Why Your Elevator Pitch is Failing You

Summary

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Podcast Summary: Pitch Me

Episode: Why Your Elevator Pitch is Failing You
Host: Kayvon Kay
Guest: Grant Fullerbach (Go First Consulting)
Date: September 10, 2025

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Main Theme

This episode of "Pitch Me" dives deep into the world of sales for home builders and remodelers, focusing on the crucial importance—and common pitfalls—of pitching, systems-building, client targeting, and truly understanding your buyer’s pain. Host Kayvon Kay puts Grant Fullerbach’s sales and elevator pitch style under the microscope, delivering real-time feedback, actionable sales insights, and hard-hitting strategy tweaks designed to transform ineffective pitches into deal-closing conversations. If you want to move from technical selling ("what I do") to magnetic messaging ("the real pain I solve"), this episode is a masterclass.

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Key Discussion Points & Insights

1. Understanding Go First Consulting's Offer (00:58–05:10)

• Grant’s business: Go First Consulting helps home builders and remodelers systematize their operations, integrating practical AI tools into existing systems—CRMs, sales ops, and more.
• Grant highlights the industry gap: Many builders are focused on building, not business systems; they lack efficient lead conversion strategies, talent management systems, and often have underutilized CRMs.
  • “There's this tremendous gap between builders who are doing amazing work and actually running a solid P&L or forecast or training their sales team on how to use their CRM.” (02:04, Grant)
• AI integration: Grant custom-builds AI solutions that work alongside clients’ existing technology.
  • Introduces the concept of "vibe coding"—creating AI tools based on conversational prompts with AI models, not traditional coding.

2. Client Acquisition Strategy (06:00–08:40)

• Niche targeting: Grant generates leads via lead magnets inside the National Association of Home Builders (NAHB) and related online communities and newsletters.
  • “Every two weeks I just drop a new lead magnet, which is basically just a new tool.” (06:09, Grant)
• Outbound efforts: Uses value-driven content, consistent nurturing, drip campaigns, and newsletter list-building to generate high-quality discovery calls.

3. The Three-Step Sales Process (08:50–15:08)

• Step 1: Diagnostic
  • Free, in-depth, AI-assisted business questionnaire to uncover gaps in tech stack, sales, talent, and operations.
  • Booked via discovery call; form is deemed as a powerful qualifier.
• Step 2: Assessment & MAP (Mutual Action Program)
  • Review diagnostic results.
  • Upsell a $5,500 six-week, semi-done-for-you program where Grant meets weekly and provides AI-driven operational assets.
• Step 3: Builder Academy
  • Ongoing consulting, project management, and systems support in a monthly retainer model (average $7,500/month), walking clients through multi-level business upgrades.
    • “I have a really strong idea of where their gaps are… from there we put together a scope of what the next six months look like.” (15:08, Grant)

4. Defining and Narrowing the Ideal Client Profile (ICP) (10:38–12:31)

• Specificity wins: Grant’s ICP is home builders doing at least $1.5 million ARR and who’ve already invested in CRMs like JobTread or BuilderTrend.
  • “If you don’t have these three things, I can’t help you. I don’t want to help you.” (11:47, Kayvon)
• Kayvon commends Grant for the clarity, but pushes for an even deeper understanding: what core pain keeps these clients up at night?

5. The Elevator Pitch Debacle & Real-Time Coaching (17:18–22:59)

• Grant’s attempt: "I help builders build better systems for their business."
  • Kayvon critiques: It’s too vague—doesn’t speak to urgent pain, desired outcome, or spark curiosity.
• Role-play and reframing:
  • Kayvon demonstrates a “Did you know…” problem-solution opener, focusing on results and relatable industry pain instead of features.
    • “Your only job is to get the second question after ‘What do you do?’ — which is ‘How do you do that?’” (22:41, Kayvon)

6. What Really Keeps Builders Up at Night? (26:09–29:54)

• Probing the 2AM pain point: After several attempts, Grant and Kayvon agree: it’s financial insecurity, not technical limitations.
  • “Their 2am problem… is they don’t know if they can pay the bills the next day.” (27:41, Kayvon)
  • “If you tell them you solve broken systems, it means nothing. But if you say, ‘I make sure you never feel that pain again,’ now you have their attention.” (29:44, Kayvon)
• Turn pain into offer: Sell the dream of cash flow clarity and business control; deliver the needed AI/biz ops after.

7. The Three Levels of Sales Pain and Why Most Sellers Fail (33:34–36:56)

• Kayvon’s framework:
  • Surface-level pain (e.g., can’t pay people).
  • Business/financial pain (e.g., can’t afford lifestyle, staff, or contracts).
  • Deep personal pain (e.g., failing family, broken promises, shame).
• Most sellers only address surface issues; real connection is made at level three.
  • “Most people won’t go to level three, because they’re too scared to go there themselves… But that’s how you make sales.” (36:56, Kayvon)
• Personal anecdote: Kayvon shares how building his own cashflow sheet gave him clarity, confidence, and transformed business decisions.

