How to use tonality in sales to get hyper predictable sales

Be like an 8-second video. Get out of bed, brush teeth, make coffee, start work. Um, I'm not even wearing pants. I'm just kidding. Um, alrighty. All right guys, today what we're going to do is we're going to be going doing an overview of Tonality. Okay. Um, and, uh, I'm just going to go through sort of how it works, basically the rough overview like I did last time. And then from there in each of the subsequent lessons, we'll go into specific topics and instances individually. All right, so let me just pin myself. All right, so tonality is essentially— oh, Jeff as well, if you just want to go on the group and tag, because I don't know if this was added at the right time.

Yeah, I'm doing it now. No problem.

So tonality is basically your ability to convey intent. That's what it is, right? And it's what allows you to say less words and be more impactful with how you're delivering it. The core things that you have, right, in order to convey the most amount of influence is that you have your word choice, you have your, like, pacing, right? So like the speed at which you do things. Right? You have your intonation, which is like your ups and downs. You have your body language, right? And then you have— um, son's doing some stuff, right? Um, and then, and then you have like the actual— so you got your, your pacing, your pausing, your intonation, and your word choice. And then you've got your body language, right? Pacing, pausing, word choice, intonation, body language, right? Okay, so now with pacing, like if you say things fast right? It then— it denotes a lack of importance, right? Hold on one second. Sorry, my kid just play with his boat in the, in the, in the pool. A little toy boat thing makes my dog go nuts. Um, so you've got your— so you've got your pacing, right? So like, if you say things fast, then it denotes like a lack of importance. If you say things a little bit slower, then you're going to allow the person to be a little more introspective and it denotes a bit more important. Okay. Whereas going fast, you're going to run things over like a PDS statement, right? You know what I mean? That nobody wants to hear it. So you've got that. Then you've got your actual, like your pauses that you can do before or after a word, which just denote importance. Everyone's kind of tuned to do that. So why is that important to you? Now though, right? Like it's a pause and it's like people will lean in. Okay, that's how you use that. Then you've got your, uh, your like intonation, so your ups and your downs, right? Like how you're gonna have an upward inflection towards the end to denote a question. Okay, but you can also do the same thing where you can go down at the end of a question. That's going to be more of a concerned type question. Hey man, how are you? Hey, how are you? Right? So it's like a little bit slower and going down at the end is going to be like a more concerned type tone. Right? Then you've got your actual word choice. So you can use quite definitive words or quite neutral words, right? And they're going to play a role. Like there's not a right or wrong. There's just a reason and a season as to why you do each one. And then you've got your body language, right? Where do you— if you lean in, it's going to tell people that you're interested. If you lean out, it's going it's going to tell people, like, you know, it can tell people a lot of different things, to be honest. But there's some simple things that you can do, especially like on the Zoom, right, that do make it easier to sell. Okay, uh, all right, so that's kind of like your overall, right? Now, um, when it comes to like what types of tonalities are there, right, you've got sort of your, like, uh, you've got your concerned kind of dad energy, like, hey, how's it going? Like, hey, how's it going? Right? You're gonna be more breathy and you're gonna like, you're gonna push it out. And it's good to sort of practice these things because like the control that you have over your throat and your actual voice itself, it really plays a huge role into the emotion that somebody feels when they're on a call, right? Like if you're like, you need to record yourself. Like I, I hear myself all the time because I do content, right? So I'm used to hearing myself. Some of you might not be used to hearing yourself, so you really need to record yourself and figure out how you actually sound. And what does concern sound like when you say it? And is that conveyed to the person? Because you might think you're doing it, but you're not, right? So constricting your voice. Hey, how are you? It's generally going to be a more happy, curious tone. Curious is usually just a more happier tone. It's just like you're just genuinely curious. Oh, why is that? Right? So you're usually going to go up, right? Oh, why is that? Right? Oh, why is that? Right? That's again, that's a more skeptical. Okay, why is that? Right? You're naturally going to kind of furrow your brow. But again, it's not going to go as high. Right? And then if you're like challenging, why is that? Okay, you hear the difference? Oh, why is that? Why is that? Why is that? Like, it's much more forceful and challenging. So you should be able to do these things because like on command, because you can do them in your everyday life. If you want to challenge somebody in your everyday life, you will easily do it. The problem is when you start to have to think about it, right? That's when people get all weird, right? All right, before we move on to the next one, does everyone understand that? Like the