Jeremy Miner: The Neuroscience of Selling, Master the Secrets to Effortless Sales | E297

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0:02:02 What we need to understand is that human behavior is the same as tens of thousands of years
0:02:15 ago the way your brain reacts in response.
0:02:23 Hey everybody, welcome back to the show.
0:02:28 If you guys have been following yet for a while, you probably know that my two favorite topics
0:02:30 to discuss are sales and human behavior.
0:02:35 Those are my all-time two favorite topics and today we get to talk about both of them.
0:02:37 So I’m super pumped for this show.
0:02:41 We invited on Jeremy Miner, he’s America’s number one sales expert.
0:02:45 He’s the founder and chairman of Seventh Level, a global sales training company, and
0:02:49 he’s also the author of the new book, The New Model of Selling.
0:02:51 Jeremy knows everything about sales.
0:02:56 We’re going to talk about the importance of listening, how to ask the right questions.
0:02:59 We’re going to talk about social media and the importance of that, how to have neutral
0:03:03 language, how to make sure we have good tonality, and so many more things.
0:03:06 So happy he’s finally on the show to share some of his wisdom.
0:03:08 I’m sure this won’t be the last time we hear from him.
0:03:13 But without further ado, Jeremy, welcome to Young and Profiting Podcast.
0:03:14 Thanks for having me on.
0:03:16 So Jeremy, I want to get right into it.
0:03:17 I love sales.
0:03:18 I love human behavior.
0:03:23 It’s some of my favorite topics to talk about and you are a true expert when it comes to
0:03:24 those things.
0:03:28 I was telling you offline that I’ve been following you on Instagram for a while and I just love
0:03:30 to hear all of your content.
0:03:31 So I want to start here.
0:03:36 A lot of our listeners are in their 20s, their 30s, they’re young entrepreneurs and
0:03:40 I know that when you were in your 20s, you actually were struggling with your sales.
0:03:43 You weren’t this natural sales person.
0:03:46 You had to learn to become a good sales person.
0:03:51 If you’re watching this or listening to us right now in the comments, type in if you
0:03:56 were born out of your mother’s womb with advanced questioning skills.
0:03:57 Nobody, right?
0:04:01 Type in the comment section if you were born out of your mother’s womb with advanced tonality
0:04:02 skills.
0:04:07 Or if you were born with advanced objection handling and prevention skills, see, those
0:04:09 are skills that nobody’s born with.
0:04:11 Those are skills that we have to learn.
0:04:12 We have to acquire.
0:04:17 So anytime, as you know, somebody says, “Oh, that person’s a natural born salesperson.”
0:04:20 It’s like, “Well, did they have blood work done?”
0:04:25 It’s like the DNA, like scientific, like somehow the blood type A negative or whatever, is there
0:04:26 a natural born closer?
0:04:30 Like that’s just a myth, like sales is a learned acquired skill.
0:04:35 I grew up on a cattle ranch in the middle of Missouri outside of a town.
0:04:37 Less than 800 people can acquire those skills.
0:04:41 What does it mean to you watching us on what you can do?
0:04:45 Even if you’re already doing well, you can always acquire higher level of skills to get
0:04:46 to a different level.
0:04:47 That’s what we’re going to talk about.
0:04:51 And I know that you say that sales is not rocket science.
0:04:52 It’s neuroscience.
0:04:55 And I know you love learning about human behavior.
0:04:56 You studied it in school.
0:04:59 So talk to us about why it’s actually neuroscience.
0:05:03 Because every decision you make as a human being, let’s just start here with some basic
0:05:04 stuff.
0:05:08 Every decision you make as a human being starts with your emotional side of your brain and
0:05:10 you justify logic.
0:05:12 We all heard that human beings make decisions emotionally.
0:05:17 They justify logic, but then no one ever teaches us how.
0:05:20 It’s a theory, but that’s what I wanted to come in and do in the market.
0:05:21 It’s like, here’s how and here’s why.
0:05:25 Not only how, but you have to understand why the psychology behind it.
0:05:30 Because I feel like a drink of water right now because I’m thirsty.
0:05:34 I feel like my emotional side of my brain starts to make that decision than I just
0:05:36 about logic because I’m thirsty.
0:05:40 So every decision you make as a human being starts with your emotional side of your brain.
0:05:44 You cannot make a decision with your logical side of your brain.
0:05:46 It just goes against the data and science.
0:05:50 So what I wanted to figure out when I was in college and I got my first sales job when
0:05:56 I was 21 selling home security systems door to door is I quickly found out that the script
0:06:02 the company gave me and the books that they had me read from the sales gurus that 95%
0:06:05 of the people when I started like, hi, my name is Jeremy.
0:06:06 Are you the homeowner?
0:06:08 Hey, how are you doing today, sir?
0:06:11 The reason why I’m out here was not interested.
0:06:12 We don’t need it.
0:06:13 We already talked with somebody.
0:06:18 It’s like I was triggering fight or flight mode and what we called their survival part
0:06:25 of their brain simply by using words that they’re already familiar with that every salesperson
0:06:29 that’s ever been selling something uses and the same tonality.
0:06:37 So I had to learn very quickly how to interrupt that pattern by changing my tone and triggering
0:06:41 curiosity in their brain rather than triggering fight or flight mode.
0:06:42 I love that.
0:06:43 I knew that we have limited time today.
0:06:46 So I want to just dive straight into all your tips from your new book.
0:06:51 You’ve got a new book called The New Model of Selling, selling to an unsellable generation.
0:06:53 You co-wrote it with Jerry Acuff.
0:06:57 So I want to know how is this an unsellable generation?
0:06:59 Why have they lost trust?
0:07:03 How are sales even different from 2020, which wasn’t that long ago?
0:07:05 What do we need to know about these new prospects?
0:07:12 Well, what we need to understand is that human behavior is the same as tens of thousands
0:07:15 of years ago, the way your brain reacts and responds.
0:07:19 However, in our society, there are different things that influence your brain compared
0:07:26 to even 10 or 15 years ago to 30 years ago to 100 and 500 years ago.
0:07:31 Think about as a society how we are sold and marketed to all of the time.
0:07:35 And a lot of times when I say this at a keynote or virtual train or something like, “Oh, I’ve
0:07:36 not sold all of the time.
0:07:39 I’ve only talked to salespeople once a week,” I’m like, “Oh, really?”
0:07:43 Because when you wake up in the morning, besides using the restroom possibly, what’s
0:07:44 the first thing you do to?
0:07:50 You get on your phone, start scrolling through your social media and you see and hear what?
0:07:52 Ads, trying to sell you something.
0:07:54 It immediately happens when you wake up in the morning.
0:07:58 You walk into your kitchen, you get maybe some coffee, you turn on the TV and you see
0:07:59 what?
0:08:02 Commercials, trying to sell you something.
0:08:03 You then get in your car.
0:08:07 Maybe you go to work or maybe you’re on the train or you go to the gym and you turn on
0:08:09 the radio and you hear what?
0:08:11 Ads, trying to sell you something.
0:08:12 You drive down the road.
0:08:15 You see these signs, the billboards, trying to sell you something.
0:08:16 You get to the office.
0:08:17 You get back on social media.
0:08:22 You see your aunt pitching her latest greatest MLM opportunity, so you’re always being sold
0:08:24 to all the time.
0:08:29 Because of that as a society, we have built up defensive mechanisms in our brain that
0:08:34 anytime we feel someone is trying to sell us something, we immediately do what?
0:08:39 Surface level salesperson trying to sell me something and we give vague generalized surface
0:08:42 level answers.
0:08:46 Because the prospects are used to your script, they already know what you’re trying to do.