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Notable Quotes & Memorable Moments

• On knowing your client:

  • “If you know your ICP, you know how to speak to them at every level.” (11:46, Kayvon)

• On building the elevator pitch:

  • “Do you know how 90% of home builders go out of business because they can’t pay the bills for the next day? What I do is make sure they never feel that pain again.” (28:29, Kayvon)

• On surface vs. deep pain:

  • “Most people, salespeople, business owners, won’t go to level three. You want to know why? Because they’re too scared to go there themselves.” (36:56, Kayvon)

• On clarity and confidence:

  • “The clarity allows me to have the energy to put in the right decision making, to make more strategic decisions instead of foggy ones.” (33:34, Kayvon)

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Timestamps of Important Segments

• 00:58–05:10 — Grant explains Go First Consulting’s offer and AI angle
• 06:00–08:40 — Lead gen strategy: lead magnets, building a newsletter, leveraging niches
• 08:50–15:08 — Three-step sales process: diagnostic to retainers
• 10:38–12:31 — Breaking down the Ideal Client Profile
• 17:18–22:59 — Elevator pitch live critique and fix
• 26:09–29:54 — Deep dive: uncovering and using the real pain in your pitch
• 33:34–36:56 — Three levels of sales pain, emotional selling, and Kayvon’s business story

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Takeaways

• Problem-centric pitching trumps features: Lead with the pain and the result your client truly craves, not the tool you build.
• The best elevator pitches spark curiosity: Aim to get prospects asking “how do you do that?” instead of listing credentials or methods.
• Go deeper than surface pain: Address not just the functional but also the deep personal consequences of the problem your service fixes.
• **Sales isn’t about getting the facts right, but about connecting to the core pain your client feels—and solving it.

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This episode delivers tangible tactics and a mindset shift for anyone struggling with vague pitches or ineffective sales conversations—highly recommended for sales pros and founders alike.

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Transcript

[A]

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, Kayvon K. No fluff, no sugarcoating, just brutal honesty, actionable insights and next level sales strategies to help you close bigger deals faster. If you want to pitch like a pro, dominate every sales conversation and take your business to the next level. You're in the right place. This is Pitch Me. Let's get started. And we're back on another episode of Pitch Me. Today we have Grant Fullerbach. How are we doing, Grant?

[B]

Hey. Doing well, doing well, can't complain on this.

[A]

Awesome, awesome. Where, where are you located? Just so we know.

[B]

Yeah, I'm into Fort Collins, Colorado.

[A]

Okay, awesome, awesome. Now as we get into this, I want we always start off, tell us a little bit about like, know what you do, the product you have, service you have, and we'll go into it.

[B]

Yeah, absolutely. So I own and operate a company called Go First Consulting. We are relatively new, started at the beginning of the year, but we help builders and remodelers essentially system. Systematize their ops using like practical AI and different tools.

[A]

Okay. I love this. So consulting, service, working with builders. So we're talking like home builders and.

[B]

Stuff like this or bingo. Yep, you name it, I love this.

[A]

So home services. So we're, we're home services and you're getting them into AI, you're helping them with AI operations software.

[B]

You got it? Yep.

[A]

Tell me. I get it. But I want to know more because what does that mean? Right. Those are all vague. So tell me exactly how you. I love the business because I know that this is a big business. Like there's, there's. So that's why I'm excited.

[B]

But so my background is, my background's in VDC or like visual design, construction and content. So I've been in tech sales, selling construction software for more over a decade at this point.

[A]

Okay.

[B]

And so I have pretty, a pretty extensive familiarity with both residential and commercial construction. And through that experience, my, my roles in, in the companies I've worked for generally are around like rev ops director of Sales ops. So I'm implementing a lot of tech for sales teams and marketing teams. And through that I noticed, well, just in the industry, I noticed that there's this tremendous gap between, you know, builders who are doing amazing work and actually running a solid like P and L or forecast or training their sales team on how to actually Use their CRM. Right. And so I dove in headfirst into that, just ultimately helping these guys alleviate some of the issues with like, what's called lead flow and sales ops. And then that expanded into basically all challenges. So everything from lead flow all the way to, like, talent and workflow or workforce management. Right.

[A]

Okay, let's help you out here, because this is just what I'm getting here. So the traditional bias, which I believe is to be true. Right. These guys that own these building contract companies, they're just builders at heart. They're not actual business owners. They just. They just want to do the job. They want to get the teams going. And that's where their focus kind of is.

[B]

The.

