In this powerful second installment of Kayvon Kay's seven-part sales framework, he builds directly from Episode 1's deep discovery techniques to show you exactly how to transform emotional awareness into buying urgency. Having established how to uncover your prospect's three levels of pain, Kayvon now reveals his proven methodology for helping prospects fully realize what happens if they don't change. This critical step bridges the gap between acknowledging problems and taking decisive action. You'll learn precisely how to: Quantify the financial impact of inaction in specific dollar terms Expand the "Four Horsemen of Emotional Urgency" to create genuine motivation Help prospects visualize the expanding consequences of delay Create a psychological pivot point that makes your solution the clear next step This episode delivers the tactical blueprint that turns "interesting conversations" into "inevitable sales" without manipulation or pressure tactics. Perfect for sales professionals tired of hearing "I need to think about it" or entrepreneurs whose prospects acknowledge problems but still walk away. The foundation was laid in Episode 1 - now it's time to create the momentum that makes closing natural and resistance-free.
Chapter 1: What is the main topic of this episode?
And today we're talking about a silent killer in sales. The cost of inaction. Because if they don't feel what it's costing them to stay stuck, they will never move forward. Let's dive in. Welcome back to Pitch Me. I'm Kayvon Kay, your host, and this is episode two. And we're about to get into one of the most important yet misunderstood dynamics in sales. Now, just listen.
If you don't learn how to get this part done right, you will lose deals, not because your offer isn't good, but because the pain of staying the same didn't feel real enough for your prospects. Today, we're talking about something that I call the cost of inaction.
In other words, the weight of doing nothing, aka not moving forward, not changing their situation, not fixing their problem, not going with you. Because here's the truth. Your prospect, they don't fear your offer. Prospects don't actually fear your offer. They fear what your offer actually represents. And to them, it represents change. Nobody likes change. It represents risk.
Our brains are not designed for risk. It represents responsibility. Ooh, that means I have to become someone. I have to do something different. I have to wear all the weight on my shoulders and take the responsibility. And that's scary because I've been hiding. And your offer also represents uncertainty. So your job, it isn't to sell them the dream at this point. No, not yet.
Chapter 2: Why is the cost of inaction critical in sales?
But it is to wake them up from the lie that waiting is safer. Because once they believe that staying the same is the riskiest move of all, they'll start begging for change. So let's break this all the way down, down, down. Pain is louder than possibility. Say that again. Pain is louder than possibilities. Humans don't move toward pleasure. They run from pain. People don't buy what they want.
They buy what they can't stand anymore. Another way of saying this is people don't buy their way into something. They buy their way out of something. So if someone's on your call, it's because they're already feeling frustrated. But that frustration isn't often buried under logic and noise. It's buried under this. We're just exploring options right now, Kayvon, so thank you.
We're just going to take a look. We're just calling because we're going to be comparing you against some few vendors. You know what, Kayvon, this sounds great, but we're going to circle back when timing's better. Translation, they don't feel the pain deeply enough to move forward. Now, most salespeople try to fix that by pitching harder. That's the wrong move. You need to hold up the mirror.
You need to get them present to the truth that they've been avoiding. And that's where you come in. Not as a closer. Not as a hardcore seller. but as simply as their guide, as a leader. This is where you say things like, hey, listen, my job here is very simple. I'm not here to sell you anything. I'm not here to push anything on you.
In fact, my job is to get more clear on whether staying where you are is actually still an option. You're giving them the light and the opportunity for them to actually even question, well, wait a minute. What happens if things stay the same? Another great question I love to ask is, well, let me ask you this. In six months from now, if everything stayed the same, what happens?
How far can you keep going if nothing changes? If nothing changes, how long does the business last, depending on the situation? So what I want to do is I want to go a little deeper of why all of this matters, but why cave on? Why are you saying the cost of inaction is important? Why is it the most important part of one of the sales process if done right?
Well, it's because of how our brain is hardwired to stay stuck. So we're going to be going into a little bit of neuroscience here for a second, but real talk. I'm not talking about a TED talk here, and I'm not saying I'm the next brainiac or some neuroscientist. But what we do know here with some neuroscience is the brain, the human brain, is designed to survive. It's not designed to thrive.
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Chapter 3: How does neuroscience explain resistance to change?
I think it's very, very important for you to understand this. Our human brains are designed to survive safety. Keep everything safe. Stay away. It's not designed to thrive. A.K.A. when we get to the edge, what do our brains do? Tells us to back away. We get weak in the knees. Tells us to run. It doesn't say jump and fly and have fun. It says don't do it. Stop.
Because our brain, it'd rather stay in a familiar hell than step into an unfamiliar possibility. So when your prospects feel resistance, that's not laziness. That's actually neuroscience. That's called wiring. Their brain literally interprets change as a threat. They start thinking consciously or subconsciously. What if this fails? What if I look stupid? What if I waste the money?
See, they're not resisting you. They're resisting uncertainty. And that is why urgency isn't created by dangling carrots. It's created by shining a spotlight on the cliff they're walking towards. This is when you ask the questions like this. Well, if we don't change this now, what is going to cost you six months from today?
That one question alone, if we don't change this now, what's this going to cost you six months from today? Can collapse a wall. So let's look at the hidden price tag of waiting. Because there is a cost to waiting, just like there's a cost to moving forward. And here's where it gets real. Most people don't know what doing nothing is costing them.
Most people don't know what doing nothing is costing them because no one's made them look. Your job is to walk them through the price tag of procrastination. And there's three types of cost. There's your financial cost. There's your emotional cost. And there's your reputational cost. So what does the financial cost look like? Well, that's the cost of staying the same. That's your revenue loss.
