Stop Selling, Start Listening — Fix Your Pitch Live
Bring a sales conversation that should have closed but didn’t. We’ll figure out where you lost the buyer.
You explained the product. You showed the value. The conversation felt positive.
Then… nothing.
In this hands-on session with Julian Espinosa, you’ll work on one of the most important founder sales skills: understanding what your buyer actually cares about before you start pitching them.
This isn’t a session about memorising a better sales script. You’ll practise real conversations, diagnose where pitches go wrong, and learn how to adapt in the moment.
The challenge
Think about your last sales conversation that ended with:
“Let me think about it.”
“Send me some information.”
“I’ll speak to the team.”
“This looks interesting, but not right now.”
Bring that conversation.
What did you miss?
What happens in the room
👂 1. Listen Before You Pitch
Learn how to uncover what the buyer actually wants, what problem they’re trying to solve, and why solving it matters right now.
🔎 2. Find the Real Value Trigger
Go beyond surface-level needs and identify what would actually make your customer take action.
🎭 3. Live Sales Role-Plays
Work through realistic founder sales conversations. One person sells, one person buys — then we break down what happened.
🚨 4. Spot the Moment You’re Losing Them
Learn to recognise the questions, hesitation, body language and subtle signals that tell you your pitch isn’t landing.
🔄 5. Change the Pitch in Real Time
Practise moving away from your prepared pitch and adapting your message around what you've just learned from the buyer.
🔥 6. Founder Hot Seats
Bring a real sales conversation or deal you're struggling with and work through how you could approach it differently.
What to bring
Come with one real sales opportunity — ideally a prospect you’re currently speaking to or a deal you expected to close but didn’t.
Be ready to explain:
Who the customer was
What you thought they needed
What you pitched
What objections you heard
Where the conversation ended
You’ll leave with
By the end of the session, you’ll have:
A better way to open your next sales conversation
Questions that uncover what your buyer actually values
A clearer understanding of why prospects disengage
A framework for spotting buying signals and objections
Practice adapting your pitch in real time
A new approach to one of your actual sales opportunities
The goal isn’t to become better at talking about your product. It’s to become better at understanding what will make your customer buy.
About Julian Espinosa
Julian Espinosa is the founder of Sizzle, a healthcare startup for dietitians launched in 2022 with $100K in seed funding and grown into a self-sustaining, revenue-powered business in under two years.
Before Sizzle, Julian led high-performing digital marketing teams and drove more than $15M in SMB sales, giving him hands-on experience in understanding buyers, adapting sales conversations and closing deals.