constriction or loosening of your throat, right? Voice going up and down. Using your chesty voice, your chesty, like a breathy voice versus non-breathy voice, like that's gonna have an enormous amount of impact as to how somebody takes one of your questions, even if you don't kind of change anything else, right? So practicing that, because it's a tool in your toolbox, right? If you can't do it on command, then like you're not going to have access to that particular toolbox. Right? And again, you've only got 5 main ways of conveying your intent. And the clearer your intent is, the more predictable the answer is. Right? So it's like if I'm like, okay, so why is that important to you now though? Okay, like, it's sort of, it's quite clear, like, I don't understand, I'm a little bit like skeptical, like, why, why is this important to you now though? Right? You know what I mean? And so like, I'm pausing before the now, so the person sort of intrinsically knows exactly how to answer it, which means that there is only a very limited number of what I would consider normal answers, right? Like, weird people do weird things, okay? So you have to sort of throw that out. If you could give out $1,000, right, to individuals, randoms on the street, and one of them will be pissed off about it, right? So like, now you might hit that person straight away. You don't then go like, maybe I should rethink this strategy, you know what I mean? It's like, no, it's fine. It's just that weirdos be weirdoing, right? So, um, and you just want to make sure that you're not one of the weirdos because then no one understands you and it's just like your sales is horrendous, right? So like, when there's a very limited scope of answers, that's how sales becomes easy. The reason why I think sales is pretty easy for me is because I ask every question so specifically, and I put not only all those in the— those intentions on there, but I also add like a lot of context in the questioning, right? That like there's only one, maybe two, usually only one real answer that anyone's gonna give. And so it's like, it's not very difficult. It ends up being like a role play, like a fully scripted role play. It's like I'm saying this, the 95% likelihood they say this, right? So you don't have to get that good, you just have to get good at doing that, and then that makes everything really easy. If you're saying everything differently every time, with a different intonation, with a different tonality, with a different body language, right, with a different pacing and pausing and all that kind of stuff, and even they're just like subtle variations, you get a myriad of different answers. Which means now you have to have an answer for fucking everything. And it's like, that's overwhelming. And that's when people have like, they're trying to learn every word track and they go to their coach and they go, hey, this person said this to me, what do I do? And the coach answers the question, which is the worst thing you can do, right? That's why I go like, did it happen more than once? No. It's like, well then who gives a fuck? That's why I answer that question like that all the time. And the prospects, you guys really like that answer. But like, fuck you, I'm right, right? So, okay, so we got that. Now with like, um, now the, the pro tip is to try and— you want to try and neutral out your personality, right? So like, I'm a very forthright person and I, I project my voice and I'm very like confident, but I'm also like, in the wrong circumstance, that can be quite overbearing. Right? So, um, like, one of the barometers that I tell people to use is if a stranger cut 3 people in front of you in line— not directly in front of you, 3 people in front— would you tell them to get the fuck out of the line? Right? I do every time. Okay? Like, every single time. Now, like, that's a— it's not a good thing or a bad thing. It's just a thing. Right. But it means that I'm naturally pushy. Right? Like, it's just, I'm a pushy person. And so I need like a more neutral language set to counteract that side of me. Otherwise, like, I will go pushy and combative. Right? So when I'm looking at like my tonalities, so when I'm, when I'm trying to like get my tone correct, right? If I like am trying to do like a forceful tone, like, hey, how are you? I mean, like, that will be too much because like I have a naturally forceful tone. I'm going to use naturally more definitive and forceful language because like that's just who I am, right? And I just have a much more like a vibe about me that's more that way. Now, I think that's a better default in sales because it's much easier to soften than it is to like harden somebody. If that That's the sort of terminology, right? But you have to look at yourself and figure out where you sit on that spectrum, right? And then, you know, you wouldn't do like real leaned out curious vibe. Oh, okay, like, why? Like, why? Like, why is that, right? You know, you wouldn't go like neutral with your tone, neutral with your words if you're like a neutral person, because it'll make you into a pussy. Like, you just don't have any conviction about yourself. Right? And conviction is the wallpaper that you can put over all things in sales and it will work, right? Like, you can have a bad script, bad tonality. If you are like, look at their soul and tell them it's the best thing for them and you believe every inch of it, like, there's a good chance they buy, right? Like, Andy Elliott's a phenomenal example of that. Like, that dude has so much conviction, you know what I mean, that like how he sells is almost irrelevant.

