Learn the Magic Words, Become a Sales Master: A Conversation

With Phil M. JonesEP 188

So many people simply can’t break through and find success in sales; is there any way to help them get better at it? What if there are words, patterns of speech, questions, and phrases that can immediately help anyone become not just adept at sales, but a master? Join Meny as he speaks with Phil M. Jones, author of the bestselling Exactly What to Say: The Magic Words for Influence and Impact and one of the world’s most accomplished sales coaches, for an enlightening conversation about the magic words that can change your life and quickstart your sales success.

You’ll learn why sales is the art of making a recommendation, and the process you must follow in order to earn the right to make that recommendation; what are some of the most important questions you can ask in order to move the conversation in the direction you want, and to guarantee a positive response; how to stick to your process when your potential buyer keeps interrupting; methods of instilling curiosity in your client; the importance of slowing the sales process down to get fast results; ways that potential leaders can use communication to actualize their leadership potential; and much more.


[00:01 – 10:02] Early Beginnings to Sales Mastery

Phil’s entrepreneurial spirit from a young age
Transition from business ventures to sales expertise
Introduction to the concept of “magic words” in sales

[10:03 – 20:46] The Art of the Pitch

Strategies for effective selling and communication.
Importance of understanding customer needs before pitching
Case studies illustrating successful sales conversations

[20:47 – 30:58] Language as a Tool for Influence

Discussion on the power of specific phrases and questions
How language can steer conversations and outcomes
Phil’s approach to teaching effective communication skills

[30:59 – 40:50] Leadership Through Words

The role of communication in leadership and team dynamics
Techniques for providing feedback and inspiring action
Stories of transformative leadership through strategic language use

[40:51 – 49:12] Real-world Applications and Closing Thoughts

Examples of language’s impact in various professional scenarios
Phil’s personal insights and experiences with communication
Final takeaways and the universal applicability of the discussed principles

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Practical Pointers
Sales is earning the right to make a recommendation. That means that you should never make a recommendation unless you can say, “Because of the fact that you said X, I recommend Y.” Giving a recommendation is about the buyer, not the seller: you’re suggesting what the buyer needs based on what that buyer said, and doing so with real conviction, rather than offering your opinion about the service or product that you’re providing.
When you have a process for selling but the potential buyer keeps interrupting with his own concerns, the best solution is to address his specific questions - let’s say, for example, about the price - so that you can now regain control and return to your process. And at the same time, it potentially clarifies for both of you whether the ensuing conversation is going to be fruitful or likely a waste of time. Better to know at the beginning rather than at the end.
One of your most important tools is to strategically instill curiosity in your buyer, rather than coming across as pushy or harsh. One good way of doing this is by asking “What do you know” questions - such as, “What do you know about all of your options in this area?”, “What do you know about the steps involved in getting to your preferred outcome?”, or “What do you know about the timeline of how this will work?” You’re looking for the other person to acknowledge that they don’t know enough - and then you can position yourself as the person who has the answers that they need.
The way you use words, as well as their sequence, makes a huge difference. For example, after asking questions like, “What do you know” and “What is your experience with,” you can then follow up with a question that begins, “Would it help if I.” Keep in mind that you’re not saying “Would you like me to,” or “Shall I, “ or “I will,” but “Would it help if I do the following.” By phrasing the question this way, you’re almost guaranteeing a positive response. In this way, you’re keeping the momentum of the conversation moving in the direction that you want.
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Guest Bio
Person Image
Phil M. Jones

A master of influence and persuasion, Phil M. Jones has emerged as one of the world’s leading experts on sales. After getting his start in business at the age of 14, he has been involved in ventures as wide-ranging as helping Premier League soccer teams to maximize sponsorships, and helping an independent real estate company produce over $240 million in sales with a sales team of just five people. A prolific author, his book Exactly What to Say: The Magic Words for Influence and Impact has sold over 3 million copies, and he is the producer of the most-listened to nonfiction audiobook of all time.

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