30 Years of Sales Knowledge in 95 Minutes | Jordan Belfort LIVE Sales Training

[Music] Jordan bort is here tonight the legendary Wolf of Wall Street Jordan Belfor Jordan Belford Jordan bord Jordan Belford has responded Jordan bord every sale is the same his system of shelling is proven it's tried and tested but he's an incredible trainer he's an incredible Communicator you don't need to be the World's greatest salesperson you just need to be proficient good enough if you're already good the straight line will make you great and if you're great it'll make you one of the best in the world so can we please make him welcome and give him

a warm welcome to the stage Mr Jordan [Music] Ball super excited to be here wow look at this London it's been so long used to come here all the time and the [ __ ] Pandemic hit right is it okay if I curse [ __ ] it you already paid your money so you screwed right man so listen guys I mean truly I'm I'm honestly great to be last speech I gave was like I think last week is in Ecuador right when they don't speak any English right I speak some Spanish but not perfectly fluent

right and I'm giving this speech and I'm like an hour in and suddenly like the one of the people I guess it was the owner of the company comes up he Goes the translator is not working so like no one could understand I'm like wait no one understands what I'm [ __ ] saying here for the last time goes well for the last 30 minutes they're all just're looking at you they don't know what you're say so I had to then give the seminar in Spanish okay which was not easy I assure you but I

kind of did my best so at least you guys understand because this is [ __ ] England and I love England You guys are [ __ ] the best you know there were two SIDS to success in anything in life it comes to making money starting a business sales is the inner game of success which is mindset what happens up here before you ever go out into the world and take action try to close prospect whatever it might be right and there's certain distinctions on that side and they're really important by the way and there's

a lot of people around the world that teach That stuff not as good as me now but not in the context as I do of sales but there's many people that focus on your belief system State Management your vision standards right and that's critical but then what there's very few people doing is focusing on the actual hour game the strategy a b c what do you do first what do you do second how do you do it right giving you an actual road map for example you go into a company right and you just motivate

People you tell them how great they are you can break through any barriers and obstacles and you're capable of greatness but the truth is most people are not it's a like a lie words if you just say to people how great you are oh my God just work but if they don't have the strategy the ability to achieve what they want to achieve it doesn't matter how positive you are in the beauty with sales and persuasion is that it's an entirely Learnable skill now I'll be honest with you though it's like I'm a great tennis

player and I got really great in tennis to the point where I could beat almost any one of you I'm sure but put me on the court with Roger federa or any decent CL top college they're gonna [ __ ] kill me there's no amount of hours that I could practice or lessons I could take or conditioning I could do that's going to make me a top World Player but Through strategy practice repetition I can get really really good so what am I saying here well the point is I'm not going to lie and say

oh yeah learn the straight line You'll Be me you'll be the top salesman in the world that would be a lie for many of you but what you can do with the straight line is get yourself so proficient that you are good enough by far to achieve whatever you want to achieve in life you don't need to be the World's greatest salesperson you just need to be proficient good enough if you're already good the straight line will make you great and if you're great it'll make you one of the best in the world in fact

the first 12 to 15 people I trained W Stone Cold idiots that barely clawed their way at a high school they were like far a scump on three hits of acid that was the average IQ okay and by the time they arrived at my firm they' been conditioned to survive not to Thrive and that was a problem I faced in the sense of they're in a game of success but a bigger problem I faced started when I discovered an untapped niche in the stock market and what that untapped Niche was was selling $5 stocks to

the richest 1% of Americans before that I had started my firm and we were selling penny stocks and we were selling up the average Moms and Pops these are unsu phisticated people who don't know when they when they invest in a penny Stock they might invest $300 or $500 and it's like buying a [ __ ] lotto ticket you get it it's an Impulse sale that's a very easy sale compared to trying to go out and tell one of America's wealthiest business owners who makes decisions every single day a bosses people around tell this guy

that who you never met in person you call him up over the phone from a different state and say send me a million dollar for a stock you never Heard of a lot harder right not even in the same league I don't want to get too much into it but just so you understand what happened I started a big firm and then the market crashed my first day I was a stock where I trained for six months and then I was forced to go to the small firm so I had seen both worlds I'd seen

the way the big world the big firms operated the Morgan Stanley the Goldman saches of the world and then I saw how the schlock firms operated at The bottom of the barrel what I did is I said when we were at the big firms that calling the richest 1% of investors and at the small firm they call the Moms and Pops and I'm like why is that happening or part of it the collective wisdom was there's no way that a kid who didn't go to college one of the better schools okay who's got a thick

guttural aent there's no way this kid is going to be able to call up a wealthy person in Chicago or somewhere whatever Texas C And get and get them to invest and I said wait a second why can't I sell penny stocks which had huge commissions so a penny stock you might if someone sent in a uh $100,000 your commission would be 50,000 in the Big World in a big stock if someone sent in $100,000 maybe you'd make for3 $4,000 so it's like 10x or more 15x right so I that was was my idea and

I tested the idea with myself and my Junior partner the partner Danny the Jonah Hill character right Donnie his real name is Danny right when we tested it we start it was a two call system you called someone up you said hey blah blah blah I want to send you some information get back to you and next time we're making a recommendation to our clients right short slory that's not the exact [ __ ] I'll do that later for you right and then you send them some information and then a week L you'd call them

back And you'd give them a pitch right so Danny and I each had our stack of leads right and we started off by selling them a big stock at the time was Eastman Kodak the camera company right and before digital cameras Eastman Kodak was one of the bluest of the Blue Chips we sold 10,000 15,000 5 the minimum was 5,000 right and so forth just to get the account open the week prior Danny and I had maybe 20 accounts each that we opened up in Eastman Kodak the problem Was is that on those trades we

made maybe $40 and it cost us500 to get the client so we were behind right we lost money but the plan was now is to call them back a week later after they bought the codak and now present them with the a $5 stock which was really a penny stock but it was priced at $5 $6 right and it wasn't like we going to lie to them and say this is is like East Co no this is like a [ __ ] speculative Wild Ride much More upside bigger downside right so it was transparent but

rich people love to speculate so that was the idea and I was hoping that we could get bigger trades like that maybe someone will put $10,000 into the $5 stock versus $300 that they were doing before with the Moms and Pops so now Danny and I have our stack of new clients that had bought Kodak and we want to upsell them or in a second sale right second trade them so to speak into the name of the company Was called ventur entertainment so Danny had his stack of leads right and he's out in the in

the boardroom with 12 other people but Danny was separate like he was doing a separate program all the other people were still calling pet Moms and Pops selling them penny stock so I was running that business that business was already running and I was doing really well the average broker was making maybe $10,000 a month and I taught them a system of selling that was Really good this is before the straight line and it was about tonality and saying certain things and overcoming objections all the things that sales was about back then before the straight

line and they were doing well the average kid was making $10 to $15,000 a month which is probably like $30,000 a month now and everyone was happy right and I learned my lesson in an earlier business so before I proved out this idea I wasn't about to stop the firm for what it was Doing so I had the 12 Brokers all doing that selling penny stocks and Danny and I were experimenting in like a little vacuum with this new system so we start dialing I'm in the office he's in the board right and after I