Right?

So like, look at yourself on that spectrum, then figure out like where do you sit. And then definitely like, you know, go more challenging over skeptical, because skeptical is a more leaned out version of challenging, right? So like, if, if you're a more leaned out person, the challenging tone will probably come across as genuinely skeptical, but a skeptical tone will come across as like a confused tone. Right. Okay. Because like, you're gonna sit somewhere.

Okay.

So like, that's an important thing for you guys to figure out. And like, when it comes to adding in neutral language, like, if you're not really confident in what you're doing, don't have any neutral language. Don't do the NEPQ. Hey, it looks like you're looking into possible solutions for— just say, hey, it looks like you want to solve X. Is that right? Because your tone will be naturally very neutral because you're not that confident, right? So you have to put it back. Whereas with me, I need those neutral words, otherwise I come across as really pushy. Okay, like when I taught all the tens of thousands of people that I taught in EPQ, I always told them like, like, one, only adapt one thing at a time. And two, like if you're naturally leaned out, don't do the neutral shit. It'll make you terrible. Right? Jeremy is an extremely pushy salesperson. Hence why all that stuff is designed to like make it more neutral because like he's a very, he's a dog with a bone. He doesn't seem like it, but he's an extremely forceful and pushy salesperson. Like that's why NEPQ is designed that way. Right? Because it's actually a very pushy sales process. It's just like, it's just disguised. All right. Makes sense. Questions on that specifically? Are they in the chat?

No.

Thanks. Yeah. Matt, can you hear me? Yeah. Oh, yeah. I was curious if someone is more— some just naturally a little bit more agreeable. Is that something like a innate personality trait? Can I change as far as becoming more assertive, etc., with enough reps or practice? Or is that something that I just accept my fate and do the best I can with that? I think anyone can— I think everyone can change. They're probably shift left or right on that spectrum somehow. I think if an overly agreeable sales rep is not a good default, Like you should get some complaints. If you are, if you're a sales rep and you're good, you will get some complaints. If you've never gotten a complaint, you're leaving a lot of sales on the table. And I'm not saying like you should be rude to people. So I'm just saying, I'm saying when you're full-time selling, say you're speaking to 6, let's say just 10 people a day, just for math. That's 50 a week, right? That's 200 a month. Are you saying you didn't piss anyone off? Like you didn't put anyone off out of speaking to 200 people. Let's say 3 months, 600 people, you don't piss anyone off. Like, that means that, like, you're not dropping truth bombs on people's faces, right? So, like, you, like, you have to find the line and walk it back, right? You should, like, you know, push, push. And, and if you can do it, and then what you do is you learn how to go past that line with the correct tonality. Right, to where like you never— then you stop getting complaints, right? But, um, getting at least one angry client a day, then you're probably going a little overboard, buddy, okay? That's, uh, one a day is a little aggressive, right?

That's Matt back in the day, bro.