0:08:47 I have to change that.
0:08:48 I have to pattern interrupt.
0:08:53 I have to change that script to something they are not used to.
0:08:55 You say that there’s a new model of selling.
0:08:57 Can you just compare and contrast?
0:09:01 How is your new model of selling different than the old traditional ways that people
0:09:02 sell?
0:09:06 When I say new model, I believe that this model has always been there, but I believe
0:09:09 that most people don’t understand it.
0:09:13 They might have used it, but they don’t know why it worked, if that makes sense.
0:09:17 When I was in school studying behavioral science, I specialized in behavioral science, human
0:09:21 psychology, and what’s called social dynamics.
0:09:27 In social dynamics, it’s the study of how you’re viewed in society.
0:09:28 How are you viewed?
0:09:32 What is your status or your rank in society?
0:09:37 You know as well as I do right now, what are the three things that would cause you to view
0:09:42 somebody at a very high status in society in general right now?
0:09:45 How many social media followers you have would be one, right?
0:09:49 Number two, money, wealth, and number three, fame.
0:09:54 Anybody that has even one or two of those or all three, you view at a higher status.
0:09:57 Now, a thousand years ago though, different.
0:10:00 Maybe I’m living in the Polynesian Islands.
0:10:02 How would my status be viewed then?
0:10:07 Well, it would be viewed based on your tribal tattoos on your arms, your arm sleeves, right?
0:10:13 And that society would tell you, the other person, how to rank you in that society, what
0:10:15 your status is viewed like, right?
0:10:21 So what we have to learn is, let’s say if I’m a financial advisor and I only make, I
0:10:24 don’t know, 300 or 400 grand a year or whatever, I’m learning how to get into the industry
0:10:30 of making more money, but let’s say I’m talking to somebody that has a net worth of 500 million,
0:10:31 you don’t have a net worth of 500 million.
0:10:36 So how are they going to view you at a higher status than themselves financially?
0:10:43 Ah, well, that requires we have to learn better questions that trigger curiosity and internally
0:10:45 get the prospect to view us differently.
0:10:50 We also have to learn how to use our tonality to get them to let their guard down.
0:10:56 That is called situational status, where in that situation, they view you at a much higher
0:11:01 status than themselves with what you’re focused and talking about, if that makes sense.
0:11:03 So I’ll give you a brief breakdown.
0:11:07 There’s three modes of communication according to behavioral science.
0:11:11 The first mode, and listen, this is important to all of you watching and listening to us.
0:11:12 Write this down.
0:11:15 Even if you’re already doing well, it’ll be a game changer for you.
0:11:17 The first mode is more like a boiler room selling.
0:11:23 Like if I told you, what’s the first image that comes to your mind when I say boiler
0:11:27 room selling, what would be the first image that just came in your mind?
0:11:30 Really serious people like in a room concentrating.
0:11:31 Yeah.
0:11:35 Have you ever seen that movie Wolf on Wall Street or like Gordon Gekko?
0:11:39 The salespeople are in that, you know, the rooms and they’re like pounding the phones
0:11:40 all the time.
0:11:41 Yeah.
0:11:42 Typically the image that most people tell me.
0:11:44 So that’s kind of the first mode of selling.
0:11:47 I’m going to give you guys the scientific term for everybody to death, but that mode
0:11:49 is all about posturing.
0:11:51 It’s about pushing.
0:11:52 It’s about pressuring.
0:11:58 It’s about manipulating to get what you want over what the prospect wants and prospects
0:12:00 pick up on that, right?
0:12:05 That’s why selling is a numbers game because of the way we’re taught to sell and communicate
0:12:08 triggers the prospect to try to protect themselves, right?
0:12:11 Cause nobody likes to be manipulated, push or pressure.
0:12:12 That’s the first one.
0:12:16 I say, if you, let’s say you’re dating somebody and you tell them like, Hey, you really need
0:12:20 to do something and you keep pushing and pressuring, what do they typically do back?
0:12:21 They reject it.
0:12:22 Yeah.
0:12:23 They push back, right?
0:12:24 Just human behavior of one on one.
0:12:25 That’s the first mode.
0:12:30 Second mode is more, and I’ll just do this brief is what’s known as consultative selling
0:12:37 came out in the late seventies, eighties, methodologies like Sam, their institute, spin selling, Neil
0:12:41 Rackham college professor never really sold anything, but they taught that you needed
0:12:46 to ask logical based questions to find the needs of the client, which was revolutionary
0:12:49 compared to boiler room selling all the way back in the eighties.
0:12:53 But the problem is when we ask logical based questions, we call those surface level questions.
0:12:58 What type of answers are prospects going to give us surface level logical based answers?
0:13:03 And remember, we came back to human beings make buying decisions on emotion or logic.
0:13:07 So we’re starting to play the numbers game because we’re not bringing very much emotion
0:13:11 out by simply asking surface level questions.
0:13:18 Because when we ask vague generalized questions, what type of answers do our prospects typically
0:13:22 give us vague generalized service level answers, right?
0:13:24 Unless they’re a lay down sale.
0:13:28 And then we all wonder why we get so many objections at the end is because we haven’t
0:13:33 learned yet how to get them to emotionally open up and trust us to tell us what’s really
0:13:34 going on.
0:13:35 The real problems and concerns.
0:13:36 Okay.
0:13:37 That’s the second mode.
0:13:41 The third mode is more known as dialogue.
0:13:45 When we ask what we call neuro emotional persuasion questioning.
0:13:51 Now, the question is how do you get a human being to persuade themselves?
0:13:57 How do you get them to do all the work selling themselves, whereas most sales we’ve been
0:14:00 trained that you got to do all the work, you got to do all the sign, how do you get them
0:14:05 to overcome their own objections rather than you trying to overcome them?
0:14:10 How do you get them to pull you in rather than push and pressuring?
0:14:16 And when I was in school, I studied two main people to really understand the art of communication.
0:14:18 We have very limited writings on these two people.
0:14:19 One of them was Socrates.
0:14:23 If you’ve ever heard of Socrates, Socratic method, I studied that in school.
0:14:25 The second one was Jesus Christ himself.
0:14:26 Okay.
0:14:30 And with the limited writings we have of Christ from the New Testament and other stuff that
0:14:36 they found, you’re going to notice that they asked easy to answer questions that allowed
0:14:44 their quote unquote prospects or audience to internalize and think deep about their problems.
0:14:47 And then they started asking questions that got them to focus on what the future would
0:14:52 look like once those problems were solved, almost future state, right?
0:14:59 So that’s where the methodology comes from any PQ from behavioral science, human psychology,
0:15:03 social dynamics, a lot more than just those two people obviously had to study to come
0:15:04 up with that.
0:15:07 And then they started using the world world trenches to make sure it worked.
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0:19:24 There’s so much to dig in on this.
0:19:29 I think I want to start with the words that we choose in our sales conversations.
0:19:32 The words that we say are so important.
0:19:36 What are some of the things that we should not say in a sales conversation?
0:19:41 Well, we don’t want to use words that lower our status in the prospect’s mind, that where
0:19:45 they view you as, “Oh, she’s a salesperson, got to protect myself.”
0:19:48 Let’s say, I’ll just give you a few random examples.
0:19:54 Let’s say that we’ve all seen these emails from vendors that maybe talked to us and we
0:19:56 didn’t buy from them.
0:20:00 You probably had vendors you talked to, you decided it wasn’t the best fit, and then you
0:20:05 get an email a month or two later that says, “Hey, Hala, just following up with you or
0:20:13 just circling back or just checking in on XYZ,” and they write you this three or four paragraph
0:20:15 after that.
0:20:17 How many sentences of that did you actually read?
