How to multiply sales results with music, sleep and the law of attraction

“When you shift your identity to that of a top sales performer, your values and vision are now aligned.” Strong statement in the most unusual sales book I ever read.

Justin Michael 🔥 ’s Attraction Selling is the mindset book that every sales professional should read before anything about strategies or tactics. In my view the readiness to absorb any sales methodology or practical book increases massively with the foundation of this book, following the law of attraction in the context of sales.

Written as the third book in the Justin Michael Method series, the author provides much more than just a sales book. Crossing the lines of personal development towards psychology, he added music, sleep and nutrition into the world of sales success. Topics which the traditional seller would rather see as “woo woo” – but it was Justin to live and breathe his teaching to be successful.

Having conducted 20,000 hours of cold calls and sent more than 5 million emails to finetune his method, he revolutionised the opening part of sales conversations, the main challenge of most sellers. The underlying JMM™ has been proven over the last few years by coaching over 1,000 sales reps and advising more than 200 tech companies. His first two books in this series created a new Outbound Operating System, succeeding the earlier published book Tech-Powered Sales (co-authored with Tony J. Hughes ) which predicted the advent of ChatGPT three years in advance.

“Attraction Selling” includes eight chapters alongside the journey to our inner self. They start with the Bo-Do-Have paradox, add the myth of willpower before turning deep into the concept of manifestation towards developing self-belief and confidence.

The reader will recognise that Justin read multiple books by himself – every second or third page includes quotes from famous writers ranging from Joe Dispenza and Seth Godin to Rhonda Byrne. But just reading this book is not enough, we need to be open and receptive. And then his mantra comes in: “If you have the will, I can teach you the skill.”

Beyond the quotes of others authors, he also includes a range of own scroll stopping sentences worth noting and applying. My favourite is: “Authentic selling is giving and helping others transform their business to achieve a far better state.” This way our support becomes more sustainable than moving from deal to deal in our mindset. Or in short: “Kill your profit motive. Aim to serve.”

Another sentence standing out is this: “Felling grateful for things yet to happen to you is the highest level of summoning the law of attraction.” We develop ourselves in the subconscious mind which dictates 95% of our lives. Time to focus on our self-image.

In times of challenging prospect engagement and difficult quota attainment it’s easy to find excuses why we’re not successful. Better is to follow his quote: “Everything you seek is an inside job. Shift your inner world, identity, and perception of your ability.”

That is exactly what this book covers – working on our inner self. Justin added a range of techniques to achieve that transition. It starts with the magic of downtime, doing nothing, and sleeping well. He follows with listening to sacred music in 432 Hz, tuned towards a calm state finding confidence in balance. And he suggests a healthier lifestyle avoiding instant gratification with sugar and alcohol (yes, we can still be happy attending President’s Club without being drunk).

The future business book author will note that Justin didn’t just write this book, instead he composed the structure with repeating elements on purpose, with joyful elements like Mozart, clarity like Bach and rhythm like Chopin. Applying that to the world of tech sales, it reads like well-crafted code that works better the more often it is read. And code is poetry.

Justin Michael is the modern Q from the James Bond movies, and the JMM Trilogy series represents the Aston Martins of the days. If stirred or better shaken is up to the reader how they apply the learning into massive 10X action.

Closing my review with another quote: “When you outpour positive energy in one direction, positive things boomerang back in from another.” 

Q&A with Justin Michael

1. What was the deciding moment to write this book?

My publisher, Jeremy Jones, had the brilliant idea to split the first book into two to make it digestible like a Hollywood movie. Then, it made sense to come back with new content to round out a trilogy optimized for Amazon. I wrote a white paper in 2011 called Musifestation.com, which you can still find there. Once I had created that process and practiced it for a few months, I suddenly got an offer letter from Sean Parker, the world’s youngest billionaire, who co-founded Facebook and doubled my income to six figures overnight in 2011.

I proposed a safer book on how to launch a side hustle or coaching business but based on my real story of being gifted The Secret DVD by Jack Canfield and then meeting Rhonda Byrne in 2006, a fusion between The Law of Attraction and Sales seemed like the most groundbreaking choice although presenting a brand risk for its metaphysical “woo woo” nature. The risk paid off. People nearly unanimously say it’s their favorite in the Justin Michael Method Series.

