about your deal, anchor it in their priorities: “You mentioned cash flow and tax benefits. Here’s how this deal delivers on both.” Their brain recognizes their own language in your pitch. You’re wrapping them up in a weighted blanket and making them feel all cozy.
4) Pause on purpose
After answering, leave 2–3 seconds of silence. This achieves 2 things. Neurologically, this gives their brain time to process (while ingesting more of that connection hormone). And it keeps you from ruining the mojo with over-explaining. Silence actually makes you look more confident.
The result? Instead of overwhelming them with your intelligence, you make them feel heard, understood, and connected. Connection builds trust. Trust moves money.
What Changes When You Actually Do This
The shift happens fast.
One of my clients used to dominate investor calls. He'd prepared a 47-slide deck (I'm not kidding). Every objection got a 10-minute answer. His close rate? About 15%.
Then he tried this framework.
On his next call, he asked one big question and just listened. The investor talked for 12 minutes straight about his family's financial goals. My client echoed back what he heard, tied his deal to those goals, and then went silent.
The investor committed $250K that week.
Here's what actually happens when you listen first:
Investors open up about what they really want
They stop giving you surface-level answers. Instead of "I want good returns," you hear "I'm trying to create enough passive income so my wife can quit her job." Now you know what they're actually buying.
You stop guessing what matters
You're not pitching features hoping something sticks. You're addressing their exact priorities because they told you what those are. Your pitch becomes a mirror of their goals.
The power dynamic flips
When you're talking non-stop, you're in "convince me to like you" mode. When you're listening, you're in "trusted advisor" mode. They start selling themselves on why they should work with you.
Your close rate goes up without changing your deal
Same opportunity. Same returns. Different approach. One client went from 15% to 60% close rate in six weeks. Nothing about his deals changed. Everything about his listening did.
The Takeaway
You don't need better numbers or a bigger track record.
You need to shut up and listen.
Ask big questions. Echo their words back. Tie your deal to their priorities. Pause on purpose.
The best capital raisers aren't the best talkers.
They're the best listeners.
And when investors feel heard? The money follows.
Keep serving,
Chris
Works Cited
Zak, P. J. (2012). The moral molecule: The source of love and prosperity. Dutton.
Klucharev, V., Smidts, A., & Fernández, G. (2008). Brain mechanisms of persuasion: How 'expert power' modulates memory and attitudes. Social Cognitive and Affective Neuroscience, 3(4), 353-366.
Itzchakov, G., & Kluger, A. N. (2018). The power of listening in helping people change. Harvard Business Review, 96(3), 64-71.