0:20:18 The first sentence?
0:20:19 Yeah.
0:20:25 Because when you saw the words just following up, just checking in, just circling back,
0:20:27 immediately what came to your brain?
0:20:28 Sales.
0:20:29 Yeah.
0:20:31 Because you hear that all the time.
0:20:35 So your brain instantly, your survival part of your brain, a lot of people call it the
0:20:38 reptilian part of the brain, is like, “Oh, defensive mode.
0:20:39 I know the script.
0:20:40 It’s a salesperson trying to sell me.
0:20:42 I’m not going to read the rest.”
0:20:48 So instead, let’s say that one of your reps talked to a company, and for whatever reason
0:20:51 they didn’t go with them, let’s say they had a first meeting, discovery call, they scheduled
0:20:57 a second meeting a week later, and the company ghosted, happened as well.
0:21:01 Most salespeople would start emailing frantically, texting three times a day, calling three times
0:21:04 a day, just following up.
0:21:07 There’s some validity to that, depending on the words we use.
0:21:09 I wouldn’t want to do that three or four times a day because it makes you look needy and
0:21:14 desperate because experts aren’t needing desperate, but we can’t ignore them.
0:21:18 So let’s say that you leave two or three voicemails, you leave two or three emails, they don’t
0:21:19 respond at all.
0:21:20 What’s your next step?
0:21:21 Okay.
0:21:24 You’re going to type an email, and you’re simply going to use the words I’m about to
0:21:25 share with everybody.
0:21:28 Now, here’s my suggestion.
0:21:29 Copy the words.
0:21:31 I give you word for word.
0:21:32 Do not add any words.
0:21:34 Do not take out any words.
0:21:35 There’s a reason why this works.
0:21:39 You start changing around and fluffing it up.
0:21:40 It doesn’t work.
0:21:45 You’re simply going to write in the email, “Hey, John,” or whoever there is, “Hey, John,
0:21:52 tried to reach you a few times in the last few weeks, but we didn’t hear back from you.”
0:21:57 So try to reach you a few times, left a few of messages in the last few weeks, or last
0:22:01 week, whatever you want to say, but we didn’t hear back.
0:22:04 You’re going to scroll down two lines because you don’t want to have a big paragraph that
0:22:05 nobody wants to read.
0:22:09 And you’re going to say, “How should we proceed from here, or where should we go from here?”
0:22:12 I put, “Where should we go from here?”
0:22:13 Question mark.
0:22:14 That’s it.
0:22:18 Don’t say, “I really look forward to your response,” or, “I really look forward to
0:22:22 working with you because over at XYZ, we’re the number one brand,” and blah, blah, blah,
0:22:24 blah, blah, like sales.
0:22:29 Simply say, “Hey, John, tried to reach you a few times and left a few voicemails last
0:22:32 week, comma, but we didn’t hear back from you.”
0:22:33 Dot, dot, dot.
0:22:34 Scroll down two lines.
0:22:36 Where should we go from here?
0:22:37 That’s it.
0:22:41 You will be shocked how quickly they respond back.
0:22:46 They did ignore all your long emails and text and long voicemails.
0:22:49 You’re going to notice how quickly, “Oh, hey, you know, Holly, just been busy, you know,
0:22:52 the company, we’re ready to go,” or, “Hey, just been busy.
0:22:56 My mom went to the nursing home,” or, “Oh my gosh,” because it’s like you’re getting
0:22:57 rid of them.
0:23:02 There’s even more emails after that, like they don’t rarely, maybe 25% of people won’t
0:23:03 respond to that point.
0:23:08 Now, if you’re like a hardcore, high-pressure salespeople that builds no gap in that first
0:23:11 conversation, is that email going to work as well?
0:23:12 Probably not.
0:23:16 Because she’s scared the crap out of them and they don’t want to even talk to you.
0:23:20 Now, if they still don’t respond to that email, I might wait four or five days because I don’t
0:23:22 want to email them again the next day.
0:23:23 That’s going to be weird.
0:23:24 I’m going to wait four or five days.
0:23:29 I’m going to say, “Hey, John, sent you a couple of emails.
0:23:30 You had mentioned the other day.
0:23:33 Let’s just use your example for marketing.
0:23:39 You were wanting to really grow your podcast to book an extra 500 sales calls a month and
0:23:44 get up to about $10 million in revenue this year,” then you scroll down two lines.
0:23:48 Did you give up on scaling or what actually happened?
0:23:49 Question mark.
0:23:53 Did you give up on blank, whatever they said they wanted, or what actually happened?
0:23:54 Question mark.
0:23:58 Then most of the people that didn’t respond to that last email, they’re like, “Oh,” because
0:24:02 you’re like, “Did you give up on and you repeat back what they said they wanted?”
0:24:04 It’s hard for them to ignore that.
0:24:05 Yeah.
0:24:06 It’s a no-oriented question.
0:24:07 They’re not used to that.
0:24:08 They’re going to be like, “No, no, no.
0:24:10 I am going to do that.
0:24:12 I need to do that.”
0:24:13 It switches it on them.
0:24:14 Yeah.
0:24:15 You’re getting it.
0:24:16 It’s like my good friend, Chris Voss.
0:24:17 I just did that.
0:24:18 Yeah.
0:24:19 Then it was just texted.
0:24:20 He’s been on five times.
0:24:21 I know his material really well.
0:24:22 We were just texting the other day.
0:24:23 He’s looking for a VP of sales.
0:24:27 We were texting some different ideas, but it’s exactly what he says.
0:24:31 They’re interrupting the pattern that they’re used to because they’re used to salespeople
0:24:34 forcing them with these yes questions.
0:24:39 Even if they say yes or yeah, internally, they’re thinking, “Oh, they’re trying to manipulate
0:24:44 me to give me to say yes, like everybody knows that script.
0:24:45 You’re right.
0:24:46 You figure this out.”
0:24:47 We’re interrupting that script.
0:24:49 We’re pattern interrupting them.
0:24:55 That’s what we would call that, by getting them to say no, that actually leads to this.
0:24:59 Are you going to let them, let’s say you’re doing political fundraising, are you going
0:25:02 to let them win the White House this year?
0:25:03 No, I’m not.
0:25:04 Then donate here.
0:25:06 It’s like getting them to know that leads to the yes.
0:25:09 Are you completely against XYZ?
0:25:13 Would it be completely unrealistic for us to consider?
0:25:15 Would it be completely impossible if we did?
0:25:19 It’s just like you said, getting them to say no leads to that yes.
0:25:20 They feel more in control.
0:25:22 They feel like they’re making their own decision.
0:25:24 They came up with it themselves.
0:25:25 Safer.
0:25:30 Let’s talk about, in the actual conversation, you talked to us how pressuring is no good.
0:25:35 Talk to us about hard language and soft neutral language and how we need to be more soft and
0:25:37 give us examples of that, please.
0:25:41 You want to be soft, but a lot of people are like, “Oh, APQ is too soft.”
0:25:43 Those are people that have never gone through any of our training.
0:25:44 They just see a few words.
0:25:45 “It’s too soft.”
0:25:49 Well, it’s actually pretty hardcore because the prospect doesn’t feel like they’re ever
0:25:50 being sold to.
0:25:53 They feel like it’s their own idea.
0:25:57 It’s actually very hardcore because you actually sell way more.
0:26:01 Being soft is being hard pressure, high pressure, and you don’t sell that much.
0:26:02 That means you’re soft.
0:26:04 That means your commission checks are tiny.
0:26:08 In sales, when I was in the trenches, it’s like, I don’t know if you ever watched the
0:26:09 NFL.
