“Sales isn’t about flashy tactics—it’s about clarity, connection, and consistency. If you can’t explain the value you bring in three simple, memorable points, you haven’t refined your message enough.”
— Don Lazzari
In the fast-paced world of entrepreneurship, success often hinges not only on innovation and grit but on the ability to sell your vision effectively—especially when you’re the only one doing the selling. That’s where Don Lazzari comes in. As President of Delivering Value and author of Entrepreneur’s Sales Secrets Revealed, Don has dedicated over 15 years to helping business owners refine their messaging, sharpen their sales strategy, and grow sustainable businesses. With a career spanning decades in the tech and consulting industries, he brings a wealth of real-world experience and a no-nonsense approach to one of the most critical—but often overlooked—skills in entrepreneurship: sales.
In this exclusive interview, Don joins Stacey Chillemi to dive deep into the fundamentals of sales success for solopreneurs and small business leaders. He shares practical wisdom on the difference between telling and selling, how to identify your “Big Three” value propositions, and the importance of storytelling and repetition in crafting a message that sticks. Whether you’re an entrepreneur wearing multiple hats or a founder ready to scale, Don’s insights will empower you to connect with your audience, outperform your competition, and transform your sales game with clarity and confidence.
Don, it’s such a pleasure to have you with us today. For those who may not be familiar with your work yet, can you share a bit about your background and what led you to where you are now?
Absolutely! I spent the majority of my career selling different types of technologies across North America and Europe. About 15 years ago, I had a challenging experience with private equity that inspired me to leave the corporate world and start my own consulting business. Since then, I’ve worked with over 50 companies, helping them boost their sales performance. Over time, I noticed recurring sales misconceptions among entrepreneurs, so I decided to write my book Entrepreneur’s Sales Secrets Revealed to distill those insights and help business owners succeed through sales excellence.
What was the turning point that made you want to write Entrepreneur’s Sales Secrets Revealed, and what do you hope readers take away from it?
I kept seeing the same sales struggles across different businesses. Many entrepreneurs lacked foundational knowledge of effective sales practices. This wasn’t about flashy sales tactics or getting funding—it was about helping them understand how to build sustainable, high-performing sales teams. I wrote the book to provide a practical, experience-based guide for entrepreneurs who want to grow through strong sales strategies. It’s the kind of book I wish I had earlier in my career.
Your book speaks directly to solopreneurs—those who wear every hat in the business. What do you see as their biggest obstacle when it comes to selling?
The biggest challenge is that solopreneurs are often the only salesperson in their business, whether they like it or not. They might be brilliant at their craft, but selling doesn’t come naturally. And the truth is, if you’re starting a business, you’re automatically in sales. Whether you’re pitching from your garage or demoing from your trunk, you’re selling. The key is learning how to present your product or service in a way that persuades and engages your audience. That’s where real growth begins.
In your experience, how would you define the difference between simply telling someone about your product and actually selling it?
“Telling” is just data dumping. You’re describing features, specs, or technology. “Selling,” on the other hand, is about sharing those details in a way that motivates someone to act. When someone asks what your product does, don’t lead with how it works—lead with the result it delivered. Say something like, “A client just improved their customer satisfaction by 20% using our tool,” and then explain how. That’s what gets someone listening. It creates curiosity and anchors the value in their mind.
When businesses communicate their value, they often make it about themselves. Why is that a mistake, and how can they shift to a more client-centered message?
That’s a common trap. Most businesses talk from their own perspective: “We do this,” “We offer that.” It’s all “we, we, we.” But your clients care about what’s in it for them. The real shift happens when you start speaking their language. You say, “Companies like yours have seen these benefits,” and show how that applies. It builds trust because you’re demonstrating that you understand their world. You turn “we” into “you,” and that subtle change makes all the difference.
You teach a concept called the “Big Three” in your book. What exactly is the Big Three, and why is it so effective for messaging?
The Big Three are the three key benefits your product or service delivers—boiled down to simple, memorable phrases. People forget most of what they hear within an hour of a presentation. But if you give them three clear takeaways, they’ll remember you. I once helped a company selling complex tech in senior care reduce their messaging to: better documentation, better reimbursement, better care. That’s it. Simple, elegant, and powerful. People need clarity, not clutter.
Many business owners struggle to narrow down their offerings to just three core benefits. What’s your advice to those who say, “I can’t possibly cut it down”?
If you’re stuck at five or six, you’re not thinking hard enough. Look at your customers—what do they care about most? Not everything deserves top billing. You’ve got to distill your messaging, like making whiskey from mash. It takes refining and revising, but when you land on the right three, everything clicks. And don’t be afraid to test it. Your first version might not be perfect, but feedback from real customers will guide you to the right answers.
Clarity is important, but how do you make sure your Big Three actually resonates with your audience?
