Hey guys, welcome back to the game. Today, I'm going to be talking about the three-pillar pitch

and how to simplify a sales script to get a more salespeople to actually do it. And B, get your

prospects to actually understand it so that they see buy. So recently we improved one of the sales

processes in one of our portfolio companies by 2.4x. So we took a 14% close rate and took it to 35%

within four months. And there's a number of things we did, but I think one of the most

significant things was we simplified the scripting itself. And so I want to walk you through some

of the things that we did there so that hopefully you can do the same. First off, some of the people

who were selling at the time, they were basically feature

stacking. They were blabbing all over the place. They were talking about technical things,

features, all this stuff. It was a B-to-B sale. And business owner the other side were like,

I don't care, right? First thing we did with the script is we ran it through Hemingway,

which is a reading calculator. And so we got the grade level of the language we used in the script itself below

third grade. And you'll notice that in a lot of the content that I make, I purposely do that

because I also think that it shows the level of mastery. Like if you can't explain it to a child,

you don't understand it. And so I think oftentimes, especially salespeople who are newer coming in,

is they want to sound impressive, but all they end up doing is confusing people because they also are pretty confused themselves. And so they use these big words that they

don't know and the prospect doesn't know and both people are just making face noise at each other.

And at the end of the day, they don't buy. And so big thing number one is we simplify the script.

That's the language itself. The second level of simplification that we tried to do is around the pitch itself. And so I've been an advocate of a three-pillar pitch

for a very, very, very long time. But I want to add a little bit of nuance to that today. The first thing

is that what type of thing you sell. So if you sell, call it consulting or heavy implementation,

where you're doing like done for you services, like you do all the work, they just pay you. Then this is where you want to show tremendous

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