What is Jake Stahl's 2-10 Rule for sales conversations?

Jake found that for every 10 minutes you talk, the other person builds up about 2 minutes of questions. So he flips it. Every 2 minutes, stop and check in: "Does that make sense? Are we on the right track?" At the 10-minute mark, regroup and ask what they're thinking. He's handed sales teams stopwatches to drill it! It slows you down, and it tells the prospect their opinion matters.

How long should you wait before pitching on a sales call?

Jake won't talk about himself or his product for the first 3 to 5 minutes. Get the prospect talking about themselves first. He compares the feeling people get when they brag a little to eating a chocolate cupcake, and once they like you, they hear your pitch differently. In his words, "The elevator pitch should be a reaction once pain points are discovered."

How do you read a prospect over the phone with no body language?

You listen for what isn't being said. Jake listens for a pause, a hesitation, a shift in tone or cadence, because every one of them gives something away. When he presents something and hears a pause, he calls it out: "I heard you pause there for a second. Curious what went through your head." Your voice always has a tell... most reps miss it because they're busy planning their next line.

What should you say when a prospect says the price is too high?

Jake mirrors it back as a statement and goes quiet. "The price is high." Then he lets them fill the silence. Sometimes he'll go with empathy instead and say it sounds like cutting costs is at the top of their list right now. Either way, they keep talking and tell you what's really going on. He's reflected people's words back for close to 30 years, and not one person has asked him why he's repeating them.

podcast ·Oct 07, 2026

The Power of Listening in Sales | Jake Stahl

by Drewbie Wilson

In Episode 220 of Call The Damn Leads, Drewbie sits down with sales coach, speaker, author, and communication expert Jake Stahl to unpack one of the most overlooked skills in sales: listening.

Jake shares a hilarious and unforgettable insurance sales story before diving deep into why most sales professionals struggle—not because they lack product knowledge, but because they fail to truly listen.

The conversation explores discovery calls, body language, active listening, communication frameworks, and Jake's powerful "2-10 Rule" that helps salespeople stop talking and start closing more deals.

If you've ever felt like prospects aren't engaging, deals are stalling, or your conversations sound too scripted, this episode will show you how better listening can completely transform your sales results.

What You'll Learn In This Episode

Why discovery should always come before the pitch
How listening impacts your close rate
The difference between hearing and active listening
How to read verbal and non-verbal buying signals
Jake's powerful "2-10 Rule" for better sales conversations
Why mirroring prospects creates stronger connections
The role empathy plays in closing more deals
How to avoid sounding scripted and robotic
Why frameworks outperform scripts in modern sales
How communication skills create long-term business success

Key Takeaways

Discovery Before Pitching

Jake believes sales professionals should spend the first several minutes learning about the prospect rather than talking about themselves or their product.

The better the discovery process, the easier the presentation becomes.

Listening Is the Real Sales Superpower

Most salespeople focus on what they're going to say next instead of listening to what's being said.

Jake explains that listening to tone, pauses, hesitation, and cadence often reveals more than words alone.

The 2-10 Rule

For every 10 minutes of talking, Jake recommends checking in every 2 minutes with simple questions that keep prospects engaged.

This prevents monologues and creates genuine conversations.

Mirroring Creates Trust

One of Jake's favorite techniques is reflecting a prospect's words back to them.

Simple statements and clarifying questions encourage prospects to reveal deeper motivations and concerns.

Frameworks Beat Scripts

Scripts can help beginners, but great salespeople learn how to adapt.

Jake emphasizes using flexible frameworks that allow natural conversations rather than rigid sales scripts.

Memorable Quotes

"The elevator pitch should not be first. The elevator pitch should be a reaction once pain points are discovered."

"People don't know you're repeating what they say. They just continue giving you more information."

"Nobody listens anymore. That's why listening is such a competitive advantage."

"If they are talking more than you are, you have a significantly better chance of closing the deal."

"Frameworks help. Scripts can become a crutch."

About Jake Stahl

Jake Stahl is a communication strategist, speaker, sales coach, author, and CEO of Orchestrate. He specializes in helping professionals communicate with confidence, improve high-stakes conversations, and build stronger relationships through effective communication techniques.

Jake is also the author of Own The Room: How To Communicate To Be Seen, Heard, and Respected and host of the Own The Room with Jake Stahl podcast.

Connect With Jake Stahl

LinkedIn: https://www.linkedin.com/in/jakestahl/
Podcast: Own The Room with Jake Stahl
Book: Own The Room: How To Communicate To Be Seen, Heard, and Respected
Company: https://www.orchestraight.com/

Call The Damn Leads

"By sales professionals, for sales professionals — Tales of your wildest sales stories and tactics to succeed in your sales career across various industries."

Join Drewbie Wilson, a sales veteran with over 20 years of experience, as he brings you insider stories, humor, and actionable strategies to excel in your sales journey.

Your weekly dose of:

👉Wild Sales Stories: Engaging tales of real-life sales adventures.
👉Proven Tactics: Actionable strategies to boost your sales game.
👉Humor: A fun and energetic perspective on the world of sales.
👉Expert Insights: Learn from seasoned professionals in various industries.

Don't miss out on the insights, humor, and strategies that can take your sales career to new heights.

If you'd like to be a guest on the show, leave your contact information and a brief message telling us why your story needs to be heard:
https://callthedamnleads.com/pages/podcast

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More on this: how listening landed Darren Padgett a $7K deal. New here? Start with what Call The Damn Leads is.

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