This is where the “Who Cares?” test comes in. Every time you define a benefit, ask yourself: Who actually cares about this—and why? If your big selling point is “we use advanced AI,” that’s not enough. Everyone claims that. But if your AI reduces operational costs by 15%, that has real-world value. You need to tie every benefit to a meaningful outcome for the buyer. If you can’t answer “who cares?” with a specific stakeholder in mind, it’s not ready yet.
How does understanding your competition’s messaging help strengthen your own?
It’s critical. Your customers are comparing you to everyone else in your space. If your messaging sounds the same, you’ll get lost in the noise. I worked with a company selling online proctoring for universities. They had great features, but their message was bland. We reframed it to focus on how they uniquely supported both students and professors—things the competition wasn’t highlighting. That gave them a real edge. It’s not always about being the only one; it’s about being the most compelling one.
What strategies can entrepreneurs use to ensure their message sticks with customers long after the initial conversation?
Repetition is huge, but it’s more than just saying the same thing over and over. You need to tell stories. Use analogies. Show visuals. Give examples. That’s the SABR framework I teach: Stories, Analogies, Visuals, Examples, and Repetition. These are the tools that help people internalize what you’re saying. People forget words, but they remember feelings—and stories create emotion and context.
Can you walk us through the SABR method and how it helps reinforce the Big Three?
Sure. SABR stands for:
- Stories – Real-world client outcomes that illustrate your value.
- Analogies – Simple comparisons that explain complex ideas.
- Visuals – Graphics, images, or diagrams to support your message.
- Examples – Specific situations or use cases your audience can relate to.
- Repetition – Reinforcing your core points until they stick.
The most successful communicators are those who repeat a great idea in different formats until it becomes second nature to the listener. Whether it’s Churchill giving speeches or marketers running ad campaigns, repetition wins.
In today’s cluttered market, do you believe that simplifying your message is the best approach?
Yes, but not just simplifying for simplicity’s sake. You want elegant simplicity—refined, sharp, and focused messaging. It’s not dumbing things down; it’s making them unforgettable. When someone walks past your booth or hears your pitch and says, “Oh, that’s the better care guy,” you’ve done it right. That’s the goal.
Let’s talk about the work you do through Delivering Value. What are the top three services you offer clients?
We focus on three things. First, one-on-one deal coaching—we help reps or business owners navigate specific deals effectively. Second, fractional sales management—ideal for smaller teams that don’t need a full-time manager. And third, we help tune up messaging. We dig into how you’re presenting your value and refine it until it resonates. It’s not about branding fluff—it’s about what gets results and closes deals.
Who tends to seek out your services, and what problems are they usually trying to solve?
Our typical clients are CEOs of small to mid-sized companies who want to grow but are stuck in the weeds of day-to-day sales. Maybe they’re technical founders, or maybe they’re overwhelmed managing a small team. We help them systematize the sales function so they can step back and lead the business instead of chasing deals every day. Growth requires structure, and that’s what we bring.
Sales can easily consume a founder’s time. How do you help CEOs reclaim their focus and avoid micromanaging their sales teams?
It starts with visibility. We implement structured sales calls, track metrics through tools like Salesforce or HubSpot, and coach the team so everyone’s accountable. For example, I run Monday sales calls for several clients. The CEO joins, gets a full briefing, and can walk away knowing the sales engine is running. That peace of mind is priceless.
Why is it so important to repeat your message over and over again, especially in sales?
Because people need to hear something multiple times before they internalize it. Think about advertising—companies like Geico or Nike don’t change their message every week. They repeat it until you feel it. That’s what entrepreneurs need to do. When you repeat a message consistently, it builds familiarity and trust. It’s how brands become memorable—and how sales get closed.
How would you say your book stands apart from other sales books out there?
It’s not theoretical. It’s grounded in real-world experience. The first part focuses specifically on solopreneurs—the people doing everything themselves—and gives them the exact tools and exercises to improve their sales. It’s not just something you read—it’s something you use. The book includes templates, examples, and downloadable resources that you can apply right away.
Where can our readers find your book and stay connected with your work online?
You can find Entrepreneur’s Sales Secrets Revealed on Amazon or directly at www.deliveringvalue.com. It’s a quick, 150-page read filled with actionable strategies and real-world examples. That same website is also the hub for everything I do—whether you’re looking to explore my services, access resources, or get in touch. I’m also active on LinkedIn; just search for Don Lazzari. I’m always happy to connect with entrepreneurs who are serious about growing through smart, effective sales.
Thank you so much for sharing your insights with us today, Don. Your advice was incredibly valuable, and I know our readers—especially the solopreneurs—will walk away with actionable steps to elevate their sales game. We’re excited to have you back for the next episode!
Thank you, Stacey. It’s been a real pleasure. I appreciate the opportunity to share what I’ve learned, and I’m looking forward to continuing the conversation. Helping entrepreneurs succeed is what I’m passionate about, and I’m glad to be part of that journey.
