Justin Michael

Hard Skill Exchange

Hard Skill Exchange is the world’s first B2B marketplace where top sales practitioners exchange best practices, strategies, and techniques to set more qualified meetings and unlock better opportunities at scale so they can crush their quotas collectively.

All knowledge transfer happens exclusively 1:1 (and in real-time) in the form of live drilling, role-plays, and simulations.

Train with the best, become the best: https://hardskill.exchange/

Co-Founder & CRO 

Nimchinski/Michael

B2B's #1 Executive Coach meets... 

The only GTM agency in B2B that fuses Sales & Marketing expertise into a synthesis of Yin and Yang for market disruption. Our GTM agency offers services to optimize your positioning, tech stack, sequence architecture, outbound sales training, and ICP/persona development - all to help you confidently reach your revenue goals and create a competitive advantage. 🙏

Executive Coach & Partner 

Jones Media Publishing

Order now @ SalesSuperpowers.com | Finally released my full JMM methodology with tips and tactics from hundreds of real coaching sessions. 5X your income today with the Justin Michael Method, a new outbound operating system to drive explosive revenue growth!

Bestselling Author, Justin Michael Method 

HarperCollins Publishers

In today's changing landscape, traditional sales methods are outdated. To succeed, develop a technical quotient (TQ). Tech-Powered Sales by Justin Michael and Tony Hughes provides practical guidance on becoming a tech-enabled sales cyborg —Salesborg. Learn how to break through to difficult buyers, utilize sales tech, and thrive in the fourth industrial revolution. Use technology to create more opportunities and take your sales abilities to superhuman heights.

Bestselling Author, Tech-Powered Sales

Wiley

Are you tired of hosting the same old boring webinars that fail to leave a lasting impact on your customers? It's time to reinvent your virtual events by leveraging our paradigm-shattering approach! We've developed a unique "simulation" strategy that has taken our GTM Games event series to new heights. And now, we want to share our secrets with you in this exclusive blueprint.

Bestselling Author, Reinventing Virtual Events 

Justin Michael Method (JMM™)

Bespoke coaching and workshops from B2B's #1 revenue consultant for outbound operating systems. Certify your team on the most advanced prospecting methods in B2B history that have driven billions in revenue. Let's 2-5X your pipeline today.

Inventor

7-Figure Executive Coach | Bestselling Author of "Tech-Powered Sales" & "Sales Superpowers" | Co-founder, Hard Skill Exchange

Top 1% executive coach and bestselling author of "Tech-Powered Sales" & "Sales Superpowers." My mission is to help you shatter your income ceiling and generate the most pipeline you ever have. 

I've set world records in outbound over 23 years, former Salesforce, LinkedIn, Kochava, and Tune. I won a 10X Award for generating six years of pipeline in 6 months. I drove 1.2MM in closed-won revenue in just 20 hours on a dialer exhibition. I've published five bestselling books and my own open-source JMM™ methodology, generating billions in pipeline. I've co-founded the world's first real-time 1:1 coaching marketplace / GTM community (20K): Hardskill.Exchange. 

But don't take my word for it. 

"Justin Michael is the Obi-Wan Kenobi of opening conversations." – Charles Needham, BD, Revenue Drivers 

"Since we worked together I used JMM to scale my business from $2k p/m to $25k p/m in 5 months. Closing $220K in my first year in business. Which has blown my expectations out the water. The numbers don't lie. I would have paid 10x the investment for how much of an impact working with you had on my life, confidence, and business." – Luke Shalom, Grow Solo 

"Since working with Justin, my team has made a 180% increase in closed business - 2.2MM - and a 300% increase in validated pipeline. He is undoubtedly the best of the best (of all the rest). Great investment." – Mark C. Green, CRO, TeleVox Pharmaceutical 

"I realized 100% ROI on my investment in Justin's coaching after 20 minutes." – Christian Krause, Sales Coach

"My income went 4X after working with Justin." – Mike Milewski, BDR Manager, Skydio 

"In a matter of weeks, I landed executive-level meetings with companies like Johnson & Johnson and Colgate." – Kyle Rasmussen, Founder, IntentSignal

"Calling Justin Michael the best sales coach in the world is a massive understatement." – Scott Hennessy, MD, HD Agency 

"Justin's approach to prospecting has revolutionized my pipeline (14 cold outbound meetings) in less than two weeks using the JMM." – Luke Ruffing, AE, Reveal

"Disorganized. Cold-call reluctance. Unsure of where to even start. To pure, profound confidence. A deep understanding of the polarity shift, with the ability to predict what will happen next. I'm not talking- they are." – David Catalano, SDR, ZoomInfo 

"I recommend Justin to C-Levels and companies that want more revenue fast. Justin is a genius regarding sales, sales methodologies, automation, and sales tech. Justin has a unique approach and sometimes mind-bending, thought-provoking ideas and methods." – Dennis O'Hagan, CEO, The Rainmakers

Bestselling Author, Sales Superpowers & JMM 2.0

Never ask permission when you OPEN a cold call. Why? 