[A]

They don't really know how to build the systems. I mean, this. Build the systems of the business. So when you're talking about the CRM, I was kind of. What's he talking about? And then it got to me. You mean you're helping them actually implement CRMs into their businesses so they can actually take leads, convert those leads, and turn those leads into customers that they can actually build for. So you're talking about business operations. Right. You're talking about sales teams. Their sales teams. They don't know how to run sales teams. They're business. They're builders. They've never learned how to build a. Let alone build a business run actual sales team. So you've come in and you do the tech side of that stuff.

[B]

You nailed it. Exactly. Yeah.

[A]

So they can see reporting. They can. It sounds like, not just reporting, but making sure the operations, the systems, things are firing salespeople are supported. Lead flows there. Understanding from lead from opt in, let's call it. Or for the moment, they say, I'm interested all the way down to the sale. That the sale happened. Did it not happen? Is that correct? And now you've tied this into AI.

[B]

Yep. Yeah. So a lot of those. The one big, I would say, like, hook that I use is. It really doesn't matter what CRM you're using as a builder. We're not asking you to replace your tech stack. All the AI and the practical systems that we implement work alongside the tools you already have.

[A]

Okay, is the AI that you have, is it like, is it a system that you guys built, or do you guys build the AI for their system?

[B]

Yeah, so it's actually just me, and I've built all these different. Have you ever heard the term vibe coding?

[A]

Vibe coding?

[B]

Yeah. Yeah.

[A]

No. Tell us, what is basically this.

[B]

This concept that, you know, you could take like an AI model and just talk to it and tell it an idea and it would actually code it out, it would build it out as it was a developer, right?

[A]

Yeah.

[B]

And so a lot of these tools that, you know, I've kind of brainstormed that work alongside these CRMs and whatnot, I've just built using vibe coding applications.

[A]

Okay. Okay. So we now have an idea of. Just so we're clear here, we know who you go after. You go after home builders and the problem you solve is business. I'm gonna say business, operations, logistics. Really all the things that a typical home builder who owns a business doesn't.

[B]

Want to deal with.

[A]

They might not even know the problem even exists because they really have no idea. Is that correct?

[B]

Exactly. Yep.

[A]

So what's your client acquisition strategy? How do you acquire your clients, I. E. These builders, how do you sell them? Tell me about the sales process.

[B]

Great question. So the number one way that I've been able to so far is through lead magnets. And I found a channel on the nahv, or national association of Home Builders, which is the biggest association in the US And I literally every two weeks I just drop a new lead magnet, which is basically just a new tool. Right.

[A]

This is fascinating. I'm so fascinated already. When you say this association is like an online community.

[B]

Uh, yeah. And then there's also in. So every more or less larger county has its own association too. So.

[A]

So you're actually in person?

[B]

No, no, no, no. I mean I can, I can go to the Larimer county or the Fort Collins NAHB or I think it's called NOCO hb. So north.

[A]

But these, but there's like an online community or something like they, they, they all huddle somewhere online.

[B]

Yeah.

[A]

So you're going online. So you're getting free traffic is what I'm hearing here.

[B]

Oh yeah, yeah.

[A]

So you're going online and every two weeks you're just dropping value with a little authority.

[B]

Yeah, yeah.

[A]

And saying, hey, if you're having issues like this or hey, did you know X get them hooked? Oh, and then what?

[B]

And then basically I kick kickstart them onto a discovery call where I walk them through my three step process.

[A]

Do you have. This is great. Before you get them on discovery call, are you sending them into DMs? Are you like DM setting?

[B]

Yeah, so I, I use a lot of like drip campaigns and then I have. I. Somebody said it. I forget who said it. But I like this idea of like constant gentle pressure. Right. So like okay, through email LinkedIn for different text, even occasionally. Basically I want, I also have a newsletter that I create through AI and whatnot, but I keep them in the know. Yeah, yeah, yeah. For everything that I release.

[A]

This is called list building, just so we're clear. So you're list building. You're getting their email, you're getting their first name, last name, and then you're putting them onto a list and you're constantly speaking to them at all different levels of awareness and you're building a list. That's what you're doing. You're, you're, you're building your email newsletter list. Okay. And then in through that you give them a hand, a helping hand which says book a call. Book a strategy call.

[B]

That's right.

[A]

Who's taking those strategy calls? You or salespeople?

[B]

Me. Yeah.

[A]

Okay, because you're just started, so that makes sense. And then they get on a call and you say you use a three step process. So I was like, oh, interesting. What's your three step process?

