Mar 4 • Sales Questions 🏷️
Attunement
The agency owners I've seen close the most high-ticket deals aren't truly the best talkers.
They're the best listeners.
But not in the way you think.
Most people on a sales call are technically listening
— nodding, asking questions, following the framework.
But internally...
They're running a background track:
"How am I coming across?"
"Was that a good question?"
"How do I get to pricing?"
Their attention is pointed inward. At themselves.
And human beings feel that.
They usually can't name it
(which is why this idea might sound new,
you've probably never had a prospect tell you
"I don't feel like you're present").
But they definitely feel it.
It's why you can do everything "right" and still get "we'll think about it."
There's a word I've tacked for the fix...
Attunement.
Think of a musician tuning their instrument.
They're not changing who they are
— their instrument still has its own sound.
But they lock onto an external frequency so everything resonates instead of competing.
That's attunement on a call (or in any conversation).
You stop pointing your attention at yourself.
You point it outward — at the person across from you.
Your internal question shifts from "How am I doing?"
to "What is it actually like to be this person right now?"
It's more than "active listening"
It's centered on "attention"
(which is a whole topic for another day why attention is so vital for communication)
And this one little shift makes communication so much easier
(at least in my experience 😉)
When a prospect feels genuinely understood, they open up.
They stop giving you the surface-level answer they give every vendor.
They tell you what's actually going on.
And when you know what's actually going on
— your pitch isn't generic anymore.
Your pitch becomes surgically precise.
I know what some of you are thinking.
"This sounds soft. I need tactics, not therapy."
Here's the thing: attunement IS the tactic.
The salespeople who close the biggest retainers aren't more polished.
They make prospects feel understood before they ever pitch.
That's the opposite of soft lol. That's the whole game.
As a matter of fact, the people who need to hear this the most
are likely the ones who might have resisted the idea at the start of the post,
or the ones that say "Of course, but I don't struggle with that"
Because they don't realize how much they're held
by the need to be perceived a certain way
or inwardly focused attention.
And when those folks see the impact that truly calibrated attunement can have on sales calls...
they'll never turn back.
Ok so practicals...
One practical thing you can do today:
Next call, occasionally ask yourself:
"Where is my attention right now?"
If the answer is "on how I'm coming across" — redirect.
Ask yourself: "What is this person actually trying to tell me?"
That's it, just one question.
It points the flashlight back where it belongs...
(on them).
The highest quality clients don't hire only the most confident agency owner in the industry.
They hire the one that made them feel like someone finally got it.
You accomplish that with attunement.
So build it and make more moolah 💰✌️
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Attunement
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