Next Level Pros Podcast Episode #135: "You Can't Master Selling by Reading Books" – Mastering Tonality
Release Date: January 24, 2025
Introduction
In Episode #135 of Next Level Pros, host Chris Lee engages in a compelling conversation with Jeremy Miner, a renowned sales trainer and founder of 7th Level—one of the largest B2C sales training companies globally. The episode delves deep into the psychology of sales, emphasizing the critical role of tonality in mastering the art of selling. Jeremy shares his journey from door-to-door sales to building a multimillion-dollar enterprise, offering invaluable insights for both aspiring and seasoned sales professionals.
Guest Background and Achievements
Jeremy Miner boasts an impressive 17-year career in sales, recognized as the 45th highest-earning producer out of over 108 million salespeople worldwide. His company, 7th Level, has been lauded by Selling Power Magazine as the largest B2C sales training company and the third largest overall when combining B2C and B2B sectors.
Notable Achievements:
- Inc. 5000 Rankings: Jeremy’s company reached #132 and later #12 on the Inc. 5000 list, demonstrating significant annual revenue growth.
- Sales Expertise: Transitioned from door-to-door sales with lucrative commissions to high-level B2B sales, earning multiple seven-figure incomes even without managing teams directly.
The Importance of Tonality in Sales
A central theme of the episode is the paramount importance of tonality in sales interactions. Jeremy argues that understanding and mastering tone can significantly outperform scripted dialogues and traditional sales techniques.
Key Insights:
- Tonality Over Scripts: "I can have the worst script ever. And if I master tonality, I'm going to outsell those reps that have, let's say, I write the script for them, the best script, and they don't know us. Tonality. I'll sell them five to one just with the tonality." (26:38)
- Five Core Tonalities: Jeremy outlines five essential tonalities—curious, confused, challenging, concerned, and playful—and how each can be strategically applied to engage prospects effectively.
Quote:
"The tonality and the melody causes your brain to retain the information. That's why salespeople think they're going to buy a book for $27 and quadruple their sales, but they can't retain it because there's no tone, there's no melody." – Jeremy Miner (25:29)
Sales Psychology and Decision-Making
Jeremy emphasizes the significance of understanding the psychological factors that influence a buyer's decision-making process. He criticizes the conventional approach of handling objections after they arise, advocating instead for preventing objections through strategic interaction.
Key Points:
- Preventing Objections: Instead of reacting to "no," focus on the underlying triggers that cause prospects to hesitate.
- Behavioral Science Application: Leveraging his background in behavioral science to dissect and influence the decision-making pathways of potential buyers.
Quote:
"I think most salespeople, they don't really understand the psychology behind how the brain actually makes decisions." – Jeremy Miner (00:04)
Transition from B2C to B2B Sales
Jeremy discusses his strategic shift from door-to-door B2C sales to high-level B2B sales, highlighting the challenges and adjustments required to succeed in a different sales environment.
Key Insights:
- Skill Adaptation: Mastering tonality was pivotal in transitioning from B2C to B2B, allowing him to navigate longer sales cycles and larger deals.
- Learning Continuously: Emphasizes the importance of ongoing skill development and adaptability in diverse sales contexts.
Quote:
"The biggest factor that took me from the jump between door to door to more B2B high level was mastering tonality." – Jeremy Miner (00:32)
Managing Business Growth and Structure
As 7th Level scaled, Jeremy encountered challenges related to managing a growing team and maintaining effective decision-making processes. He underscores the importance of assembling a competent leadership team to drive the company's vision.
Key Points:
- Leadership Balance: Differentiating between department heads who contribute positively and those whose decisions may hinder growth.
- Visionary Role: Jeremy identifies himself as the visionary, focusing on communication and strategy, while delegating operational responsibilities to trusted executives.
Quote:
"I'm the founder and the majority shareholder. And then we have a CEO, business partner... I would be the visionary, I would be the face of the company." – Jeremy Miner (07:14)
Overcoming Challenges and Mindset Shifts
A significant portion of the discussion centers on the mental resilience required to thrive in sales. Jeremy shares personal anecdotes about overcoming adversity and the mindset shifts that propelled his success.
Key Insights:
- Fear of Failure: Transitioning from a fear-based motivation ("I don't want to feel poor") to a purpose-driven mindset ("I want to help more people").
- Resilience: Drawing strength from past hardships to maintain perseverance in the face of challenges.
Quote:
"I was just flying back to Missouri and you'd never hear from me again. And that made way more money." – Jeremy Miner (39:36)
Practical Sales Techniques
Jeremy provides actionable strategies for salespeople aiming to enhance their effectiveness. He highlights the nuances of question structuring and the strategic use of tonality to guide conversations.
Key Techniques:
- Permission-Based Questions: "Can I ask you something before we get off the phone?" encourages openness without triggering defensiveness.
- Frame Reversal: Leading prospects to justify their need for the product rather than convincing them to buy.
- Avoiding Scripting Traps: Encouraging flexibility in conversations to sound authentic and responsive to the prospect's cues.
Quote:
"You can't Master selling by reading books because they're just words. ... you have to have video courses. You have to have in person. You have to have virtual. And that causes your brain to retain it because they hear the tonality." – Jeremy Miner (24:28)
Conclusion and Takeaways
Episode #135 offers a wealth of knowledge for anyone involved in sales. Jeremy Miner's emphasis on tonality and psychological insight presents a paradigm shift from traditional sales methodologies. His experiences underscore the importance of adaptability, continuous learning, and a resilient mindset in achieving and sustaining sales excellence.
Final Thoughts:
- Beyond Scripts: Effective sales hinge more on how you communicate than what you communicate.
- Continuous Improvement: Embrace ongoing skill development and psychological understanding to stay ahead.
- Purpose-Driven Selling: Align your sales objectives with meaningful goals to enhance motivation and impact.
Final Quote:
"You have to learn how to take what the prospect says and be able to tweak your next question and tie in what they just said to that question." – Jeremy Miner (17:46)
Additional Resources
For those interested in delving deeper into Jeremy Miner's sales methodologies, consider exploring his best-selling books:
- New Model of Selling
- Selling Unsellable Generation
- The Big Orange Book
Follow Jeremy on Instagram @JeremyLeeMiner or reach out via text at 480-637-2944 for personalized insights and training opportunities.
Disclaimer: This summary is based on the provided transcript and aims to encapsulate the key discussions and insights from the podcast episode. For a comprehensive understanding, listening to the full episode is recommended.