Knock that back a wee bit. But I, but I love, um, that's probably a really good default So what you got to do is you got to find— so I would say this is an interesting one. So frustration is the most difficult emotion to hide, right? Usually when things go sideways on a call, it's because you become frustrated with them, right? And you just like, it's so clear that you just want them to buy and that you're frustrated. And you can be frustrated with like, this is a no-brainer for them and they're not doing it. Okay, like all those kind of things. Or you might really, really want the sale, right? But that frustration, it taints everything, right? It is a like horrific— it makes you into like that classic pushy salesperson. That's what frustration does. Now, the way that you solve that, there's two ways that really helped me, and these played a huge role in my ability to control my tonality. Because like I believe them. One is that there's nothing that I can do or say that will make somebody buy anything, right? Like I, I can't make them do anything. All I can do is present an argument, right, and show them the value proposition. And I can do that well enough to where X amount of people will buy. It's never going to be 100. It might be 30%, 50%, 60%. Let's say on the greatest— in the on the greatest, uh, highest level, it's 70%, right? But that means that you can do everything perfectly and they still don't buy, right? So like, because you can never get to 100%. But all I can do is my process, because some people just can't afford it. Some people, there are reasons in which will not come up on a 45-minute sales call, right? And like, you're looking at someone's life through a keyhole, you know what I mean? So like, doing a value assessment and value judgment on their decision-making process, like, is not a fair It's not a fair accusation on your part to say like that they're being stupid, because there are things that you do that they would probably consider really stupid in a different area of their life. Like, you might be a really shitty father and they might be an incredible father, right? But, but you take action, but they tuck their kids in every night, you know what I mean? Like, so like, there are— and they might have an 8-pack and you're fat, right? And you're like, you should fucking work hard. You know what I mean? So like, again, different strokes for different folks, right? And the more you realize that, like, it's just the less frustrating thing that like you don't have the right or the information to accurately pass judgment on this person. And so it's like, you know, if someone grew up saying that everyone with money was a piece of shit, it's a very difficult thing to then overcome your hatred of money. So like whenever you come into it, you usually figure out a way to self-sabotage it. That's not a mindset thing. It's just like psychologically you would probably do that, right? So like, who knows, okay? And when you have kids, you sort of figure that out because you realize how like manipulatable people are, right? Like if I wanted to convince my kid that, that he was gay and black, I could probably do that in a series of weeks if I start young enough. Like for sure, right? Like it's not that difficult to like manipulate people's brains like that, especially when they're young and you have a lot of authority over You know what I mean? So, um, and I've always wanted a gay Black kid, so like, you know, there it is, right? So, um, so, uh, right, has to be both, right? Um, so, um, and then like the other thing is that, uh, so like once you kind of figure out that, the other thing is that, um, is that like, uh, you can do it perfectly and they still don't buy. So if you do it perfect and they don't buy, and you can totally shit the bed the whole way through the call and they can still buy, like, that means that the outcome of the call is not a reflection of the quality of the call, right? So like, a lot of people are always looking at their no sales and trying to figure out what went wrong and looking at their sales and trying to figure out what went right. And it's like, yeah, but what if you fucked everything up in the sale and you got everything perfect in the no sale? It's like, that's not the determining factor here. The determining factor is like, it's purely just like, did you follow your process? And so I literally stopped caring about the outcome of calls the moment I figured that out. And I was like, oh, I don't have to worry about it. And it's the same as like shooting. If I, if I take a shot and a gust of wind randomly comes right as I shoot, like I didn't do anything wrong. It's just bad luck, right? It's like, oh, but like, it's not gonna be bad luck all the time. You know what I mean? If it is bad luck all the time, you suck, right? So, so it's like, so, you know, you— when you want to shoot, you shoot off a group. So you might shoot 10 rounds, take the middle of that, and then adjust your scope, right? You don't shoot one. And so it's like, and the more you shoot that group, the more accurate— if you shoot 50 rounds in the exact same point of aim, right, without moving, that group will be like— in the very middle of that group is a very accurate depiction of like where that is sighted in, because there's a there's a human error plus there's an error built into every weapon, right? So it's like now you can actually zero your gun really accurately. And a lot of people, even on the range, they go one, look, adjust, one, look, adjust. And so they're chasing rounds because they— you're assuming that you're perfect, which is ridiculous, right? So it's like the outcome— you could have a perfect shot and it go way off if a gust of wind came. So it's like, but that was a good shot and you know it was a good shot. You know what I mean, right? So, um, yeah, sorry, I'm getting a message from Cole, right? So like with those two pieces of information, you— I like— I just became obsessed with the process, right? So it's like I just want to do the correct process every single time. And what that did is that alleviated any frustration on, on my— on that I put onto the client or the prospect. And the only frustration I ever had was with myself after the call if I didn't follow the process. Like, and my kryptonite, right, for a while was referrals. I would get a lot of referrals, but I would always do a different process with them because I made this assumption, right, that like they were in or whatever. And I would always get like, oh yeah, dude, this sounds amazing, just send me the details, I'm in 100%. Like Doug said, it was great. And I would never close them. I was like, fuck. So then I started just like, oh no, no, I'm gonna do the process. Like, I treat them the same as everybody else, you know what I mean? Even the point where like acquaintances that I knew would come onto sales calls, they got the same process, right? Like, everything was identical because like I knew that even if it puts up— if my process puts some people off buying it, I don't care because like that process works. X amount of the time, super predictably, right? So it's like, I'm doing that, you know what I mean? And what that did is it allowed me to start really listening to the prospect. And like, I, I stopped getting in arguments with people. I stopped getting complaints after that, right? Um, because like, I was curious and never frustrated. I was like, all right, man, like, um, have you considered this? You know, and that tonality— and like, my wife can tell you, when I'm frustrated, it's fucking obvious. Like, is very obvious. Like, my— I have a temper, and frustration and anger are very similar in my vocabulary. So like, hence where like I've had staff that are like terrified of me, but I've never yelled, but they're terrified of me because like my frustration with them looks like seething rage, right? You know what I mean? So like, it's like I'm the scary boss. I don't know why. I think I'm a nice guy. Jeff's worked for me. I think I'm lovely. Isn't that right, Jeff? Say I'm lovely, Jeff. No, just kidding. Okay, so like that was from a tonality perspective. Like your perception of what's happening is going to play a huge role. And, you know, you really have to try and like look inwardly and go like, I cannot pass value judgment on these people. I do not have the right nor the information, nor am I perfect in every way. And I'm in a glass house, so maybe I don't throw stones, right? Like, I know that I'm shit at certain things. I know everyone here is good at certain things that I'm bad at, for example, right? Like, it pains me to say, but Ocean's better at guitar than me, you know what I mean? Um, I just got a coach, so I'm gonna be better than you too, right? Um, yeah. Yeah, go for it. Yeah, the question that I have is about changing like that energy or the way do you communicate when you are dealing with a B2B type of client. Yeah, you make any type of changes? Yeah, because sometimes they come across as an asshole. So, so I'll answer that. There's changes in process, right? Like your process is different. But like, it's very difficult to like change who you are. Like when I sell enterprise level stuff, I sell the same way. Yeah, I mean, I give the same energy because like I have to be me. And one of my guys that works with me, Sam, is the same way. Like Sam will— Sam could meet the Pope or like the king and be like, hey man, what's up? Like he does not change. He gives no fucks who anybody is. Like it's just how he is, right? Right. Like, like to a different level. And he's a very successful, like, sales rep and very persuasive when it comes— like, me and him went to Cardone's headquarters to, like, do some upsells, but then also, like, teach some stuff. And we had, like, their whole C-suite. We were sitting there in jeans and a t-shirt, both of us, and we were like— we led their entire— like, we had them, like, fucking putty, right? It was because, like, we came in, like, we just had a natural— like, we just talk how we talk. It's confident. We even argued in front of them. Right. But like, it's like, it's clearly like there's confidence there. Do you know what I mean? And so, and like I've sold billion dollar companies and I didn't change any. I changed the process somewhat because like there's a lot of decision makers and like I might, I'm obviously like gonna be a little bit more careful with word choice, right? Like a little bit like word choice is really the key. But I'm, but I'm going to use all the same tactics and I've done that. I've sold like 7-figure contracts with billion-dollar companies, with like multi-billion-dollar companies with like huge boards and shit, and I have not changed a single part of it. And the reason is just because like they're still buying, like to some degree they're still buying you. Like, uh, you know, the more confident and like the more relaxed a salesperson is, and you can't be relaxed if you're trying to be someone that you're not.

