Dec. 10, 2020
How to Optimize Your Sales Pitch and Better Engage Your Audience with Nick Capozzi
In this episode, host Eric Dickmann interviews Nick Capozzi. Having recruited, developed, and led sales teams across the globe for Fortune 500 companies, Nick Capozzi focuses on client’s sales messaging and framing them uniquely in their space. A believer that how a company presents its offering is often the overlooked piece of the puzzle, he strives to create strategy, engagement, authenticity, and effective calls to action in all of his client’s communication and sales processes.
Nick's background helps him to find uniques points that will increase sales of any company, besides knowing what is the key point of a company he provides unique training to give them all the skills required that are focus to improve the communication between sales agents and customers. His method was found highly effective either if you are targeting a single person or a whole crew.
Eric Dickmann can be found on Twitter @EDickmann and LinkedIn at https://www.linkedin.com/in/edickmann and my website https://ericdickmann.com
Nick Capozzi can be found online at www.salespitching.com on LinkedIn https://www.linkedin.com/in/nick-capozzi
Episode Summary: The episode summary can be found at https://fiveechelon.com/optimize-sales-pitch-engage-audience-s3e15/
If you'd like to contact us with feedback or guest inquiries, please visit:
https://fiveechelon.com/podcast
For more information about Virtual CMO strategic marketing consulting services, visit The Five Echelon Group at https://fiveechelon.com
Episode #46
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The Virtual CMO podcast is sponsored by the strategic marketing consulting services of The Five Echelon Group.
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If you’d like to work directly with The Five Echelon Group and receive personal coaching and support to optimize your business, enhance your marketing effectiveness and grow your revenue, visit Five Echelon.com to learn more and schedule a free consultation.
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Welcome to The Virtual CMO podcast.
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I'm your host, Eric Dickmann.
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In this podcast, we have conversations with marketing professionals who share the strategies, tactics, and mindset you can use to improve the effectiveness of your marketing activities and grow your business.
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This week, I'm excited to welcome Nick Kaposi to the podcast.
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Having recruited, developed and led sales teams across the globe for fortune 500 companies.
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Nick helps companies focus their clients' sales messaging and create unique value propositions for their sales teams.
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A believer in how a company presents their offering is often the overlooked piece of the puzzle.
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He strives to create strategy, engagement, authenticity, in all of his clients' communications and sales processes.
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Hey, Nick, welcome to the virtual CMO podcast.
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How are you today?
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I'm fantastic.
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I'm talking to you, Eric.
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How can I not be fantastic?
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I feel a little competitive today because you've got such a great voice for this, and I know you've got some experience in broadcasting.
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Tell the audience a little bit about your background and, and how you use that voice.
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Oh boy.
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I'll try and keep this short.
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So I grew up in Montreal and I knew two things as a kid.
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One I wanted to work in radio and the other was I hated winter.
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I really remember.
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I remember that as an eight or nine-year-old and, so I went to broadcast school in Canada and I worked in radio and TV for about five years.
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In Toronto.
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And then someone said to me, they're like, Hey, can you do that radio thing from a stage?
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And I said, yeah, sure, I can.
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And that began a 20 year career in the cruise industry.
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Where I would get on stage and pitch all kinds of products, in the duty-free sector.
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So I, it was interesting.
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It was still about broadcast and radio and TV, but it developed into a sales role, which is something I never expected.
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I thought it'd be doing play by play for the Montreal expos.
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I can imagine.
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And good thing.
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You're not in the cruise industry right now.
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Yeah, it's actually a great industry and I'll always be a cruise ship guy.
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I'm not sure how, everything will resolve itself, but I know they'll come back better and stronger.
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And I'm excited for that.
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Have a lot of friends and family still in the business.
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Positive vibes for them.
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So the focus of today is on your business, which is sales pitching.
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And this is an issue that is near and dear to my heart spent many years, working with various salespeople and in my role as a virtual CMO, helping companies developing out their messaging.
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When you start to engage with people, what do you see as some of the top problems that people have with their sales pitch?
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So I think when I look at someone's sales page, whether it's a solopreneur or, a company with hundreds of employees, there's always a few things that right off the bat, jump out at me.
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And typically it's is how is the presentation structured?
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How does the deck look?