I dial a couple of no answer right and I see he gets someone on the phone he starts spit pitching right so I put my phones and I'm watching I'm watching right about 3 or 4 minutes later he hangs up the phone all right and he comes walking in my Office and he's got like a buy ticket and he's got this kind of weird look on his face I'm like what happened he goes the guy bought $120,000 worth of ventur and apologized for working so small in that moment I knew I was like holy [

__ ] [ __ ] I've stumbled on the [ __ ] Holy Grail here my commission on that trade made $74,000 in 4 minutes and I looked out into the boardroom and I said this is going to be simple all I have to do I say this to Myself all I have to do is train these 12 barely postadolescent nink poops how to close rich people and the rest as they say will be history unfortunately as they also say easier said than [ __ ] done as it turned out trying to train a bunch of

barely postadolescent nle boops to call the richest toughest meanest businessmen turned out not just to be difficult but INF [ __ ] possible Meanwhile my closing rate is 50% Danny's Is in the high 30s and theirs is a goose egg zero what would you be thinking you'd be pulling your hair out of your head I this was my billion dooll idea I'm 25 years old and I went on a quest and I already was really well read with sales books and stuff but I started reading every book and trying everything nothing worked week after week

giving meanings motivation o overcoming object nothing worked and they all wanted to go back to the old system of calling Average Moms and Pops which I hated doing and it was like a dead and maybe I was make it a couple million dollars a year but I you know this I knew there was more so that night 700 p.m. we all came back I'll never forget this night it was a Tuesday evening in November 19 1988 a lot of you weren't even born yet okay a lot of you wen't I look pretty good considering all

the drugs I've taken right I mean [ __ ] come on right right I'm 62 by the way all [Applause] right yeah I should look like Keith Richards from the Rolling Stones right but I got lucky so 7 o'clock I I stand in front of the border and I have my my my trusty white board which is like eight times the size of this this really big one of those big white boards right anyway I stood in I always gave my meetings at the Whiteboard and like I looked just 12 sad faces I'm like guys

I'm like I don't Know what is wrong with you like you know I don't understand why you can't close rich people and I was like Angry it was like an anger in my voice I was [ __ ] boiling up cuz you know they were about to do Mutiny on the Bounty they wanted to quit or go back to freaking penny stocks right so I was really angry like what is it tell me in this silence right and finally after like 30 seconds of Silence one guy goes there's too many objections Another goes yeah yeah

there's a thousand objections and someone else goes yeah there's a thousand objections these rich people are [ __ ] they keep cutting us off then goes yeah we can't even get our pitches off they're [ __ ] there's a thousand I'm like oh stop all right fine there's a thousand objections great let's write them all down couple seconds it silence finally one guy says they want to think about it okay great they want to think they want To think about it I swear I'm not on drugs okay I told I'm a funny guy yeah next

they say uh bad time of year it's bad time of year right other guy says they want to speak to their wife I'm like great they want to speak to their wife what else they're not liquid right now no money great what else they want to speak to their partner great what else send me some information or call back right what else T silence I'm like Guys that's six there's 994 to go I want to [ __ ] know all thousand come on let's go and they started hitting me with objection after objection after objection

after objection until the entire board was filled with objections which at the end of the day turned out to be 14 [ __ ] objections and they ran out and by the way half of these were repeats of two there was like I want to speak to my wife my business partner my lawyer the Butcher the baker the [ __ ] Candlestick maker right you know someone else right in reality there were like not 14 there were seven seven objections right in that moment I got so angry I got so angry with them right I

was like you guys are unbelievable you know you're talking about all these thousand objections right thousand objections right at the end of the day you can only give me 14 half of them or repeats of two I mean this is just it's ridiculous You know I said you know what but the truth is this even those objections don't matter I mean don't you get it and suddenly this thought Pops in my head a few words that I never had really thought of before I said don't you guys get it every sale is the same and

they looked at me like what the [ __ ] is this guy talking about you know like every sale's not the same every s's different and then I said an idea pops Watch and for the very first time I drew this long thin straight line across the center of the Whiteboard which was like a really big whiteboard like to he right and I put a big thick X on either end and said guys this is your open where the sale begins and this is the close right here where the client says yeah let's do it

or not now back when you were selling penny stocks every once in a while you had one of these what we call perfect lay down Sales where everything you say everything you do everything you mention they're like yes yes oh my God yes that sounds so great yes no objections on board as if they're almost pre-sold before the sale begins and then when you ask them to buy they're like great let's it and they fill out the form and boom they close in straight line parlament we call that a laydown sale and what it really

is it's an objection close by someone who basically came in already Wanted to buy at a very high level they had a pain point and they they buy now here's the truth I'm sure for those of you are active in real estate or in any other type of sales every once in a while you get one of these and we love them but the problem is in the real world of selling they are few and far between 98% of the time people have questions they have objections they have concerns they ask you more they hit

you with Other objections so in other words you as a salesperson yeah it'd be great if every sale was perfectly the same right on the straight line but in reality they're always trying to take you off the straight line so what you have to have and what exists are these healthy boundaries above and below the line when you're inside these boundaries you're in control of the sail you are in control moving forward down the Line in control in control essentially right those healthy boundaries represent when you're in control when you go outside those boundaries the

prospect is taking control and you're spiraling off the Pluto up here where you're talking about things that are not gerain to the conversation you're talking about nonsense or down here to your anus which is not a good place either for most of us at least I don't judge but the point is when you're in control the sale You're talking about things that are relevant and you're moving forward when you're out of control you're is spiraling out something clicked that night cuz that night is when I invented the straight line and what it was that they

said was not about the Thousand objections that wasn't it it was something else they said and I'll repeat what I said before they said there's a thousand objections yeah the rich people are [ __ ] they keep cutting us off we Can't even get our pictures off remember that they keep cutting us off we can't even get our pitches off guess what that wasn't happening to me people never cut me off if they did they do it once and not again I was getting the same objections the very same objections they were getting but I

was getting them after I asked them to buy not before why would I be getting objections before I even close the sale And I realized in that moment I said you know what I I get it now I know why I'm out closing everybody not just at Stratton but any sales job I ever worked out before I double and triple the production of the highest salesperson when I walked in the door right away and I realized I had a certain way there was something I was doing a certain way that I sounded the way I

looked in person didn't matter whether it was in person or over the phone something was Happening something different and I realized I said to them you know what guys when you are selling to people that are in any way sophisticated because remember with penny stocks it's like that buying a lotto ticket it's an Impulse sale very different you guys in real estate that's a financial transaction with his real money at stake people knock say great let's do it cuz they're taking a flyer people don't take Liars in real estate and live very long In the

game okay it's a more deliberate educated logical business tied to emotion because there's always logic and emotion involved them both right and what I said to them I said when you're speaking to people you have literally 4 seconds 4 seconds to establish three crucial things and I'll tell you exactly what they are number one in the first 4 seconds you must be perceived as being number one sharpest attack you're sharp You're on the ball you're not going to waste your time of their you're a problem solver number two enthusiastic as hell that what you have

must be good there's enthusiasm in your voice you're excited now I'm not talking about crazy over-the-top enthus like oh my God check out that's [ __ ] idiotic you're not like an infomercial I'm talking about something very different it's called bottled enthusiasm and that is a power and Energy in your voice even if you're Whispering it sounds like you just you wow this guy is really this girl is really ex it's a way of carrying yourself and communicating that's powerful and it's attractive and number three the most important one of all by a country mile

an expert in your field to be perceived as an expert a figure of authority cuz here's the deal we have been trained since we're Yay big since we're little boys and girls to defer to people who are experts to seek out experts to help us solve our problems and eliminate our pain points think about it since you were very small when you were first sick as a kid your parents took you to a doctor right you went to the doctor and you went to the doctor and even you know your own parents would like defer

to the doctor they dressed a certain way they had Diplomas on their walls it was a serious thing these people had studied for many years and had become experts in how to make sick people feel better and when you went into the office and you saw the doctor and the doctor would ask you questions you would answer them honestly and forthrightly why because he's an expert you didn't interrupt him you didn't cut him off you Listened right and when the doctor was done asking his questions he didn't just say great have a nice [ __

