i'm jordan belfort and this is sales school [Music] all right here's the deals america gets back to work you want and need every possible advantage out there succeeding the new economy smart companies run on netsuite by oracle the world's number one cloud-based business system so receive your free guide right now at netsuite.com school so the beauty of the straight line is what that every sale is the same the way we go about lining up those five core elements is the same every time we use the same order we go about with the same tactics and
strategies right so i say in the at the end of that first module i'm like but there's one important element that needs to be in place here you know what is that what has to happen to make every sale the same and that is you must be in control of the sale in other words the reason i looked at the strat nights that night and said like don't you guys get it every sale is the same what i was saying is like it's so easy for me like what are you guys even struggling about like
you know because from my perspective it's a natural one closer what i was doing intuitively without thinking about it was i would say things to people in a certain way that in those first few seconds they were like whoa this this guy he's really sharp he's wow he doesn't sound like the average bearer so to speak you know he's an expert in his field so when you perceive that about someone what do you do you defer you allow them to do their job an expert's job is to what to solve problems in a very narrow
sort of you know in a narrow subject right you're an expert at something you're not an expert at all things so if i'm gonna be selling someone you know porsches or you know mercedes you know i'm going to be an expert at that i'm a mormon expert at car sales and i'm also an expert at my particular brand my product within this sphere i'm an expert at both and because of that i know everything there is to know about that particular product that industry and i can help guide you into making the right decision for
you i'm an expert in my field now what happens is is that when someone perceives you as being an expert they will naturally defer meaning they will listen they will answer your questions they will allow you to guide them through a discovery phase where you ask questions they answer them and based on those answers that you give them they will then tailor a solution that perfectly meets your needs and alleviates your pain solves your problems that's what experts do right when we're in the presence of someone we believe is a novice someone who's not an
expert in the field a newbie a newbie person doesn't know much about what they're trying to sell you what do we do well we're not going to defer to that person we will intuitively try to take control and we'll start basically [ __ ] with the person that's why when a novice sales person gets on the phone with the prospect they'll find it very difficult to even get into intelligence gathering questions they ask the prospect a question and the prospect will answer their question with another question like you know so how long are you living
how long you've been living there for they don't cooperate and because of that the sale starts to spiral out of control in straight-line parlors i call that going off to pluto or down here to your anus neither are good places to be right so that night that i looked at the strat and said guys don't you get it every sale is the same this is what i was referring to and then i said to them shortly thereafter the next major leap of logic i had was i said you have four seconds to accomplish three crucial
things in the mind of the prospect and if you don't capture those three things in the first four seconds you're done you can't close anybody you're like four seconds when you i what about my mommy told me uh not to judge books by their covers and so did my teachers right well guess what your parents told you that your teachers told you that i'm sure many other people told you that they all do you do and so do we all judge books by their covers the way the human mind works we have fear-based creatures it's
wired directly into our reptilian brain we see people we immediately rip them apart we judge each piece we then put them back together based on how they're perceived if we're perceived the right way meaning you are perceived the right way okay people will defer to you and allow you to take control of the sale nation they're just and they'll allow you to guide them if you're perceived the wrong way the prospect takes control and things start to spiral out of control so you got four seconds on the telephone and believe it or not you only
have a quarter of a second when you're in person face to face and i'll explain that later let me tell you exactly what these three things are you got four seconds to be perceived as number one okay sharpest attack sharpest attack meaning you're sharp you're on the ball you're a born problem solver you're not going to waste their time or yours you're a sharp person right number two you're enthusiastic as hell meaning that what you have it must be good now just to be clear here i'm not talking about that over the top like oh
my god bill my practice all right you can't live without like people what the hell to run away from you right i'm talking about something very different it's called bottled enthusiasm bottled enthusiasm sits below the surface except like a seedling volcano like how i'm talking right now i'm not yelling but you say wow this guy really wow he's he seems serious about this he's really excited something beneath the surface it can be unleashed at any moment because of an expert i don't unleash it but i could and because someone knows that they will say well
i'm going to listen to this person because they are seem to be on the edge of almost exploding with enthusiasm not in a bad way but in a good way and people will listen to you more closely and they will defer and the third element here and most important of all i'm an expert expert in my field sharpest attack enthusiastic as hell and expert in your field so here's the thought i said it before i'll repeat it again we have been conditioned since we're yay big to defer to experts it started with three or four
years old you probably earliest memories your parents took you to a doctor when you were sick for a regular checkup and you noticed that even your own parents would defer to the doctor they were like they give him utmost respect when the doctor would ask you questions you would answer right away if they asked your parents questions your parents would answer they weren't like the doctor so tell me how long have you felt this way the parents say why what's your business why do you see the doctor has earned the right to ask you questions
he has diplomas on the wall he has a stethoscope there's a white coat the very way he's dressed the way he carries himself the way she asks you questions so tell me you know they have a whole sheet there they go through this actual guided intelligence gathering session if there's some way i want you to be perceived by your clients almost like the trusted family physician the advisor not the interrogator that's like so how long you've been doing that where do you live at if you're like the interrogator people will clam up and you break
rapport and the sable will start to spiral out of control you got four seconds at most three things number one sharp two enthusiastic three expert in your fields and what those three things chunk up to what they equal in the mind of the prospect is you are a person worth listening to it's worth for them to take the time out of their busy day to actually listen to you because you might have the answers to their problems and then even at a higher level still more importantly because you can help them achieve their goals you
can help them get what they want in life that's what experts do they help us solve problems they help us eliminate pain they help us get the things that we need and want when you are perceived this way sharp enthusiastic and expert in your field people naturally say okay fair enough i'm gonna defer to this person i'll allow them to ask me questions and allow them to guide the flow of the encounter so once you take control of the conversation what it does it opens up a universe of possibility why because now you can say
okay i know that these five things that have to line up i'm gonna line up this one first this one second this one third this one fourth this one fifth and i'm gonna do it the same way every time yes some words might change here and there but generally the flow of the encounter is going to be in the same way every single time and you're going to learn with the straight line how when this prospect starts to spiral off right remember we have those boundaries so remember just put it right in the bottom small
here's your straight line you have boundaries above and below right open close so if your prospect tries to spiral off with the straight line system you're going to learn how to listen and say ah yup um agree with them yeah boys see right and then you learn how to bring them right back and move down the straight line forward towards the close different lesson but all of this becomes possible because you took immediate control of the sale [Music] you
