Pitch Me Podcast - Episode: "Paint the Problem" Release Date: April 29, 2025 Host: Kayvon Kay

Introduction

In the inaugural episode of the Pitch Me Podcast, hosted by the seasoned high-ticket sales expert Kayvon Kay, listeners are introduced to the foundational principles that underpin successful sales pitches. Titled "Paint the Problem," this episode serves as the kickoff for a seven-part series known as the Pitch Me Framework, which aims to equip entrepreneurs and sales professionals with actionable strategies to elevate their pitching game.

The Pitch Me Framework: An Overview

Kayvon Kay outlines the Pitch Me Framework, a seven-step process refined from his extensive experience of over $38 million in high-ticket sales and managing upwards of 200,000 booked calls. This framework is designed to transform real pitches into effective sales machines through systematic preparation and execution. The seven steps are:

1. Welcome and Frame the Call: Establish authority and set the tone.
2. Deep Discovery: Uncover the prospect's pain points through probing questions.
3. Cost of Inaction: Highlight the consequences of not addressing the problem.
4. Promised Land: Help the prospect envision their desired future state.
5. Commitment to Change: Secure the prospect's commitment to alter their current state.
6. The Pitch (Solution): Present the product or service as the optimal solution.
7. Handling Objections: Proactively eliminate potential objections before they arise.

Notable Quote:

"Over the next seven episodes, I'm going to walk you through the seven steps of a successful sale. The exact process I use on every high-stakes sales call."
— Kayvon K. [00:04:30]

Step One: Frame Control

The episode delves deep into the first step of the framework—Frame Control. Kayvon emphasizes the importance of establishing oneself as the authority at the outset of the sales call. By setting the frame, the salesperson dictates the flow and direction of the conversation, ensuring that the prospect feels safe and open to dialogue.

Key Points:

• Authority and Leadership: The salesperson must lead the energy and direction of the call.
• Setting the Tone: Grounding oneself in purpose and clarity to disarm the prospect.
• Disarming the Prospect: Shifting the prospect's mindset from being pitched to engaging in a collaborative conversation.

Example Script:

"Hey John, this is Kayvon. I saw you booked a call, is that correct? Yeah. Awesome. Now, John, just before we get into it, I want to let you know what's going to happen. I'm going to ask you a few questions to see if this is even the right fit for us. And if we deem it is, what I'll do is I'll show you what we got going on the inside, and then from there we can make a decision. How does that sound?"
— Kayvon K. [00:06:50]

Notable Quote:

"Whoever controls the frame controls the call. But control isn't about dominance; it's about direction."
— Kayvon K. [00:09:15]

Step Two: Deep Discovery and Painting the Problem

Moving beyond the initial framing, Kayvon introduces the concept of Deep Discovery, a critical component in understanding the prospect's true pain points. He categorizes pain into three distinct levels, each escalating in intensity and emotional impact:

1. Surface Level Pain: Basic, commonly addressed issues (e.g., "I need more leads" or "Ads aren't converting").
2. Business/Financial Pain: Issues that impact the business's financial health (e.g., "We're losing $20,000 a month" or "Our sales team isn't following up").
3. Personal Pain: Deep-seated, personal struggles related to the business challenges (e.g., "I can't sleep at night because of this" or "It's draining me and affecting my personal life").

Notable Quotes:

"The deeper you go, the bigger the pain. The bigger the pain, the bigger the transformation. And the bigger the transformation, the easier the sale becomes."
— Kayvon K. [00:14:55]

"Your job in Discovery is to ask the kind of questions that lead them to say the things that they haven't even fully admitted to themselves. But you need to go there with empathy."
— Kayvon K. [00:19:40]

Three Levels of Pain

1. Surface Level Pain

   • Common and easily addressed.
   • Examples: "My ads aren't working," "I need more leads."

2. Business/Financial Pain

   • Direct impact on business revenue and operations.
   • Examples: "We're burning $20,000 a month," "Our sales team is bleeding revenue."

3. Personal Pain

   • Emotional and personal toll on the individual.
   • Examples: "I can't sleep at night," "I'm burning out," "My personal relationships are suffering."