] day hope you feel better no he would then tell you here's what this here's what's wrong with you and here's the solution and give you a prescription or whatever it might be and then you followed it religiously because you were told to by your parents and intuitively you knew this is not just like some witch doctor in the street take this [ __ ] magic Elixir no he was an expert she was an expert in her field so what happens is when you are perceived and the operative word here is p perceived sharp as

an expert in your field enthusiastic what happens is people will defer to you they will allow you to take control of the conversation they'll allow you control the flow because you're perceived as an expert if you're perceived as a novice what will they do they will take control and they Will cut you off interrupt you hit you with objections they're not going to respect you so now let's go back to what I said even before that I said every sale's the same right well guess what to me my experience every sale was the same why

because the first thing I did was I took control of the sale and by doing that by sounding like an expert sharp on the ball enthusiastic an expert it allowed me to take control and once I had that Control I use that control to allow the encounter to unfl to unfold in the same way every time if the prospect is in control good [ __ ] luck trying to close a sale cuz now every sale becomes different you're being reactive to what the prospect is saying versus being controlled and you're now proactive and allowing things

to unfold a certain way so the first step in what is called the straight line syntax syntax is a fancy word for order Okay I created that very night what was called the straight line syntax it had about 10 steps back then right now it's got 12 right but all the those 10 steps are the same the first step is always you must take control of the encounter because without that every sale is different and you can't run a strategy right now the second step is what you want to then use that control you're in

control use that control to start doing two things number one Gathering intelligence asking questions finding out what the prospect's needs are their values their hierarchy of needs their pain points all relevant things you start asking questions in a specific order in a specific way using certain tonalities we'll get to that in the afternoon as well and simultaneously as you're doing that You're Building Rapport on both a conscious and Unconscious level You're Building Rapport those two things happen together you ask questions and build rapport how the [ __ ] do you do that right good question

right the answer is easily in fact the best way by far to build rapport is by asking questions and engaging in what's called active listening meaning what you don't want to do because it's so important like you know in the remember the end of the movie sell me this pen sell me this pen And I goes this pen is a great pen it's aad right well sell what that really is by the way sell me this pen it's a test for salespeople to see if they'll start rambling and trying to sell you based on the

features and benefits of whatever that comes to mind they make up for a pen right but the first thing you would have to do whether it's a pen a car property anything is find out if the prospect even wants it is interested in So you have to ask questions but what you don't want to do is ask questions and be like the grand [ __ ] Inquisitor like so where do you live they say yeah great how much is your income okay right and what's most important do you want to be a school dist they're

what the [ __ ] you know like this person's an [ __ ] and that's called Break breaking Rapport you break Rapport it goes down the tubes right and then you're screwed because why you can't influence you can't Persuade when you're not in rapport with someone essentially when you're out of Rapport you can't influence so if you ask questions the wrong way you come off as The Inquisitor you break Rapport and you're done do it the right way which is called active listening okay and this is super important to engage in what's called active listening

means that when you ask a question now number one you want to ask that question Using the right tonality so what's your biggest pain point right now they're like [ __ ] you or you could say so so what's your biggest pain point right now like what's what's really keeping you up at night they'll say oh my God he cares about me he feels my pain he really want very different result and then as they speak right they're talking and you're looking at them uhuh got It got it okay now where'd you grow up done

you're [ __ ] lose it right as someone is speaking to you you have to give them back energy whether it's in person or the phone so as ah night uhhuh o oh my God I'm exaggerating okay but the point is it's those little ahas yep o ah nice oh my go wow very cool and you know what they say damn this person [ __ ] gets me they understand me and my body language my Grunts and groans my tonality is building massive report in fact I'll even add and clarify their answers I ask a

question they give an answer and then I'll show them my Mastery how much of an expert I truly am by adding on say Yeah in fact and I'll give some tidbit of information where they're like [ __ ] this guy is sharp damn he knows exactly what I'm going through he actually made me more clear of what my issues Are and if you do that and you ask the right amount of questions they say how many questions should you ask and the answer is very simple as many as you need to that are relevant and

not one more or less and the million dooll question is how how do you do that like how do you come off in the first four seconds and be perceived sharp as attack enthusiastic as hell as an expert in you how right now think about it is it Through the words that you say what could you say in 4 seconds to make someone believe all three of those things listen I'm Shar attack I'm Enthusiast H I'm an expert I swear to God like what the [ __ ] is wrong with this person the words that

you say are typically form what's called conscious communication okay conscious and then you have what's called unconscious conscious communication is Basically what you're consciously aware of I speak to you right now you're listening to my words you're talking back to yourself saying I agree with that that's very smart that's funny that's not so oh come on he's wasting my [ __ ] time don't tell any more [ __ ] stories whatever you're narrating you have an inner monologue in your head that's running a mile a minute as I speak you listen and talk to yourself

as you're doing that you're deleting out About 95% of the world around you because you're focusing only on me and what I'm saying maybe the person sitting in front of you maybe if something's hurting you you feel that but your your mind your conscious mind does not have enough processing power none of ours do it's like the ram of a of a computer there a certain amount of ram right that allows you to run your immediate functions as you're doing it that's your RAM is your conscious mind the rest you Delete out but you still

absorb it but it goes to your unconscious mind which then stores the rest okay but your conscious mind is not that powerful compared to your unconscious mind which is has all your memories it has your recall it's beating your heart it's running your digestive system and your skin is dilating and not it's everything's being controlled by this incredible Data Bank of the unconscious mind and that's where All of your patterns form what do I mean by that patterns you walk up to a door that you've never been through before and you don't look at and

say what the [ __ ] is that you're like hm you're like God Square rectangular structure got a thing there is there if I go through that is there going to be an alternative Universe no it's a [ __ ] door it leads to another room now why do you know that because since you're a [ __ ] baby you've walked through a thousand doors And after enough times your mind oh I get it door knob Open Door enter new room you developed a pattern it's why you don't have to walk and see every crack

and stuff what the [ __ ] does that lead to the Center of the Earth no the cracks you you ignore them you don't think about that as you walk it happens automatically your unconscious mind has developed patterns of behavior for everything this includes patterns for what experts look like and Sound like we know you know every one of you knows what an exper expert is supposed to look like and sound like and you also know what they don't look like and sound like you know and that's unconsciously you have a pattern so what you

are looking to do in those first four seconds is you want to hit that pattern it's an unconscious reaction a gut feeling they get that I am in the presence of an expert who's sharp on the bow Enthusiastic and the way you do that is not through words it's through two things tonality and body language when you're in person that's how you do it this is a gut reaction that someone gets there are certain tonalities that I was using unconsciously my whole life cuz I was a natural born salesperson that people would see me or

