“I always say that sales can win or lose. Hello. As a matter of fact, you can win or lose sales like the first minute.”
That’s the opening hook from Jeremy Miner, a sales expert who has raised nearly $ 3 million in commissions over six years.
Today, along with Cole Gordon, the two companies run sales and recruitment courses that earn more than $ 100 million a year. But Miner did not start out as a natural-born salesperson. He started as a psychology student.
In a recent deep dive podcast, Miner and Gordon broke the psychology of sales. Instead of relying on push-ups or cheesy scripts, Miner approaches sales through the mirror of human behavior. He explains that to be a true salesperson, you need to understand how to change the belief system of the future and help them create a new identity.
This method is broken down into what Miner calls 4 levels of persuasion. If you want to stop losing deals and start closing at the highest level, you have to go through the first level and master all four.
This is how they work.
Level 1: Features and Benefits (where 99% of sellers stop)
If you have a basic sales job, you are taught to sell on features and benefits. “This is what the product does, and this is how it will help you.”
While this is not a bad thing at all, it is the lowest level of persuasion. According to Miner, 99% of sellers are stuck here. Sales on features and benefits create zero emotional relationships. It leaves a sense of the future, as if they had just been put in place, which naturally enhances their defenses. If you want to make a lot of money selling, you have to go through just explaining what your product does.
Level 2: Behavior
The next level involves shifting the conversation towards future actions and attitudes. You are not just selling a product, you are making them see what kind of behavior is required to get the results they want.
For example, if you are selling business advice to entrepreneurs who are stuck earning $ 5,000 a month, you will not just put your advice package. Instead, you will ask: “What do you need to do here today to become an entrepreneur earning $ 50,000 a month?”
Tip of Level 2: Tone When faced with the attitude of the future, it is incredibly easy to listen to judgment or “bro-ey”. If you expect to be judged, they will immediately put the mask back on and close it.
Miner explains that mystery is the voice of true empathy. Your semen must show “moral authority” – meaning that the future feels that you are genuinely concerned about the consequences they will face if they Do not Change their attitude.
Level 3: Belief system
To reach level 3, you must master active listening. “Listen to what the future means, not just what they say. These are two very different things,” Miner says.
If you expect to say, “At least I want to make $ 50,000 a month,” Miner catches on. “At least.” The word refers to a limited belief. If you try to close expectations while they focus on getting the least out of life, you will not be able to create enough value.
Instead of ignoring it, the salesperson will gently call it out: “Have you ever thought that when we focus on getting the least things in life, what do you get?
This forces the prospect to remove their “mask”. When they know you are really listening and calling out their limited beliefs, they drop the front. When closed, trust is strengthened and sales are always won.
Level 4: Identity
Sigmund Freud theorized that people act in accordance with who they believe they are. This is the highest motivator of human behavior – and the highest level of persuasion.
Level 4 is about changing the identity of the future so that your product purchases match who they want to be. For example, if the future has a history of hiring bad marketing agents, they will naturally hesitate to hire you. They have a story in their head that marketing agents are a waste of money.
To close it, you must change the meaning of the past failure and bind it to a positive identity. Miner does this without difficulty: “Wow, I mean you are the kind of person who never gives up … Your spouse is very lucky to have a service provider like you who thinks ahead and never gives up.”
No expectation to argue with them. Is You give up. Through this positive identification, prospects believe they must take action to keep people forward-thinking and resilient.
The Last Secret: Contraception Prevention
Once you master these four levels of persuasion, you stop dealing with the final objections, such as, “I have to rethink it.” Or “I have to talk to my husband” As Miner points out, the brain is wired for survival, not progress. When faced with unknown new decisions (such as high ticket costs), the brain seeks external confirmation to drive the decision to follow the path to keep you “safe”.
But when you use psychology to guide the future through their attitudes, break their limited beliefs, and step into a powerful new identity, the opposition will disappear. You’re not “shutting down” them – you’re helping them overcome their own issues so they can get what they want.
Follow me on Instagram at @iamjoelbrown for more sales advice and success.