[B]

Yeah, so the discovery call is I basically just get a high level of where they're currently at, you know, and, and just talk them through this. And the three step process is I do a diagnostic or actually I don't, I invite them to the diagnostic and it's a 70, it takes about 75 minutes. It's a pretty extensive calculator form thing, but it does a deep, deep dive into their business. So their tech stack, their org chart, who are their ic, who's their icp, how are they going about client acquisition, how are they finding talent, everything? Right. And then through that, I mean, if they've already filled out this form, I know that they're vested in the process already. Then the second step is I take that and I run it through an AI model that says, where are the risks and where's the, the like issues in order if they're going to continue, you know, growing as they're growing. And then based off of that, I, well first I, the second step is I enroll them into a. We do. Sorry, let me back up. So they do the diagnostic, we do assessment review, where basically I take the results, walk them through, hey, here's your risk, here's how I can help, yada, yada. Yeah. Then the second step in that is called a map. And I call it a mutual action program. Basically it's about a six week program, consists of about six different modules that each have different assets and tools in them that costs 5,500. And then after that I enroll them into A builder academy, which is kind of like an agile project management phase, if you will. And that's step three.

[A]

So I'm here at a three step. This is what you're saying is a three step process on the call, your only job. Then what I'm hearing is the first call is discovery. Is this the right client and do they have a problem? If I discover that they have a right problem, they are my right ICP. So let's talk about that. What is your ICP?

[B]

So mine is basically builders who are over 1.5 million in arrival.

[A]

And I love it. Like most people. Right. Don't even know that. Like home builders that are doing at least 1.5 million in ARR. Right. What else? We got to have another one.

[B]

What else?

[A]

Yeah, I don't know. I don't know home builders. So I don't know. What else would it be?

[B]

Big one is if they've invested in a CRM like job tread or builder trend. Those are the two bigger ones that are usually pretty pricey and.

[A]

And they're having a good time with it. They're not having a good time with it or they don't even know.

[B]

Like doesn't really matter that much. Most of the time they're not having a good time because.

[A]

Yeah, I figured that. But I love this. Like, I love it. And this is why you're probably doing something. I could tell you're probably doing okay right now.

[B]

Yeah, yeah, I can't complain.

[A]

The reason why people how could cave on tell. Very simple. You know your ICP so well, you already knew what it was. And if you know your icp, you know how to speak to them at every level. So your ICP is very clear to me. Are you a home builder? A. Do you have ARR at 1.5? I believe you said $1.5 million. ARR. And did you invest into the CRM? If you don't have these three things, I don't help you. I can't help you. I don't want to help you. Amazing. So now we've identified that those three things happen on that discovery call. You then what? You offer them a diagnostic. You say, hey, come fill this form out. Correct?

[B]

Yep, exactly.

[A]

Do you charge for that?

[B]

No, I don't.

[A]

Why not?

[B]

Because I realized that it's the way that I pitch it or the way that I present it is basically, you know, whether you want to move forward with me or not. This is basically a resource that you can use to get a better understanding of where your gaps are at do.

[A]

You sell anything on that call or is the, is the next step just the diagnostic?

[B]

Yeah, usually the next step is. Yeah, exactly that. I have a channel partner network. So if they don't have a CRM in place or if they don't have a handful of these different tools, but yeah, usually I don't sell anything.

[A]

They go, okay, and then they get off the phone and they gotta self do this like you're not doing this for them. They're gonna go input this information into the form. You, you wait for the form, you take the form, you put it through AI. AI gives, spits out what you need and you book a second call.

[B]

Bingo. Yep.

[A]

Do you book that second call on that first call to confirm?

[B]

Yeah, yeah. So I usually ask them, I walk them through the process and then I'll ask them how long it will take them to do that or if they can get it done by the end of the week. And then if they agree to that, then I say, all right, well I'll tell you what, why don't we schedule our next, you know, follow up call to review the assessment next Monday and.

[A]

Then you use that second call, step two call to give them the, the outcomes and then you upsell them into a 5K $5,500 product. What's that product again?

[B]

The map. So mutual action plan.

[A]

So hey, here's your problem. Here's what's going to happen if you keep going down this road, right? Here's a map of what you need to do to fix it. Is that correct? And that's done with you, Done for you, Done do it yourself.

[B]

That one is a little bit of a combination because I jump on one call a week with them to basically walk through the tools that they have available that week and like how to implement them, how to get some consistent. And it's all, I have tutorials on all the tools. So it's a little bit of handholding, but most of it is done for them.

[A]

Okay, I like that. And then at the end of that, the ones that actually implement and that you see that are actually doing the work, showing up, those are the ones where you offer the next level, where what they bring you in to actually do the heavy lifting, to do the consulting. What are you doing at level three?

[B]

Yeah, so from there basically I have a really strong idea of where their gaps are. You know, the tools are, the tools are very helpful, but they're not a solve all. And so basically from there we put together kind of a scope of what the next six months look like. Yeah. And, you know, I even have, like, if you're familiar with, like, agile, there's like a thing called. Yeah, yeah. Print points, you know, and so I kind of even have my own currency on how I dictate, like, how much things are going to cost in that currency. And then we. Yeah, we basically just take it from there and then.