Right.

It's like, it's like when you— like, I remember I used to, um, I used to like, um, I used to coach this, like, this black guy in sales. And I remember the first time he came to me and he, like, the way he was talking, I was like, are you in a court, fucker? Like, what are you doing? You do not talk like that. And it was like, in the sales calls, like, it's like he had his, like, I'm talking to the police voice on. Hello, sir. 'How are you?' And I was like, 'Dude, you can't sell like be a different human being. Like, you have to be yourself, man.' Like, you know, because people, like, no matter what the environment, like, they— it just doesn't come across as genuine. And like, it's just a red flag that's raised, even subconsciously. Like, I don't want to give my money to someone who I don't know, you know what I mean? So it's like, you know, be yourself. And like, obviously, but you— and again, counter that with like understand yourself and then know how to use language to like enhance your positives and like turn down your detractors. Like, I use neutral language. Hey, it looks like you guys are looking to possibly get some help with sales, is that right? I use that because I'm like, I know that if I, over the course of time, if I don't add in that possibly, right, it becomes pushy over time. Right? Like, so I, I know that about me, so like I use that as a tool. Okay, all right, so, um, all right, cool. So with the pacing, and I'm going back with the pacing and the pausing, so speeding up, it lowers importance. Okay, slowing down adds importance. Okay, even to the point, like when you're saying something, you should add in some slower talking when you want them to really consider the answer, right? It's like, so what I really want you to think about is what happens if you don't change this? Okay, it's so much more impactful than, so tell me, man, like, what happens if you don't change this? Now, both can be correct, right? And they can be correct in different environments and like replicate the conversation you're having. If you're having like this chirpy fun conversation, you go, but what happens if you, if you don't do this? And that just comes out of fucking left field, right? It's like, ah, it's a bit weird. Okay, um, I did a video called like the emotional kind of roller coaster of a sales call. I recommend that you guys watch it. If someone can bring it up, it's on YouTube, but it goes through like the different emotions that people feel on sales calls and how and how you can map that out, literally map it, and then like have your tone match where you should be. And it can be a gradual and fairly simple process, right? That's why like I'm quite happy in the beginning, right? Like, hey, how's it going? Like, how can I help?

