Way of the Wolf: Straight Line Selling: Master the Art of Persuasion, Influence, and Success
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- Create Date：2021-08-03 06:54:55
- Update Date：2025-09-07
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- Author：Jordan Belfort
- ISBN：1501164309
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Summary
Jordan Belfort—immortalized by Leonardo DiCaprio in the hit movie The Wolf of Wall Street—reveals the step-by-step sales and persuasion system proven to turn anyone into a sales-closing， money-earning rock star。
For the first time ever， Jordan Belfort opens his playbook and gives you access to his exclusive step-by-step system—the same system he used to create massive wealth for himself， his clients， and his sales teams。 Until now this revolutionary program was only available through Jordan’s $1，997 online training。 Now， in Way of the Wolf， Belfort is ready to unleash the power of persuasion to a whole new generation， revealing how anyone can bounce back from devastating setbacks， master the art of persuasion， and build wealth。 Every technique， every strategy， and every tip has been tested and proven to work in real-life situations。
Written in his own inimitable voice， Way of the Wolf cracks the code on how to persuade anyone to do anything， and coaches readers—regardless of age， education， or skill level—to be a master sales person， negotiator， closer， entrepreneur， or speaker。
For the first time ever， Jordan Belfort opens his playbook and gives you access to his exclusive step-by-step system—the same system he used to create massive wealth for himself， his clients， and his sales teams。 Until now this revolutionary program was only available through Jordan’s $1，997 online training。 Now， in Way of the Wolf， Belfort is ready to unleash the power of persuasion to a whole new generation， revealing how anyone can bounce back from devastating setbacks， master the art of persuasion， and build wealth。 Every technique， every strategy， and every tip has been tested and proven to work in real-life situations。
Written in his own inimitable voice， Way of the Wolf cracks the code on how to persuade anyone to do anything， and coaches readers—regardless of age， education， or skill level—to be a master sales person， negotiator， closer， entrepreneur， or speaker。
Reviews
Ioan Dobre
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Great charisma ， i listened to this audiobook read by the author ， his voice， his charisma tranpsorts the reader / listener into the Oakmond Straton offices :））） good sales course ！
Hossein Mahmoodi
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کتاب خوبی نیستبه نظرم بیشتر کسانی که این کتاب رو می‌خرن به خاطر فیلمش هست از جمله مشکلات کتاب اینه که یک جمله رو بارها و بارها به روش های مختلف بیان میکنه برای اینکه بتونه صفحه کتاب رو پر بکنهطوری شده بود که من فقط روزنامه وار از روی جملات رد میشدم چون مشخص بود همون حرف قبلیهبا این وجود یکی دوتا نکته ریز ازش یاد گرفتم و دارم تست میکنماین کتاب برای فراد معمولی خوبی نیست و بیشتر بدرد فروشندگان میخوره که بتونن درصد فروششون رو بیشتر کنن با ۴ تا نکته ای که در کتاب وجود داره
Thomas Chow
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Love the story， could be written in an better way。
Muhammad Fadhil
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this book gives me whole understanding about sales things like how to close of the selling step by step， what to prepare and how to handle all situations and the prospects。 Very recommend it
Ayush Poddar
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Finest structures to the sales process i have ever read。。。
Derek
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Hands down my favorite book on sales。 Straight-line sales， and understand where your prospect is on that line。Pair this with "Influence" and "The 1-Page Marketing Plan" Hands down my favorite book on sales。 Straight-line sales， and understand where your prospect is on that line。Pair this with "Influence" and "The 1-Page Marketing Plan" 。。。more
Brian
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The author has some good ideas in the book。 The problem I have is that this book should have been about 20 pages。 The filler is ASTOUNDING！ Truly。 Reading this book feels like panning for gold where you get a lot of junk and have to sift our the nuggets that are worthwhile。Also， Jordan Belfort's writing seems。。。 pedantic。 He constantly uses ridiculous language to describe people sometimes （i。e。 nimkumpoop）。The book seems quite disorganized， too。Definitely some worthwhile information in there， bu The author has some good ideas in the book。 The problem I have is that this book should have been about 20 pages。 The filler is ASTOUNDING！ Truly。 Reading this book feels like panning for gold where you get a lot of junk and have to sift our the nuggets that are worthwhile。Also， Jordan Belfort's writing seems。。。 pedantic。 He constantly uses ridiculous language to describe people sometimes （i。e。 nimkumpoop）。The book seems quite disorganized， too。Definitely some worthwhile information in there， but I have to work way to hard to find it and the process was far to grating on my nerves。 。。。more
Supat