0:26:10 I mean, you are in New York.
0:26:11 Are you a Jets or a Giants fan?
0:26:13 I guess Jets, if I had to be.
0:26:14 Okay.
0:26:15 All right.
0:26:16 I’ll forgive you.
0:26:17 I know they suck, right?
0:26:18 I think Aaron Rodgers fits.
0:26:19 I like players.
0:26:22 They’re like, “Go Jets,” you know, before I’m like, “Suck.
0:26:23 Go Jets.”
0:26:24 Okay.
0:26:28 It’s the same thing because we’re interrupting that pattern that we talked about a second
0:26:31 ago, but we’re changing the lingo.
0:26:34 We’re changing the script that they’re used to.
0:26:37 Going back, let’s say I get on a sales call.
0:26:38 Let’s just stay in your industry.
0:26:43 You get probably a lot of inbound leads that book on maybe Zoom, right?
0:26:49 When you get on there, a lot of salespeople have been taught to use some type of frame,
0:26:54 which I agree, but I need to neutralize the language in there because a lot of salespeople
0:26:55 say something like this or variation.
0:26:59 They’ve been taught this and they say, “Hey, you know, this is like the third question,
0:27:04 like, hey, the way this call is going to work or the way this call is going to go.”
0:27:06 So they’re forcing themselves on.
0:27:09 So the way this call is going to go is I’m going to ask you a few questions.
0:27:14 You can ask me a few questions and then towards the end, if you feel we’re a good fit for
0:27:17 you and I feel you’re a good fit for us, we’ll show you how to get started.
0:27:18 Fair enough.
0:27:23 A lot of people, if they’re A-types, some A-types will be like, “Well, yeah, but I’m
0:27:24 not ready to buy.”
0:27:27 I didn’t say I’m ready to buy, but I’m just still looking.
0:27:29 Instantly, resistance comes up.
0:27:33 Now, you’re competing against that resistance to the rest of the conversation.
0:27:35 Most of the time, you’re not going to get that deal because you’ve automatically triggered.
0:27:38 Now, for the other people, they’re like, “Oh, yeah, sure.”
0:27:42 They agree with you, but then internally, what are they thinking the rest of the time
0:27:44 you’re asking questions?
0:27:46 This person is telling to me, “I need to be aware.”
0:27:47 I need to be careful.
0:27:49 I’m not going to open up.
0:27:50 I’m going to stay surface double.
0:27:52 When you ask a question, they’re like, “Yeah, yeah, sure.
0:27:53 Yeah, that’s great.
0:27:54 Yeah.”
0:27:55 They’re just very vague, very generalized.
0:27:57 Then, at the end, you still get what?
0:27:58 I want to think it over.
0:28:00 I want to talk to this person.
0:28:01 I need to talk with my CPI.
0:28:02 I need to talk with my financial advisor.
0:28:05 I need to talk with my uncle who lives in a van down by the river.
0:28:10 They always give me these excuses, even though you thought you logically trapped them into
0:28:13 a green to a yes or no at the end.
0:28:14 Guess what?
0:28:16 At the end of the day, they can still say no.
0:28:17 They can make that decision.
0:28:18 I’m going to neutralize that.
0:28:21 I’m going to do the same thing, because nobody believes you’re going to get to the end of
0:28:22 a conversation.
0:28:23 You’re like, “I’m ready to buy.
0:28:24 Here’s my credit card.
0:28:25 Send me the invoice.
0:28:26 I’m ready to wire.”
0:28:27 You’re like, “Nope.
0:28:28 Sorry.
0:28:29 You’re not a good fit for me.
0:28:30 We’re not going to take the payment.”
0:28:32 Nobody believes that study.
0:28:36 Even if it’s a real deal in your company, people don’t believe in it, because they know most
0:28:38 salespeople are full of BS when they say it.
0:28:39 I’m going to get on there.
0:28:41 After a couple of connection questions, what we call them, I’m going to be like, “Okay.
0:28:42 Yeah.
0:28:43 In this first call, it’s pretty basic.”
0:28:47 Let’s say, do you guys do a one-call-close or a two-call-close with what you do?
0:28:53 Usually it’s one call, and I send a proposal after and close it.
0:28:54 The pricing after usually.
0:28:55 Yeah.
0:28:56 Okay.
0:28:58 Do you go over the proposal with them or just email it?
0:28:59 I just usually email it.
0:29:00 Ooh.
0:29:01 Could be trouble for you.
0:29:03 We have a wait list of clients.
0:29:04 I know.
0:29:09 I thought you had to pull that up on Zoom, because when you just email it to them.
0:29:10 It depends.
0:29:12 It just really depends, honestly.
0:29:15 I give them a hint that we’re expensive.
0:29:18 I let them know ballpark, and then I’m like, “Okay.
0:29:21 Based on what you need, I’m going to price it out and let you know.”
0:29:26 I give them a ballpark and let them know it’s going to be expensive and set the stage.
0:29:27 Yeah.
0:29:31 Because we would show you how to get on Zoom with them, go over the proposal with them,
0:29:36 so they can see, “Oh, I’m paying this for this,” rather than trying to interpret what
0:29:37 you wrote.
0:29:39 Sometimes people miss the difference.
0:29:42 They’re just, and then they have an objection, and now your team’s not there to help them
0:29:43 overcome it.
0:29:47 But if I’m going through the proposal with them virtually or in person, and they have
0:29:51 a concern, now I’m there to help them overcome it.
0:29:54 That will make your waiting list instead of one or two months, six months.
0:29:55 So there you go.
0:29:56 You’re welcome.
0:29:57 So go back to the thing.
0:29:59 So I might get on there, and after a couple of connection questions, I’m like, “Yeah,
0:30:02 this first part of this call, it’s pretty basic.”
0:30:03 So I’m downplaying it.
0:30:05 Now why would I downplay it?
0:30:06 Why not upplay it?
0:30:08 Why not be like, “This is going to be an exciting call.
0:30:11 We’re going to go through AZZ, make it all exciting?”
0:30:15 Because in behavioral science, the way your brain works is that in a sales situation,
0:30:20 when a salesperson upplays something, what do most prospects do?
0:30:21 They downplay it.
0:30:22 Yeah.
0:30:23 They downplay it.
0:30:28 If you’re like, “You’re going to save 27% on this car insurance policy,” well, I mean,
0:30:31 I’m only paying $27 a month, I mean, that’s not that much money.
0:30:34 But if I’m like, “You’re not going to save that much, it’s only going to be like 27%,
0:30:35 28%.
0:30:36 Are you kidding me?
0:30:38 You saved as a penny earned, my mama said.”
0:30:43 So it’s like if I downplay it in a sales situation and make it seem like it’s not a big deal,
0:30:45 prospects in their brain upplay it.
0:30:46 And vice versa.
0:30:48 In behavioral science, it’s called mismatching.
0:30:49 So I’m going to go in there.
0:30:50 Yeah.
0:30:51 The first part of this call, it’s pretty basic.
0:30:54 See, I’m saying that because I want them to let their guard down.
0:30:55 It’s pretty basic.
0:30:59 It’s really more for us to find out, let’s go with your industry, more about what you’re
0:31:04 doing to generate new leads and clients now and kind of maybe the results you’re getting
0:31:09 from that compared to maybe where you’re wanting those to be to kind of see what that gap looks
0:31:10 like.
0:31:11 What did I just do there?
0:31:12 A few things.
0:31:13 First part of this call, it’s pretty basic.
0:31:14 I’m downplaying it.
0:31:15 Okay.
0:31:16 I wanted them to let their guard down.
0:31:21 It’s really more for us, not me, us, right, collaborating, us.