Right?

Because I want to like, and then because I'm going to bring them down a bit with their problems. Okay. And there's a line of like hope and despair and they have to be above the hope line when you're pitching. Okay, because sad people don't buy shit. Okay, I don't know if you know that. Okay, so if you're sad, you don't buy shit, right? Um, except for cosmetics, right? Which is why on social media, if you like a bunch of— or like, if you're women, for example, there's probably the same for men, it's probably like workout shit, right? But like, um, if you like linger on reels that, um, are like about having a low self-esteem, like if you're a woman, you'll get advertised like, like cosmetics. Like, that's how deep the behavioral analysis goes on fucking social media. It's pretty deep and dark. Um, so, uh, but like, you want to go up because you're going to bring them into their problems, which is going to bring them down. So if you start down and super like, hey, how are you? Yeah, good, man. Hey, so like, why are you here today? If you start like that, it's like you're going down. It's going to be difficult to even— like, the push back up for solution might not get to the peak where you need it to because you're gonna fucking slam them on consequence. So like, you can bring them down, but you can't bring them down so far that you can't bring them back up, right? And like, your pitch is designed so it's like, it's the beginning, the problem, the solution, the consequence, and the pitch rises them back up. So your pitch needs to be like, when you think about your pitch, like, it's like, I'm delivering hope, I'm delivering the solution, this is fucking like Terminus. It's fucking Zion. Jesus.

That's what this is.

Yeah, well, I don't know about that. That's fucking— that's some seriously good news, right? But yes, like, um, right? But it's like I'm pitching the solution. It's like they— so they should go, fuck, finally I found it. That's what you want at the end of your pitch, right? Um, okie dokie. All right. So the easiest thing to adapt, okay, because I don't want you guys to like go away and fucking go like, I do, I do this now. And all of a sudden you guys are like, how are you? Like that, you just sound like fucking weirdos, right? It's like, your pausing is the easiest and most impactful thing to add now. So if you're not really actively doing much of this, because if you act, so you're doing it but not actively, right? So to actively begin this, the easiest thing is pauses. Right, they're denoted by ellipses, the three dots, okay, inside of your script. And when you write your script, like we went over last week, you want to write it with the intonation and the actual way that you don't write it grammatically, you write it how you talk, right? So, why is that important to you? Pause. Now though, and then now would be in bold because you're emphasizing it, okay? But even if you just add the pause, it will— and you don't emphasize it. You need me? What's wrong? Give me 2 minutes, guys. Jeff, take over.

As always, do you guys have any question about what we just covered today? Okay, why are you—

yeah, I have one actually about like the personality. So what would you recommend for someone who's more like chilled out and agreeable?

Recommend regarding what, your sales process?

Yeah, like, so when Matt mentioned like if someone is more straightforward, like to add some neutral language, and for someone who's more agreeable and chill, like what would you recommend to add to like you know, step up the intensity, let's say.

Uh, why do you have to step up the intensity?

I mean, not the intensity, but neutralize my being agreeable and chill.

So why do you know what I mean or not? Yeah, yeah, I do understand what you mean. I'm just guiding everything with my question. Why do you, why do you want to neutralize being agreeable?

Uh, because when I'm too agreeable It can come out as being a pussy, basically.

Yep. Okay, so you want to amp up what on your call?

Uh, like the being more forthright, I guess.

Do it right now with me. Do it right now with me. Amp up conviction when you talk to me right now. Do it.

Like, how so?

Well, just find a way. Be— have more conviction, more certainty. How would you do that? Talking to me right now.

Yeah, so just like saying more, more like this, basically. Not like asking questions in the end of the, like, not having like the question mark in the end.

