Subscribe to The Next-Level Income Show
On this episode of the Next Level Income Show, I sat down with sales expert and founder of the S.O.S. Dojo, Joe Marcoux, for a deep and candid conversation about what it really takes to master sales in today’s world. From the very beginning, Joe made one thing crystal clear: “People buy on emotion and justify with logic.” That one line set the tone for everything we discussed—because sales, at its core, is about connecting with people on a human level.
Joe shared how his journey into sales began not with a slick pitch, but with a passion for fitness and helping others. That passion eventually led him to owning a fitness equipment store at just 20 years old, where he quickly realized that success didn’t come from knowing the products—it came from understanding the people he was selling to. Through years of mentorship from legends like Zig Ziglar, Jim Rohn, and Tony Robbins, Joe developed a mindset and methodology rooted in empathy, repetition, and skill-building. His three foundational pillars—confidence, conviction, and control—stood out to me as a game-changing framework. Confidence to speak with certainty. Conviction to show up and do the work. Control to guide the conversation without coming off as pushy.
What I really appreciated was how Joe broke down the evolution of a salesperson. He said rookies sell features, good salespeople sell benefits, but the greats? The greats sell the feeling. That hit home for me. Whether I was pitching wrapping paper as a kid, medical devices to surgeons, or real estate syndications to investors—what ultimately closed the deal was the emotion tied to the outcome.
We also dove into why so many of the traditional sales and marketing tactics are falling flat today. Funnels aren’t dead, but they’re definitely outdated if they’re not paired with real, authentic connection. Joe introduced his “7-11-4” framework: people need to consume 7 hours of content across 11 interactions on 4 platforms before they’ll seriously engage. In a world of bots and endless email sequences, what separates you is your humanity. Showing up consistently, being interesting, and caring enough to ask the right questions.
Toward the end, we talked about AI—both the promise and the pitfalls. Joe sees AI playing a strong role in automating content, sparking ideas, and even mimicking voices for celebrity podcasts. But when it comes to high-ticket offers, to real transformation, the trust just isn’t there. And that’s the opportunity for all of us: to stand out by being more human, not less.
Joe is doing incredible work, not just training people how to sell, but building a community where reps become closers and closers become leaders. If you’re looking to level up your ability to connect, communicate, and close—this is the episode for you.
Thanks for listening, and as always, stay intentional.
Listen To The Podcast Here:
Meet our guest:
Bio:
Known as the Sales Sensei, Joe Marcoux is a sales professional dedicated to transforming individuals and businesses. Joe empowers teams to create Buying Conversations and close deals without the stigma of sales pushiness. Creator of the S.O.S. Dojo, a LIVE & Virtual training ground where individuals practice and earn their Black Belt in sales. Through the Dojo, Joe and his team equip entrepreneurs with the skills to navigate ANY objection. Joe Marcoux is here to guide you on your own hero’s journey. He is a creator of sales masters, leading countless individuals and businesses to sales success.
I hope you found this episode valuable. Check out https://chris-larsen.mykajabi.com/coachingprogram to learn more about our coaching program and read some testimonials from our previous students. You can also book a call with us to learn more and find out if this program is good fit for you.
I have one more thing to give you. Visit our website to get a free copy of my book, audiobook, and much more. I’ll send you a copy of my book and cover all the shipping costs as a thank you for listening to the show. Also, please like, share, and take 90 seconds to give us a rating on Apple Podcasts.
Important Links:
Christopher Larsen is the founder and Managing Partner of Next-Level Income. Since “retiring” after 18 years in the medical device industry he dedicates his time to helping others become financially independent through education and investment opportunities. Chris has been investing in and managing real estate for over 20 years.
While completing his degree in Biomechanical Engineering and M.B.A. in Finance at Virginia Tech, he bought his first single-family rental at age 21. Chris expanded into development, private-lending, buying distressed debt as well as commercial office, and ultimately syndicating multifamily properties. He began syndicating deals in 2016 and has been actively involved in over $500M of real estate acquisitions.
In addition to real estate, Chris has invested in equities, oil & gas, and small business lending, as well as being active in Venture South, one of the nation’s Top 10 Angel Investing groups. Chris lives with his wife and two boys (and Viszla, Lucy!) in Asheville, NC where he loves spending time with them in the outdoors and enjoying the food and culture that the region has to offer.
Love the show? Subscribe, rate, review, and share!
Join the Next- Level Income Show Community today:
Follow Us On Social Media:
Tagged: Group 4
Subscribe to The Next-Level Income Show