1) Lowers your status frame 
2) Whomever is listening is winning/ aka controlling the call 
3) Asking for 27 seconds of their time implies you sell a sub-5K ACV product/service transactionally

Let's break down the common openers and why they don't work, rely on TONE or rebuttal Kung Fu vs. JMM™ Aikido. 

TONE MUST BE NEUTRAL vs. Cardone/Belfort

"This is a cold call, wanna roll the dice." <--- indicates you're soliciting (repels)
"You don't know me." <---- indicates you're soliciting (repels) 
"This is a cold call, I hate making 'em, you hate getting 'em." (1960's good but overused) 
"Did I catch you at a bad time?" (fatigued since Predictable Revenue 2011)
"How have you been?" (disingenuous / manipulative – after all, the call is cold, right?) 
"The reason for my call is..." (prospect is in fight or flight mode aka emotional so logic doesn't work here) 

I've made over 20,000 hours of cold calls over 23 years. I've audited thousands of calls. Fatal mistakes abound: 

1) Talking first and over the prospect
2) Pitching up front
3) Sending information aka the "kiss of death" hint: "what kind of information?" is the wrong rebuttal. I joke instead, "So what you're really telling me is you'll never speak to me again for the rest of my life." 

So how to counterbalance all of this? 
A method I developed in 2007 called RRM - Route-Ruin-Multiply that I used to close 36 meetings on the first call. 

Not possible now but you can certainly get them to go 10min+, flip polarity, the prospect multi-threads and even sends their calendly. 

Luke Ruffing as my witness. He used ROUTE openers and hit P-Club 3 years in a row at PandaDoc. And thousands of other testimonials. 

[[RRM Script]]

Jane Smith (downtone) 
Yes

Hey Jane, Justin Michael from Acme, just curious... who's in charge of your marketing automation strategy? (dt) 

Why do you ask? 

Well I have a piece of tech in this area but don't want to waste your time, does that roll up to you? (dt)

Yes 

OK, just curious, which solutions do you currently use for that? (dt) 

Marketo 

Oh they're great, how's that working out for you.... (dt) 

(pause) 

This is the top script opener that's driven billions in pipeline around the world that challenges 100 years of openers heuristically. 

30% of the time your data is bad so when you say "Jane Smith" they correct, oh it's "James Dean." See my point? 

• Don't try to sell a product 
• Don't ask for time (15 of 30 min) - they're used to that
• ROUTE instead - figure out who's who in the zoo 

Read Codex 7 and 13 on RRM/RRR frameworks
Read Codex 14 on Objection Handling and Codex 16 "Phonistry" 

Take my wildly popular course on TOFU exclusively on Hard Skill Exchange (link in comment) 

We return in May back by popular demand (we sold out in March!) and learn all my most powerful, advanced prospecting techniques. 

Role play, drill, rehearse and deep dive until it's second nature.  

#coldcalling

Justin Michael 📖

Emails MUST be visual and MUST look like text messages. 🤯

I've challenged 100 years of cold calling. 
Now I'm challenging 52 years of stale email. 

I developed a science of B2B linguistics called HEURISTICS. 
Heuristics are mental shortcuts or the meta/innuendo above linguistics. 

The Justin Michael Method (JMM) fully reimagines business communication. Once you master heuristics, you'll never be the same. 

1) The brain processes images 60,000 times faster, so fire off Venn Diagrams 
2) The brain fatigues when it sees identical vanilla emails spit out by chatgpt from 1MM SDRs and 10MM tech sellers 

What's the greatest pattern interrupt? Let's go to the tape on HEURISTICS - top 9 

1) brevity 
2) specificity 
3) social proof 
4) differentiated value prop (IP) 
5) pain fear / emotional resonance 
6) story 
7) soft CTA 
8) tap out 
9) BS alarm 

In 2017-18, I sent 5MM emails for 100 SaaS Startups concurrently at OutboundWorks. 

Which 2 are the most important? 