I can become, I can become a bit more agreeable with you. I can be like, oh, okay, yeah, um, okay, yeah, makes sense. Um, yeah, you want to, you want to, yeah, you want to neutralize being agreeable. Yeah, you feel it, right? High pitch, verbal fillers, stuff like that. Now me, I'm on the— I'm on big time on the side of being too pushy. So me, I have to relax my tone. I have to smile. I do a lot of jokes. For guys like you, there will be like very few verbal fillers, projecting your voice from your chest and just role-playing probably with a coach. So you have Ocean right now on the call, you have me, you have Matt. You role-play with someone and you ask him, how do I come across? I want to be less agreeable. I want to have more authority. I want to have more status. You have to be very careful with some things that Matt Ryder mentioned, authenticity, right? So that's something that actually him, me, and Sam, because Sam is my cousin, right? Sam Greiner. We all have is we are who we are, but we do know though that sometimes we have who we are. We also have to, when you socialize, you have to have social intelligence. And me, I have to tone down the aggressivity literally because I'm a street guy, right? So I have to really like chill and just connect with people. If someone is too agreeable, that's who you are, you stay who you are, but you know that, okay, when I'm on a sales call, I make sure my tone come from my chest. I make sure I don't have 2,000 verbal filler between my question. Oh, okay, yeah, yeah, okay, cool, cool. So I guess, We don't do that. So you have to be essentially laser specific. That's why I asked you the question at first to just guide your thinking, right? Because if you're not laser specific, you just do motion. Nothing really changes. So regarding being agreeable, I have to look at a role play with you and I'll be able to tell you, mate, just stop that and that. The voice, don't make it from the head. Don't talk from your head. Don't talk high pitch. Talk from your chest. That's an example, Victor. I didn't say that you talk from your chest at all, but that will be the kind of implementation I will do, right?

Nice, thanks, Jeff.

Yeah, super laser specific and just hum that up. And then be careful to not dive into feeling like you have to be a tough guy or alpha shit or stuff like that. There's no need, right? Because sales essentially, it's a skill. It's as if, you know, I'm a roofer, David is a roofer, Todd is a roofer. I mean, Todd is shy, I'm super extroverted, the other guy is also shy, but we can all be fantastic, fantastic roofer because it's a skill. So it has nothing to do so much with like who we are. Now if Todd is super shy and he has to sell his service and he doesn't want to do it because he's shy, obviously you have to push yourself outside your comfort zone. And that's what we just mentioned, adapting your personality. But you don't have to change really who you are. It's a skill game, sales. So it's again super specific, right? Which you implement. It's a good question though. That's true. That's true. Sure.

Thanks.

Hey Jeff, I also had a question.

Yeah.

So basically in terms of starting the call, right? So I've tested multiple things and just basically on the offer where I'm at, they say basically I should ask, so what is the, What has—

is it—

is the question related to what we cover today, or is it like something else?

Well, it is, it is in some way, because like in terms of, in terms of sort of with the tonality and everything that goes—

okay, yeah, so go ahead.

Yeah, so when I tested the two different sort of like openers, right, like what I'm understanding is if I go straight into the problem, um, in in the beginning.

So sort of like, of the opener.

Yeah. So I've tested two different ones, right? So what has prompted you to schedule in the call today, right? And they usually go off on a tangent and tell me like whatever, right? And then I would just double down. It's like, yeah, but what specifically stood out for you that you got on the call?

Do you say, yeah, but what do you say exactly that on your script or not?

Well, that's not a script. I just came up with that on the spot. So usually what I would say, So what specifically though has prompted you to come on the call today? Like what stood out that you wanted to take out 45 minutes out of your day to have a call with me? And I would ask it this way, so pretty much word for word.

Okay.

And then I've split tested that with what is the biggest challenge that you're facing right now in the business?

That's a bad question, that one.

Dang.

Okay.

That's such a salesy question. No one talks like that in real life. And salespeople use that shit all the time, especially the ones that are not in high ticket space in the US. Like, what's the biggest challenge, whatever. If they opt in with other company, they might already heard that line. They might, I'm not saying they do, but they might. That's the signal to noise ratio. You want to stay away from anything that is salesy, especially if your competition might use it. So you test those two. What is the data that you saw from testing those two?

Well, basically, just the opt-in, like what has prompted you to jump on the call today?

No, no. What is the data that you saw from testing the two openers? What did you see yourself as far as success rate? Because you said you tested the two openers, right?