[A]

But what's the third offer? Like, what's the.

[B]

Oh, yeah, I just call it the Builder Academy.

[A]

And what does that get them?

[B]

So that gets them basically two meetings a week with me where we go through. You know, at the beginning, we're talking about what's going to be built out, how they're going to use it and what they're accountable for. Like what I need from them. Yeah. The week. Basically a synapse, just an assessment review.

[A]

Of what's like a checkpoint of where we at, what's going, what's working. Roadblocks. Yeah, I got it.

[B]

Yeah, yeah, yeah. So a lot of that part is actually taken from, like, EOs. Yeah. Like 90. And so we have a. We actually built a, like, kind of a replicate of 90 and that I can track ever, all the KPIs off of.

[A]

Yeah. And you have, like, rocks and stuff like that.

[B]

Yeah, yeah, yeah, yeah.

[A]

Okay. And. And. And it's. And I'm assuming it's working well, like, the people that are going through it, loving it. It's going great.

[B]

Yeah.

[A]

How much is that third. That third product you. 5,500. And then how much?

[B]

So generally, we're looking at like an average of maybe like 7,500 per month.

[A]

Okay. Oh, a month. Nice. Okay, there we go. Okay.

[B]

So I built out four levels in the Builder Academy.

[A]

Yeah.

[B]

And it's basically a roadmap. It says, you know, you're here at phase two. In order to get to phase three, you need to do boom, boom, boom. Here's how long it'll take. Here's all the things that you need to do. And so I already have my task list in front of me.

[A]

Yeah, I love it. So you're in an elevator. Someone says, what is it you do, Grant? What do you do? What do you say?

[B]

Yeah, I help builders build better systems for their business.

[A]

I help builders build better systems for their business. How's that work out?

[B]

So, like, so I actually did a little bit of a role play. Can I just kind of start over? Instead of doing an elevator pitch, can I just say, like. Yeah. Hey, Kevon, I. Thanks for taking this call. I really appreciate it. So prior to this, I had A chance to actually look at your portfolio, look at your Instagram and you make some kick ass houses. Like, I can absolutely tell you are a world class, if not best in class builder, at least in, in your area. But I have to ask you, and this is just a hunch, but I'm going to assume that your backend systems might not be as buttoned up as the projects and the builds that you deliver on.

[A]

What do you mean by backend system? Sorry.

[B]

Yeah, yeah, no problem. So basically like your sales process, how you're getting leads, how you're tracking all of that and your forecasts and also like how you're finding your subs and your talent.

[A]

Yeah, yeah, yeah. Okay. Yeah, yeah, yeah, yeah. It's quite a bit of a mess for sure.

[B]

Yeah. Is that like. So obviously you're doing something right or you're doing a handful of things, many things right because of the quality of projects that you're working on. But, you know, apart from me just having this random conversation with you, has that been something that you focused on in the past or that people have helped you kind of identify?

[A]

No, it's not really a big, I don't find like a big deal for me anyways. I mean, we got so many projects on the go, I can't even keep up.

[B]

Yeah, absolutely. How are you finding those projects? Is it like word of mouth or are you spending on.

[A]

I'd stop you right there. Stopping you right there.

[B]

Yeah, yeah.

[A]

Because now we're doing some sales training here. I love it. I wouldn't have. You're. You're asking about the project, but I just gave you something. I can't keep up. That was. I did that on purpose to give you gold. What do you mean? And don't assume this is where a lot of salespeople go wrong. They assume. They just think even if you know, you know, because you're an expert, you can't tell them where things are going wrong. Because a golden rule, when you say something, it means something. When they say something, it means everything. So the only way to get them to say it is by asking the question. Whoa, what do you mean by can't keep up? What does that mean to you? Oh, well, it means this and that and go. How long has that been going on for? If that wasn't an issue, could you build more homes?

[B]

Nice. Yeah. Yep.

[A]

How do you see the difference there? Now I want to go back to elevator pitch.

[B]

Yeah.

[A]

Because you, you, you didn't like that. But the reality is you're going to be around places, people going, what is it you do? And I, I help builders build better systems. Like I wish I had the, the button doesn't work, but let's figure out what does work.

[B]

What about AI? So this is the other thing is like I help builders use AI to.

[A]

No, we're going to change it.

[B]

Okay.

