My SIMPLE voice tweak that EXPLODED OUR REVENUE...

Summary

In this video, Alex discusses why sales might not be closing as expected, even when the right process, offer, and prospect are in place. He highlights the importance of how things are said, focusing on tone, cadence, and emphasis. Alex explains that mastering these subtle nuances, along with genuine conviction in the product or service, can make a huge difference in sales success. He emphasizes that belief and confidence are key to transferring that belief to the prospect, ultimately driving sales. Mastery comes through repetition, self-review, and belief in the product.

Takeaways

• 📈 A successful sale depends on five key components: promotion, prospect, price, product, and process.
• 🎯 Even if a team is following a solid script, the way they say things can impact closing sales.
• 🎤 Tone and cadence are crucial; how something is said can change the meaning and effectiveness of the message.
• 😄 Example: Saying the same sentence with different emphasis can alter its meaning entirely.
• ⏸️ Pauses, emphasis, and voice modulation help convey confidence and belief in what’s being sold.
• 🎓 Repetition and reviewing successful sales performances can help salespeople improve their delivery.
• 🔥 Salespeople are at their best when they believe in what they are selling, and that conviction is key.
• 🧠 Studying game footage of past successes can teach micro-nuances that differentiate great from average salespeople.
• 💡 Belief in the product or service must be strong, even if the product isn't perfect, as this conviction is transferred to the prospect.
• ✅ The combination of mastering tone and having conviction can help salespeople consistently perform well.

Q & A

What are the 'five P's' that need to be in alignment before a sale happens?

The five P's are Promotion, Product, Price, Prospect, and Process. All need to be in alignment to close a deal.

Why might a salesperson fail to close a deal even if they are saying the right things?

A salesperson might fail to close a deal if they are saying the right things but in the wrong way, which could be due to issues with tone and cadence.

What is the significance of tone and cadence in sales communication?

Tone and cadence affect how the message is received. For example, the way words are emphasized or how pauses are used can change the meaning of a sentence and influence the prospect's perception.

How can a salesperson improve their tone and cadence during sales calls?

Salespeople can improve their tone and cadence by mastering control over their voice, learning when to lower or raise their tone, and practicing the delivery of scripts to perfect pauses and emphasis.

Why is it important to study game tape of successful sales calls?

Studying successful sales calls helps salespeople recognize the small nuances that make a sale successful, such as shifts in tone, pauses, and confidence in delivery.

What are two ways a salesperson can fix issues with tone and cadence during a sales call?

The two ways are: (1) becoming a master salesperson through practice and studying successful calls, and (2) believing in the product they are selling to naturally convey conviction.

How does belief in the product affect sales performance?

When a salesperson truly believes in their product, their conviction comes through in their tone, making them more persuasive and confident, which increases their chances of closing a deal.

Why might business owners struggle to maintain conviction in their product?

Business owners are often aware of the flaws in their product, making it harder to maintain conviction. However, focusing on having perfect intentions and being the best option for the customer can help overcome this.

How can a salesperson maintain conviction even when their product isn't perfect?

A salesperson can maintain conviction by focusing on having perfect intentions and believing that they offer the best chance for the prospect’s success, even if the product itself has flaws.

What is the fundamental idea behind a successful sale according to the speaker?

A successful sale is fundamentally a transfer of belief. If the salesperson doesn't believe in the product, they can't transfer that belief to the prospect.

Outlines

00:00

📈 Overcoming Sales Challenges with the Right Approach

This paragraph focuses on common reasons why sales might not close as expected, despite having a good script or process. The speaker highlights the importance of aligning five key 'P's: Promotion, Prospect, Price, Product, and Process. Even when these factors are in place, sales might not close if the salesperson fails to deliver the script with the right tone and cadence. The paragraph explains how small variations in delivery—like tone and emphasis—can drastically affect outcomes.

05:01

🎤 Tone and Cadence in Sales Communication

The paragraph dives into how tone and cadence impact the effectiveness of communication. Using examples like Jerry Seinfeld’s comedic timing and emphasis on specific words, the speaker explains that even if a person says the right things, their delivery can drastically alter the outcome. The speaker illustrates how variations in saying one's name or changing emphasis in a sentence can alter its meaning, showing how subtle nuances in speech affect the audience's perception.

🎯 Mastering Sales through Tone Control and Repetition

This section discusses the ways salespeople can improve their delivery by mastering their tone and cadence. The speaker emphasizes repetition as a key to learning when to adjust tone, such as lowering the voice to emphasize importance or speeding up to convey excitement. Master salespeople become more consistent by analyzing their own performances, especially when they’re ‘on a hot streak,’ and using those moments to refine their delivery techniques.