hear what I said and they go wow this person sound sharp it's why when I pick up a phone back in the day to Coal coil and get leads I get Three times as many leads as anybody else I'd get through the secretaries or the screens I get businessmen on the phone they listen to me essentially this first three steps of the straight line okay okay remember number one take control of the S Mission critical by sounding and being perceived as an expert sharp enthusiastic and really what those three three things chunk up to what

it really means is that the person has a gut Reaction saying this is a person worth listening to and even one level above that because they can help me achieve my goals that's that's what we seek out experts for and those three things allow you they give you those first few seconds to get control of the sale and then you want to use that control that positioning as an expert to start asking very smart questions engaging in active listening and building massive Rapport because remember nothing is a constant In communication you can't take control because

you're perceived as an expert and then start sounding like a [ __ ] 10 seconds later because again once that gut reaction happens and you're perceived as an expert now that conscious mind kicks in and says is he is he is she really an expert they hang on your every word every turn of phrase looking to see if you fooled them there's one more thing one more reason why when I said every sale was the same Right I meant that you take control and then you could proactively move it in the same direction but there's

another aspect to this as well and that is that as it turns out there are three core elements that must line up in the mind of the prospect for them to say yes to have any shot of closing they must think these three things at a very high level now I want you to imagine something watch a Continuum of certainty a Continuum of Certainty straight line it goes from a one to a 10 a 10 means that the prospect is absolutely positively certain that what you have is the best thing since sliced bread the product

they the piece of property the value proposition they [ __ ] love it they're absolutely certain and the one means they think it's the biggest piece of [ __ ] in the world they hate it they think it's a worthless property they're going to lose Money go down in value probably blow up from a gas leak right biggest piece of [ __ ] right the five here in the middle that means they're ambivalent I don't know maybe they like it maybe they don't seven means they're more certain about it than not but not nearly as

much as a 10 and a three is the opposite they're uncertain but not as bad as a one now let me ask you a question every one of you in property right if you're going to try to close someone on either selling You or buying a piece of property where do you want them when when you ask them to buy when you ask them to execute the transaction or to say yes where do you want them on the scale as close to a 10 as possible or close to a one obviously a 10 right you

want to be absolutely certain that it's the best thing ever right now again when we think of this right you think of what certainty is the product they must of the piece of real estate right and at the highest level Just so you understand I keep saying certainty what sales really is at the highest level is the transference of emotion that's what you do and the Primary Emotion you're transferring is certainty the emotion of certainty they enter into the encounter they're not as certain as you you're absolutely certain because you know everything about this problem

you know it's an awesome deal so they're not as certain so your job is to Transfer the certainty from yourself to them let's say that you give a great presentation you do all the things right in the straight line and you get them to a 10 on the certainty scale for the property question will they buy from you yes okay the answer is not yes and the answer is not no the answer is maybe as in maybe they will maybe they won't why because what if in the process of making them certain something you said

the way you Said something you did made them not trust you will they buy from you no [ __ ] way they don't don't buy from people we don't trust unless we are absolutely desperate sometimes someone's desperate and you'll buy from anyone but by and large generally speaking we do not buy from those we don't trust in fact if we like something so much we'll find someone else we trust to sell us that product or one just like it so there's not just this Continuum of Certainty for the product there's also one for you the

salesperson they have to be at a 10 for you to or close to it so let's say you do that and I'm going to save time here and you got them very very certain about the product very certain about yourself will they buy now the answer is still maybe they will maybe they won't why because there's one more element that's typically involved not always but Typically and that is the company that stands behind you if you're part of a company and many real estate people are they're using a company they must trust the company as

well these three elements we call them in the straight line the three1 they they must love the product trust you trust the company and what you're essentially doing as you move someone down the straight line from the open to the close you're essentially building certainty For those three tens while following all the other rules of influence maintaining Rapport active listening Gathering intelligence but you're essentially building certainty for those three tens and if you get them there at a very high level you have an excellent chance of closing them and if one of them is missing

you got no chance at all and I'm going to close like that with one last statement and we'll break is that when you get Someone to a high level of s let's say not to ATT 10 and you ask for the order what do they say to you they don't say well I'm not certain about I don't trust you or I don't think this property is worth as much as you know what they say they say sounds good let me think about it let me call you back let me check with my accountant or my

lawyer send me some more information objections the common objections what they are are smoke Screens for uncertainty that's what they are 95% of the time and by following these steps by essentially learning how to use the straight line getting proactive meaning taking control you suddenly can make every sale the same there are two more elements which will go through in the afternoon on top of this and when you use the straight line you get to this point very quickly I don't care what Your level of natural ability is you could suck right now and the

straight line will make you more than good enough to close as many sales as you want and if you're really good at sales it'll make you [ __ ] awesome the 310 right and this is crucial because I I I want to go back I you know very quickly went through this metaphor right and I said like closing a sale on some level it's like you're being a safe cracker right there are certain elements to this Buying combination you ever see the movie The Italian Job it's a great movie right they professional safe crackers so

what are they doing they they put their ear to a safe you hear spin it spin it click and you know you got the first number right then you spin it the other way right click you got the second number other way third number you pull down the lock and if you got the numbers right what happens the safe opens right you pull it down the safe opens but if You didn't get one number right what do you do you have to go back to the beginning and make sure you got the first number right

second third and eventually you do it enough times the safe opens in some cases right you have more difficult safes to crack those have five numbers in the case of the human mind when it comes to selling you got three numbers those are the three numbers they must love the product right they must trust and connect with you Trust and connect with the company that stands behind the product so essentially what you're doing when you ask for the order when you close right what you've done when you you know you get into Rapport right you

capture their attention you're in control of the encounter you make your presentation right and all of those things are designed that when you ask for the order for the first time asking to buy it's the equivalent of pulling Down on the lock now if you've got all three of those lined up at a very high level guess what if they're a relatively easy person to sell to Boom the safe opens meeing they close that would be called what a lay down sale but again those situations are few and far between typically they going to hit

you with an objection this is your open this is your close right here's your boundaries above the line here's your boundaries below the line They have objections questions and so forth right you want to take them down the line to the close right you have your first 4 seconds that happens right here that introduction where you're going to sound sharp as attack enthusiastic asell an expert in your field right which allows you to what take control of the conversation you then use that control to gather intelligence right gather intelligence build rapport on both the conscious

and Unconscious level and then from there you're going to at some point after you've asked enough questions and you know everything there is to know that's relevant right you're going to execute what's called your straight line transition a transition which is going to take you from this intelligence gathering phase into your actual presentation where you're now going to present the so-called features invedit value Proposition cost benefit ratio whatever it might be right okay and that transition could be as simple as you know listen you know Jim Jill John you know based on everything you just

said to me this property is a perfect bit View let me tell you why this deal whatever it might be this is a perfect fit for you let me tell you why right and that let me tell you why ends your transition and begins your actual Presentation you go into presentation mode where you can explain why the product is awesome in this case property and as you've been doing that you've been sounding like an expert you've been building trust because of building Rapport and Trust for yourself sounding like an expert the way you explain the

product so you're essentially lining up all these elements but mostly you're focusing on product at this point right you haven't really dug That deep into the company yet right you haven't really dug into yourself in a deep way but you're doing that automatically and now you're going to give a kick-ass presentation we call that a straight line presentation there's rules for that and by the way just so you know I don't have time to go deep into everything right but everything I teach is online for free okay just go to my go go on to

