— THE PACE PROTOCOL
Stop Paying the
Invisibility Tax
You’re not losing deals because your competitors are better. You’re losing them because they’re easier to understand. I help you make buying obvious through behavioral science applied to sales and marketing.
Trusted by 1,000+ founders | Author of Feel Good About Selling and Distinct: How To Avoid Losing To Hacks With Half Your Skill (coming soon)
The Expert’s Curse is Real—and it’s Costing You
The better you are at what you do, the harder it becomes to explain it. Most founders are brilliant at their craft but invisible in their market. That gap is the Invisibility Tax — and you pay it every time a lesser competitor closes the deal that should have been yours.
01
The Expert’s Curse
Your depth works against you. You’re so close to your expertise that you forget it’s new to everyone else.
02
The Translation Gap
Buyers don’t decide with logic. They feel their way to a decision. Your message isn’t reaching that layer.
03
The Invisibility Tax
Every confused prospect who walks away is money paid to someone with half your skill but twice the clarity.
— THE PACE PROTOCOL
A behavioral framework for making 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’re bleeding — and builds the roadmap 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
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.
C: Conversion
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.
E: Expansion
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.
Choose your path
Attract Ready-To-Buy Clients
On-demand course to clarify your value and attract your ideal clients
Sell Like A Trusted Advisor
On-demand course to sell with confidence and win more clients
Explore Sales Coaching
Get 1:1 or team coaching to boost your confidence, sales, and process
What Others Are Saying
Amazing
The tools and tips are so amazing – thank you, thank you! ~ Jerry L.
Wow
Best sales advice I’ve ever had in my life, ever. Wow! ~ Carly W.
So Helpful
The resources (and mindset) are SO helpful. I don’t have to build them myself! ~ Anna M.
About Ted
Business owners, founders, consultants, and sales team hire Ted Olson to do sales differently. They get clear on their sales process to win more clients, authentically. He is the founder of Consulting Academy and the best-selling author of Feel Good About Selling
Ted has trained 1000’s of business owners, consultants, and sellers and is continually rated “5 Stars.” He has built record-breaking sales teams, and custom-built sales and marketing materials built on proven behavioral economics. He is certified in the Well-Defined Coaching discipline, Talent Optimization, The Predictive Index, and is a master NLP practitioner.
For down time, Ted writes, is active on social media, and practices martial arts. He has four kids with his wife, Nicole. They have two dogs (Oatmeal and Honeybee) – his kids wanted him to mention the pets 🙂
Tools You Get Working With Me
Proven Sales Process
Authenticity not salesy
Deal-Winning Proposal
Close more clients faster
Business Case Template
Boost your close rates
Hard-to-Refuse Offers
Win clients with the right offer
Email Templates
Proven cut & paste emails
Referral Playbook
Done-for-you referral template
Sales Playbook
Avoid reinventing the wheel
Social Selling
Standout from the noise
Objection Handling
Eliminate sales friction
Frequently Asked Questions
Who, specifically, do you work with?
I’m a good fit for any expert who wants 1:1 personalized coaching to deliver a clear message, a powerful offer, and a client-winning sales process that works for them. And any sales team that wants to sell like trusted advisors.
What makes you different from all the others out there making promises?
You have every right to be skeptical. There is a lot of noise out there. The difference is “reps.” You leverage decades of both sales and marketing experience to unlock what works and avoid what doesn’t.
Do you work with sales teams?
Yes. Any sales team that wants to sell like trusted advisors would be a good fit.
How long until I see results?
Immediately, potentially. Many of the approaches and assets unlock areas that are currently hurting your sales efforts. That said, it depends on your context and the effort you put in?
My business is unique. Will this really work?
If you follow the path, yes. It has worked with 1000s from a wide variety of backgrounds. It avoids the one-size-fits-all approaches, so you can customize the content and resources to your style and context.
Okay, how do I get started?
Choose from one of the 3 options above. Or, click the “Get in touch” button.
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