← Success Story with Scott D. Clary
Success Story with Scott D. Clary
Lessons - The Voice Techniques That Close 93% More Deals | Jeremy Miner - Sales Training Expert
00:13:45
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- [00:00]
A
In this lessons episode, discover why traditional sales methods like band fail to uncover real buyer needs. Learn how reframing questions creates deeper conversations. Understand the role of tonality in building trust. And explore why connecting to human motivations shortens sales cycles and drives meaningful results.
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B
If you think about everyone you're selling to, at the end of the day they're all humans. They're all worried about keeping their job, impressing their boss, getting a bonus, getting a raise, getting a promotion. And anything they're buying from you in theory, can accomplish that to some degree. So how do you tie back into what they care about? And also it's interesting, when I, when I was in sales, we were, we were, we kind of at a surface level knew that if you actually solved the person problems, you, they would champion you to solve the company problems. But to shorten the sales cycle, it was always about finding intent. So it was always about finding somebody that was already looking for your solution as opposed to going in cold. I've never heard of using like a human connection to shorten a sales cycle, which makes, it makes a ton of sense when you think about it like that. Because we were always told just like if you focus on properly qualifying the leads.
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C
God, but you're laughing. Don't tell me they taught you Bant.
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B
Yes.
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C
Oh God. So here's my problem because they try to teach me Bant when I got into B2B and I'm like, like I saw so many holes through that. I'm like, you're asking them what their budget is in the first five minutes of a conversation before they even know what the real problems are, how they know what their budget is. For some things they don't even know what needs to be solved. Like you're, you're, you're really suggesting that these prospects understand what their real problems are when you first start talking to them. Unlikely. Nobody does. They might understand that they have like one problem. And that's the problem with, with, with most sales training is they'll teach you like the prospect tells you a problem and then they start selling to that problem. But the thing is, is I. Prospects don't, don't know what they need, right? It's like, it's like an analogy of, you know, you have this like crazy ass headache one morning, bad migraine and you're like, I need some medication, I have a headache. And you go to the urgent care and they're like, you know, they, they don't ask you any questions. They're like, here, just go take this right how do you know that it's actually solving anything? But instead you go to a different doctor, and she starts asking you some questions about the pain and where you feel the pain and. And how long you felt the pain and what the pain's preventing you from being able to do. And suddenly her questions start to get you to internalize it. You might have a much bigger problem than you originally thought you had the headache. Yeah. Then she suggests you might want to do a CAT scan, and it comes back, you have a. A tumor, and it's terminal, and you got two weeks to live. So, see, now you start to understand what your real problems are. Okay. Okay. But most salespeople. I'll give you an example. There's one of our. Our newer clients that I. I went and did a. A workshop for them a couple weeks ago out in California. They're a big precious metals dealer, like gold and silver. And their salespeople, like a prospect would. Would come in, and most of their prospects are usually a little bit older, you know, 50s, 60s. They're like Armageddon. You know, the sky's, you know, the end. The world is ending. Maybe it is those people that buy. I need to protect everything with gold. Yeah. And so their big thing is they would come in and they, what. What's caused you to look at precious metals? That was their first question. And like, well, I want to hedge against inflation. And then like, well, let me show you how we do that. So they give them a problem and they sell that problem. I'm like, well, what happens, though, if they go home that night and they turn on Fox News and Fox is like, inflation's going down. The new president's doing a really good job. The new administration's getting everything down. Well, now they're like, well, maybe I don't need gold because inflation's going down. And then you lost the deal because you tried to sell to one problem. But I want to build a huge gap. I don't want to help them find just this one problem they think they have. I want to help them find two or three or four or five other problems they didn't realize they had. Now the gap's so big that even if they go in and turn on the TV and it says inflation's going down, there's five other reasons why they want to change. They're still buying. That's the difference.
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B
What would be the strategy for B2B or B2C to start to uncover those things outside of building true rapport, not like surface level.
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C
It's it's not just how you. It's. It's how you frame the questions, and it's how you ask them, your tone that's going to determine if you see doubt or not in their process. Because if I'm like, what's some. Some surface level consultative questions, can you tell me some of your challenges, Mr. Prospect? Can you tell me two problems that keep you awake at night? Can you. Can you tell me some issues you're having? Your prospects know where those questions lead, right? Every. Especially in B2B. Every. Every company asks like the same generic surface level questions, right? And so that's why most of them give you vague, generalized surface level answers back. So I just need to reframe that question. And I might say, so you've. You've been with XYZ company the last four years. I mean, what's caused you to feel like you might want to look at someone else? See, rather than me saying, what are your challenges? See how I reframed, I'm basically asked that same question, but I reframed it a different way. And the prospect doesn't recognize that pattern. See, our brains as human beings, we recognize patterns. And so if you ask the same type of questions that most salespeople are asking them, they recognize the pattern, and that's why they stay service level. But with the way I frame that question, and I would probably make it more specific, depending on who I'm talking to, what I'm selling, that's a generic version. So you've been with XYZ company the last five years. I mean, they're fairly decent. I mean, what's caused you to feel like you might want to look at something else? Well, you know, we like them, but. And now they start to tell me what they don't like because of how I framed that question. They're not used to the pattern. That makes sense.
