Pitch Me Podcast Episode Summary: "The Three Levels of Pain That Close Every Deal"

Release Date: July 16, 2025

In this compelling episode of the Pitch Me Podcast, host Kayvon Kay delves deep into the art of high-stakes pitching with marketing expert Nicholas Bueno. The episode, aptly titled "The Three Levels of Pain That Close Every Deal," offers listeners invaluable insights into refining their sales techniques by understanding and leveraging the three critical levels of pain that drive purchasing decisions.

Introduction to the Episode

[00:00] Kayvon K: "Welcome to Pitch the podcast where real salespeople, entrepreneurs and business owners step into the spotlight to pitch their products or service and get unfiltered real time feedback from the 38 million dollar high ticket sales titan himself, Davon K. No fluff, no sugarcoating, just brutal honesty, actionable insights and next level sales strategies to help you close bigger deals faster."

In this episode, Kayvon introduces Nicholas Bueno, a seasoned marketing expert based in Vancouver, British Columbia. Nicholas brings his expertise in helping coaches and consultants monetize their email lists, a service crucial for scaling businesses in the digital age.

Understanding Nicholas Bueno’s Business Model

[00:56] Nicholas Bueno: "I run a marketing agency. We work specifically with coaches and what we do is we help them book an extra 15 to 20 qualified calls in 30 days within our system being set up."

Nicholas’s agency specializes in assisting coaches and consultants in building and optimizing their email marketing systems. His hybrid approach combines short-form content creation with meticulously crafted email funnels to generate qualified leads and foster client growth.

Key Services Offered:

• Automated Email Campaigns: Utilizing lead magnets to nurture prospects over a five-day educational series.
• Content Creation: Daily content pieces tailored to engage and convert the target audience.
• System Setup: Comprehensive setup of email funnels and nurturing sequences to maximize conversion rates.

[03:50] Nicholas Bueno: "It's more so for coaches who already have some form of momentum. So we usually work best with coaches who are around the 20k mark."

Nicholas targets established coaches earning between $10k to $20k monthly, ensuring they have an existing audience to leverage for monetization. His services are priced at $3,500 per month with a minimum commitment of three months, reflecting the depth and effectiveness of his strategies.

Nicholas Bueno’s Sales Process

Nicholas outlines a structured sales process designed to qualify leads and convert them into clients effectively.

Lead Generation and Qualification:

• Referrals and Inbound Marketing: Majority of clients are acquired through strong social proof and inbound referrals.
• Questionnaire-Enhanced Booking: Prospects book calls via Calendly, which includes a questionnaire to pre-qualify leads.

Sales Call Structure:

1. Discovery Phase: Understanding the prospect’s current business status, challenges, and goals.
2. Identifying Obstacles: Exploring why the prospect hasn’t achieved their desired results yet.
3. Bridging the Gap: Acting as a consultant to highlight the prospect’s pain points and presenting solutions.
4. Pitching the Service: Introducing the agency’s services as the bridge to achieving the prospect’s goals.

[08:00] Nicholas Bueno: "I have a calendly that has a questionnaire on my VSL landing page."

Nicholas emphasizes the importance of qualifying leads before dedicating time to a sales call, ensuring higher conversion rates and more productive engagements.

Role-Playing the Three Levels of Pain

The core of the episode revolves around a role-play session where Kayvon guides Nicholas through applying the Three Levels of Pain framework to enhance his sales pitch.

Understanding the Three Levels of Pain:

1. Surface-Level Pain: Immediate, observable challenges (e.g., not monetizing an email list).
2. Financial/Business Pain: Tangible financial losses resulting from the surface-level pain (e.g., leaving $10k-$15k on the table monthly).
3. Personal Pain: Emotional and personal impact of the financial/business pain (e.g., frustration, sleep loss, burnout).

[19:44] Kayvon K: "There are three types of pain. There's surface level pain, there's financial business pain, and then there's personal pain."

Application in Sales Calls:

• Surface-Level: Identify the basic problem the prospect is facing.
• Financial Pain: Quantify the financial impact of not addressing the problem.
• Personal Pain: Uncover the emotional toll and personal stakes involved.

Notable Insights from the Role-Play:

• Deepening Engagement: By moving beyond surface-level issues, sales representatives can connect more profoundly with prospects, making the solution more compelling.

  [20:03] Kayvon K: "What would that look like?"

• Eliminating Objections Early: Addressing the prospect's commitment and clarifying the importance of the solution can preempt common objections related to price and value.

  [22:24] Kayvon K: "So how committed are you to making that happen?"

• Effective Pitch Structuring: Presenting services in a way that aligns with the prospect’s identified pains enhances perceived value and urgency.

  [27:54] Kayvon K: "What should happen next?"

Through this structured approach, Kayvon demonstrates how to transform a standard sales pitch into a strategic conversation that uncovers and addresses the deeper motivations driving a prospect’s purchasing decision.

Key Takeaways and Strategies

1. Three Levels of Pain Framework:

   • Surface-Level Pain: Start with identifying the basic problem.
   • Financial Pain: Quantify the financial implications.
   • Personal Pain: Explore the emotional and personal impact.

2. Structured Sales Conversations:

   • Begin with discovery to understand the prospect’s current state.
   • Probe into the reasons they haven’t achieved their goals.
   • Bridge the gap by presenting your services as the solution.
   • Address commitment to eliminate future objections.

3. Handling Objections:

   • Focus on understanding and mitigating objections related to price and value by reinforcing the impact of inaction.
   • Use commitment questions to gauge and solidify the prospect’s readiness to proceed.

4. Pitch Dynamics:

   • Avoid Scripted Pitches: Personalize the conversation based on the prospect’s unique pain points.
   • Value Justification: Clearly articulate the value and ROI of your services before discussing pricing.
   • Facilitate Decision-Making: Guide the prospect towards a decision by outlining clear next steps without pressuring them.

[33:00] Kayvon K: "You must, you absolutely must sell or pitch to people who can actually serve... there's no reason why they shouldn't move forward with you."

Conclusion and Final Thoughts

The episode concludes with Kayvon reinforcing the importance of selling to the right clients—those who genuinely need and can benefit from your services. By understanding and addressing the three levels of pain, sales professionals can significantly enhance their closing rates and build more meaningful client relationships.

[37:32] Kayvon K: "If you want to find Nicholas, go to coachcookies.com."

Nicholas expresses his appreciation for the session, highlighting the practical value of the strategies discussed.

Final Message: Kayvon encourages listeners to apply the "Three Levels of Pain" framework in their sales conversations to achieve deeper connections and higher conversion rates. He also invites aspiring entrepreneurs and sales professionals to pitch live on the show, promising a transformative experience through real-time feedback and expert insights.

Subscribe Now: To elevate your sales techniques and witness real-time sales transformations, subscribe to the Pitch Me Podcast, leave a review, and join the vibrant Pitch Me community.

Join the Conversation: If you're brave enough to pitch live on the show, visit www.pitchmepodcast.com and apply today.

Closing Remarks: Kayvon K: "Until next time, keep pitching, keep closing, and keep connecting."

This episode serves as an essential guide for anyone looking to refine their sales approach, emphasizing the critical role of understanding and addressing the multifaceted pains that drive purchasing decisions. By integrating these strategies, listeners can transform their sales conversations, close bigger deals faster, and propel their businesses to new heights.