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 let me now jump forward a bit and talk about what these court elements actually are now i said to you before i say wash i said this there's definitely three right and very often there are five elements in play there's always three so
watch let me go back to the beginning i made this statement every sale is the same this is a foundational statement of the straight line system and it's what changed everything for people like you because once you understand what that really means every sale is the same it opens up a universe of possibilities because if every sale was different holy crap how could you possibly have a formula to close everyone if every sale was different the only way a formula is possible is if you could take this seemingly abstract you know so unwieldy process of
getting someone to say yes if you can do that in the same way every time wow imagine how much easier that becomes to close how much easier it becomes to become a top producer that's how i took all these young kids back in the day and in the 30 years since then and turned them into multi-millionaires like i'm gonna do for you now again it also requires that mindset of success massive hard work which will demand that you work really hard especially these first three or four months when you're defining who you are in the
workplace because these first next three months are gonna change your life you have to work hard you've ever worked so we'll get to that later but the point is is the straight line is your blueprint let's start like this every sale is the same sales is goal-oriented communication but what is selling what's really happening at the highest level sales we write this down sales is the transference of emotion you're transferring emotion i can't fit it all here i'm the worst my handwriting is so bad you wouldn't understand anyway you're transferring emotion sales i'll repeat it
again is the transference of emotion and the primary emotion that you're transferring is the emotion of certainty the big c certainty meaning certainty that your product is the absolute best best fit for the prospect best value proposition has the best cost benefit ratio it's the best in terms of it's the one that's gonna resolve their pain make them feel great they can imagine themselves in the future using your product and feeling great they're absolutely certain about that so watch you should have seen this in the video this is a refresher so what we have here
with the straight line is we call it the continuum of certainty the continuum of certainty and a continuum is a fancy word for what a line a straight line right so watch on your typical continuum we rate things always from a scale of one to ten right with one typically being the worst it sucks royally i'll i'll keep it clean here i don't know why i shouldn't but i'm gonna keep it clean just for today right i'll get dirty tomorrow right and a 10 means it's the absolute greatest thing since sliced bread you'll love it
so imagine if you are selling automobiles and you said for your products hey so what do you think of the car and they said oh my god it is the greatest car i i love this car it's like i just get it and i feel like a million bucks it's such a great value for the money it's beautiful it's dried so well i just love this guy's the best like that right that's if i said to someone like you know what do you think and they said that they would be at a 10 as it
relates to the specific item the car right if i would say to the prospect hey what do you think of this car they say this is the biggest piece of [ __ ] i've ever seen i would never be caught dead in this car it's ugly it smells it's disgusting to drive it's bumpy it's noisy it makes me vomit when i hate what an overpriced jalopy i would never that's a one right you don't like that so the question is this is obvious where would you like this prospect who wants to buy a car you
want to sell them this car where would you like them on this certainty scale when you ask for the order well the answer should be obvious you want them as close to a 10 as humanly possible the closer they are to that ten the better chance that you have that they're gonna say yes right that just makes sense right so question where are they when they enter the encounter imagine you're a car salesman let's say okay you're inside a dealership you're an inside salesperson someone walks into the dealership okay and the moment they meet you
and you show them a car you say hey how you doing nice to meet you and you show them maybe they're looking for a certain type of car right doesn't matter which one say well here it is and the moment they look at that car question where are they on the certainty scale at that instant some of you might be saying well they're probably at a five in the middle maybe they're at a three or six you know what the answer is who the [ __ ] knows how could you possibly know where they are
unless you're marvin the mind reader and you have some clear voyage power that i don't know about how could you possibly know where someone is you don't know but here's what you do know you know there's somewhere there's somewhere between a one and a ten why because they're human beings from planet earth they know about cars they've seen something or heard something about this car the instant they realize they're buying a car or a solar system or they're shipping a package somewhere or buying an insurance product or borrowing money from someone or doing anything else
that requires like what do you think of xyz product or service the instant they realize that they're in a situation we have to make a decision like what do you feel about this everything they've ever seen in their life every prejudice they have every preconceived notion everything they've ever seen or heard on tv their brain just says you know what i generally feel here and they land somewhere on the certainty scale based on all of their preconceived notions and prejudices where exactly you don't know but they're somewhere because they're not from mars they're not like
car what's a car i never heard of car of course they know about cars and as soon as they see they they brace oh they have a general feeling that's true with every single product and it's true that product is sold in person or over the phone it doesn't matter or online or a combination thereof right so watch what's happening sales i said is what it's the transference of emotion and the emotion you're transferring is certainty right it's the primary emotion so what happens is you the sales person you must show up you're in a
state of absolute certainty why because you know how awesome your product or service is you know how fairly priced it is how much value it has how it's going to help the person you've helped so many people in the past you know your product is the best you're in a state of absolute certainty that's why you're selling and recommending the product you know it's the best fit for them they don't know that yet they don't know all the things you know they don't they haven't done the research on your particular that's why they seek you
out you're the salesperson you're the expert you're gonna show them you're gonna explain to them tell them why this is the most awesome thing since sliced bread so what happens is you're transferring this certainty that you feel inside you're at an absolute 10 they're at some lower level of certain that creates a certainty gradient a differential and the things that you say the certainty flows from you to the prospect and they become absolutely certain your certainty almost it rubs off on them but the things that you say the enthusiasm by which you say it and
they like wow i get that and they say yes this product is the best and you make them certain that's what you're doing when you sell so let's say you do that successful let's say you actually did that someone showed up at a six you still want to carry the same use a car right and you explain about the car you can take them for a test drive all the things that we do as a car sales person again i don't think there's any of you in this group which is why it's perfect right and
you get them to that point and let's say they are financially qualified they can afford the product they need it you get them to an absolute 10 on the certainty scale about the product question will they buy yes or no now you should have been through the training so you know the answer the answer is not yes although intuitively we might think it's yes and it's not no the answer is maybe as in maybe they will maybe they won't why because here's the deal what if in the process of transferring the certainty for the product
what if you said something or did something meaning in the way in which you went about making them more certain made them not trust you anymore you said something that pissed them off what tip their hand that um i don't maybe this guy's not ethical this girl's not ethical will they barf if they don't trust you and like you absolutely not we never buy from people we don't trust and we sell them buy from those we don't like only in desperate situations so the point is this it's not enough that someone is absolutely certain about
your product meaning they're at a 10 for the product 10 for the product they must also be absolutely certain about you a 10 for you so this is your first tense a watch now we have what's called the three tens you have these three tens the first one is they must love the product number two they must trust and connect with you the sales person so what would it sound like if they totally trusted you you say hey what do you think of that sales person oh my god they're the greatest they're the most trustworthy
they're so just informative and nice people i just i felt so comfortable i never would deal with anybody that's the 10 for the salesperson they really took the time to explain oh what do you think of that sales person what a lion feeding scumbag i would never give that girl a guy even my probably steal my credit card and jump that's a one right so again where do you want them when you ask for the order as close to a 10 as possible the third ten is going to be the company that stands behind the
product in other words that it's not enough they just love the product and love the sales person there's a company that's going to deliver the product maintain it do customer service has a reputation so the company itself has its own independent certain scale one meaning you hate the company 10 meaning it's the best company out there right what you're doing as you move someone down the straight line from the open to the close what you're doing is you're trying to corral meaning at the same moment in time get them to a 10 10 10. [Music]
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