How to Lose a Sale in 10 Seconds

Summary

In this video, Jeremy Miner reveals why most sales are lost in the first 10-15 seconds of a conversation. He highlights three key factors: tonality, pacing, and trigger words. A wrong tonality, whether it's monotone, overly excited, or timid, can trigger resistance in a prospect's brain. Asking questions too quickly prevents deeper engagement, while common trigger words like 'how are you today' can make prospects defensive. Jeremy offers practical advice to improve these aspects, helping salespeople build better rapport and avoid early objections.

Takeaways

• 😀 Sales are often lost in the first 10-15 seconds of a conversation, not because the product is bad, but due to unintentional behaviors triggering resistance in the prospect's brain.
• 😀 Tonality is crucial in sales. Your voice and how it sounds are recognized first by the prospect’s brain, which can trigger resistance if your tone sounds robotic or overly excited.
• 😀 A monotone voice can make you sound like a telemarketer, triggering automatic sales resistance. Avoid robotic, emotionless tones and engage your face and body for better tone variation.
• 😀 Overly enthusiastic tones can also turn prospects off. While you should be engaged, overly excited voices can trigger a pattern that makes prospects feel overwhelmed or skeptical.
• 😀 Avoid sounding timid or nervous. Prospects can pick up on anxiety, which triggers their survival instincts and increases resistance.
• 😀 A calm, collected, and assertive tone helps build trust. Similar to how doctors present themselves, you should sound confident, high-status, and in control.
• 😀 Pacing your questions is essential. Asking questions too quickly leads to surface-level responses, while slower, more thoughtful questions help prospects engage deeper and provide valuable insights.
• 😀 Verbal pacing, including pausing after key words, keeps the prospect engaged and focused. For example, pause before asking probing questions to encourage the prospect to think more deeply.
• 😀 Avoid using common trigger words like 'How are you doing today?' or 'Just following up.' These phrases can trigger resistance because prospects recognize them as sales tactics.
• 😀 Rephrase common phrases to sound more natural and high-status. For instance, instead of saying 'following up,' say 'I just had time to get back to you' to imply that you're busy and in demand.
• 😀 Offering limited time for a conversation (e.g., 'I only have a few minutes') can reduce pressure and make the prospect more likely to engage, as they perceive you as busy and high-status.

Q & A

Why do most salespeople lose sales in the first 10-15 seconds of a conversation?

Most sales are lost because of unconscious behaviors that trigger sales resistance in the prospect's brain, such as poor tonality, asking questions too quickly, or using trigger words that prospects immediately recognize as sales tactics.

What role does tonality play in sales conversations?

Tonality is critical because it is the first thing the prospect's brain processes. A monotone voice, excessive excitement, or nervousness can trigger resistance, while a calm, confident tone helps to build trust and authority.

How can a salesperson's body language affect their tone of voice?

Your body language directly impacts your tone. If you have a monotone body posture or facial expressions, it will likely result in a monotone voice. Moving your face and body, and matching your body language to your tone, can make your voice sound more engaging and confident.

What are some examples of negative tonality in sales?

Examples include speaking in a monotone voice (like a telemarketer), coming across as overly excited or enthusiastic, or sounding timid and nervous. These tones make the prospect's brain recognize patterns of sales resistance, triggering fight-or-flight responses.

What should a salesperson aim for in terms of their tone during a conversation?

A salesperson should aim for a calm, confident, and assertive tone. This conveys authority and expertise, similar to how a respected doctor speaks—relaxed, knowledgeable, and authoritative, without sounding too excited or nervous.

Why is the pacing of questions important in sales?

Pacing questions too quickly can overwhelm the prospect and lead to shallow, knee-jerk responses. Slowing down and introducing verbal pauses allows the prospect time to think and engage more deeply with the questions.

How should a salesperson pace their questions to maintain engagement?

A salesperson should use verbal pauses and space out their questions. This gives the prospect time to process the question and provide thoughtful responses, ensuring deeper engagement and reducing the chance of conversational stoppers.

What is 'verbal pacing' and why is it important?

Verbal pacing is the practice of spacing out your questions and using pauses to keep the prospect engaged. By allowing them to think about your questions, you maintain their focus and encourage more meaningful responses.

How do 'trigger words' impact the sales conversation?

Trigger words like 'How are you doing today?' or 'Following up' are often recognized by prospects as typical sales tactics, causing their guard to go up. These words make the conversation feel transactional rather than genuine.

What are some examples of trigger words, and how can they be rephrased?

Examples of trigger words include 'How are you doing today?' and 'Following up.' These can be rephrased to sound more authentic and less sales-oriented. For instance, instead of saying 'Following up,' a salesperson could say, 'I just had time to get back to you from our last conversation.'