YouTube if you want go to my website I give the [ __ ] away for free okay and it's awesome by the way I sell courses that are more organized but you don't need them they're awesome but if you don't want to pay for it just get the [ __ ] for free I don't care you make the straight line presentation and here's the key this presentation always always ends with you doing what asking for the order for the first time remember I said this morning you go to the doctor you're Sick you're a kid

the doctor looks at you and he examines you says oh you're [ __ ] have a nice day is that what a doctor does no a doctor's an expert in his field he doesn't say oh I know what you got got [ __ ] bronchitis see later I got go no and he offers you a solution an expert will always off offer you a solution so when you are an expert at what you do you don't beat around the bush it's like no here's what you need to do here's what I Suggest you here's what

makes sense for you now once you do that okay that essentially ends What's called the front half of the straight line the front half now in reality it's not really a half I was cuz it's just a short board you're really over here in the third be a third of the way down depending on what the Sailors in other words sometimes what people do the mistake they make is when they're selling they are almost scared to ask for the order because they're Really frightened of hearing those [ __ ] dreaded words that every salesperson hates

it just let me think about it let me call a [ __ ] again like I thought they were so interested they were they were nodding their head they seemed like they love the thing and then they said they want to call back or speak to their partner you're like oh [ __ ] [ __ ] another sale not going to happen right that's the opposite of the truth when I am selling anything I can't Wait to this point here when I ask for the order the first time I'm expecting for them not to say

yes sometimes they do right could be 5% of the time depending on what you're selling but I'm not expecting it so really what can they say well you're going to find out with a straight line there's always like these really just simple things it's like a computer if then for next right there's only a few [ __ ] things they can say What can they say well they can say yes boom you got a client that's your lay down sale right everyone get that yes right they could say no I'm not interested right but how

often does that really happen now if you're doing this correctly if you're Act qualifying people and you're asking them the right questions and you're weeding out the people who either are not financially qualified or who don't match who don't fit for what you're selling You're weeding out the people that's why you ask questions find out if they're right for your offer if it makes Financial sense for them if they're qualified so if you go through an intelligence gathering session and let's say that's 10 or 15 minutes long maybe longer maybe shorter and they answer all

these questions and you're in deep rapport with them you're using your your active listening to keep building Rapport your positioning yourself as an Expert you make this kickass sales presentation that is incredibly logical an airtight logical case or if not the beginning the beginnings the framework of an airtite logical case right you sound great you're inp you ask for the order they say no not interested really once in a very very blue moon far less than them saying yes but what they do say 95% of the time and depending on the industry is maybe and

maybe is a catch all for what All the common objections what else can they say they could say yeah let's do it no I don't want to all let me think that out call back my [ __ ] Santa Claus the tooth fairy in other words they give you an objection right that's it simple so for me as a straight line expert like when I first discovered this Back in 88 right I'm [ __ ] old right in 88 and like for like for me what I realized is that when I got to the end

of my original pitch I Was [ __ ] rolling up my saying I can't wait for them to hit me with the first objection because now I can roll up my sleeves and do my freaking job and thank God for that because you know what if they all said yes guess what sales people would not get paid very much what I'm talking about is influence and persuasion which in my book means not taking Nos and turning them into yeses that's Not what sales people do smart salespeople take the nose and get rid of them quickly

what I want to do is take the let me think about us let me call you back spare time of years send me information can't afford it right now got to speak to my lawyer my wife the butcher the baker the [ __ ] Candlestick Baker whatever it might [ __ ] be take those people and use the straight line and Close them so what do you do you gave this Kick-Ass presentation you ask for the order and they say let me think about it you're like ah just as I expected you're not like deflated

cuz if you get DEF Ed that means you lost what you lost your own certainty what did I say this morning sales is the transference of emotion and the Primary Emotion you're transferring is Certainty now watch this is really important okay so when we talk about the inner game of success one of the things we talk about is managing your emotional state States like certainty clarity confidence courage go to my website free [ __ ] trainings on this how to manage your state but the point is you must be in a state of absolute certainty

when you enter a sales encounter you must be certain right because why because you're transferring the Emotion well the straight line system what it really does is it is a transfer mechanism it allows you to transfer the C certainty that you feel inside it allows you to manifest that in language and body language and tonality in a way that you can then transfer very efficiently the certainty that you feel and know in every bone of your [ __ ] body transfer that to another human being to make them as certain or as close to certain

as you you're Transferring energy there's a disconnection between what you're thinking and the way you think you sound very common so you think you I say one sound certain like well this is a really good product that's [ __ ] not certainty okay now certainty doesn't have to be yelling certainty could be a whisper listen reason for the call something just came across my desk it's not yelling and screaming there are Times you raise your voice and lower your voice but certainty is this energy source that you have in you and the straight line system

all ows you to transfer this certainty quickly and elegantly and in the same way every time to anyone you want that's what the straight line does the straight line system allows you to take what's inside you and transfer it to another person in a very efficient way that gets them very High on the certainty scale for those three things so again you must learn to be in a state of certainty now again I'm not talking about just be clear because this is a mistake people make when they go to a seminar sometimes right and so

it says you need to be certain right what I'm not talking about is walking around all day long in a state of certain what do you call someone what do you call a a woman or a man that walks around all day long with their shoulders Pulled back and their chest P forward and talking certain what do you call that person a [ __ ] [ __ ] you hate the person so I don't mean that I'm talking about a ke moments when you enter an encounter for sales or persuasion you pick up a phone

knock on the door have a meeting of negotiation you must be in a state of certainty so you're you're at this point now where you have these three things right and you've asked for the order the three Things and obviously they said let me think about it so you're like ah okay he's uncertain or she's uncertain all right what is she or he uncertain about take guess anyone know rying price what else who [ __ ] knows are you keskin the mind reader do you really know how could you know what you know is they're

uncertain about one of these three things at least right so now what do you do what do you do if you're a safe cracker you go back To the first number and you start over which is why when you get hit with an objection the first time you engage in something called deflection in fact go jump forward right now to the straight line syntax slide remember step one right is what take control of the sale let's go through this logically take control of the sale why because you're better because that allows you to make every

Sale the same say it loud every sale the same right no words you can now at least have the chance to be proactive versus reactive right opens up a world of possibility from there you're going to go immediately to step two which is gathering there you go Gathering intelligence okay simultaneously building Rapport step four is what boom P straight line transition John Jill James you know Based on what you said to me this is a perfect piece of property for you let me tell you what just like that step five is what your straight line

presentation this is when you start talking about features benefits value proposition cost benefit ratio now just remember when we are making this initial presentation we're really focusing primarily on the first 10 on the actual product itself mostly Right and just remember that there are two typ types of certainty the goal is to create more certainty for the first 10 that's the main focus right but there are two types of certainty let me tell you what they are because this is important you have cuz someone actually asked me some girl when we were doing photos she

actually put something to my mouth what do you think is logic or data I'm like what what the [ __ ] did you say she's like dat I'm like what she dat I'm like oh she's like logic or it was like emotion or or data logic I said both she was like really okay what did I mean by that okay two types of certainty you have what's called logical certainty and then you have emotional certainty right logical certainty is like the a b c it all adds up it all makes sense it's about features and