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How does the deck tie into what the messaging is?
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And then really the most important thing is what's the story you're telling.
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And I think sometimes, I'll talk to a business owner who's maybe in IT or software as a service, for example.
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And they're like, what's the story about a software as a service?
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But when you dig down and find those and then really package that in a beautiful way.
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I think that's really the opportunity that a lot of people miss with their sales presentations.
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I love that because the story is so important and it seems like what most people miss oftentimes is it's not necessarily about features and functions and bullet points.
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It's really about an emotional connection and building trust.
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You see that as well.
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When you talk to people?
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Yeah, absolutely.
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And I think when you actually get into the presentation, this is one of the best tips I think that help people.
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How do you build rapport quickly?
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And, this is 20 years of me on a gangway on an embarkation day in Miami saying welcome aboard.
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Where are you from?
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And, it was really interesting The opportunity to build rapport.
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And I think if you have your LinkedIn browser constantly open and all I'm about to talk to Eric, let me his profile and see what, maybe we might have in common.
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And that's an opportunity that is missed people, just dive right into it because they're excited to have, a prospect and they're excited to tell their story and what they have, but taking a few minutes to really understand where someone's from.
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And I think the reason that became such a important piece of what I do Eric, is when I was training people in the cruise industry.
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They weren't Americans working on the ship.
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There was maybe one in a thousand.
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There was almost no Canadians.
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I was teaching people from Serbia and South Africa and Columbia, how to connect specifically with Americans.
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And, I, one thing I learned very quickly is that after their loved ones and themselves would Americans really like to talk about is where they're from.
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It's very tribal.
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I'm wearing my colors.
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I'm wearing my university of South Florida and all my Florida state Seminoles.
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When you start to ask people where they're from and you can build your own database of Orlando, where we could talk about this or this, or I was in Orlando and I had the best thing I've ever eaten at this restaurant.
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It really gives you an opportunity to quickly build rapport way faster than you think.
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And this is especially true.
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I think, as we live in the zoom world, Where, we are dealing with people from all across the country.
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So when we first met, one of the things that I noticed immediately about you was how you employ these techniques just in casual conversation.
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You use my name a lot in conversation and I think a lot of people are afraid to do that, to start using somebody's name right away, we're so concerned about what we're going to say, that we're not really doing a good job of active listening and understanding who the person is.
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a minute later, you can't remember who it was that you were just introduced to.
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So you've obviously made a very conscious effort to include something simple, like someone's name often in your conversation as a way to build rapport.
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that's an active tactic that you've worked on over the years.
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So I think a lot of the things that I actually use today, I wasn't intentional and it wasn't necessarily active tactics.
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It was again, just being this cruise ship guy and having 4,000 people every week that I'd have to go out and get to know to get them to maybe want to buy something from me.
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And, especially if, I'll give a shout out here at the Holland America cruise lines, which is which, or Holland America line, which is a fantastic cruise line.
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And their guests are the same guests over and over.
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So if I see Mrs.
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Smith from de Moines, Good chance in six months.
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See her on another Holland America line ships.
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for me, it's, if you want to translate that to business, I don't want to just do business with Eric today.
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I want to do business with Eric for 10 or 20 or 30 years.
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For me, it's about building those genuine relationships.
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And for me personally, it's how I'm wired, but there's ways I think that I've really tried to break down the technique or things that I do that I just do and maybe don't realize I do, and then structure that to help people when they're engaging people again, especially in this kind of 30 minutes zoom world that we live in now.
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But it is easier to remember somebody's name.
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If it's Eric from Orlando versus Eric or Nick from a mountain in Arizona, right?
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It, when you learn those things about people, you can start to build that connection and build that rapport.
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For me, it's the genuine interest of, I want to get to know Eric and I want understand what you're interested in, because again, it's something that, I use now every day in sales presentations, but at the time it was, I'm going to see Eric every day for the next seven days.
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I, and I gotta be out chatting and chatting with people.
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So it's perfect.
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But I think, It became something using someone's name.
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It just became a pull-up respect thing for me, but there's no doubt that it keeps the person I'm talking to more engaged.
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And number eight, that's always in my head.
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If I'm having a 30 minute conversation with you, Eric, I'm going to try to say your name.