🔥 Replicating Hot Streaks to Improve Sales Consistency

The speaker encourages reviewing footage of peak performance, especially when on a ‘hot streak,’ to understand what worked in those successful sales. This helps salespeople replicate success by honing in on the micro-nuances, like pauses and intonations. The difference between an average and top-performing salesperson is often subtle but comes down to the ability to replicate effective communication strategies consistently.

🎥 Learning from Success Stories to Boost Conviction

Here, the speaker shares a practical tip: sales teams should observe success stories, like testimonials from happy clients, to build conviction in what they sell. The speaker shares an anecdote about how watching clients' success stories before sales calls boosts the team's confidence and belief in the product, making it easier to close deals. This ties into how conviction directly impacts a salesperson's tone and delivery.

🏆 Two Ways to Improve Sales: Mastery or Belief

This paragraph outlines two approaches to improving sales. First, salespeople can master their craft through repetition and reviewing footage of successful sales calls. Second, they can build belief in the product, which naturally enhances their conviction. The speaker highlights that while no product is perfect, having perfect intentions and believing that the prospect will benefit more from your product than from others are key to improving sales outcomes.

🌟 Perfect Intentions, Imperfect Products

The speaker stresses that while no product can be flawless, having perfect intentions is within a salesperson’s control. Recognizing this distinction helps salespeople focus on delivering the best service, despite product imperfections. By maintaining strong intentions and conviction, salespeople can communicate more effectively, instilling confidence in prospects.

💪 Conviction in Sales: Believing in Your Product

The speaker explains that the most effective salespeople believe they offer the prospect the best chance at success. While they can’t guarantee results, they can guarantee their efforts are the best possible shot. This belief fuels conviction, which is key to how they communicate with prospects. Using weight loss sales as an example, the speaker shows that despite knowing many clients may not reach their goals, they are still the best option available.

🔑 Belief as the Key to Sales Success

To conclude, the speaker emphasizes that sales are fundamentally a transfer of belief. The actual words used matter less than how they are said, and belief is communicated through conviction, tone, and delivery. Salespeople who believe in their product and process will convey that belief more effectively, leading to better sales results. The speaker encourages watching successful sales to capture the nuances of conviction in action.

Keywords

💡Tone

Tone refers to the way a speaker modulates their voice to convey different emotions or emphasize certain points. In the video, tone is highlighted as a critical element in closing sales, as the right tone can influence how a prospect perceives the seller's message. The speaker explains that using a lower tone can signal seriousness, while a higher tone may convey excitement.

💡Cadence

Cadence refers to the rhythm, speed, and flow of speech. In the video, the speaker emphasizes that mastering cadence is essential for effective sales communication. By adjusting the speed and pauses in speech, a salesperson can either create suspense or excitement, depending on the message. Cadence affects how the prospect processes the information being shared.

💡Conviction

Conviction refers to the firm belief or confidence one has in the value of their product or service. The video stresses that without conviction, a salesperson cannot convincingly transfer belief to the prospect. The speaker uses examples of hot streaks in sales to show how conviction in one's words can lead to more successful outcomes because the salesperson genuinely believes in what they are offering.

💡Promotion

Promotion involves the strategies used to market or present a product or service to the right audience. In the video, the speaker lists promotion as one of the 'five P's' necessary for closing a deal, emphasizing that a good promotion attracts the right prospects and sets the stage for a successful sale.

💡Process

Process refers to the structured steps taken during the sales journey, from initial engagement with the prospect to closing the deal. The speaker mentions that having the right process in place is one of the crucial components of sales success. This includes how the sales team interacts with prospects and follows up to build trust.

💡Prospect

A prospect is a potential customer who might be interested in purchasing a product or service. In the video, the speaker discusses how selecting the right prospect is crucial to the sales process. The 'right' prospect is someone who is a good fit for the product being sold, making it easier to align the sales process and message with their needs.

💡Product

Product refers to the goods or services being offered to the customer. The video highlights that the product itself must meet the prospect’s needs and be presented in a way that resonates with them. The speaker mentions how having conviction in the product is critical to successfully closing sales.

💡Belief transfer

Belief transfer is the idea that a sale is not just about the product but about transferring the salesperson’s belief in the product to the customer. The speaker emphasizes that successful sales are a result of how well the salesperson communicates their confidence and belief in the product, which in turn convinces the prospect to make a purchase.

💡Master salesman

A master salesman is someone who has honed their skills to consistently close deals through effective communication and an understanding of human psychology. In the video, the speaker talks about becoming a master salesman through repetition and by studying successful sales interactions to learn how to use tone, cadence, and conviction effectively.