1) Brevity raised open rates over 60% (Lavender obviously read my Codexes here - raises conversion 60% so make them under 50 words - again "text messages") 

2) Pain/Fear emotional resonance. Tony Robbins likes to highlight "humans move away from pain far more than toward pleasure." Risk or loss aversion produces a response. 

Now, we must examine the basic neuroscience of the brain to understand the core JMM phone technique (RRM) and email technique (HEURISTICS). 

– When you interrupt a stranger on the phone, it triggers the old brain (croc brain amygdala - fight or flight), so you need to use a calm tone and listen to calm the human down - like walking up on a stallion. This gives their neocortex - new brain/ logical brain time to catch up 

– When you email a prospect, you can't constantly promote "make money" as this bounces off the neocortex as it's too logical. You need to trigger the old brain with "fear and risk." 

5 demand types exist: 
1) make money
2) save money 
3) reduce risk 
4) satisfy a govt. regulation 
5) solve for an irritation (think e-sig DocuSign) 

The most powerful to convert C-Levels? Risk & Regulation

And yet, all the emails are focused on $$$ or reduce cost. 

So to recap the axioms of the JMM:
1) Email must be visual and/or look like text messages 
2) Emails must leverage heuristics to rein in Homogeneous VanillaGPTs 
3) Emails focused on risk/regs must trigger the old brain (croc) to gain a visceral response 
4) The best way to do a visual is a GIF or Venn Diagram under 100KBs 

Sequencing? 
1-3 word subject line, e.g. "growth" lower case
3-sentence email aka "SPEARs" - soft CTA

Hey Jane, Based on how we helped Acme Corp, where you used to work, reduce fraud by 32%, we could be doing a lot for Beta Corp. worth exploring? 

Day two: thoughts? < lowercase

Day three: Venn Diagram 

Military flank 11MM reps! Be in the top 1% who understand this to breakthrough. 

Take my MAY TOFU course only on Hard Skill Exchange. (sign up - comment)

#coldemail

Visuals process 60,000X faster than words.

Sixty-thousand times faster! So why are we still sending words in emails?

When I discovered this epiphany, I started building/sending customized Venn Diagrams and set a meeting with the Chief Digital Officer of McDonald's on the first try.

The first ones were ugly but as you know, the uglier the better. 

In fact, one client doodles these out on a yellow legal pad, then takes a screenshot. 

Raw image = meeting set. 

I then sent a Venn Diagram to the VP of Mobile for Home Depot. He called my cell phone # in my email signature back immediately. 

"Pitch me," he said. 

I just about fell out of my chair. Like that scene in Back to the Future where Doc Brown slips, hits his head on the toilet and invents time travel. 

I almost called my full method Venn Selling.

Since that fateful day in 2017, I had my first inkling that my methodology would change the world for all sellers.

Think about the ZMOT: zero moment of truth. This is the moment of intent when you scuff your Adidas and hit the Google search bar typing in running shoes and clicking over to Zappos.

When you trigger prospects with imagery you are thinking like a Product Marketer optimizing your home page for SEM/SEO. 

Millions are being spent by your company to drive prospects to your site and landing pages that have... wait for it... Faces and diagrams.

Images trigger the ZMOT. 

So utilize humorous GIFs, create them custom in Zight.com, and think like a product marketer in email using provocative diagrams. 

Doesn't have to be a Venn but my clients have generated thousands of wild variations of these over the years, some that a UFO made. 🛸 

Recently, a company with 800MM in revenue, introduced me to their top SDR. He was deep on The Justin Michael Method but I'd never met him. 

He shares this Venn that looks like a crop circle inspired by my methods. He had opened 60 enterprise opportunities with this thing totalling tens of millions in qualified pipeline and quickly became the top outbound resource in the entire company!

Remember, minimize the amount of words you use in Venns. 

Biggest question I get is, "why show the competition at all?" 

Well once in Antwerp, Belgium our competitors showed up in the lobby after our pitch. 

Yep, our prospects had used Google to compare our offering anyway mid cycle.

If you place all your competitors in a Venn positioning yourself as the "one ring to rule them all" at the center, you intercept their sales cycles. 

People searching for them get the Venn, and now learn about you. This is serious brand Aikido as all the millions they're spending to be found, you now intercept.

I'm holding an affordable May TOFU course exclusively on Hard Skill Exchange. Every Tuesday in May and I'll teach you all about Visual Prospecting. Spots are limited as the last one sold out. (Link in comment)

Stop sending marching ants. 