[A]

This is one of my biggest, biggest things. It's either as a result of meaning, as a result of what I do. Here's what I do, or did you know? And I love the did you know or do you know? So how do you relate to them? Do you know how most builders are building? I don't know your industry, so you're gonna have to help me out here. But do this work me. Do you know how most builders build? Like I'm gonna say the best quality homes, whatever the word adverbiage is, right. You know, million dollar homes, but the back end is a mess or what's the pain they're in. Do you know how most business owners, builder, business owners, right. Stay up at night wondering when the next project is going to come and, or if they can even complete the project on time. But what I do is I eliminate, I've created. What I do is I help, I help implement AI so that projects not only are on time, they get completed actually 80% faster than most builders and in the space. Now do I have your attention? You're not telling me everything I you do. What you're telling me is I know your problem, I have the solution. Because then the next question is how do you do that? Well, how I do that exactly this. I work with builders and then you get into it. That's the pitch.

[B]

I love that.

[A]

That's the pitch.

[B]

Yeah.

[A]

So yeah, it's either do you know.

[B]

Or did you know? Or did you know?

[A]

Or you could say as a result. So what does he do? Well, as a result of. Right. As a result of business owners always being frustrated, you know, business home builders, you know, not knowing when the next job is coming. You got to figure out what that pain is. Or as a result of the business of home builders. Right. Not being able. I almost think job completion is probably one. I don't know anything about this industry, but I'm thinking most likely job completion is probably one of the biggest issues they have.

[B]

Oh yeah, right.

[A]

So as a result of job completions not being done and business owners, you know, suffocating or being drowned by, you know, the bombarding of that as a result of. I've implemented an AI system that helps them get the job done faster, cleaner, more effective. 90 of the time. That's it. Get that, get that out. Like whatever that is. Nail that. Because the only thing your job is there is not to sell yourself. This is where a lot of people think, I got to sell them on the pitch. On the other bit, you really think you're going to sell someone on a $50,000 or $5,000, $2,000 in 30 seconds? No. What? Your only job is to get the second question that comes out of their mouth after, what is it you do? Is how do you do that?

[B]

Yeah, I love that. That's super helpful.

[A]

Have them hooked. Then you can take them to what you were trying to do with me. Ask them about questions.

[B]

Yeah, right.

[A]

But you. I'll tell you what you're doing. I know we're on that podcast. We're trying to jump into it coming, you know, coming to the end here, you were already trying to dictate what, where it should go, which is the wrong thing to do. You should just be present and ask the questions and let them dictate where they. Where it should go in the terms of what their problems are. So you were trying to force the problems onto me instead of just asking the right questions to discover what are the real problems this person has. Because here's what we do know. You know, the problem they have is they have broken systems. They don't know how to hire. They don't have metrics, they don't have the thing working. They don't know when it lead comes in. They don't know when the project's going to complete. They're running around with their head cut off. But again, if you tell them that, it doesn't mean anything. And now here's the thing, they don't think that's the problem. They, I guarantee you, they think I can't find the right people or they think, oh, the. My clients are a pain in my ass. So if you sell them systems and AI, they're not asking for it. They don't know about AI. They don't know about this. They don't want to pay for. I don't want more headaches not knowing that that very thing is the thing that's going to get them to where they want to go. So the whole golden rule in sales, you sell them what they want, you give them what they need self.

[B]

A vacation.

[A]

That's. Sure, that's an old way of saying it, but like for me is actually selling what they actually want because they might not want the fucking Vacation?

[B]

Yeah.

[A]

They might not want a vacation. So why am I selling them a vacation? Right. I want to sell them what they want. So in my industry, 90% of the people I speak to think if I have a closer and a setter in my business, my life will change. So there's everyone selling. I'll place a closer and a setter in your business, your business will change. That's not what they actually need. They actually need what you're talking about. They need the right systems, they need the right process. They need the. Because they don't even realize getting the right closer in is not going to solve their problem because the closer is going to leave because they don't want to be hanging around with the broken down systems. Yeah, but if we go to the market and I say I'm going to help you find the right system so you can find the right. No, I'm not interested. I don't think that's my problem. It's the same thing here. And I can only imagine again, now I'm projecting. Never project your own. But I'm not, you're not my prospect. I'm not selling you. So I'm allowed to project whatever I want. I can only imagine the stubborn kind of pig headed type of guys you're dealing with, the business owners. And I'm not saying that in a bad way. I'm just saying that's their mindset. It's like they know what they want. Nothing's changing. AI. What's AI? I don't need AI. Like, like. So why are you selling them that?

[B]

I think because they, even though they are stubborn, like it's such a hot term nowadays, 100%, they're familiar with like ChatGPT.

[A]

So you're not going to sell an AI, but you're going to give them the AI?

[B]

Yeah, yeah.

[A]

So sell them as a result of AI though. As a result. So what at. So let me ask you this. What is the number one? Because we even asked that. What is the number one pain that these mode on average that these builders are in. What's their number one? The, the 2:00am Problem, the thing that keeps them up at night?