💡Hot streak

A hot streak refers to a period when a salesperson is consistently closing deals and performing at their peak. The speaker encourages salespeople to study their 'hot streaks' to understand what they did differently in terms of tone, cadence, and belief, so they can replicate those successes in the future.

Highlights

There are five key components (promotion, price, prospect, product, process) that must align for successful sales.

Even if a sales script works, failure may occur if it’s delivered with the wrong tone or cadence.

Tone and cadence in communication can greatly affect the outcome of a sales conversation.

Using different emphasis on words or pauses can completely change the meaning of a sentence.

Mastery in sales comes from learning how to control tone, cadence, and emphasis through repetition.

Great salespeople are able to recreate their success because they know how to say things the right way for the right prospect.

Reviewing successful sales calls when you’re ‘on a hot streak’ can help identify effective tone and cadence nuances.

Watching footage of successful sales performances helps improve how you communicate and close deals.

True master salespeople always appear to be on a 'hot streak' because they consistently communicate conviction.

Sales conviction comes from believing in the product you’re selling, even if it's imperfect.

You can improve your conviction by ensuring your intentions are perfect, even if the product isn’t.

The prospect will always be better served by working with you if you believe you're their best chance for success.

The ability to communicate belief and conviction to a prospect can determine whether or not a sale is made.

Sales are fundamentally a transfer of belief, and the conviction with which you speak is more important than the words themselves.

Success in sales comes from mastering tone, cadence, and genuine conviction in your product, ensuring a better service for the prospect.

