— THE PACE PROTOCOL
Make buying from you the obvious choice.
You’re not losing deals because your competitors are better. You’re losing them because they’re easier to understand. Make buying obvious through behavioral science applied to your sales and marketing.
Trusted by 1,000+ founders | Author of Feel Good About Selling and Distinct: How Experts Become the Obvious Choice (Fall 2026)
The Invisibility Gap is Expensive
The better you are at what you do, the harder it becomes to explain it. Most founders are brilliant at their craft but struggle in their market. That gap is the Invisibility Tax — and you pay it every time your message doesn’t land, or the deal doesn’t move forward.
01
The Expert’s Curse
Your depth works against you. You’re level of expertise can be hard for others to keep up with.
02
The Translation Gap
Buyers don’t decide with logic. They feel their way to a decision. Your message needs to reach that layer.
03
The Invisibility Tax
Every confused prospect who walks away is money paid to someone with less skill but more clarity.
— THE PACE PROTOCOL
A behavioral framework to make buying obvious
Most sales and marketing advice treats the buyer as a rational actor weighing features and price. But buyers don’t decide that way. They feel their way forward — then justify the decision with logic.
PACE is the proprietary four-pillar protocol developed over 23 years of working with founders, consultants, and sales teams. It’s grounded in behavioral economics and built for the real world.
“It’s not about shouting louder. It’s about articulating your value so clearly that the right clients would feel stupid walking away from you.”
The PACE Diagnostic maps where you can stop the bleeding — and how to fix it.
P: Positioning
Strip away the Expert’s Curse. Define what you do with the clarity your buyer’s brain needs to categorize, trust, and engage with you. If they furrow their brow, your positioning is broken.
A: Authority
Build the credibility that earns the right to make an offer. Proof architecture, a repeatable marketing engine, and value engineering that warm buyers before you ever speak to them.
C: Conversion
Turn clarity into committed action. The enrollment conversation, the transformation invitation, and emotional regulation under pressure — make buying from you obvious.
E: Expansion
Build a business that grows on your terms, not just in revenue, but in freedom. Do your best work with the right clients, at the right price, without burning out doing it.
The PACE Diagnostic
10-Minute, 28-Question Assessment
Run your sales and marketing through the PACE lens. Find your gaps. Get your roadmap.
→ Score all four PACE pillars instantly
→ Identify your higest invisibility tax
→ Pillar-level insights and specific next steps
→ Downloadable PDF report you keep forever
→ Prescriptive CTA based on your weakest pillar
— START HERE —
You have a vague sense that something in your sales or marketing is off. The PACE Self-Assessment shows you exactly what and where.
Get a personalized gap report and PDF you can act on immediately
No fluff. No generic advice. Just a clear picture of where your Invisibility Tax is highest — and what to do about it.
Takes 10 Minutes. No Spam. Just deep buyer insights to win more business.
— ABOUT TED
Eliminate the obscurity that stalls your growth.
Experts turn to Ted Olson when their expertise isn’t producing the results it should. They know they are the best at what they do, but their pipeline doesn’t yet reflect that reality.
As the author of Feel Good About Selling, Ted has spent over two decades reverse-engineering the psychology of buyer choice. He builds practical, repeatable systems that make deep expertise impossible to overlook.
Having trained thousands of sales teams and built record-breaking pipelines, Ted is recognized for closing the gap between “being good” and “being the obvious choice” for your buyers.
Ted is a Master NLP Practitioner and holds certifications in Talent Optimization and The Predictive Index. His upcoming book, Distinct: How Experts Become the Obvious Choice, is scheduled for release in Fall 2026.
When he’s not helping founders and consultants win the room, Ted can be found practicing martial arts or sharing ideas on social media. He lives with his wife, Nicole, and their four children—who insisted on a special mention for the family’s two dogs, Oatmeal and Honeybee.
Distinct — The Hidden Science of Getting the Yes. How experts become the obvious choice. Coming soon.
Feel Good About Selling — “Best sales book I’ve read in years!” Available on Amazon.
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