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Just like anything else I'd want you to remember is really wants you to remember a key phrase in my presentation.
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You're going to hear that from me eight times might be worded slightly different every time, but I'll make sure that you hear at eight times.
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That's great.
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And I'd love to dig into your process a little bit more.
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So when a company engages with you to help build out a sales pitch, And, you start to look at some of their existing materials and see what they're doing.
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What's your typical process.
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When you first walk in the door and start to engage with a new client.
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The first thing.
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Actually look at the physical prison.
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And so what's the script you're working off of.
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What's the slide deck you're working off of.
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And there's really two parts to what I do.
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One is what's the goal presentation, and then you get your sales team to deliver it.
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And, when I come into, if I let's say I'm working with a solopreneur or someone who's got, maybe 10 employees or less.
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They oftentimes, or the operator or the technical luminaire company, but by default become the defacto head of business.
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which there often miscast.
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So how do I take someone who's out there selling their business because no one else as well as them, but they're newly shaped correctly to do it.
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Ake it into their words, how they speak.
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So I'll spend time with them.
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And this is one thing that I teach people all the time.
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When I'm writing any kind of copy or any kind of presentation.
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I always write it to be spoken.
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Whereas I find most of the world writes it's writting and to be read.
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So I'm going to speak differently.
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If it's a text that is going to be spoken.
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So how often do that is all actually go out and record my thoughts on the product and then take that and gather into a script.
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but to answer your question properly, Eric.
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Yeah, definitely looking at how it's, what the script is.
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And then once that is either been rebuilt or oftentimes, but there are occasions where I come in.
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I'm like, ah, that's pretty much perfect.
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And maybe some slight.
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Verbiage changes, but then when you take that and give it to your salespeople, how are they presenting it?
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What pace are they speaking?
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Cause there's a lot, oftentimes you've got to LA and she got to get through if you want to get through that part really quickly, but when something's really important Where do you pause?
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How do you build up to a reveal?
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So those are the real two key components of how I involve myself with companies when I'm with their sales presentation, then getting the team to actually go ahead and deliver it.
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I think that's really interesting as a podcast host.
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Oftentimes guests will send me an introduction to read.
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that just gives a short bio of their history.
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And I find myself when I read these things.
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struggling sometimes because they don't roll off the tongue.
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There's a lot of information that they cram and do a couple sentences, but it doesn't roll off the tongue very easily.
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And so I find them rewriting a lot of them because you just want to say it in a way that's more familiar, more casual, more easy to understand.
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So I think that's a very interesting point that you're bringing up about speaking at first and then writing it down second.
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I'll take it even a step further, actually posted a piece of content on my LinkedIn today about crutch words, and a lot of.
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How can everything be amazing or life changing or disruptive, right?
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It can't.
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So what I was actually, suggesting people do today is take one of your 30 minutes zoom conversations.
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Click, play in your web browser and then open up a word document and click dictate.
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And it's, it is a very uncomfortable experience to actually go through and realize, how many times you said amazing or it's incredible.
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And when you go through and change that, it allows you to be more engaging.
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And at the end of the day, there is nothing more important than engagement when you're presenting anything.
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Another thing that I think is really important, when I'm coaching people.
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They're so afraid of missing the key word or key phrasing that's worked for them before, let's keep talking and make sure they get everything out.
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And, Oh, when I sold Eric that time, I definitely said that was, I'm going to say that.
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So what I try to get people to do.
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And let's just for the sake of this conversation, talk about it a 33 minutes.
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Is wanting do is lay out your key points and you really want to hammer those points home.
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Be deliberate with them, but after you've spent two, three minutes building rapport again in a 30 minute window.
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You really want to only have about seven minutes of talking about what you have and what you want to do is lay the breadcrumbs for them to ask questions back to you.
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So I think if we go back to one of the things that you said earlier, a lot of times, the principal of a business.
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the founder is typically technical they're in the weeds.
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They love their product.
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There are enamored with all the things that it does so how do you pull those people back and say, you've got a, you got to ease off that and you've got to build this into more of a story that's of interest to your audience.
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How do you edit yourself?
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It comes down to, and the hardest thing for anyone to do.
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And I'm a guy who's not afraid of being in front of camera or getting out and just talking.