0:31:25 It’s more for us to find out kind of what you’re doing now to generate new leads and clients.
0:31:28 Look at my hand here, results you’re getting from that.
0:31:31 I don’t want to say the results you’re getting from that appear.
0:31:33 I’m going to say the results you’re getting from that.
0:31:35 See how I make it seem like it’s not that great.
0:31:39 The results you’re getting from that compared to maybe where you’re wanting those to be.
0:31:41 Now, visually, what did I just create in their brain?
0:31:42 A gap.
0:31:43 A gap.
0:31:44 Just by my hands.
0:31:47 But if I’m like, kind of, you know, the results you’re getting now compared to maybe you’re
0:31:50 wanting them to be, there’s no visual gap.
0:31:51 I have to be concise.
0:31:54 The results, maybe you’re getting now from that compared to maybe where you’re wanting
0:31:55 them to be.
0:32:00 Notice I said maybe wanting them to be, see how I neutralize that rather than saying compared
0:32:01 to where you want them to be.
0:32:02 It’s more assumptive.
0:32:07 Now, I want to be more assumptive later on in the conversation after I built more trust
0:32:09 in a gap.
0:32:13 But how much trust and credibility do I have with the average prospect in the first two
0:32:15 minutes of a sales call?
0:32:16 Very little.
0:32:22 Even if they follow me or like as an influencer, they know a bit about you, I got some credibility.
0:32:27 But if I get too assumptive too quick, especially A types, business owners, will push back.
0:32:28 Okay.
0:32:29 I didn’t say I’m ready to buy.
0:32:30 I’m just looking around.
0:32:32 I’m just kind of doing some research.
0:32:35 So then I’m going to say compared to maybe where you’re wanting them to be to see what
0:32:36 that gap looks like.
0:32:40 So I’m still going with that gap looks like, and then towards the end of the call, if you
0:32:45 feel like, hey, this might be what you’re looking for, we can talk about possible next
0:32:46 steps.
0:32:47 Would that help you?
0:32:52 If you feel that it might be, say I’m neutral, might be what you’re looking for.
0:32:56 We can talk about possible, neutral, possible next steps.
0:33:02 No one will ever say, no, we cannot talk about possible next steps because I neutralize that
0:33:03 whole thing.
0:33:09 You’ll never have sales resistance, but just changing out a few words might be possible,
0:33:10 those type of words.
0:33:12 Now you can’t repeat them a hundred times in a conversation.
0:33:13 I have to use others.
0:33:20 Could be, now as I get more into that conversation, build a bigger gap, I become more assumptive
0:33:21 because I have more credibility at that point.
0:33:23 Does that see the difference there?
0:33:24 Yeah.
0:33:25 So good.
0:33:26 I don’t want to repeat them in sales.
0:33:29 And I talk about this in the DMs, you’ve got to do the same thing.
0:33:30 You can’t be like, I know you’re going to like this.
0:33:34 You can be like, well, you seem like you might like something like this.
0:33:37 And to your point, neutralism.
0:33:42 So they become more open when you’re willing to, I mean, after the conversation, we might
0:33:44 find that you’re better off just staying with who you already have.
0:33:49 See, when I say things like that at the beginning, okay, I don’t want to say that at the end,
0:33:53 but when I say things like the beginning or especially at the DMs, they become more open
0:33:56 because they feel like I’m more in it for them.
0:33:57 Trustworthy.
0:33:58 Trust me.
0:34:02 I’m more trustworthy because I’m an expert because only experts would make that type
0:34:06 of statement because needy salespeople would always say, I know you’re going to like this
0:34:07 because they’re needy.
0:34:10 They’re not experts, they’re amateurs.
0:34:16 So if I want to raise my status in the prospect’s brain, I have to be detached, not in a way
0:34:19 like, oh, you shouldn’t do this, this is horrible, but more neutral, like, you know, at the end
0:34:23 of the call, we might find that maybe you’re better off staying with who you already have.
0:34:26 Now, are you going to be angry at me if I tell you that to you at the end of the call?
0:34:28 No, I would never get angry with you.
0:34:29 See what I just did there?
0:34:32 Now, are you going to get angry with me at the end of this if we find we can’t even
0:34:33 do anything for you?
0:34:35 No, I would never get angry with you.
0:34:37 Now, what did I just do there?
0:34:41 That’s just a disarming technique to get them to come to my aid.
0:34:45 Now, are you going to be angry at me if we can’t help you at the end of this?
0:34:47 No, gosh, I would never be angry at you.
0:34:49 They’re never going to be like, yes, I’m going to be angry at you.
0:34:50 Yeah.
0:34:53 I’m pushing them away to get them to pull me in.
0:34:55 You were talking about?
0:34:56 Yes.
0:34:57 Okay.
0:34:58 I want to talk about two more things.
0:35:01 Open listening, something that you talk about.
0:35:03 And I also want to talk about asking the right questions.
0:35:06 I think these are two really important things to do in our sales conversations.
0:35:11 Well, I think with listening, I think most salespeople might not understand what I mean
0:35:16 by active listening, because in my mind, active listening is listening to what the
0:35:19 prospect means, not just what they say.
0:35:21 Those are two very different things.
0:35:22 Everybody write this down.
0:35:24 This is important right now.
0:35:27 Listening to what the prospect means, not just what they say.
0:35:32 That’s a big difference, because let’s say if I’m asking a closing question at the
0:35:36 end of that conversation or conversations, I’m asking a commitment question.
0:35:39 And I might say, do you feel like this could be the answer for you?
0:35:44 And the prospect’s like, oh, definitely for sure.
0:35:47 What I hear them mean is, yeah, they’re in.
0:35:53 But let’s say if I ask that same question, like, yeah, yeah, I could see how it could
0:35:54 work.
0:35:58 Now, most salespeople are like, great, let me show you to get started.
0:36:00 But I’m listening to what they mean by their tone.
0:36:03 And what I just heard is they have uncertainty.
0:36:08 What I just heard, if I try to close in right at that point, they’re going to give me some
0:36:11 type of an objection most of the time.
0:36:16 So I’m going to lean in and say, you didn’t seem so sure when I asked you that question.
0:36:17 What’s going on?
0:36:18 You can tell.
0:36:20 To solve the record, I won’t post it on your social media.
0:36:22 What’s really going on?
0:36:27 And I lower my tone into a concern tone, a tone that shows empathy.
0:36:32 Now, when I have a concern tone in that context, the prospect feels what?
0:36:35 That I’m generally concerned for them.
0:36:38 So they trust me more and they open up more.
0:36:43 See, I’m listening to what they mean with their tone, not just what they said.
0:36:44 See the difference?
0:36:47 I know that we need to get people to make their own decisions.
0:36:50 We need to act like a problem solver.
0:36:53 What are the right questions to ask in these sales calls?
0:36:57 Like I said, in every industry, according to Forbes magazine, there’s 163 industries
0:36:59 in the world, which I find shocking.
0:37:04 There has to be like 10 million, 163 core industries, and then there’s subcategories
0:37:05 in each one.
0:37:09 Home improvement, home services is one of the top five industries retrain.
0:37:10 But then there’s doors.
0:37:11 There’s windows.
0:37:12 There’s cabinets.
0:37:13 There’s bathtubs.
0:37:14 There’s siding.
0:37:15 There’s decking.
0:37:16 There’s like 50 different categories.
0:37:21 So depending on the industry, the questions will be tweaked a bit, right?
0:37:26 So with any PQ, we use the same formula for every industry, because companies and people
0:37:29 always say, “How are you guys able to duplicate in every industry?”
0:37:31 Well, it’s because of the formula.
0:37:33 We’re not personality selling.