benefits value proposition cost benefit ratio it's the empirical formula that a Product makes sense for this person right that logical certainty the way you create logical certainty is using language patterns that are airtight and create certainty logically right now you could also create emotional certainty with these patterns by adding on certain tonalities and we'll get to that later and I'll show you that when I play a little clip for you which is pretty fun you'll have a good time with it right so You could also but primarily the words that you say right are building

logical certainty and then you can build some emotional certainty using tonality okay then you have what's called emotional certainty and this is a gut feeling that someone gets I need to buy this now I want to I have to have this and it's not based on the words that you say so to speak it's based on you using words to create a picture of of how Someone is going to feel at some point in the future after they have made the decision to buy it's 6 months down the road and they own what they bought

and they're feeling great they're getting the benefits and they feel Freer lighter more secure it's solved their problems eliminate whatever pain they had they feel [ __ ] great that's called future pacing it's pushing someone into the future allowing them to experience the emotional benefits feel good in the Future they see themselves using the product having made the buying decision and feeling great that's emotional certainty they're very different things right it's created by mostly future pacing and some tonality people ask me what's more important logic or emotion the answer is both logical certainty is your

basically your is like is like what you stand on the framework it's the Bedrock right and I always start off looking to create a a Logical certainty first I create logical certainty first and when you get someone to a very high level of logical certainty they'll say yeah it sounds great but let me think about it the logical mind always wants to think in delay wants more information but once I create that logical certainty it is very very easy to then move someone emotionally so once they're logically certain then I will switch and create Emotional

certainty and I can move them on an emotional level through future pacing and tonality and suddenly because you have the logical underpinning in place what it does is it quiets down the human [ __ ] detector and people in england got great [ __ ] [ __ ] detectors you guys do you know when people are of [ __ ] generally speaking so what happens if you just focus on creating emotional Certainty first meaning you haven't actually explained why something is great and you say oh you got imagine how great you going to feel these

six they're like [ __ ] no their brain says [ __ ] [ __ ] [ __ ] because you haven't created the case like an airtight logical case not only frees up the mind to be be moved emotionally but it also makes someone comfortable that I can justify my buying decision to another person I know why This makes sense like they can explain to someone else you can't just explain I just had to have it I was going to feel good in the future they like idiots but by creating this airtight logical case first

it then frees them up to be moved emotionally does that make sense so when I'm giving this initial presentation I'm focusing on building an airtite logical case now how do I do that do I wing it like do I just walk it okay great you know here's my case no I do what's Called strategic preparation I'm going to prepare before and I'm going to know exactly what to say before I walk into a sale I'm going to know what all my features and benefits are my cost benefit ratio my value prop everything my comps in

the are all the things I'm going to have them organized in a script in my mind you know if they have it written down in front of you like you're reading from a [ __ ] script okay you don't do That mean if you're in person on the phone you can do that but the point is I know what I'm going to say before I say it generally speaking so I make the straight line presentation step six is it always ends with me asking for the order for the first time right and again there's three

things that could happen they could say yes no or maybe that's step seven right where we deflect the initial objection what does that Mean someone says to me I want to think about it selling him property all right and they say say well what is it that you want to think about tell me that's not I want to think about it is nonsense it's a smoke screen for uncertainty so the first thing to says I understand you want to think of it but let me ask you this does the property appealed to do you like

this do you like the offer does it make sense to you and they're going to say yeah it looks Pretty good now think about it right I said something interesting before I said to you that this is your straight line right I said and when the prospect enters this encounter you got to be white hot certain you're like this high level of certainty right and the prospect generally speaking almost always is going to enter at a much lower level of certainty right so the question really is is where do they enter you're at a 10

someone walks in Where are they on the certainty scale who wants to guess five three who wants the guess three who [ __ ] knows unless you're crin the mind reader right the [ __ ] or David Blain or what the [ __ ] you know how could you possibly know why because it's based on on everything they've experienced in their life up to this point in time their prejudices predispositions maybe they've seen symbol of properties maybe they've Been burnt before maybe they love things like this no everyone is different but I promise you this

the instant they lay eyes on the property or you whatever it is they know it's about sales or real estate whatever it is right they know what it's about they brain will instantly in that moment extrapolate everything that have seen heard learned about from their parents is they're [ __ ] one-year-old the brain is so p and it gives them a Certain gut level of certainty about what it is you're selling now in some circumstances there are Industries like time share sales where people land very low on the scale like most people will enter a

time share of sale at a two or a one because the that she's got a bad reputation conversely someone that's going to buy an iPhone where did they answer a 9.7 So based on the brand reputation Based on the industry the product that you're selling people will tend to enter either higher or lower but everyone's different right so you don't know where they are when you start but what you do know is two things where where you are which is in a 10 and your goal is to get them as close to a 10 as

possible does that make sense yes but now for the first time you're going to find out where they are right Here cuz when you say to them does the idea make sense to you do you like the the the program the the the the property and they say yeah it sounds pretty good where is that on the certain is that a 10 six maybe right yeah that sounds pretty good it's not again sounds okay that's a four sounds okay five no it sounds really light night that's an eight or seven or they might say oh

[ __ ] a this is the greatest thing in the world I mean no it's I love it close To a 10 and that sometimes happens but now for the first time you know where they are so what do you do they say they say yeah it's pretty good they were a six years ah I have some work to do I have to make them more certain so how do you do that it's very simple now we get into a technology of the straight line which is called looping okay that's step eight okay is you're

going to Loop here okay build certainty through looping what is Looping let me draw this out just one more time here you got your boundaries here your boundaries here right you've gone through the front half of the sale you get hit with the first objection right there so this was your presentation here right and you've asked for the order for the first time they said yeah it sounds pretty good good you've deflected the answer right you're like okay I need to make them more certain so what you're going to do is You're going to essentially

Loop backwards in the process and build on the certainty that you created in the initial presentation in other words the first time that you explain something you don't spend two [ __ ] hours explaining it this is the mistake that sales people make they spend so much time going through every feature every benefit every [ __ ] thing they Dro their [ __ ] drawers so to speak or they Shoot their load a better [ __ ] analogy right and then the person says let me think about oh [ __ ] I I got nothing

left to say you said it all but wait did you hear me I said I said this they're like [ __ ] you right so what I don't do is I never front load I create the frame the first presentation is a framing presentation like building a house you pour the foundation and you put up the frame right the house is worth X now in This second presentation I'm going to put up the drywall put the roof on put the rooms up right the next one on the third I'm going to put in all the

accr the the water forets the [ __ ] bathroom the tile before i' I'm done I've gone through Maybe four iterations and I have a beautiful house but if you frontload your initial presentation and you spend an hour and a half talking about something then you finally ask for the Order when it comes time to Loop you're you're out of gas you got nothing left so essentially when you're creating straight line presentations it's actually a series of presentations that build on each other making it more more and more powerful so I'm going to strategically leave

certain things out of my initial presentation so when I have to loop back Now and raise their level of certainty I have some things with tricks left in my bag and I'm like oh great well let me tell you this and I'm going to have this say you know you're can say exactly it really is an amazing they'll say yeah it sounds pretty good I say exactly it's an amazing property in fact the true beauty is and now I'm going to build on the certainty I created with my first presentation and given even more Powerful

presentation and when I'm they say you see what I'm saying they'll say oh my God no yeah it's great I'm like exactly and I've now raised their level up even higher maybe got them from a seven or a 6.5 to an 8.5 I'm getting much higher closer to a 10 does that make sense so what is a loop a loop is taking an objection and using it as an Opportunity to build more certainty for each of the three tens and then smoothly transitioning into a close if someone says they want to think about it and

