Definition: Kitchen sinking is an approach to sales and marketing wherein lots of features or a summary of the business’s entire space is treated as if it’s the compelling reason to purchase. “This does lots of things” instead of “this product (or service) is for your situation and does this specific thing to help you.”
The phrase is a derivative of the expression: “Threw everything but the kitchen sink,” meaning everything that wasn’t attached was involved.
In marketing, kitchen sinking is using the hero section of the website, sales slick, etc. to make a very broad statement that is supported by lots of features of the app or lots of case types that the law firm supports.
In a sales conversation or software demo, kitchen sinking is the salesperson regurgitating (word vomit) lots of features of the app, product or service instead of discussing specific pain points of the client and illustrating how the product/service solves them.
A CRO expert can identify kitchen-sinking and replace it with a clear value proposition for a specific audience while simultaneously building trust and making the next steps clear.
Use It In a Sentence: Stop kitchen-sinking me and tell me how this product can HELP ME!
For Further Reading: 10 Tips to Tighten Up Your Software Sales Pitch | Kitchen Sinking in PPC Configuration Leads to Declining Results for Med Spa Chain | What Does a Sales Funnel Consultant Do?
Related Terms: Spray and Pray | Throwing Spaghetti at the Wall | Firing a Shotgun | Zigzag Method | Boiling the Ocean | Connect the Dots