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B
It makes a ton of sense. But you're also very purposeful with your tonality and your inflection and your pauses. So.
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C
And in a real sales situation, it's going to be a little bit different there. I'm kind of telling everybody what to do and exaggerating that. But your tone is there. To see doubt with what they have or don't have, that triggers their nervous system to be like, oh, maybe we don't. Maybe we do have a problem with that. But I can see that with my doubt. There's five types of tonalities you have to master if you want to be top 1% in sales. Influence, persuasion. You Got to master the curious tone. Let's say if I have a market agency. So walk me through. What do you guys do to generate new leads and clients? Now that's a curious tone. There's a confused tone. Now, why would I use a confused tone? I'm not saying you've got dementia confused, like, oh, I don't know how this thing works. But let's say if a prospect says something like, oh, gosh, I'm feeling so much pressure. Pressure with this XYZ problem pressure. Or oh, how, how do you mean by pressure? See, I'm confused. Now, what that does subconsciously is their brain immediately says to them, oh, he didn't understand what I meant by that. I need to explain that better. And you see how now they start to open up. Well, what I mean by pressure is. And that they start to tell. You see, the. The two biggest emotional drivers that causes a human being to want to change are painful. And the fear of future pain. Pleasure is a distant third. Okay, Most people don't just change because they want, like something cool. It's pain of their current state or past history and then getting them to feel a fear that this pain is going to keep going or could happen in the future. And that causes them to feel urgency to want to do something about it and change. That's how I could speed up my sales cycles. Right? Then you have like a challenging tone. You know, I'm not going to do that in the first part of the conversation because I don't have much trust or credibility. But later on I can challenge him or something. What happens if this doesn't actually get solved? Okay, that's generic. And then I have a concern tone, a tone that shows empathy. What's really holding you back? What's really holding you back, John? You know, if they're not moving forward and then I have a playful tone, right? Let's say if I sold life insurance. And, you know, that's a, that's an industry where the male will be like, oh, I don't know, I'll just, you know, I'll just let my wife, you know, she'll have to deal that with her new husband that she marries, you know, and they kind of blow off. Like, it's like an objection. So how am I going to get that prospect to lower their guard? I might lean and be like, what's going on, man? Is she already looking to replace you or what's going on over there, man? Oh, no, she's not looking to replace me. Well, I don't Want you sleeping on the couch tonight. If she heard you say that. In all seriousness, though, how many months would she be able to pay for the house without your income? See the tone shift. Yeah. So.
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B
But you make real tone.
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C
And then I go into like, that serious, like, I'm concerned for you town. Because I am. Remember, I'm doing it for them. Not to them, but the playful tone that gets them to laugh, I'm doing that for. I'm doing that to disarm them because it releases dopamine in their brain. It's a disarm. It just disarms them. Their guard comes down, right? And remember, I'm not doing that to them. I'm doing it for them. Because if I can't get them to let their guard down, they don't become open to what I'm offering, and I'm the one that's there to solve their problems.
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B
You know, when I think about sort of your methodology, you combine the behavioral with the. The very, very tactical. But if you look at other. You mentioned Tony Robbins. I know you've spoken about NLP before. You're talking about tonality and pausing. What other behavioral components or psychological components are valid? And. And is there any validity in NLP or any of these others?
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C
Yeah, for sure.
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B
But what is it?
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C
A lot of that is used more for. More stage selling. But it. See, a lot of people, like, they get this concept that if I say the words, it should work, but it's not necessarily how you say it, it's how you say the words, the tonality. So NEPQ is my methodology. The N stands for neuro, which stands for nervous system. Okay. So if I trigger the prospects, you know, into fight or flight mode, their nervous system is up, their guard is up. So the N stands for nervous system. E, emotional connection. Okay. If I can't connect with them emotionally, where they feel like I understand them more than their best friend, you know, I'm at a disadvantage. So how do I do that? Okay, it's. It's the tonality. It's my body language. It's even my facial expressions. Because your facial expressions, I always say, are the remote control to your. This thing called your tone. Try having a confused tone with the straight face. Be really hard to do that. Right? So you can't do that. So even if I'm on the phone and they can't see me, does my body language affect this? Yeah, it does. Because if I'm just sitting there in the chair or I'm standing up, like motionless when I'M talking, I'm going to sound more like a monotone robot. I always say monotone body language equals monotone tonality and so many salespeople do that, especially if they cold call because they just sit there. It's like they sound like telemarketers. You know, the P stands for persuasion and the Q stands for questioning. So any methodology that has to do with the emotional connection, the nervous system. Again, O P. Tony Robbins teaches a lot about this. I don't, I can't remember his methodology, what it's called. Those type of things are going to influence the prospects and get them into an emotional state, a buying state.
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D
Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this convers, check out the links in the description to watch the full episode. See you in the next one.