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The principle is good ， The straight line system。 But some language /tonality / we have to adapt according to different culture。Therefore implementation / practice / according to book some of them need to adapt。I would like to read it again to see what I have missed but it 's good to have it for almost sales person The principle is good ， The straight line system。 But some language /tonality / we have to adapt according to different culture。Therefore implementation / practice / according to book some of them need to adapt。I would like to read it again to see what I have missed but it 's good to have it for almost sales person 。。。more
Andrew
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It’s a paint by numbers turn key solution
Matthias
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A mixed bag from my perspective with some good parts and some unclear paths。 Also a door opener for selling training。
Valentin Tsvetkov
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Джордан е от хората коита може да продаде лед на ескимос！ Задължително четиво за хора искащи да подобрят уменията си в продажбите。
Matt Cordas
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Quite a tough read in parts。 Took me a couple of months as just didn’t really keep my interest until the final couple of chapters where it all got-to it！！
Patrick Moran
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When a book can find the equal balance of a comedic factor and a knowledgeable text， it is a real hard task to achieve and Jordan Belfort does a magnificent job。When I first walked into the book store searching for a book where I could expand my sales knowledge the last thing I would expect would be to be leaving with a book written by the as I knew him “Wolf of Wall Street guy。” The second I found it I remember reading the back and seeing the strategy of straight line selling for the first time When a book can find the equal balance of a comedic factor and a knowledgeable text， it is a real hard task to achieve and Jordan Belfort does a magnificent job。When I first walked into the book store searching for a book where I could expand my sales knowledge the last thing I would expect would be to be leaving with a book written by the as I knew him “Wolf of Wall Street guy。” The second I found it I remember reading the back and seeing the strategy of straight line selling for the first time which was really what this whole book was written around。 Jordan Belfort teaches us rules and the way of straight line selling throughout the book while including personal experiences that were good and bad。The book The Way of the Wolf is an overall good book， and the part I loved the most was the comedic factor that was included in his explanations and personal experiences。 The first 50 pages of this book really dig deep into how he came up with the straight line selling method and the story he uses gives a lot of detail that really makes you feel like you're in the boarding room with him listening to the brokers’ excuses of why they cannot make a sale。 Stepping into the comedic factor part that I enjoyed was how Jordan Belfort really does not have much of a filter overall throughout the book。 He does not mind dropping an F-bomb or hostile words when explaining stuff。 We really see this when he is digging into the rules of his straight line selling method。 That's not just the only way it is funny， he does not give the standard stories only that the reader learns an overall message or lesson from it。 He gives stories that just go hand and hand with what we are learning or reading about but also just not as crucial and give that comedic factor that I was mentioning earlier。 If I were to change this book to make it just a tad bit better， the one thing I would change is there are some filler parts in the book。 When I say this I mean there are certain topics in the book that really I do not see needed。 He talks about presentation to a crowd and to some people that could be seen as important but for me personally it was just seen as no reason to be there。 Also I think he gets a little bit repetitive talking about the three tens but I understand it's really something he wants to engrave in our schools to be a successful salesman/saleswoman。 Overall， a great book that I would recommend to a lot of people。As previously mentioned I really recommend people give this book a read especially if you're like me and enjoy learning while you read。 When I picked up this book I really was hesitant reading a book from someone who does not do this as a lifetime profession， but overall it was written magnificently and was a great read for people over the age of 16。 This book is a great mid-day read especially outside on a nice day， has a good length and that's why I think this book deserved the ⅘ stars that I gave it。 。。。more
Damiaan
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Dit boek heeft me heel wat inzicht gegeven in verkopen。 Niet enkel hoe te verkopen， maar ook waarom je zelf wel of niet ingaat op een verkoper。Sommige mensen zijn geboren verkopers， anderen zijn geen geboren verkopers， maar kunnen toch nog steeds verkopen。 En dit boek is ongetwijfeld een manier hoe ze dit kunnen aanpakken。
Alexandra Dumitrescu