you say listen I'm doing this a long time people don't want to think about it call back they never do you're busy I'm busy be too P clob whatever listen just so you know go to my website there's I give you 35 ways to answer let me think about it rebuttal they're called rebuttal to objections But if you just rebut the objection and then you ask them to buy again you know what they're just going to hit you with a different object they an objection hop they'll say yeah I I get it let me talk

to my wife they'll switch from one objection to the other why because you didn't get below the surface to what was really happening which was a lack of certainty for one two or all three of the three tens so just by answering rebutting an Objection all that does is it gives you the right to speak more you don't rebutt an objection and then ask for the order that's the biggest waste of time and is what people that aren't trained in sales do they think they can answer your objection ask the and some magic Happ but

no they just get caught up in this Loop of objection after objection objection that's what happens so we look at this objection as the opportunity to build more certainty now the first Objection they give I'm going to deflect it I'm not even I'm not I'm not going to say well I understand you want to think about it I'm say I hear you want to think about it I understand but let me I don't even give it [ __ ] any Credence I'm not going to go into why they shouldn't think about it what's good about

thinking about it later on if they if they hit me with it in the second and third I will rebut it but the first time I'm like let me I just want to find out One thing where are they on the certainty scale that's all I want to find out so I'm like I understand you want to think about it let me ask you a question does the idea does the property make sense does it appeal to you you like the property now watch the way I said that I didn't say well I understand you

want to think about it but does it make sense to do you like the what the [ __ ] they'll be like no not really I'm like I understand you want to think of it but but let me ask you this does the idea does the property make sense to you do you like the property that's called hypothetical money aside tonality meaning what I am saying in my tonality is like money is like I understand you want to think just justes the all things being equal does the idea make sense to you do you like

the idea everyone hear the difference versus does it make sense to do you like It they're like well if I say yes you're going to ram it down my [ __ ] throat right and they're going to be like oh yeah maybe I don't [ __ ] know like I'm [ __ ] scared am I on [ __ ] stand here you're a lawyer cross-examining me right so you def you're able to diffuse that by using this hypothetical money aside tone it's one of the 10 tonalities I'll put up on the board in a moment

okay and by doing that they'll say yeah it sounds pretty good or whatever you'll Get a true reading because you took the pressure off make sense yes right so then I do this next secondary presentation which is absolutely kickass because I planned it out it has even more powerful cases I'm making and cost benefits and value props and by the time I'm done I'm also now I start saying in fact the true beauty is this this and that and that that and this and then I'm being and and besides that it also has This and

that and I start increasing my tonality of certainty so as I start going through by the end I'm like you see what I'm saying you does it make sense to you and they like oh my God yeah they'll match your Your Enthusiasm they'll match your certainty without even knowing why now the words move them logically but your tonality moved them emotionally so you're able to do two things at once using the right tonality they say yeah no I love it it's Great I say exactly it really is an amazing program now depending on the situation

know you there's away now so what would I do now would I ask for the order would I ask him to buy no you know why because there's still two tens that are outstanding there's me and there's the company so I would say something well let me ask you this you know honestly if if IID sold you let's say I'd sold you three or four properties in the last few Years and every one of them was a grand slam home run you made a fortune they were rented out you were loving it you probably wouldn't

be saying let me think about it you'd be saying Jordan just [ __ ] sign me up am I right and you know what they're going to say yeah well then I would exactly now that I can understand you don't know me I don't have a track record with you so let me just take a Few moments tell you a bit more about myself and then what do you do do you wing it no you spent time preparing this kickass [ __ ] language pattern that describes you sell yourself your honest your integrity how hard

you work how many happy clients you have how you go the extra mild for them you hold their hand every step of the way and that you want to be there for them not just for one transaction you don't get rich on one transaction you want a long-term Relationship that you could be that they'll know they have a property guide they can trust and make money with over the long term we get rich together make sense yes and will I ask for the order now no I'll say and by the way as far as my

firm goes if you're associated with a firm XYZ firm is the number one this number one that they've won this award that award blah blah blah blah [ __ ] blah so why don't we do this and then I'll transition into a Close again so first time together I'm asking you to give me 1% of your trust and believe me I will earn the other 99% does that sound fair enough and I shut the [ __ ] up next person who talk first loses right well you both gain hopefully if they buy but the point

is what I did there and it was clunky because I'm just making up words but if you do this right and you and using them it's really very Powerful what I did is I took an objection and used it as an opportunity to build more certain people all three of the tens and transitioned into a close you might close 30% of the people you're going to close right at this point right at this point just by one Loop because you've raised Ed up their level of certainty right high enough on the 31 for them to

buy but let's dig deeper than that so What is really happening when you raise up someone's level of certainty and we'll combine logic and emotion together for the exercise right so there's two types of people in this world when it comes to buying generally speaking there's degrees of it but there's two groups there's people like me who are [ __ ] suckers I am the you could sell me a freaking bridge I am the easiest person to sell [ __ ] to I love to buy I like making quick decisions I Think I get it

I think my best decisions are made quickly I'm a risk taker my mentality I love to buy [ __ ] right who's like that who here is like that right bunch of you right then there are other people like my dad from the movie may he rest in peace mad [ __ ] Max My Dad greatest guy ever okay my father was the toughest [ __ ] person to sell to he hated salese he didn't trust easily he wanted to think everything over he was really really hard to sell to who here Is like that

anyone here some people right there's in the world both types exist and it's very difficult to know if you're speaking to someone with what's called a high action threshold which is my dad or a low action threshold like me what does that mean low action threshold what that means is I don't have to be at a 10 10 10 to say yes I could be at a 787 I could be reasonably certain like [ __ ] it I'll buy what's the difference Between me and my father and we're extreme examples of those two classes of

people low action threshold people high action threshold people right what's the difference the difference is this now when I you anybody here any human being is faced with a buying decision in that moment when we're considering to buy or not to buy our brain runs what's called parallel movies we think what's the best outcome we can possibly Get and what's the worst outcome if it's not what they say it is what's the best what's to us we are fear-based creatures human beings always think of the downside as well we always do it's wide into our

Reptilian Brain goes back God knows for how many years we've been chased by saber-tooth tigers we always consider downside as well as upside so in that moment when I he goes I said how much is it he goes $79 my brain to say to myself I know it's a piece of [ __ ] But like imagine if this thing actually [ __ ] works and I visualize myself on like 17th or 18th hole of [ __ ] Turnberry [ __ ] Golf Course is Scotland and I the cause of this thing I hit a perfect

[ __ ] green to the [ __ ] on the green almost the whole in one the crowd is [ __ ] clapping and tring I'm in the [ __ ] Clubhouse with B I see the whole [ __ ] movie I'm actually imagine in my mind's I am playing out the whole [ __ ] movie of Having this incredible for iron spped to the [ __ ] pin sunk the putt I'm [ __ ] sharing myself on in the clubhouse with my buddies they care believe how great I am a golf that's my positive

and my negative movies like yeah [ __ ] it $79 ain't that much [ __ ] it who gives a [ __ ] and I blunt the negative movie now I run the negative movie yeah it's probably V of ship but who cares $79 not that much you know what's the worst I'll throw it away Which I did so I run a positive movie and a negative movie so does my dad but here's the difference when he runs the negative movie before he's [ __ ] done he's got himself brok bankrupt and living under a