0:37:34 We’re not weaning it.
0:37:40 Because when we go into an industry, we find out what problems do those prospects have.
0:37:43 Now what I mean by problems is, let’s say if you’re in the marketing agency space like
0:37:46 you are, what would be some common problems?
0:37:48 Lack of leads, not enough leads.
0:37:52 The leads they get, they feel aren’t qualified, which is usually a sales related problem,
0:37:54 but could be marketing.
0:37:56 Maybe they’re marketing to the wrong avatar, right?
0:38:00 So there’s all of these problems, but that’s just the basics part of the problem.
0:38:05 Because once we find out what those problems are, we then find out what are the consequences
0:38:08 to that prospect if they don’t get solved.
0:38:13 Which in your case, the biggest consequence could be, they go out of business.
0:38:17 And when they go out of business, maybe they can’t pay for their daughter’s education.
0:38:22 Maybe they can’t pay for their grandma to go into the nursing home, and all these other
0:38:25 personal things are affected because of the lead problem, right?
0:38:27 So it goes all the way back there.
0:38:31 So once we find out the problems the prospects have for that industry, the consequences of
0:38:36 what happens if they don’t get them solved, and how does your solution solve those problems,
0:38:41 it’s easy for us to write out sales structures for that industry, okay?
0:38:45 Because we’re going to start off by learning what are called connection questions, okay?
0:38:49 Connection questions, take the focus off you, put it on them, but most importantly, disarm
0:38:53 the prospect where they let their guard down, and we get them immediately into results based
0:38:56 thinking over price or cost based thinking.
0:38:59 Second type of questions we’re going to ask are situation questions.
0:39:02 So that’s like an example for industry, I might start off now, don’t walk me through.
0:39:05 What do you guys do to generate new leads and clients now?
0:39:10 Because I have to find out their real situation, but more importantly, as you know, Hala, you
0:39:13 have to help them find out their real situation, because most people don’t understand their
0:39:16 real situation when they first start talking to you.
0:39:21 They have an idea, but they don’t really know the depth of the problems, and they don’t
0:39:23 know the consequences if they don’t get solved, okay?
0:39:25 Otherwise, they would already figure it out.
0:39:28 So I’m going to ask situation questions to help them understand the real situation, because
0:39:34 if I can’t get the prospect to understand where they’re really at now, how can I build
0:39:37 a gap to where they want to be, if they don’t really understand where they’re at?
0:39:39 That’s really hard to do, okay?
0:39:43 Then I’m moving into what are called problem awareness questions that really start to
0:39:44 build that gap.
0:39:50 So a really good one for you is I might lean in and say, “So you’ve been with XYZ agency
0:39:55 the last five years, I mean, they’re fairly decent, I mean, what’s caused you to feel
0:40:00 like they’re not going to be able to really help scale you in your company?”
0:40:04 Now, instead of what would most pay those people ask, “What are some challenges you’re
0:40:06 having with your marketing?”
0:40:11 That’s such a predictable question, they’ve heard a billion times that they know what
0:40:12 you’re trying to do.
0:40:17 But if I reverse engineered that, and I almost pushed them away with that kind of skeptical
0:40:21 concern, I mean, hold on, you’ve been with them for the last five years, I mean, it can’t
0:40:23 be all doom and gloom over there.
0:40:24 What do you like about what they’ve done?
0:40:27 What we like this, we like that, would you change if you could?
0:40:29 Well, and then they start to open up, right?
0:40:33 That’s another way to get them to let their guard down, I mean, you’ve been with this
0:40:37 company for the past five years, I mean, what’s caused you to feel like they’re not going
0:40:38 to help you grow even bigger?
0:40:43 “Well, don’t get me wrong, Jeremy, we like them, but,” and now they start to tell me
0:40:47 all the problems and things they don’t like, then I’m going to clarify and probe off that
0:40:50 to bring out more of their emotional state.
0:40:51 See what I’m talking about?
0:40:52 That’s an example.
0:40:56 Then, not only do I have to help them find their problems and the real problems, because
0:41:00 most salespeople, a prospect would tell them a problem, and then what do they do?
0:41:02 They sell to that one problem.
0:41:07 But the problem is that means the gap’s going to be not very big, so you only help them
0:41:10 find one problem because they told you what they thought they needed, so you start selling
0:41:14 to that, and then we wonder why they ghost us and don’t buy.
0:41:17 Well, what happens is they go look at that problem, they’re like, “Well, maybe the problem’s
0:41:18 not that bad.”
0:41:22 Or, “Maybe I can figure out how to solve this one problem myself.”
0:41:27 But if I know how to really problem find, not problem solve, because that happens after
0:41:28 they buy.
0:41:29 Problem solving happens after they buy.
0:41:31 You can’t be a problem solver if they don’t buy.
0:41:34 It won’t be a problem solver after they buy, but if I want to sell more, I’m going to be
0:41:36 a problem finder.
0:41:41 If I can help them all to find two or three or four or five of the problems they didn’t
0:41:43 realize they had, how big is that gap now?
0:41:44 Huge.
0:41:48 Even if they’re like, “Well, that one problem, I think we can do it on their own,” now there’s
0:41:49 four of the problems.
0:41:50 They’re like, “There’s no way we can do that.”
0:41:51 And they’re still buying.
0:41:54 You see, so I’m building a big gap.
0:41:58 But not only do I have to help them find problems, that’s half the equation, I then, as you know,
0:42:03 got to get them to see and more importantly feel what the future looks like once the new
0:42:04 found problems are solved.
0:42:08 We call those solution awareness questions, some call that future pacing.
0:42:12 So I get them on this emotional high and then I’m going to rip that away with what we call
0:42:17 consequence questions that get them to defend themselves on why they feel like they need
0:42:18 to change.
0:42:21 Well, John, I mean, you certainly sound motivated, but for you, I mean, why look like that?
0:42:22 Why look at doing this now?
0:42:27 Like, why not push it down the road like a lot of companies do in your industry?
0:42:30 They end up going out of business because they don’t have the right leads.
0:42:33 Well, the reason why, see, that’s an identity frame.
0:42:38 They don’t want to identify with the negative all the business owners that go to business
0:42:40 because they don’t have the right leads.
0:42:42 See, now they don’t want to be like that.
0:42:46 They’re pushing those people away, but now they start to defend themselves on why they
0:42:48 need what I’m offering.
0:42:50 See how I’m getting them to sell themselves.
0:42:52 So there’s a lot more to that.
0:42:53 Okay.
0:42:55 Nobody go out there and use your whole thing you use now and like use it when they didn’t
0:42:56 work, Jeremy.
0:43:00 Well, we have to set everything up before that to get it to work.
0:43:01 It’s just a little piece of the puzzle.
0:43:05 I might lean and says, well, I mean, you certainly sound motivated, but what happens if you don’t
0:43:10 do anything about this and you keep getting these low quality leads that your salespeople
0:43:14 can’t even get to answer and you keep losing them to XYZ competitor?
0:43:17 I mean, what is your boss going to think at that point?
0:43:22 So I start off with a challenging tone, trigger that emotion, then I end with what’s going
0:43:27 to happen to your job at that point, a concern tone, a tone that shows empathy.
0:43:29 Why don’t I want to have a concern tone there?
0:43:38 Because your tone is how the prospect interprets your intention behind everything you ask them.
0:43:40 Why is he or she asking me this question in the first place?
0:43:46 Are they using this question to manipulate me to buy or they concern or they do empathy
0:43:49 for my consequences if I don’t do anything?
0:43:50 See the difference there?
0:43:53 So anyway, that’s part of the process.
0:43:56 We’ll be right back after a quick break from our sponsors.