That's expenses being wasted. That's your missed opportunity. And from that, you have this emotional cause. That's the stress. That's the burnout. That's the identity fatigue. That's the scary stuff. That's that personal stuff. And from there, we have The reputational cost. That's now losing trust. Falling behind your competitors. Looking like you can't lead.
Looking like the prospects, not the prospects, the customers can't make decisions. So let me show you how to make this all hit. We're going to start asking consequence questions. And they look like this. How much has this already costed you? What's the emotional toll of dragging this out? Let me ask you this. Who's watching you stay stuck? And every time you ask this, you use silence after.
You let them squirm because it's that silence. It's in that silence. It's in that uncertainty. It's in that scary moment for them where truth actually shows up. And here's what's wild. Once they say it out loud, they can't pretend it's not there anymore. They will feel the weight. Now they want the way out. Do you see how this all comes together?
We understand that we're looking for their problems. We got to dig in to the discovery. We understand what their problem is, how long the problem's going on, why the problem's going on, the deep emotional problems. We learned that in episode one. Now we're bridging here in episode two is, well, what's the cost of not fixing that problem? And when we do this right, we go deep.
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Chapter 4: What are the hidden costs of doing nothing?
And if they don't respond, let them sit in it. Sometimes silence, as hard as it is, It is the close in itself. So let me give you a real story about this. I had a client. Brilliant. I mean, a brilliant offer. Great results. But they refused to invest in their back-end systems. They said it wasn't the right, they always used to say it wasn't the right time.
Fast forward six months, they started to get burnout. They got behind. They got frustrated. They came back and they said, well, Kayvon, we should have done this when we first spoke. And to their credit, they did get on board. But three months later, they had their biggest quarter ever. But you know what they told me? It wasn't the pitch that convinced me.
It was when you made me see not changing what it's costing me. So they said it wasn't the pitch. It was when I allowed them to see the cost of not changing. What's it costing them? Boom, the sale happened there, not actually in the pitch. And that's what you want to be.
You want to be that kind of salesperson, the one who wakes people up, not one to pressure them into sleepwalking through another decision. Not fixing this now is like ignoring a leak in your house. Sure, you're saving money until a ceiling collapse. You can use things like analogies. Or you can use analogies like this. This isn't just a business decision.
This is about who you want to be as a leader. You feel that? That's how you move people. And when you say that with empathy, when you say that because you actually care, you're actually present, it means something. But if you're just using these one-liners I'm giving you and these analogies I'm giving you because Kayvon told you on a podcast to do it, it won't work.
And this is why I always go back to the beginning. Sales is a direct reflection of you. What are your intentions? Are you about the commission or are you about the mission? Make it about the mission, the commission will always come. You make it about the commission, you'll never be able to live in the mission. So there's a moment in every sales call, what I call is like the shift.
This is where you feel the energy soften. They stop defending and they start reflecting. This is the questions that you ask like, well, what would it actually look like to fix this? I mean, what happens next? Suppose we were to fix this. Not make it promises, but suppose we could fix this. What would happen next? That's not when the pitch starts either.
That's when the decision has already happened. So your job is you shut up and you let it breathe. Don't rush them into solution mode. Let the silence, the uncomfortable silence do the work. Because when someone realizes they've been standing in their own way, that's when the sale begins. That is the truth. And the truth is this. Every sale starts with a mirror, not a microphone.
You don't sell by being louder. You sell by helping people listen and listening to themselves. That's when trust happens. That's when the movement begins. That's when the resistant dies. So here's the deal. Here's what we covered today. People don't avoid your offer. They avoid themselves. They avoid discomfort. They avoid risk. They avoid truth. And why?
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Chapter 5: How can asking the right questions create urgency?
What's the risk of moving forward versus the risk of staying the same? Now, let's talk about what's going to happen next. The next episode, we're going to move into the other side of this equation. This is one of my favorite sides. This is where we start to paint the vision. This is where we call, take me to the promised land. I've been to the promised land and I've seen the mountaintop.
Vice versa. I've been to the mountaintop and I've seen the promised land, baby. We're being raw. We're being real here. Because here it is. How to take them to the discomfort you surface is one thing. How you show them what's possible is the other side.
Because if the pain pulls them away from where they are, the vision, painting the, again, the mountaintop, the promised land, that's what pulls them towards where they want to be. This was Pitch Me. Again, I'm Kayvon Kay. And if this episode got under your skin, good. It means something. It means you're paying attention. It means you want change.
It means you know you've been doing something different. It means you know you should be doing something different. And that's okay. Because this is what Pitch Me is all about. It's about transformation. It's about being real. It's about being raw. It's about bringing on guests and showing them what they think is working isn't.
And the one thing that is working is usually going to be a reflection of them. So if you're feeling this pain, wait and see what the guests are going to feel. And we do this not because we don't like them. We do this not because we want to scare them or we want to embarrass them. We are doing this because we do like them. We love them.
We want to make sure that they become the best version of themselves. And sometimes we got to go through the pain and we got to go through the struggle before we can see that promised land, before we can see the reward. And that's what all of this is all about. So if you're feeling something here, if I got on your skin, you're not liking this, that means you care. And that means good.
You're in the right place. And I look forward to seeing the transformation coming towards you. It means you're paying attention. So, we will see you episode three. This is Pitch Me. And you've just listened to Pitch Me with Kayvon Kay, 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 www.pitchmepodcast.com and apply today. Until next time, keep pitching, keep closing, and keep connecting.
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