Yeah, exactly. So the first line was much better. So I switched it up myself. So I just changed it from what's the biggest challenge that you're facing to what have you seen that got you to book in the call with me today? And it's more or less like one of the two. I variate a little bit. Sometimes, but that's the main question. And so in terms of—

so what's— but what's your question though?

Yeah, so the question is like, when I jump into this, like in the beginning, because I'm a very tense person, right, in generally how I talk, like, should I be just super chill in the beginning of the call, right? Just like be super curious. But I many times ran into the issue that they would just go off on a tangent. With that, right? With that particular point. Yeah, I just want more information. Yeah, I just want this. And I just—

role play with me, uh, the more information stuff. So yeah, um, I don't see— I don't see you in the chat, mate. What's your first name? Excuse me, I don't see where you're at at all.

Sergio.

Sergio. Okay, I don't see you at all. What the fuck? You must be at the end, bro. Yeah, Sergio. Okay, yeah, I see you. Okay, okay. Um, so let's say you, you booked the call with me and whatever, whatever, and introduce you to Cool. Okay, Sergio. So what prompted you to book the call today with us?

Yeah. So like, you know, I'm running my business and like, basically I've been, I've been in the space like—

You are the owner of your business or you work for someone?

Yeah, I'm the owner of the business. Yeah.

Okay.

And basically, so I saw an ad and then I was just curious of like, kind of like what you guys offer because I need more generation right now.

What did you saw in the ad that attracted your attention?

I don't remember really very much anymore.

Well, we still love you. Okay, so what kind of help, support, or information you're looking for?

Well, yeah, I mean, like, I would like to understand how you could potentially support me in getting my business.

But you to what? To get more leads? To like— because I don't know what you sell, Sergio, right? So I will, I will, I will lead way into what I saw. So because I don't know your industry. What do you sell?

Yeah, well, basically we build authority on LinkedIn and do inbound generation systems.

Yeah. And that's exactly what I do. So right now on the roleplay, I just keep control in the conversation, but in a very normal way. But your question was more on tonality, right?

Yeah, I mean, like in terms of like, because really sometimes I get people just go off on a tangent, right? And then at some point I get—

That's fine to go on a tangent. Tonality, do you see the tonality I had? I think I'm still stiff. I'm catching weight, so I'm just— I'm on edge big time. But my tone was, you know, I'm just casual. It's just a call. You can't, you, my call, my tone can be casual and you go on a tangent. So your question about tonality, not necessarily apply there. You just have to know how to interject.

Okay. So it's all about interaction.

I, I, yeah.

If someone wants more information, you say, yeah, more information about building your LinkedIn or what's going on? The guy's like, yeah, yeah, of course. Like building my LinkedIn. Then you take it from there.

All right, sorry about that. I'm doing his, uh, exams for private school, and, uh, my wife has zero tech acumen because she never even uses a computer, so she completely should have done that one. So I had to go fix everything. Uh, she's trying to do stuff on Safari. I'm like, yeah, no one does anything on Safari. Um, so, um, anyway, all right, so, um, that's what we wanted to go over today anyway, was like just that basic run-through. Okay, what I want everyone to is go into the Mastering Tonality course, start going through it, start understanding and start writing out your scripts. Okay. So like we've done objections, we've done scripting. Okay. Now we're doing tonality. Okay. So like try and like start to script out some of your process, some of your offer with like those core questions using like some of those intonation cues and then like have an understanding as to the intent that you're sending. Right? Like, what do— how do I want them to answer? Sales and being really good at sales is not about memorizing word tracks. It's about extremely clearly conveying the intent of what you're asking with a high level of predictability in the answer, right? Like, if you can predict their answers, then you're in the future. It's just being good at chess. Being good at chess doesn't mean you're smart. Okay, there are 5-year-olds that will wail us all in chess. They're not smart 5-year-olds, they just have recognized the patterns of chess because their parents have forced them to play it a lot, right? You know what I mean? So like, it's just all it is. It's why like a good chess player is 10 moves in the future, because they know there are only so many possible logical responses to what they're saying, to what they're doing. So like, if there's 5 logical responses, they know the answer to all 5. They're in the future. Right? That's what good sales is. Okay. All right. We'll come back tomorrow. Okay. So it's on the agenda. Come back tomorrow and we're going to be going over the next part of tonality. All right. All right, guys. Have a good one.