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0:48:50 We obviously need to all get your book to really understand and be able to utilize this
0:48:53 because to your point, you can’t just jump in and do all these things.
0:48:55 You really need to have a foundation.
0:48:58 So I want to take into this tonality.
0:48:59 I have a business.
0:49:00 I have a social media agency.
0:49:05 I also have a podcast network where I recruit podcasters and I get really big podcasters
0:49:06 sponsorships.
0:49:13 So I’ve got two different businesses and I’m by far the number one seller in my company.
0:49:18 And I always think this, that I feel like somebody could duplicate exactly what I do
0:49:22 and what I say, but they just don’t have the same energy and they don’t have the social
0:49:23 proof or whatever.
0:49:24 They don’t have the same status.
0:49:25 They don’t have the same status as well.
0:49:29 A lot of business owners, I don’t want to call you an influencer because I know you’re
0:49:30 not just an influencer.
0:49:31 You have a real business.
0:49:32 Right?
0:49:34 I think there’s, when I get on a podcast, they’re like, how does it feel to be an influencer?
0:49:38 I’m like, I’m not an influencer, like we’re a sales training company.
0:49:39 There’s a big difference.
0:49:45 I’ve always said, but it’s because you have a lot of same type of issues because your
0:49:48 prospects already have some trust and credibility if they’re following you, so they view it
0:49:49 a higher status.
0:49:53 So when they get on one of your reps, because that rep doesn’t know how to raise their status
0:49:59 in the prospects mind, the prospect feels a bit disappointed.
0:50:04 I feel like it’s so true status is so important, but that’s good news for all the entrepreneurs
0:50:08 tuning in because if you’re the business owner, you automatically have a little bit more status
0:50:10 and hopefully more social proof and things like that.
0:50:11 Yeah.
0:50:12 You do.
0:50:13 You do.
0:50:16 But to be able to grow a business, to duplicate it, you know, you’re talking about like when
0:50:21 you get up to like even eight figures, let alone nine figures, like you can’t get to a
0:50:27 nine figure annual business or even in a couple of years, if you’re like taking all the sales
0:50:28 calls.
0:50:29 Of course.
0:50:30 Of course.
0:50:31 You’re not even going to get eight figures taking all the sales calls yourself.
0:50:32 You’re just never going to get there.
0:50:37 So you have to learn how to get your salespeople good quality training where they can duplicate
0:50:41 and you can actually focus on running the business and what you’re really, really talented
0:50:42 at.
0:50:43 Exactly.
0:50:44 So that was going to be my next question.
0:50:48 How can I get my salespeople to be as good as me on a sales call?
0:50:49 You got to train them better.
0:50:51 That’s the problem.
0:50:57 The number one question business owners and salespeople ask me is this, how do I raise
0:51:01 my confidence in sales or if they’re a business owner, how do I raise the confidence of my
0:51:02 salespeople?
0:51:04 I’m like, well, what do you mean?
0:51:05 That’s a really easy answer.
0:51:06 Like think about it.
0:51:12 If you want to have a higher confidence level, you’ve got to raise your skill level.
0:51:15 How can you have a high confidence level up here with a low skill level?
0:51:20 You can’t name me a profession where you’re going to be high confidence at high confidence
0:51:24 level, but your skill levels down here, your confidence level will always go down to where
0:51:25 your skill level is.
0:51:28 Now as a salesperson or a business owner, you can pump your salespeople up every day,
0:51:32 like get them motivated, pumped up, hit your goals, raw, and the confidence level shoots
0:51:37 up in the morning, but by the middle of the day, it starts to go down to where their skill
0:51:38 level is.
0:51:42 So if I raise my skill level here by learning advanced questions, how to use my tone to
0:51:47 get the prospects to emotionally open up, how do I use, let’s say if they can see me
0:51:51 virtually or even on the phone because your body language affects how your tone sounds,
0:51:55 how do I use my body language to influence the prospect where they start to trust me
0:51:57 in person, virtually, or on the phone.
0:52:00 So once I learn those skills, my skill level goes up.
0:52:02 That means I make way more sales.
0:52:06 When your salespeople make more sales, does that increase your confidence?
0:52:07 Yes.
0:52:10 And so your confidence level goes up to where your skill level is.
0:52:11 Nothing more, nothing less.
0:52:12 So that’s what I always say.
0:52:16 So you want to increase your confidence level, you got to increase your skill level.
0:52:19 That means daily training.
0:52:20 You know this.
0:52:25 Look at every successful person in life and answer this question.
0:52:29 Is training something they did or is training something they do?
0:52:31 I think we all know the answer to that.
0:52:32 Yeah, of course.
0:52:33 Something they do.
0:52:37 If you’re an NBA fan and you watch Steph Curry shoot three pointers every day, is it something
0:52:38 he practiced a long time ago?
0:52:39 Oh, it’s just a numbers game.
0:52:42 Shoot as many shots as you can, eventually you’ll hit one.
0:52:44 No, Steph knows it’s a skills game.
0:52:49 That’s why he practices every day on his technique, his movements, his elbow movements, his hand
0:52:53 movements, and that’s why he’s the greatest Julia Roberts, George Clooney.
0:52:57 I could name any actor or actress training is something they do daily.
0:53:02 That’s why they get paid $20 billion a film, which they should compared to the person that’s
0:53:07 been in Hollywood for 15 years that is still a waitress or waiter because those other actors
0:53:11 and actresses put in more work and developed more skill.
0:53:15 And that’s why they get the jobs compared to everybody else who doesn’t.
0:53:20 That’s why you look at top 1% CEOs compared to an average CEO.
0:53:26 How much training is the top 1% going through reading books, learning from programs rather
0:53:29 than the average salesperson that’s more interested in watching Netflix?
0:53:32 And I mean, I literally could go through every industry on the planet.
0:53:35 The top 1% are always learning.
0:53:39 Everybody else are just kind of staying where they were from years ago, they went to college
0:53:41 or maybe read a couple of books or something.
0:53:42 That’s a good one.
0:53:46 That reminds me of a quote that I read from you that I really liked because it’s different
0:53:47 from other people say.
0:53:49 You said, “People don’t buy from people who they like.
0:53:52 They buy from companies who they feel they can get the best results from.”
0:53:53 That they trust.
0:53:54 Yeah.
0:53:58 That’s a big discrepancy because, hey, I love the book that this came from.
0:54:02 Dale Carnegie, I think, had to win Friends and Influence People.
0:54:03 I love the book.
0:54:05 It was written in 1936.
0:54:06 We’re in 2024.
0:54:07 Yeah.
0:54:12 Buying behaviors had rapidly changed because of the power of the internet and social media.
0:54:13 In 1936, none of that existed.
0:54:17 You bought from the neighbor who had the grocery store.
0:54:21 You bought from your mom who sold this certain product because you didn’t know about all
0:54:23 these other options.
0:54:24 Now you do.
0:54:25 The world has changed.
0:54:28 You don’t necessarily buy from people that you like.
0:54:32 You buy from people or companies that you trust can get you the best result.
0:54:38 Now, you love Grandma, but Grandma might be selling a product or a service, let’s say,
0:54:44 which you might trust Paula, who’s a complete stranger because you view her at a higher status
0:54:45 in that profession as Grandma.
0:54:46 You love Grandma.
0:54:48 You don’t necessarily hate her.
0:54:53 You just don’t know her, but you trust that she can get you the best result.
0:54:54 That’s why you buy from her.
0:54:58 You love your neighbor, right, who sells at the local hardware store, but you’re still
0:55:01 buying your tools from Amazon because you trust Amazon can get you the best result.
0:55:03 I mean, I could go on and on and on.