[B]

Yeah, let's see, let me see if I can reframe or like.

[A]

No, no, no, no, no. I'm asking the question.

[B]

Yeah, what is it? It's distrust in marketing. It's distrust in an agency or a lead flow, if you want to call it that. It's. These guys are.

[A]

Hold on, hold on. I love this Grant. I love this. I just don't want you to go down the wrong rabbit hole here.

[B]

Okay. Yeah.

[A]

Because there's gold here. Okay? Their number one pain, their 2am Pain.

[B]

Yeah.

[A]

Is they don't trust marketing companies.

[B]

Their 2am Pain is that they. They're. They. They think they're losing money in their By. In a. In a marketing company. They think that they're. They're not getting the right leads. They're not. They. They think that they aren't getting the right type of projects.

[A]

Okay, hold on. Now we're getting somewhere. Because I'll tell you right now, their 2am problem isn't that they don't have the right marketing company. I can tell you that their 2am problem could be. Or, hey, I'm not getting the right projects. Okay, I might believe that, but what is there? Like, this is back your icp. What is our actual.

[B]

The root problem, I guess, is that they can't pay their people.

[A]

Oh, my God. Okay, we're getting somewhere here. We're not cutting this off, by the way, even though we're supposed to. We ain't cutting this. We are. We are bringing this on because this is gold. This is the real deal here. You've just said it. They wake up, they stay up at night wondering how they're going to pay the bills. Okay, so what's the stat? I guarantee you, if you did enough research, there is a stat that says somewhere. Now, do you know how 90% of home builders go out of business because they can't pay the bills for the next day? Well, what I do is. That's what you're selling.

[B]

Bingo.

[A]

How do you do that? How I do that? Very simple. I implement AI in sales, process, and tools. So we know exactly where the projects are, how they hand, how they get completed on time, how to pay your people, making sure you're not overpaying for all that stuff that they want to hear. But I don't. You don't have their attention yet. You got to get my attention by like, Whoa, you're right. 90% of home builders just like we know this. What do you call it? Developers. Developers. People think I make billions. They make billions. But they don't realize they're also worth negative billions to any given day. Right. And that is scary as hell. So these builders. You know how builders want to keep getting jobs? And no matter how many jobs they keep getting, they still feel like they can't pay the bills. But what I do is I make them X. Well, what I do is I make sure that they never feel that Pain again as a result of putting in the right people tool structure and processes so they know exactly where every dollar is going and every dollar is coming out. In fact, business owners who work with me not only end up having three months cash flow, they actually have end up six months cash flow advance, knowing they have six months to survive on the current cash they have. That doesn't even include the new business I generate for them.

[B]

Amazing that.

[A]

Do I have your attention now?

[B]

Yeah. Oh, hell yeah.

[A]

Is that a little bit better than I help business owners build better systems?

[B]

Absolutely. Yeah.

[A]

Grant, you've been great.

[B]

That made me.

[A]

You've been great. This has been great. But do you. But here's where I got you wrong. I thought you knew your icp. You do now, but you missed the one biggest thing you know who you wanted to work with. That's one. But you also need to know what's the deepest, not the one deepest thing that keeps them up at night. That is their biggest problem. The thorn in their side. The thing that makes them like just crawl their skin crawl. And from what we gathered here today, which I would see it because we're talking big dollars, a lot of contractors, blah, blah, blah, blah, blah, you know, is they don't know if they can pay the bills the next day. And you solve that problem. And to me, that's a massive problem. And that's a massive solve. Because I know if I was a business builder and I'm. You're telling me that I get to go to bed at night not having to worry if I can pay the bills, I'll know exactly where I am at. AKA a cash flow sheet. Yeah, I know how many days I have to be exist. I'll tell you this, why I said cash flow. See, I was in business for six years without a cash, like an actual real cash flow. I had P Ls and all that, but I had no idea when. In my head, I had an idea of when I would go out of business, but actually on paper. And what I thought was six months ended up being 12 months. 12 months. I used to operate like I only had six months and I realized I have a year at that time. You get what I'm saying? Changed my life, changed everything. Changed the way I slept, change the way I made decisions, changed the way how I hired it, changed the business.

[B]

Oh, I love that. Do you. Do you recall this is just out of curiosity, what the like trigger was for you to say, Like, I gotta get this. I gotta actually like put some time into this. I can't just rely on P. Ls anymore.