[ __ ] Bridge because of this [ __ ] thing goes this F I think first I'm going to take it home it's going to make my golf swing worse he's going to take my credit card level he's going to steal that they're going to steal my identity before I know it I'll Be [ __ ] broke my credit will be destroyed the Navies are going to hate me my wife will leave me I'll be living under a [ __ ] bridge and [ __ ] back I can he runs a wildly inflated negative movie

the same way I run a wildly ridiculous positive movie and when he runs his positive mov he's like yeah maybe it'll work probably not [ __ ] it he blunts his negative movie he blunts his positive he runs a Long negative short positive so this now let's go back to the slide for the five core elements of the straight line action threshold there you go okay good all right so this is the fourth key to the buying combination in other words as we now get further down the line we're like ah I gave this incredible

second presentation right where I raised their level of certainty to the 310 they still didn't buy they hit me with another objection I'm like aha I got one of Those tough Israeli sapes on my hand I need to do a bit better there's more numbers in this combination I have to go deeper I need to lower their action threshold that's the fourth number in the combination so for people like me you don't really have to lower my action it's low enough what is action threshold what is the definition by definition the action threshold is the

collective Collective level of certainty that any Human being needs to be at before they feel comfortable enough to take action if I have an action like I'm going to set if I'm above that I buy assuming by the way that the amount of money being spent is also taken into account I'll get into that in a moment that's a separate equation called Energy in benefits out see the straight Line's a fully contained formula it it covers Everything by the way other there also you know money is what money is actually stored energy you work right

you have to spend some to live but whatever you have left over the excess profit from your hardwork from the energy you expended in the world you store it in the form of money you then can project that energy direct it towards other things you can buy things do things right it's stored energy but it represents hard Work so if the larger the amount of money you're spending the more work it represents well those benefits better [ __ ] match the energy that's that last second check do the benefits I perceive to get both in

the short term and long term doesn't exceed the amount of energy I have to deploy to get it that it be okay but getting back to action threshold again if you get someone's level of certainty above their actional They will buy right so my father unlike me who has to be a 777 maybe I'm [ __ ] really easy to sell [ __ ] to I prom really easy okay my dad has got to be at a 10 10 10 and damn sure of it you get it he's got to be [ __ ] certain

much tougher to sell to so on the straight line visually what does that really mean it means people like me generally speaking will close here and people like my dad going to go much Further down the line because you got to keep building more certainty and you also have to lower his action threshold one of the great things I invented with the straight line in in all truth was this ability I figured out a way to temporarily lower people's action thresholds not permanently but you can temporarily lower someone's action threshold in the moment and the

way you do it is very simple you do it By hijacking their strategy of running parallel movies in other words we all run upside downside movies right well what happens is if I just ask for the order and my father he's going to run the long negative movie every time and a very short positive he's not going to Future Pace himself and imagine himself on the green or in the clubhouse toasting with his friends because he just hit a four eye and stipped to the Pin he's not doing that he's broke under the in in

the in the street under a bridge getting pissed on by another bum right he's running that movie so I can't allow that to happen what I must do is hijack his movie and the way I do that is by bringing it above the surface saying so when I do this next Loop I'll go when I loop again this will be my second Loop now I'm going to loop back build more certainty for the each of the tens But instead of asking for the order again Max let me ask you an honest question what's the worst

thing that can possibly happen here and listen to my tone what's the worst thing they can I mean let's say I'm wrong let's say you buy this golf Contraption right and you go home it doesn't really fix your swing okay maybe you practice more which is always good you throw is that honestly going to ruin your life honestly like no no no relu no it's Exactly not going to but now on the upside just imagine that this is even half as good as I say it is and you take it home you start practicing you're

swing improves you go out with your buddies on day and a Sunday your swing is tight you're not shanking the ball you're hitting it stipped in the pin you're feeling great you're looking great you're celebrating how awesome would that be honestly am I right he's like yeah say exactly Max so why don't We do this because what I just did is I blunted his negative movie I ran it for him but I ran a realistic movie I'm not lying saying there's no downside yeah the downside $79 you're going to throw the thing out but you're

not going to be worri he'll practice and that's always good but I give him a realistic downside and I stop his emotions and his thoughts of running wild okay and then I do for him what he's Never done for himself I actually run the positive movie for him he's never done it and I allow him to imagine himself in the future having used the product and getting the benefit and feeling good and laughing and feeling good and in that moment his action threshold drops and I asked you say so max why don't we do this

in fact I could take $10 off here because your first time and I want you to have this thing so let's do this $69 you can pay in cash If you want no credit card and believe me Max the only problem you'll have is you didn't buy this 6 months ago because you got would already be awesome and you be celebrating today does that sound fair enough and I shut the [ __ ] up now I'm really close now if I'm going to close this guy I'm getting really close but there's still one more number

left in the combination and that's called the paining threshold one of the things I blew Through in most out of time one of the things I blew through before I said really quickly I said when you're Gathering intelligence you're identifying needs values hierarchy needs I said pain pain points people's real worries like what's really keeping them up at night right and when I hear someone tell me what their pain is is I don't resolve it there I say uhhuh I actually amplify I want to resolve that pain just yet I'm Holding it back for right

now I'll tell you another story about my dad he's great to tell stories about right my dad crazy [ __ ] [ __ ] right but the best all right he was so fastidious so NE he he kept all his possessions in such good shape like his freaking sock draw like was the socks were lined up with their freaking laser beam like everything was so [ __ ] perfect his money was stacked everything was [ __ ] perfect it's apartment but of all things That he loved he loved his car the most he had this

[ __ ] old car like a dotson or no a Dodge Dart right he used to call it she like it's a [ __ ] thought's alive right you know she's got a rattle she's not running well right he loved this [ __ ] car right and then he EV got a Mercury Cougar which he [ __ ] adored and like this thing was like his pride and joy and like you know people with high action thresholds they only have one guy for everything they got a Shirt guy they got a suit guy they got

one hair cutter they got a car guy they only got one [ __ ] guy they don't trust they if you get a high action threshold client they're the best cuz they'll never leave you so my father's car guy was this guy Jimmy at the local so noo station the gas right Jimmy was his [ __ ] mechanic no one is fixing my father's car but JY it Jimmy but if Enzo ferar himself said max I'm gonna [ __ ] fix Enzo don't touch my [ __ ] car Jimmy fixes Jimmy's my car guy right

no one's touching my dad's car but Jimmy right well one day was like 11 years old we're going down from New York City to Florida it's like a it's like a day trip like you know two days by car three days right CU you stop and we're about 78 hours outside of the city heading down to Florida kind of in a not such a great part of town like hillbilly area where you don't want to [ __ ] stop and suddenly the radiator blows smoke is Coming out of the [ __ ] car and he

pulls over the side it's like 4:30 in the afternoon Sun's about to start going down okay and we're stuck on the side of the road what do you think my father did he found the first gas station he could find and said fix my car right now I don't care what it cost the pain the worry he was feeling was so intense that what it did was it Temporarily dropped his action threshold to the floor there's an inverse relationship between pain and action threshold when someone is feeling extreme pain and worry they take action so

this is that last key we can use here if we still hav't closed them we will add on the pain and talk about that and that will tempor temporarily lower their a then boom Drive the point home and you can close