i'm jordan belfort and this is sales school i want the 75-inch to be not the 50 i want that rib eye not the sirloin i'm going first class in business and never coach simply there are certain times when paying a little bit more it's worth it just like there's a huge difference between that stretched out sadness in your drawers and tommy john underwear when you're wearing tommy john underwear you're that much more comfortable so you can do everything i mean everything better listen i wear tommy john's and you should too returns and exchanges are free
and right now you get 15 off your first order at tommyjohn.com school that's 15 off tom and john underwear and loungewear at tommyjohn.com school one more time tommyjohn.com school see their site for details i want to talk about a skill talent about an aspect of creating certainty what it really has to do with this is this this mistake or this pattern i see with sales people where they try to close a prospect they try to move forward on the straight line when the prospect really isn't that certain about their product logically you get it like
then the prospect is clearly not sold that your product is the best deal out there that has the best cost benefit ratio has the features and benefits that best apply to them it's price fairly they're not really sold and it's obvious from the questions they ask from the tonality of their responses yet the salesperson is trying to go and loop and move down the line without building certainty for the project more into the emotional side of the equation lowering action threshold let me just tell you something guys people don't buy very very few buy when
they're uncertain like you know if they're below a five or six you have no shop because people don't make decisions they don't believe in their best self interests we don't buy we don't buy things that we think will make our life worse we buy things that we think will make our lives better you get it so that positive intent is always driving someone's decision at the highest level so what happens is if someone's not that certain if after you're done with your presentation or even your first loop if that's still like i i don't know
it doesn't you know it sounds okay and they're still asking you questions you can't be moving down the line and expecting to close these people when they're still in a state of uncertainty about the product logically the reason your first 10 is your first 10 is it must be the resolved before you move forward in the same way with the three basic tenants of the straight line you know you must be in control before you try to move someone even down into intelligence gathering or else you're spinning your wheels you won't be able to gather
intelligence effectively because they'll cut you off they'll try to take back control they won't answer you forthrightly they won't answer you honestly they'll answer your questions with the questions of their own which is was happening to my guys way back in the day which inspired me to create the straight line the syntax the steps of the straight line are there for a reason step one has always been to take control because nothing good happens without that but in terms of certainty the first 10 you must get your prospect to a very high level of logical
certainty about your product good or service without that you're finding this massive uphill battle to try to close them there's no swift language patterns or lowering the accessional law we're talking about the second ten about if you knew me and you trusted me we'd be doing business no they still don't know you know they still don't love your product that's step one so make sure that you get that in place before you go about trying to do anything else after that that comes after it and i see this all the time as i go around
and train sales forces i see all the time again and again for very good solid companies that still make money they're still doing well they have a lot of sales people that are trying to close without getting their prospects into a state of absolute logical certainty and yet when i invariably start going from salesperson to salesperson at one of these companies the top producers are all doing that you get it the top there's not one top producer i've run into who tries to close when their prospects are uncertain they know that's not gonna work so
they intuitively don't try it now in terms of the straight line even if you're not naturally a top producer it can allow you to perform at the same level but you got to follow the roadmap follow the syntax it's there for a reason remember strategic preparation take your time to create your patterns create your airtight logical case three of them so by the time you're done the first second the third version you know one building on top the other you have this as i say you know scream from the hilltops you know no holds barred
inarguable air tight logical case that makes sense on every freaking level without that it's really really hard to close at any reasonably high level it starts with strategic preparation meaning you take the time to map this out beforehand don't try to wing it don't try to just you know come on the fly with this incredible air tight case that you do in three chunks it's very hard to do almost never succeed unless you're a natural born closer at the highest level take the time to write out these patterns get your thoughts straight and also by
doing that by having things written out and memorized or in front of you if you're over the phone you still have there's a guide right it allows you to essentially have your conscious mind freed up to be watching and listening and hanging on your prospects every word every move so you can judge where they are on a certain scale and see if you're falling out of rapport all these crucial things that allow you to ultimately move them to a higher level of certainty if you are essentially just you know so caught up in your own
words because you haven't planned things out and you're you're struggling or your entire conscious awareness is based on trying to pull the best words out of thin air it's very disempowering because your conscious mind has very little processing power right it's if it's all tied up trying to come up with the right words well you don't have a lot left over to analyze your prospect's reactions to those words that's why strategic preparation is so key not because it all just not just because it helps you build certainty because you have the right things to say
but it also allows you to become a much more effective listener you know you know you have to work out what order you're going to ask your question you have you haven't prepared you know you're going to this is the order this is what makes the most sense you know your logical flows by preparing yourself you set yourself up for greatness by walking into a sale unprepared and trying to wing it you're really you honestly you start yourself with like a 30-yard penalty behind the frickin starting line all right you got to play huge catch-up
ball so don't do that okay the straight line system is a gift that keeps giving it allows anyone to become a top producer in the field but you got to use it and part of that means engaging in strategic preparation and not walking in trying to wing it it doesn't work you