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But even for me, the hardest thing for me to do is sit down and watch a recording of me going and speaking.
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It's really difficult.
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And I think the opportunity that's missed, if you just want it to self-correct quickly.
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if I never had a conversation with Eric and you said, Nick, give me one piece of advice.
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I'd say, watch your meetings and just look for patterns positive or negative.
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And I think something else that's really interesting.
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Again, getting into, especially founders.
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Let's say you've had your business for five years.
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in the first two, three weeks, when everything was exciting, it's like a new relationship.
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You may have come up with what as your tagline that you're still using today.
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the reality is your business has evolved over those 60 months and there's nowhere near, like it was at the beginning, but you're still using that.
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And it becomes a crutch.
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So the first thing I always ask people is.
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and I'll literally pull up a timer and I'll say, okay, you got 45 seconds.
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Tell me what you do.
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One out of 50 we'll mail it.
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And it's not that there's a right way to do it.
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It's that I think people oftentimes don't know how to express.
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Exactly what it is.
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They do.
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And if you take a little bit time and a size, you know what the key phrase thing is, you can really increase the likelihood that someone is going to have a light bulb moment and say, Oh, that makes sense to me.
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Okay.
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That's interesting.
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Now I want to have a conversation with you.
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So do you like them to frame it in terms of how they're solving a particular problem?
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It really, see, and that's the rabbit hole we could go down.
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That's a whole other conversation because it really depends on the product.
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So selling software as a service is going to be a one 80 from pet food.
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As an example.
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so it really depends on, pulling out that story.
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And a lot of people talk about storytelling and it's very relevant.
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But how do you tell a story?
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And sell that story at the same time.
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And that's where you really have to look at what the business is.
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I worked with this great manufacturing company here in Phoenix.
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And, when I first started working with them, they kept telling me we're a manufacturing company.
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We're a manufacturing company.
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And when I dug in a bit more, I understood that one of the co-founders was actually an engineer.
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And that all the competitors engineered their products off shore and everyone tested their products off shore.
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And everyone project managed offshore, not this company.
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They did everything here in Arizona.
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And so I said, you're not really a manufacturing firm, cause that's just clumps you in with everyone else.
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That's doing the same thing.
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That's off shoring, everything.
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You're an engineering and manufacturing firm.
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That focuses on developing products here in America.
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And tests everything here in America.
00:15:26.059 --> 00:15:33.720
And then when you have a project management issue, when we've done a great job of engineering and manufacturing, something for you, and now we're actually on site installing.
00:15:34.080 --> 00:15:34.950
And you have an issue.
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You've got Lindsey on the phone or Mike on the phone here in Phoenix.
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You're not dealing with someone overseas.
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how do you think something that's about manufacturing and shape it?
00:15:43.570 --> 00:15:45.309
really, it was just digging into the story.
00:15:45.340 --> 00:15:49.659
Now it's something that they knew, but they just, no one had shown the light on it that way before for them.
00:15:50.059 --> 00:15:57.919
I think that's an interesting point because many businesses will default to saying that their unique differentiator is.
00:15:58.220 --> 00:16:13.830
It's price it's that our widget is 10 times better than somebody else's widget, or it comes in more colors or, we can ship it to you a day faster, but oftentimes their biggest differentiators are things just like you said that maybe it's made here in the USA.
00:16:13.889 --> 00:16:22.570
Maybe they've got a reputation for just outstanding customer service or, they can restock your shelves overnight or something like that.
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But many times they default the things that truly aren't differentiators that any one of their competitors could say as well.
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And I think it's just, we live in this kind of technobabble world where everyone's what are they doing?
00:16:33.500 --> 00:16:34.549
Let's do the same thing.
00:16:34.549 --> 00:16:36.830
And there's not a lot of innovation and creativity.
00:16:36.879 --> 00:16:38.980
And people talk to me and they say, Nick, you're in sales.
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I actually consider myself a creative marketer.
00:16:42.419 --> 00:16:43.559
I'm a creative person.
00:16:43.559 --> 00:16:44.309
That's what I am.
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I grew up in Montreal.
00:16:45.690 --> 00:16:46.529
It's a French city.
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We grew up with architecture and art.
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When I tell people that they're like, what.
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