hey jordan over here the wolf of wall street welcome to sales school hey jb the wolf of wall street time for a sales school i got a very simple topic today but very important we're going back to basics here i want to get down to the very basis of what the straight line system is all about and that is the transference of emotion and the primary emotion you're transferring when you sell is the emotion of certainty in other words when you are in a situation of influence what happens is a prospect will show up to
the encounter not as certain as you are that your product let's just stick the product right now that your product is the best fit for them that's that has the best cost benefit ratio best value proposition it's going to meet all their needs resolve their pain they're not as certain as you are that your product is the one they should buy why because they don't know all the things that you know about your product they don't know all the features and benefits they don't know how great it works they don't have testimonials in hand like
you know because you've been the guy that actually sold the people that got the benefit they wrote you back it's in oh my god you changed my life they don't have that so what you do when you persuade when you influence when you sell when you close is you say things you explain things to them they don't know yet and by explaining how awesome your product is how amazing that cost benefit ratio is how it's going to resolve their needs can eliminate their pain you say things to them which raises up their level of certainty
and if they get certain enough then they buy so essentially again just to see what happens here is that a prospect shows up at a relatively low level of certainty you don't know everything about your product now if you have a very well-known product like you're selling iphones well chances are people will tend to show higher along that continuum of certainty they'll be pretty certain they don't know everything that you know a few things more but they're relatively certain if you're selling something that let's say is not typically known to have great value all time
i want to say what industry or certain industries out there where let's just say the reputation of the industry as a whole is somewhat suspect so let's say you're selling i hate to say let's say it's vacation rentals guys all right there's some great companies out there but in the public mind they hear vacation rentals and they're like i don't know about that you know they're like get nervous they start to clam up they enter that encounter at a lower level of certainty so no matter what you're selling whether you're selling a product that people
will tend to think is great when they first entered the encounter or a property that kind of be suspect your job is still the same because you entered the encounter at this ultra high level of certainty so watch if this is a if this is a one and this is a 10 and a 1 means you're they're totally uncertain and at 10 means the prospects absolutely certainly love the product they might enter at a 5 or a 6 or a 4 whatever it might be right but where are you you're at an absolute ten because
you know everything great about your product you know all the amazing features you know what the benefits you know how it helps people so what you do that is you say things you explain things to the prospect it transfers the certainty from you to the prospect and you essentially raise them up on the certainty scale so they buy that's what happens when you sell you're transferring the certainty that's inside of you to the prospect so they become more certain and eventually they get certain enough they're like you know what yeah it makes sense to buy
and they will buy from you that's what's happening when you sell now just remember that the key here is that you must enter the encounter the sales encounter in a state of absolute certainty why because the straight line system doesn't actually create certainty it transfers certainty the certainty has to come from you there's the straight line system is the transfer mechanism the same way you could have in a home you have a boiler in the basement that creates heat right and then you want to heat the rooms in the house so you have all this
duct work the hvac system that transfers the heat from the boiler to the various rooms so you could have the best duct work in the world but if the boiler ain't working there's no heat to transfer the room stays cold so in that metaphor the straight line system is the duct work it allows you to transfer certainty from one place to another you are the boiler and your prospect all the rooms in the house basically so what happens is you show up in this state of absolute certainty you then use the straight line system to
transfer that certainty to the prospect so you must show up in a state of certainty that's another topic altogether we'll get to that in another lesson in sales school you