Transcripts

in this video i want to talk about why

you're probably not closing as many

sales as you hope you are now there's a

lot of opponents components to closing

deals right you have the actual offer

itself price point the prospect the

process they went through so i actually

think there's five p's in in that have

to happen and be in alignment prior to

the sale so the first is the promotion

for the right prospect at the right

price for the right product following

the right process right those are the

five fees that i think through when i'm

looking at an entire sales pipeline but

what i want to talk about specifically

today is why even if you're following

those things correctly and you're

getting on the phone you have a script

that you know works or your team has a

script that you you wrote out because

you know it works right if they're not

closing then it means that they may be

saying the right things but they may be

saying it the wrong way and so there's

two components to saying

the right things the right way all right

so one is tone and the second

is um is cadence right it's emphasis and

so i want to give you an example of both

of those things so for example if i were

to um give you a script like you know

jerry seinfeld's uh comedy script and

you were to get on stage and you were

trying to deliver that right the tone

the pauses that you would have would not

be the same as his right his intonations

would be different than yours are and so

as a result he would be funny and you

would not be and you'd be wondering like

will this work for jerry why is it not

working for me and so just like that you

may be looking at your team and

wondering like well this works for me

why is it not working for them and

you're looking and they're saying the

words but you're like why is this not

working it's because they're saying them

the wrong way and so let me illustrate

this in a different way so if i were to

say my own name so if layla my wife

calls me and she says alex right or alex

or alex

right all three of those are just my

name right said differently have

different meanings i'll give you another

example i got this from jason flatland i

love this i didn't say he hit his wife i

didn't say he hit his wife i didn't say

he hit his wife i didn't say he hit his

wife i didn't say he hit his wife i

didn't say he hit his wife i didn't say

he hit his wife

right and so each of those sentences has

different meaning right because of the

emphasis that we put on the words and so

just like both so one is you have the

tone that you're using the pauses

where you put

emphasis right and then you have how

you're saying the words and so what

happens is you have somebody who's

reading a script but they aren't reading

it the right way there's two ways to fix

this right one of them is to become a

master salesman right and learn how to

control your tone right learn when to

lower your voice so that what you're

saying shows the prospect that it's

really important right so i'm slowing

down what i'm saying i'm lowering my

tone so that you know that you need to

pay attention to what i'm saying whereas

if i'm really excited i'm talking about

all this stuff that's really exciting

and we're like we're all we're all

fast-paced we're all up here right then

that's gonna it's gonna communicate

something different even if we're both

saying the same words and so one of

those things happens from repetition

right you learn you start to learn this

stuff because you're like man i nailed

that sale what did i do right and so one

of my side note recommendations for

everyone is everyone here hopefully has

been on a hot trick at some point like

there's some days you get on the phone

you're like man i can just close anyone

right now when you are hot

those are the videos you should watch

that's the game take footage that you

should go over and over and over again

like in the beginning you might not have

that you have to watch other people's

stuff but when you're hot

you say things differently you pause at

different points and it's those micro

nuances that create master salesman and

the true master salesman right the

difference between a 250 batter and a

300 batter right for a baseball analogy

it's like one one hit every two or three

games right it's not a huge difference

but that's the difference between a

master salesman and a porsche an average

salesman is that great salesmen never

get cold they are always on a hot streak

because they know how to recreate

success and it's because they know how

to say the things the right way for the

right prospect and so

to wrap this up for you if you have your

sales team right the easiest tactic is

to get them to a watch the footage of

themselves when they were hot and if

they haven't watch other people who were

hot

and what they were saying at that point

because there were minor ways and

tonality and shifts and pauses that you

will do when you are assuming the close

the right way when you're projecting the

confidence when you have the conviction

that communicates differently let me

give you a fun tip that i found like we

always close the highest percentage on

our on our deals when we had people

finishing our program right because on

the days that we would finish our

cohorts our groups of clients

we'd have all these success stories that

would go again after another after

another after another we did all these

interviews on one day and so my sales

team would watch this happen and then

they would get on the phones and they

would be so convicted about what they

were selling and so this leads into the

two ways that you can fix this right so

number one is you become a master

salesman you become a master salesman

through repetition and through studying

gamete footage which is the first thing

i said the second way and the faster way

of doing this is to believe in what you

sell this is hard i'll be real with you

right this is this is hard for a lot of

people especially if you're a business

owner because you know all the problems

in your business there are always going

to be problems and those aren't going to

go away and so one of the things that i

have i have hacked in my own mind is is

asking two other questions which is i

will never have a perfect product and

i'll tell you that right now but i can

have perfect intentions right and so

that is something that you can delineate

for yourself number one and you know

your intentions so if your intentions

aren't perfect then you can fix those

and you can have perfect intentions

right but your product will never be

because can always improve right

the second thing in terms of improving

it is knowing that the prospect will be

better served

working with you than with anyone else

and so that is something that i have i

have looked at and so this is easier for

somebody who's getting into a

marketplace and you can see the other

competitors that are there you may not

be perfect but you can believe that

you're the absolute best shot that this

person has to be successful and this is

especially true if you have some sort of

education or training type business

where someone is required to do

something so like if you were if you're

helping someone with life coaching

you're helping someone with weight loss

you're helping someone with with their

business like these are all skills that

they have to develop you cannot eat the

food for someone you cannot do the

push-ups for someone you cannot hop on

the sales call for them they have to

learn the skill which means that you can

provide something but they also have to

come the other half the half the

distance right and so the way to

continue to have that conviction is one

recognize your intentions if you can fix

your intentions to know that your

intentions are perfect then that is

going to be a huge step forward that

you'll have over your competition

because then it will force you it will

cause you to say the things the right

way because people can feel conviction

they can feel the subtle nuances of how

you communicate and they will choose to

believe you not based on what you say

but on how you say it and the second way

is by making sure that your product is

the best and that it is the best shot

that this person has you can't say i

guarantee that you're going to lose

weight i can't say i'll guarantee that

you're going to make more money because

you can't because you can't control the

variables but you can guarantee that you

will be the best shot that this person

has at being successful and so for me

cracking that code uh mentally helped me

a lot especially in in weight loss sales

when i was starting out right because i

would have someone in and i knew the

stats i knew that in six months you know

half the people who were signing up

weren't going to be at the gym i knew

that right but the thing is is i can't

look at someone and say like well you

know what maybe maybe they shouldn't

sign up because i mean half the people

aren't gonna aren't gonna show up you

know within six months but instead i was

able to shift and this was something i

had to learn that i'm still the best

shot this person has at getting where

they want to go right they're still

going to have to do stuff on their part

but i know with conviction that my

intentions are perfect and that i am the

best shot they have at getting where

they want to go and that is the

conviction that i can stand on that i

can look someone in the eyes through

their soul and tell them that i were the

best shot for them to be successful and

that is how you can change the way you

speak so you can speak with conviction

to a prospect and that is what i found

and so hopefully you find this valuable

if you are not selling or your team is

not selling the way you want it it's not

necessarily because the words you are

saying sure it's all the other things

that i said the promotion the offer that

you're running right the the process

that you're taking them through the

price that you're selling it uh who you

are selling to the prospect themselves

all of those things are gonna be things

that are gonna weigh into whether or not

it's successful but once you are

actually on the phone with the person

fundamentally a sale is simply a

transfer of belief and if you do not

believe then you cannot transfer that

belief and the way that you communicate

belief is not in what you say but how

you say it and so hopefully that was

valuable for you if you like this stuff

click subscribe my name is alex ramose i

have a portfolio of companies that does

85 million a year in revenue hope you

find value in this click subscribe i'll

see in the next vid bye