0:55:08 You don’t love Jeffrey Bezos, but you trust they can get you a better result.
0:55:11 You buy from people they trust can get the best result.
0:55:12 Period.
0:55:13 If they like you, that’s just a bonus.
0:55:14 Okay.
0:55:16 My last question for you because I know that you’re tight on time.
0:55:21 How important is it for sales reps to have a social media presence?
0:55:26 Or is it more important for the CEO spokesperson and the brand to have a big–
0:55:28 I think it’s important for both, and here’s why.
0:55:31 I always get asked the question, like, if you could go back and your sister, what would
0:55:32 you change?
0:55:34 I’d be like, let’s have a social media presence.
0:55:39 For me to kind of came around around 2006, 2008, I don’t even think I had to start a
0:55:43 Facebook account until like 2010, I didn’t start an IG account until almost 2022.
0:55:45 That was when I did my first reel.
0:55:46 Wow.
0:55:47 I didn’t even know what they were, right?
0:55:51 And now I have like 700,000 followers just on IG from Reels two years later.
0:55:56 So if I had started as a salesperson with social media doing at least one reel a day,
0:56:03 which is so easy to do, we do like five a day, do one a day, I can’t imagine how many
0:56:05 more customers I would have.
0:56:09 I wouldn’t have to done any cold calling, which is probably a good thing I did because
0:56:11 now we train that really effectively.
0:56:16 I was one of the top 50 earners in any industry out of like, you’re talking a few hundred
0:56:21 million salespeople ranked from my earnings over my 18-year career, and I didn’t have
0:56:22 any social media.
0:56:25 Had I had social media, I think it was number 45, I’m at number one.
0:56:28 So in any industry, selling anything.
0:56:33 So social media is important for the salesperson because you’ll get more free clients.
0:56:36 You establish yourself as like an authority or an expert in your field, but it’s also
0:56:39 important for like the person representing the brand.
0:56:44 Like Elon Musk, if you think of him, he’s representing the brand of Tesla and SpaceX
0:56:50 and all these other AI companies, and you know him as that’s the expert in those things.
0:56:52 He’s the expert with this type of car.
0:56:55 He’s the expert with AI because he’s branded.
0:56:58 So I think it’s important to do both for sure.
0:56:59 Awesome.
0:57:01 I knew that you got to run, Jeremy.
0:57:04 It was so great to have you on the show.
0:57:07 Where can everybody learn from you and everything that you do?
0:57:09 Follow us on Instagram.
0:57:11 You can go to my verified account, Jeremy Lee Minor.
0:57:12 Follow us there.
0:57:15 We do about 180 reels a month.
0:57:16 Some of those are intentional.
0:57:20 Some of those are just repurposed content, keynotes, stuff like that.
0:57:24 So you’ll learn some basic stuff there, you know, they’ll probably help you somewhere.
0:57:27 You’re always welcome to go into Barnes and Noble.com.
0:57:31 You can get our Barnes and Noble and Wall Street Journal bestseller, New Model Selling,
0:57:32 like you mentioned.
0:57:33 Now, book is a book.
0:57:35 It’s words, right?
0:57:38 Tonality and body language can’t be taught in a book, unfortunately.
0:57:42 So books, you know, will help you a little bit, but they’re not going to like triple
0:57:44 your sales or anything because it’s a book, right?
0:57:47 You’re not going to remember 97% of that after a month.
0:57:49 So those are good places to start.
0:57:51 You want to learn more advanced training.
0:57:55 You can always message us on IG or get our social media profiles and somebody in my team
0:57:56 will message you back.
0:58:00 And you can look at different training programs for industry if you want to go to like the
0:58:01 next level.
0:58:02 Awesome.
0:58:03 Just start following me.
0:58:04 That’s the first step.
0:58:05 I totally recommend it.
0:58:07 Thank you so much, Jeremy, for coming on the podcast.
0:58:08 You are too nice.
0:58:10 Now, I’m going to get upset if you say that to every sales trainer.
0:58:12 I’m going to go back and watch.
0:58:13 No, I promise.
0:58:15 I really love your stuff.
0:58:16 You’re too kind.
0:58:20 Hey, I’ve been following you for a couple of years, watching your business really, really
0:58:21 grow.
0:58:24 So I just wanted to say congratulations and looking forward to see where your company
0:58:26 goes in the next five to 10 years.
0:58:31 Thank you.
0:58:33 Well guys, there you have it.
0:58:35 Selling is freaking hard.
0:58:39 And like Jeremy said, nobody is a natural born salesperson.
0:58:41 You have to work at it.
0:58:46 And if you want to be a good entrepreneur, you’ve got to be great at it.
0:58:51 The good news is that sales is not rocket science, but it does help to know a little
0:58:53 bit of neuroscience.
0:58:58 So many of our decisions are driven by emotion and not by logic.
0:59:02 And if you aren’t selling to the emotional side of the brain, you’re making things
0:59:04 harder for yourself.
0:59:08 You’re pushing against human behavior instead of going with it.
0:59:14 So how can you get potential clients and customers to persuade themselves of your value?
0:59:17 Here are some of my favorite tips that Jeremy mentioned.
0:59:19 First, mismatching.
0:59:21 I love this tip.
0:59:24 Try downplaying things like potential benefits.
0:59:26 Act like it’s no big deal.
0:59:30 Let your prospects upplay it for you.
0:59:31 Status is also important.
0:59:34 Play the detached expert.
0:59:35 Don’t be so needy.
0:59:40 If you want to raise your own status in the prospect’s brain, then act like you deserve
0:59:41 the status.
0:59:42 Really know your stuff.
0:59:45 Don’t be desperate for the deal.
0:59:50 And remember, even if you don’t have a lot of social proof, you can have situational status
0:59:53 in your conversations with prospects.
0:59:55 Next, listen.
0:59:57 We all know that’s super important.
1:00:02 But remember that it’s important to listen to what your prospect means, not just what
1:00:03 they say.
1:00:05 So listen to their tone.
1:00:10 What they mean and what they say might be two completely different things.
1:00:13 And what they mean always is the truth.
1:00:16 Finally, always be training.
1:00:19 Even the best salespeople are willing to get better.
1:00:23 They’re working at it, just like any skill or talent.
1:00:27 If you want to boost your ability and your confidence, you have to work at it.
1:00:32 You got to put in the reps, take sales calls, even if you don’t think they’re a good fit
1:00:35 for your business, especially when you’re just starting out.
1:00:37 Get to practice.
1:00:40 Like Jeremy said, sales is not a numbers game.
1:00:42 It’s a skills game.
1:00:45 Thanks for listening to this episode of Young and Profiting Podcast.
1:00:49 You don’t need me to persuade you of its value.
1:00:53 If you just listened to this entire episode and you learned and profited from this conversation
1:01:00 with sales guru Jeremy Miner, then you know how valuable this podcast is.
1:01:03 So why don’t you just share it with your friends, colleagues, and family and spread
1:01:05 our show by word of mouth?
1:01:09 And if you did enjoy this show and you learned something, then please take a couple minutes
1:01:12 and drop us a five-star review on Apple Podcast.
1:01:16 It just takes a few minutes and it totally makes my day.
1:01:20 If you prefer to watch your podcasts as videos, you can find us on YouTube.
1:01:23 All of our episodes are uploaded there.
1:01:28 You can also find me on Instagram @yappwithhalla or LinkedIn by searching my name.
1:01:30 It’s Hala Taha.
1:01:32 Big shout out to my amazing production team.
1:01:36 Thank you guys for all your hard work and dedication.
1:01:40 This is your host, Hala Taha, aka The Podcast Princess, signing off.
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