No one should ever walk into a conference room and train a sales team cold.
At Pitch Lab every B2B sales training engagement starts with the same diagnostic process we use in every consulting engagement. We get smart about your specific situation first via interviews, pitch deck reviews, and watching your team sell.
Most training companies build the content first and sell it to whoever will buy it. Pitch Lab builds the curriculum after we know what needs improvement. That's not a small difference. It's the whole difference.
That means understanding the value of your solution, your differentiators, your team's skill gaps, and what's really getting in the way of more wins. The training that comes out of that process is specific, relevant, and immediately applicable to what your team is dealing with right now.
Then we deliver it in a way your team will actually remember. Pitch Lab Founder, Jay Mays, spent years doing stand-up comedy. What that taught him isn't how to tell jokes in a conference room (although he is known to do that from time to time). It's how to hold an audience's attention, make ideas stick, and keep reps engaged long enough to learn something. Sessions are focused, interactive, and built for real adoption. One concept at a time, practiced in a safe environment.
As we like to say: Pitch Lab is fun training with serious sales results.
Every engagement is different but the core problems are consistent.
How to run discovery that creates pipeline predictability.
How to differentiate from competitors instead of discounting to win.
How to quantify value so price objections stop showing up at the finish line.
How to deliver a pitch live where you can read the prospect and respond in real time.
How to maintain deal momentum and stop getting ghosted.
How to hire high-performing salespeople with drive, not just experience.
How to run one-on-ones that build accountability.
How to coach reps without doing the selling for them.
How to create a culture where the process gets followed because people believe in it, not because they're being watched.
How to leverage AI tools for real-time coaching and accountability scorecards.
✓ Reps stop winging it and start winning bigger deals more consistently.
✓ New hires ramp up faster because there's a real system to learn and a real process to follow.
✓ Managers stop nagging their team and start leading it.
✓ And you stop wondering whether the money you invested in training was worth it.
“As a young leader thrust into Head of Sales at a $60M startup, I wouldn't have made it without Jay Mays. He completely transformed how I lead and how my team of regional managers operates. Over two years his consulting reduced turnover by improving how we hire, and he built real accountability into our culture through one-on-ones and targeted feedback. Jay helped us grow in ways you can't put a price on.” – Zach Babishkin, Fluid Truck
“It’s great to get a different approach to sales other than your typical ‘sales’ training. I recommend Pitch Lab to anyone looking for a new, fun way to build their team’s core skills.” – Patty L., Miami Marlins
“With the real-life examples and open discussion that Jay invites during his training sessions, it is hard to leave without being challenged in becoming a better leader. I highly encourage any person who is currently in or pursuing a role of sales leadership to attend every session that they can.” - Sabrina Viera, Fluid Truck
“If you want to get better at sales, you need to talk to Jay. Jay has the perfect balance of understanding but pushing you to be better. When I first started working with Jay I felt like I had topped out on how good I could become at sales and after the first month I was exponentially better than where I had started. Jay quickly diagnosed a few areas that needed help and we got right to it with amazing results. Could not recommend more highly.” — Zach Frantz, Big Squid
Every topic below is taught in the context of what we found during your diagnostic. Nothing here gets trained in a vacuum.
Strategic Discovery: We teach reps how to ask better discovery questions so they can uncover the prospect's hot buttons before they ever talk price.
Value Selling: We show reps how to quantify the business, personal, and emotional outcomes of their solution so price stops being the whole conversation.
Differentiation: We arm reps with specific, factual ways to stand out from competitors instead of relying on generic claims everyone uses.
Objection Handling: We teach reps to uncover objections early, during discovery, instead of getting blindsided by them after the pitch.
Delivering a Compelling Pitch: We teach reps how to present outcomes instead of features, and present pricing as an investment backed by real ROI.
Maintaining Deal Momentum: We teach reps to break the sales process into a series of smaller commitments instead of one big close, so fewer deals stall or go dark.
Negotiations & Closing: We provide tactics for handling objections, protecting deal value, and closing without unnecessary discounting.
Leveraging AI: We show reps how to use AI tools to prep faster, sharpen their pitch, and spend more time selling instead of doing busywork.
Every topic below is taught in the context of what we found during your diagnostic. Nothing here gets trained in a vacuum.
Hiring Elite Sales Talent: We teach managers how to identify drive, screen resumes, and spot red flags in interviews before the offer goes out.
One-on-Ones That Build Accountability: We provide a simple framework for running weekly one-on-ones that build trust and reinforce the process.
Coaching for More: We teach managers how to set clear expectations and goals that actually move performance.
Humane Accountability: We train managers to hold reps accountable without creating fear, using clear expectations and real support.
Problem Diagnosis & Resolution: We teach managers how to find the root cause of underperformance instead of guessing.
Difficult Conversations: We provide direct, feedback for addressing performance issues before they become bigger problems.
Org Structure & Span of Control: We help leaders right-size the ratio of managers to reps, including how AI tools are shifting what's possible without adding headcount.
Leveraging AI to Extend Capacity: We show managers how AI tools can take over real-time coaching and call review, freeing them up for the strategic work that actually moves the needle.
Most sales training is forgotten by Monday because it was dropped on a team without context, without manager buy-in, and without any plan to reinforce it after the room cleared out.
A company invests real money on a two-day offsite, the team gets fired up, and six weeks later nothing has changed. That's not a training problem. That's an accountability problem.
Here's the promise: We won't roll out training to your team until your managers are bought in. If they aren't on board before we start, the training won't stick. It's why Pitch Lab works.
You have options: In-person at your location, at our office in Golden, CO, or virtual via Zoom. Whatever works best for your team.
Pitch Lab works best with B2B companies between $10 million and $100 million in revenue with sales teams of 10 to 100 people. If your sales team is leaving money on the table and you’re not quite sure why, reach out today.
This (not yet) award-winning guide is packed with actionable techniques you can use in your next presentation, even if it’s only an hour from now.
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