“I always say the sale can be won or lost at hello. Like literally, you can win or lose a sale in like the first minute.”
That’s the opening hook from Jeremy Miner, a sales expert who once made close to $3 million in commissions over six years.
Today, alongside Cole Gordon, the two run sales training and recruiting companies that collectively generate over $100 million a year. But Miner didn’t start out as a natural-born salesperson. He started as a psychology student.
In a recent deep-dive podcast, Miner and Gordon broke down the psychology of selling. Instead of relying on pushy tactics or cheesy scripts, Miner approaches sales through the lens of human behavior. He explains that to truly master sales, you have to understand how to change a prospect’s belief system and help them form a new identity.
This approach is broken down into what Miner calls the 4 Levels of Persuasion. If you want to stop losing deals and start closing at the highest level, you need to move past the first level and master all four.
Here is exactly how they work.
Level 1: Features and Benefits (Where 99% of Salespeople Stop)
If you’ve ever had a basic sales job, you’ve been taught to sell on features and benefits. “Here is what the product does, and here is how it will help you.”
While this isn’t inherently wrong, it is the lowest level of persuasion. According to Miner, 99% of salespeople get stuck here. Selling on features and benefits creates zero emotional connection. It leaves the prospect feeling like they are just being pitched to, which naturally raises their defenses. If you want to make a massive income in sales, you have to move past simply explaining what your product does.
Level 2: Behaviors
The next level involves shifting the conversation toward the prospect’s actions and behaviors. You aren’t just selling a product; you are getting them to see what behaviors are required to get their desired result.
For example, if you are selling business consulting to an entrepreneur stuck making $5,000 a month, you wouldn’t just pitch your consulting package. Instead, you would ask: “What actions do you need to take right here, right now, today to become the entrepreneur who makes $50,000 a month?”
The Key to Level 2: Tonality When challenging a prospect’s behavior, it is incredibly easy to sound judgmental or “bro-ey.” If a prospect feels judged, they will instantly put their mask back on and shut down.
Miner explains that the secret is a tone of genuine empathy. Your tone must convey “moral authority”—meaning the prospect feels that you are genuinely concerned about the consequences they will face if they don’t change their behavior.
Level 3: Belief Systems
To reach Level 3, you have to master active listening. Miner states, “Listen to what the prospect means, not just what they say. Those are two different things most of the time.”
If a prospect says, “I at least want to do $50,000 a month,” Miner catches the word “least.” That word reveals a limiting belief. If you try to close a prospect while they are focused on getting the bare minimum out of life, you won’t be able to build enough value.
Instead of ignoring it, a master salesperson will gently call it out: “Have you ever thought that when we focus on getting the least things in life, what do you typically get? You don’t come across to me as the person who wants to get the least things in life. So, what do you really want?”
This forces the prospect to take off their “mask.” When they realize you are actually listening and calling out their limiting beliefs, they drop the facade. Once the mask comes off, the trust is cemented, and the sale is almost always won.
Level 4: Identity
Sigmund Freud theorized that people act in accordance with who they believe they are. This is the highest driver of human behavior—and the highest level of persuasion.
Level 4 is about shifting the prospect’s identity so that buying your product aligns with who they want to be. For example, if a prospect has a history of hiring bad marketing agencies, they will naturally be hesitant to hire yours. They have a story in their head that marketing agencies are a waste of money.
To close them, you must shift the meaning of that past failure and tie it to a positive identity. Miner does this effortlessly: “Wow, I mean, it sounds like you’re the type of person who never gives up… your spouse is lucky to have a provider like you that is that forward-thinking and never gives up.”
No prospect will ever argue that they are a quitter. By confirming this positive identity, the prospect buys into the belief that they must take action to remain that forward-thinking, resilient person.
The Ultimate Secret: Objection Prevention
When you master these four levels of persuasion, you stop dealing with end-of-call objections like, “I need to think it over” or “I need to talk to my spouse.” As Miner points out, the brain is wired for survival, not thriving. When faced with a new, unknown decision (like spending money on a high-ticket service), the brain seeks external validation to push the decision down the road to keep you “safe.”
But when you use psychology to guide a prospect through their behaviors, break down their limiting beliefs, and step into a new, empowered identity, the objections melt away. You aren’t “closing” them—you are helping them overcome their own stories so they can finally get what they want.
Follow me on Instagram at @iamjoelbrown for more sales and success advice.
