Episodios

  • Summer of STRATA: Anchor - Shifting Perspectives to Win Sales and Build Trust

    Summer of STRATA: Anchor - Shifting Perspectives to Win Sales and Build Trust
    Jul 16 2025
    In this episode, Jake dives deep into the “Anchor” layer of the STRATA framework, exploring how shifting anchors can transform sales conversations and help both sellers and buyers make better decisions.

    You’ll learn:
    • Why everything we make important can become the anchor for ourselves and others, and why price is often the default anchor in sales.
    • How anchoring influences buyers’ perceptions and why it’s not always about price but the value attached.
    • Practical techniques to reframe objections, shift anchors from cost to value, and put decisions into better perspective.
    • Real world examples from business and personal life demonstrating anchor shifts.
    • The psychology behind anchoring bias and how assumptions can mislead us.
    • How to anchor prospects on positive outcomes or cost of inaction rather than just sticker price.
    • Why anchoring happens in seconds and why being aware is key to mastering influence.
    • How salespeople can avoid common pitfalls by knowing when to anchor and when to listen.
    • The role of Orchestrate in detecting and suggesting anchors, making neurostrategy actionable.
    • A preview of the next STRATA topics: Transfer and Action, the final steps in moving prospects forward.
    If you want to influence your prospects ethically and effectively, master anchoring, and change the sales game, this episode is a must.

    This episode is brought to you by Orchestraight, You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com.

    Orchestraight, The straightest path to success.
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    34 m
  • Market Eminence and Professional Sales Wisdom with David Newman

    Market Eminence and Professional Sales Wisdom with David Newman
    Jul 9 2025
    In this episode, Jake hosts David Newman, founder of Do It Marketing and a seasoned expert in professional services marketing and sales. David shares his journey from corporate consultant to influential author and coach who helps entrepreneurs build market eminence and master sales.

    You’ll learn:
    • Why having people love you... and hate you...is a sign you’ve truly arrived and are resonating with your right audience.
    • The myth that great work speaks for itself, and why proactive lead generation beyond referrals is critical.
    • How to build market eminence through a combination of visibility, credibility, and brand preference.
    • The secret to connecting deeply by embracing your unique voice and unconventional perspectives.
    • Why sales objections mean your process needs fine-tuning and how to eliminate friction before it starts.
    • How people buy what they want, not what they need, and why ethical selling involves delivering both.
    • Powerful reframing techniques to shift mindsets and overcome price objections effectively.
    • Lessons on turning fear into action and why doing the work creates momentum.
    • Resources and his latest book, Do It Selling, written for professional service providers who hate selling.
    If you want to grow your firm’s influence, connect authentically, and master modern sales, this episode is packed with actionable insights.

    Learn more about David and find his books: https://doitmarketing.com/market-eminence

    This episode is brought to you by Orchestraight, You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com.

    Orchestraight, The straightest path to success.
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    36 m
  • Building Genuine Connections and Taking Action with Brett Trainor

    Building Genuine Connections and Taking Action with Brett Trainor
    Jun 25 2025
    In this episode, Jake sits down with Brett Trainor, a leading name in the fractional community, who shares his journey from corporate life to entrepreneurial freedom and how he built an authentic, engaged network from scratch.

    You’ll learn:
    • How shifting mindset from “what am I going to get out of this call” to “how can I add value and learn” changes everything.
    • Why action beats analysis paralysis, especially when transitioning from corporate to solo or fractional work.
    • The power of genuine, human connection over mass marketing or trying to blast messages to the masses.
    • How Brett’s no-edit TikTok rants resonated with thousands and became an unexpected business driver.
    • Why focusing your message with a narrow, memorable niche beats vague “I do everything” pitches.
    • The importance of patience and persistence amid initial silence or slow growth.
    • Insights on measuring success beyond vanity metrics — trusting that consistent giving pays off even if you can’t track every result.
    • The value of re-engaging long lost network contacts and nurturing second and third degree relationships.
    • Encouragement for older entrepreneurs that wisdom and clarity gained with age will be your biggest asset.

    If you’re seeking inspiration for authentic networking and actionable advice for entrepreneurial breakthroughs, this episode is a must listen.

    This episode is brought to you by Orchestraight, You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com. Orchestraight, The straightest path to success.
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    38 m
  • Summer of STRATA: Trigger – Activating the Right Responses to Connect and Convert

    Summer of STRATA: Trigger – Activating the Right Responses to Connect and Convert
    Jun 18 2025
    In this episode, Jake explores the power of Trigger, the second layer in the STRATA framework, and how understanding and leveraging triggers can dramatically improve your sales and business development.

    You’ll learn:
    • Why selling the results and the life your client will have with your product beats selling features and benefits.
    • How to spot the signals prospects are leaking about their desires and then carefully trigger those emotions or biases.
    • The importance of tailoring your messaging to who is most susceptible to specific triggers for higher engagement and better conversion.
    • How triggers vary between people and situations, with examples like loss aversion and positive future pacing.
    • Why broad “spray and pray” lead gen fails to connect because it misses these precise triggers.
    • Ways to listen actively and responsively to adjust your triggers in real time during conversations.
    • The role of reciprocity as a powerful subconscious trigger you can apply ethically.
    • How poorly targeted or impersonal mass messaging can trigger rejection and frustration, not interest.
    • Ways Orchestraight incorporates triggers seamlessly into your messaging for maximum impact.
    • The caution to avoid overthinking triggers while being highly intentional about your audience and message.
    If you want to powerfully engage prospects by speaking their brain’s language and triggering the right responses for conversion, this episode is your guide.