Illustrative Example:

A prospect initially states, "All my ads aren't working." While a typical response might focus solely on improving ad performance, Kayvon demonstrates how escalating the pain leads to a more profound connection:

"All my ads aren't working, and as a result, I'm burning $20,000, and we're not making the revenues we need."
Then, pushing further:
"The ads aren't working. We're burning $20,000 a month. I can't sleep at night. It's starting to affect my personal life. It's draining me. I never thought my business would get to this point. I don't even know who I am anymore. My wife, my kids don't even look at me the same because I don't even love myself right now."

Discovery Questions

To effectively uncover these pain levels, Kayvon recommends a series of probing questions designed to lead the prospect to their underlying truths:

• "Walk me through what's not working for you right now."
• "What have you already tried in the past?"
• "What happens if this doesn't get fixed?"
• "How long have you been feeling this way?"
• "What's most important to you right now?"

Notable Quote:

"The deeper you can dig into their pain, the more inevitable the close becomes."
— Kayvon K. [00:22:10]

The Four Horsemen of Emotional Urgency

Building upon the discovery phase, Kayvon introduces the Four Horsemen of Emotional Urgency, psychological levers that drive prospects to take action without waiting for a traditional sales pitch. These are:

1. Loss: Highlighting what the prospect stands to lose by remaining stagnant.

   • "If nothing changes, where are you 12 months from now?"
   • "What have you already lost because of this?"

2. Fear: Addressing the fears associated with potential negative outcomes.

   • "What's the worst-case scenario here?"
   • "Are you afraid of falling behind or going broke?"

3. Regret: Focusing on the remorse of not taking timely action.

   • "If you had handled this a year ago, where would you be right now?"
   • "How much time do you feel has been wasted?"

4. Frustration: Delving into the exasperation of past unsuccessful attempts to solve the problem.

   • "What have you already tried that didn't work?"
   • "What's been the most frustrating part of trying to fix this?"

Notable Quote:

"When you activate all four of these, you don't just have a prospect; you have someone ready to change."
— Kayvon K. [00:30:45]

Internal Energy and Conviction

Kayvon emphasizes that effective frame control and deep discovery are not just about the words spoken but also about the internal energy and conviction a salesperson brings to the call. Belief in one's product and confidence in one's ability to solve the prospect's problem are crucial for setting the right tone and establishing trust.

Key Points:

• Internal Energy: Your confidence and belief in your product emanate through your communication.
• Empathy and Presence: Approaching the conversation with genuine empathy and being fully present.
• Prospect-Centric Approach: Prioritizing the prospect's needs and challenges over personal gains.

Notable Quote:

"If you don't believe in your products, you will not have the right energy to set the frame. You'll come off as arrogant or disconnected."
— Kayvon K. [00:33:20]

Key Takeaways

1. Frame Control is Paramount: Establishing oneself as the authority early in the conversation sets the foundation for a successful pitch.
2. Deep Discovery Uncovers True Pain: Moving beyond surface-level issues to understand the financial and personal ramifications of the prospect's challenges.
3. Emotional Urgency Drives Action: Leveraging the Four Horsemen—loss, fear, regret, and frustration—can compel prospects to act without the need for overt persuasion.
4. Internal Belief Fuels Success: A salesperson's conviction and empathy are critical in building trust and facilitating meaningful conversations.

Conclusion and Teaser for Next Episode

In wrapping up, Kayvon reiterates the significance of mastering frame control and deep discovery as the bedrock of high-stakes sales. He highlights that by understanding and applying these principles, sales professionals can transform their sales calls into opportunities for substantial growth and transformation.

Teaser for Next Episode:

"In the next episode, we're going to dive into the cost of inaction—how to take the emotional awareness we've uncovered today and turn it into something powerful, into urgency."
— Kayvon K. [00:38:00]

Fans are encouraged to subscribe, leave reviews, and prepare for more in-depth exploration of the remaining steps in the Pitch Me Framework. Additionally, Kayvon invites those brave enough to pitch live on the show to apply via their website.

Notable Closing Quote:

"Pitch Me is all about giving you my 30 years of experience all wrapped up in 20-minute episodes. Stay tuned. Get excited. This is just the beginning."
— Kayvon K. [00:42:15]

Final Thoughts

"Paint the Problem" sets a robust foundation for listeners aspiring to refine their sales techniques. By focusing on frame control and deep discovery, Kayvon Kay not only shares his wealth of experience but also provides practical tools that can be immediately implemented to enhance sales performance. This episode is a must-listen for anyone looking to transform their pitching approach and achieve greater success in high-stakes sales environments.