Send a George Clooney Bump instead. Creativity sets meetings in an age of VanillaGPT.

"Justin is the leading sales voice of our time." – Ben Browning

"I researched every last sales trainer on the internet, and he's the only one who successfully got my money. Everyone else just wanted to sell me but he took the time." – A.P. 

"Justin's sales coaching is the most impactful in the shortest amount of time I've ever received. 10/10 recommend for anyone that needs more pipeline!" – David Allen

"About 5 years ago, Benjamin Dennehy told me Justin was one of the smartest people in our industry. Since then, I read almost all his books and recently did his Top of Funnel course on Hard Skill Exchange." – Donal O'Riordan

"Justin is a unicorn in sales leadership. Invest in yourself and start seeing the results using the JMM method the same day." – Frank Kohn, CHC

"Justin's 'iron sharpens iron' mentality fosters a collaborative learning environment, and I truly value his open-mindedness. Thanks to Justin's mentorship, I have a much deeper understanding of what it takes to succeed in sales." – 🦩Nick LaTouche

"Justin's methodology is all about 'selling without selling' and creating meaningful relationships with prospects, utilizing neuroscience and 'social aikido.'" – Eirik Sars Grøner

"Cannot begin to recommend Justin enough, absolutely goes above and beyond when it comes to training. His sales training is cutting edge and he truly knows how to break it down so it makes sense." – Ronny Ulrich Jensen

"Working with Justin has been a transformative experience for me. As a sales and prospecting coach, he is unparalleled." – Alexandre Sylla

"I highly recommend Justin if your external selling efforts need a re-start. If you work with Justin and you put the work in, I am confident he can help you change your path as a salesperson." – Dave Sosson

"His approach to selling delivers results and will likely challenge the way you currently view your role as a sales professional. After just a 4 week course it’s had a massive effect on my thinking around sales process and serving clients. The results speak for itself." – Michael Morrissey

Take the industry's best course on #prospecting mastery! 

Join me every Tuesday in May for the TOFU Course, only on Hard Skill Exchange. (link in sign up) 

#coaching #leadership #outbound

Don't take my word for it...

[Sign up for our wildly popular TOFU Course on Hard Skill Exchange, which is back by popular demand in May (link in first comment).] 

"Ignore the haters. Justin is a legit executive coach—easily one of the best I've worked with. I returned my investment within our first month by using the lessons he taught me in the first week, and the return only compounded from there.

He's also incredibly kind. While coaching, Justin is soft-spoken, listens intently, and focuses on being helpful. He doesn't waste time with irrelevant stories, and he doesn't try to drag out tips and lessons into future calls. (Things other coaches tried in the past.)

We first focused on his approach to finding new clients on LinkedIn. It's not pushy or salesy. Within the week, I had more conversations while spending less time on LinkedIn. 

The second thing we focused on was his approach for the first call. He has a couple of frameworks for different situations. Using them, I've moved prospective client conversations forward faster, including closing two new clients in that first month. He also shared pricing models he and other clients used, which helped me decide how to structure my own.

It's also worth noting that before agreeing to work with Justin, I spoke with several of his past clients (including multiple that he didn't know I reached out to). Everyone said that working with Justin was a formative experience for their business. I highly recommend it." – Josh Norris. 

"Working with Justin unlocked a part of me that I hadn't accessed in a while and was frankly scared to. That sounds fluffy, but it was tangible; I put the outbound tactics into motion, and it made money immediately. More importantly, I passed it on to my clients, benefiting them and strengthening our relationships. I recommend Justin enough."– TJ Allison. 

"Justin is an absolute wealth of hard-won knowledge and wisdom. To solely consider him an outbound + GTM tactician would grossly undervalue his most powerful skillset, which is to 'coach at the level of being.' While I certainly added impressive tools to my toolkit for outbound systems and strategy, Justin was able to put wind in my sails at a time I needed it most and provide perspective on career and self that enabled me YES, close deals and get meetings with personalization and relevance, but also to see myself in a much friendlier and powerful light. Can't recommend him highly enough to work with ICs or teams." – Michael Hewitt. 

"Justin is truly on another level. 

In a world where it's more complicated than ever to produce a quality pipeline, his methods/training are my go-to and always continue to deliver results.

It never gets old booking meetings w/ CXO's by sending them a thoughts bump pic of my dogs. 

Having him as a coach added the next layer and helped not only better understand everything, but also unlock further possibilities not only in work but also life." – Jason Erdes 

#coaching

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