    This episode is brought to you by Orchestraight, You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com. Orchestraight, The straightest path to success.
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    25 m
  • Communicating Your Value as a Fractional Leader with Jason Jones

    Communicating Your Value as a Fractional Leader with Jason Jones
    Jun 11 2025
    In this episode, Jake chats with communication coach and fractional leadership specialist Jason Jones about how totally different the game is when shifting from corporate job interviews to authentic business development conversations.

    Jason breaks down why success isn’t about blasting generic pitches, but about getting deeply relevant to the client’s context. He shows that true influence is built by narrowing your focus and learning your prospect’s experience first.

    You’ll discover:
    • Why talking about solutions only works if clients already see the problem and have chosen a fix. Otherwise, it’s just “nice to have,” not critical.
    • How being an expert on problems, not just solutions, catapults your ability to connect and offer real value.
    • The myth that selling is passion alone. Strategic, focused communication creates real investment.
    • Why listening actively and being endlessly curious about your client’s world wins trust and referrals.
    • The power of building an intentional network by learning your most relevant industries and problems deeply.
    • How patience, narrowing your niche, and learning continuously create powerful connections, versus shotgun-email blasts that get ignored.
    • Tactics to stay motivated during dry spells, including calling a close colleague to list wins and shifting your focus.
    • Why treating everyone with respect, from janitors to executives, opens doors and builds champions.
    If you’re venturing into fractional leadership or consulting, frustrated by low response, or just want to sharpen your approach, this episode is your blueprint.

    This episode is brought to you by Orchestraight, You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com. Orchestraight, The straightest path to success.
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    39 m
  • Signal: The First Layer of STRATA and Its Power in Business Development

    Signal: The First Layer of STRATA and Its Power in Business Development
    Jun 4 2025
    In this episode, Jake digs into the critical power of Signal, the first and arguably most important layer of the STRATA framework.

    Signal is all the tiny but impactful cues we give off long before we say a word, from punctuality to posture, phone usage to tone, our vibe sets the stage for every interaction.

    You’ll discover:
    • How unconscious signals add up and influence whether prospects invest attention or tune out early.
    • Why being interested beats being interesting, and how genuine curiosity sends the strongest signal.
    • The neuroscience behind “vibe” and how signal strength combines authenticity, emotion, and presence.
    • Why your headshot, social media presence, and basic professionalism are the silent but loudest signals you send.
    • How even the smallest changes, like smiling for real or leaning in, can dramatically shift people’s perceptions.
    • Real-world examples of how shifting your signal can change outcomes instantly.
    • The dangers of missing or leaking the wrong signal and why that can tank your whole pitch before it starts.
    • How Orchestraight deeply integrates the signal principle by focusing messaging on the prospect, not you.
    If you want to reboot your lead gen and create deeper connections that truly move the needle, mastering your signal is your starting point.
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    29 m
  • Building Trust and Relationships with Todd Wilkowski

    Building Trust and Relationships with Todd Wilkowski
    May 27 2025
    In this episode, Jake welcomes longtime friend and fractional general counsel Todd Wilkowski to the show.

    Todd’s journey from commercial litigator to trusted problem solver in the business world reveals the power of relational sales and the importance of genuine connection over transactional hustle.

    Todd dives deep into:
    • Why understanding who you are and your unique value prop fuels authentic prospecting.
    • The disconnect between traditional high-volume sales tactics and the modern need for meaningful relationships.
    • How lawyers, and anyone in professional services, can build trust and a “book of business” by focusing on strategic, proactive advice rather than reactive problem-solving.
    • The importance of being genuinely curious about your prospects, their story, and what truly drives them.
    • Why long-term relationship-building beats quick wins and why “relationships before transactions” is not just a saying but a business game-changer.
    • A cautionary story about the perils of approaching potential clients with a hard sell before establishing trust.
    • How fractional roles create an opportunity for smaller companies to benefit from specialized expertise without the overhead of full-time hires.
    • The value of playing the long game as a connector and trusted advisor.
    Jake and Todd remind us that sales isn’t about dialing numbers or pushing products.

    Instead, it’s about investing time into knowing your prospects, understanding their needs, and becoming a resource they look forward to connecting with.

    Key Takeaways:
    • Believe in what you bring; don’t sell what you don’t believe in.
    • Be more interested than interesting—curiosity opens doors.
    • Trust takes time and can’t be rushed with immediate transactional asks.
    • Leverage your unique strengths and be authentic in your approach.
    • Relationships are the foundation of sustainable business growth.
    If you’re tired of chasing cold leads and want to reboot your lead gen strategy with heart, this episode is for you.

    This episode is brought to you by Orchestraight. You can get a free trial of Orchestraight, an NLP based Lead Gen tool, for 7 days, up at orchestraight.com.

    Orchestraight. The straightest path to success.
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    31 m