2. How long did it take from concept to launch?

Despite the short timeline from concept to launch of a few months, I poured my heart and soul into this book. The writing process was intense, with many sleepless nights, but the real dedication came during the 50+ hours I spent on editing, obsessing over every word to ensure it was right. I call it “business poetry”. While I typically work in a stream of consciousness, this book had a well-thought-out layout. I frontloaded all the practical mindset exercises to ensure readers could start benefiting from the content immediately. This was the first book where I scoured the entire universe of YouTube to ensure I left no stone unturned. The hard part was separating the wheat from the chaff with a slew of copycats and charlatans profiting off this knowledge.

3. How did you perform the research to create the practical content?

I’ve been deep down the rabbit hole on this New Thought positive thinking stuff since 2006. My new pieces were Maxwell Maltz, Psycho-Cybernetics, and Silva Mind Control. I’ve been a massive Neville Goddard and Wallace Wattles fan and even read The Science of Getting Rich 1,000 times. Rhonda quizzed me on this, confirming, “Gratitude is the longest chapter”. My clients read an initial draft and plugged me into Joe Dispenza’s work. I learned about Syd Banks and The 3 Principles thanks to legendary life coach Ankush Jain. I’ve deconstructed hundreds of books and processes here and built a lightweight set of daily tools, mantras, visualizations, and affirmations that immediately change your outlook and point of manifestation while selling so you can open, progress, and close more deals effectively leveraging the infinite power of super intelligence and your subconscious mind by rewiring it.

4. What was the biggest challenge along the process (and how did you overcome it)?

I wanted to build something brand new the world had never seen. I wanted to touch on spirituality and religion but avoid becoming dogmatic. Showing universal truths and tying them back to neuroscience and quantum mechanics advances was a mental jigsaw puzzle. I got up to speed on Rhonda’s new book, The Greatest Secret, and honored her with quotes from rare interviews. I believe in attribution, as my work is so frequently plagiarized. But it also shows how universal these enduring truths have been over the last few thousand years.

5. What was your own reflection along the journey?

I truly realized the power of changing negative self-talk and deciding on a positive identity to manifest wealth and inner peace. Reading Michael A. Singer’s stellar Surrender Experiment, I learned a third issue with the Law of Attraction: You have manufactured or surrendered manifestation, and letting go and letting God is far more powerful. Esther Hicks said, “Decide what you want and why you want it, leave the hows up to the vortex (universe or 4th dimension).” The other two issues with the Law of Attraction are that it’s selfish sitting around making dream boards, so focus on service and giving, and the word action is in attraction. Hat tip, Lewis Howes.

6. What is the outcome in having this book available?

Attraction Selling (JMM 3.0) has transformed sellers’ lives, often overnight. People don’t realize they’re not their thoughts. That hits them like a ton of bricks and usually is the exact point at which they decide to hire me to coach them. People write to me from every corner of the globe, “I feel like you are speaking directly to me.” I think my audience has a newfound respect for the rigor and philosophical underpinnings of how I build methodology based on the boldness of this material. If you haven’t read The JMM Trilogy, I’d advise you to read Books 3, 1, and 2 in that order: mindset, then techniques. I’ve crossed into the life coaching realm with this book, and I’m getting vulnerable about my real-life struggles and story. I’m entering the vaunted white space of Eckhart Tolle and Byron Katie, whom I revere.

7. What would you advise others about writing their book?

Let it flow from your heart. Sometimes, it takes a few books to discover your authentic essence and find your voice. Powerful writing flows through you as a divine vessel. I’m not saying I channeled this, but I was so close to this material in how I live and stay positive in sales even after 20 years of brutal rejection. The words and stories poured out on the page at a DNA level. Your authentic self and story are more potent than any formulaic approach. Be brave and share your truth. “Be independent of the good opinion of others,” as Abraham Maslow said. Another big learning? You don’t have to wait until you’re in your 40s to put yourself out there. If you have a book in you, do it now. I might know a good publisher. ;-)

Justin Michael: “Attraction Selling”, Jones Media Publishing 2024, ISBN 978-1-948382-81-6 (Paperback) or Kindle. More about the book and author: www.salessuperpowers.com

About the reviewer: Gunnar Habitz helps marketing agencies with advanced email automation as Senior Partner Manager in the SaaS industry and held management roles with entrepreneurial and mature global brands in Australia, APAC and Europe. As a Chartered Manager at the Institute of Managers and Leaders (IML), he mentors the next generation of leaders. Having published a range of books like “Connect & Act — Systematic Social Selling”, he is regularly reviewing good books. Find more content about leadership, networking and digital reputation on www.gunnarhabitz.com.au.