[A]

When I was telling someone and on a private call, like, I don't know what I'm gonna do. I'm gonna go out of business. I only have 30 days and I'm going to business. They go, how do you only have 30 days? I'm like, because I have this expense in this. They're like, how much cash do you have? What do you mean, cash flow? I go, I know what my expense is. I know my income is. It's only one. It's only 30 days. They're like, you don't actually have a cash flow sheet. I'm like, what are you talking about? You don't actually know how long you can actually really go before you're out. I'm like, no. I just know in my head, they're like, no. And they said this. No wonder why you're stressed out. No wonder why you don't sleep, and no wonder why you're acting erratic right now. And then right away you go, well, if I'm acting like that on a call with a stranger, how am I acting like that with my team, as a leader with my people? Probably not great. So what does that result get? And then it was just like, oh, my God, let's build it out. We built it out in a game changer. I live by. I actually live by it. The only thing I don't actually look at my p. L. I look. The only thing I look at is my cash flow. Because I just want to know how long I have to exist. And my goal now is make that day every day, farther and farther away. I'll let my accountant deal with the p. L. I deal with the p. L on the monthly basis. I deal with my cash flow every single day. And every day I sleep and I know where I'm at. I don't have to make hard decisions or have to wonder, can I afford or not? I know exactly if I can afford. I was just working on it today because I'm bringing on an extra 20 grand a month in expenses. And I went right to the can I afford it? If I. If I don't make an extra dollar, how much do I have? This runs out before how much does that kill my advancement of my cash flow? I know it all. Well, what happens if this also in six months, does it start producing even x dollars?

[B]

What? Okay.

[A]

And that produces x dollars. So I have it all right there. I can make way more effective decisions. I don't have to hum and ha anymore. And that Clarity makes me a better business owner. Allows me to have the, the, the energy is where people don't understand. The clarity allows me to have the energy to put in the right decision making, to make more strategic decisions instead of foggy decisions. Don't know if they work with me. And these builders keep making these decisions. They don't even know they're making decisions from their gut, which is not always a bad thing. But without actual facts, data and stats to show if it's the right decision or not, and you're coming in, and I could tell you're an analytical guy, you're coming in, giving them the exact same thing they need to so they can rest at night, sleep at night and not worry about if they can pay their employees. Worse. If we go deeper, it's not, here we go, last one. We're going to end it here. Three levels of pain. The first level is what we call surface level. Most salespeople, most business owners, marketing, the way they talk, they, they, they, you do not make sales on surface level. Surface level pain here is I stay up at night because I can't, I don't know if I can pay my people. Second level, this is deeper level. This is business financial level. Okay. As a result of me not being able to know if I can pay my people, I'm not making enough money or I don't know if I can get what contracts I need to get to actually pay the bills, and now my business is suffering. If I can't pay my bills, I can't afford my lifestyle. Oh, no. How am I going to pay little Johnny and little Susie and my wife? Okay. Oh, we got somewhere here. But what about the third level, personal level? As a result of me not knowing if I can pay the bills and being stressed out and staying up at night and knowing that I won't be able to pay my bills and maybe actually have to go out of business and I don't know what I'm going to do for Susie and I can't afford the bills. And, and you know, I told my wife we'd go on the trip and now we can't do that. Ooh. How does that make me feel as a man?

[B]

Oh, yeah.

[A]

Did I ever think at 30, at 40, at 50, whatever, my life would be like this. How am I showing up to be the man for my wife if I can't even take care of the bills?

[B]

Do we have my in laws and tell them that I failed?

[A]

Do we have the attention now?

[B]

Oh, that's great. That's super helpful.

[A]

Most people, salespeople, business owners, will won't go to level three. You want to know why? Because they're too scared to go there themselves. They're not even willing to face their own demon. So how could they ever hold space to hold the conversation to allow it to go to that level On a sales call, in their marketing, in their newsletters, in their emails? They're not willing to go there themselves.

[B]

Oh, that's great.

[A]

Yeah, there you have it. That's the Pitch Me podcast. Listen more for the tips you need.

[B]

Oh yeah.

[A]

Did I ever think at 30, at 40, at 50, whatever, my life would be like this? How am I showing up to be the man for my wife if I can't even take care of the bills?

[B]

Do we have all my in laws and tell them that I failed?

[A]

Do we have the attention now?

[B]

Oh, that's great. That's super helpful.

[A]

Most people, salespeople, business owners, will won't go to level three. You want to know why? Because they're too scared to go there themselves. They're not even willing to face their own demon. So how could they ever hold space to hold the conversation to allow it to go to that level on a sales call, in their marketing, in their, in their newsletters, in their emails? They're not willing to go there themselves.

[B]

Oh, that's great.

[A]

Yeah, there you have it. That's the Pitch Me podcast. Listen more for the tips you need. And you've just listened to Pitch Me with Kayvon K. The podcast where sales are redefined, objections are destroyed, and high ticket closers are born. Want to take your pitch to the next level? Subscribe now, leave a review and join the Pitch Me community. And if you're brave enough to pitch live on this show, head over to ww PitchMePodcast.com and apply today. Until next time, keep pitching, keep closing and keep connecting.