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This book is manly intended for salesmen。 Therefore If this is not your area of interest you shouldn't bother to read it。 Nevertheless， it is very well written and it has a couple of points which I do hold the belief that it can be taken into consideration by the general public as well， for example: matching and mirroring， how to handle objections， how to use tonality in your advantage and so on。I give it 5 stars because it's well suited for those who want to improve their sales techniques， but This book is manly intended for salesmen。 Therefore If this is not your area of interest you shouldn't bother to read it。 Nevertheless， it is very well written and it has a couple of points which I do hold the belief that it can be taken into consideration by the general public as well， for example: matching and mirroring， how to handle objections， how to use tonality in your advantage and so on。I give it 5 stars because it's well suited for those who want to improve their sales techniques， but I wouldn't give it a second read as it's long gone since I've been involved in this industry。 。。。more
Tommy Stark
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This was my first book from Jordan。 I'm a sales professional and there is rarely anything that gives me anything new and working to my sales。 This did， and it gave a lot！ Must book for anyone who wants to know how the sale is done and done！ Good job Jordan！ This was my first book from Jordan。 I'm a sales professional and there is rarely anything that gives me anything new and working to my sales。 This did， and it gave a lot！ Must book for anyone who wants to know how the sale is done and done！ Good job Jordan！ 。。。more
Sunita Narayana
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Got a bit dry towards the end but great book overall。 I felt like I was in school， listening to a lecture。 Excited to put his methods to the test
Robert Fisher
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To be fair， I truly did expect a little more from this book。 Most of the pages were， in my opinion， just a bunch of plain， bland and empty words that never get to the point。 And when he does finally present the absolute secret principles， you realize that his concepts are literal derivations from the movie "The Wolf of Wall Street"。 My point is that what he tells you in the book is nothing new or original。 As a big fan of the movie myself， I felt like I was reading copies of the movie script tha To be fair， I truly did expect a little more from this book。 Most of the pages were， in my opinion， just a bunch of plain， bland and empty words that never get to the point。 And when he does finally present the absolute secret principles， you realize that his concepts are literal derivations from the movie "The Wolf of Wall Street"。 My point is that what he tells you in the book is nothing new or original。 As a big fan of the movie myself， I felt like I was reading copies of the movie script that are packed together with some more fancy ideas and written by Jordan Belfort himself。 To sum up， the book does give you a deeper insight of the techniques you would get out of the movie， but the book itself is nothing as spectacular as the title and the introduction would promise。 。。。more
Gianfranco Torino
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it's not the most entertaining but the information is gold it's not the most entertaining but the information is gold 。。。more
Chris Weatherburn
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This review has been hidden because it contains spoilers。 To view it， click here。 Interesting book by the former stockbroker， motivational speaker and convicted felon。 You may have seen the film Wolf on Wall Street， worth watching if you haven’t。 Here are the key learning points: THE THREE TENS – you need all these to sell！1 The product， idea， or concept 2 You， they trust and connect with you 3 The prospect must trust and connect with the company This is why it’s so much easier to sell to existing customers than to new ones， even if you don’t have a personal relationship with Interesting book by the former stockbroker， motivational speaker and convicted felon。 You may have seen the film Wolf on Wall Street， worth watching if you haven’t。 Here are the key learning points: THE THREE TENS – you need all these to sell！1 The product， idea， or concept 2 You， they trust and connect with you 3 The prospect must trust and connect with the company This is why it’s so much easier to sell to existing customers than to new ones， even if you don’t have a personal relationship with them。 The fact that they have an existing relationship with your company means that the third Ten has already been established， leaving you with only the first and the second Tens to address。 These ‘tens’ are ranges so you can move people up or down the scale， make sure to focus on persuading uncertain prospects。 The prospect will they will always enter the encounter with a preconceived notion about you， about your product， and about the company you work for。 Note people have two types of certainty- logical and emotional。 Therefore it is essential to future pace someone to make them think of the good feelings they will have when purchase。 People buy on emotion then make a logical case to justify it。 Refers to ‘the straight line’ of sales these are the three basic components of the front half of the Straight Line: 1 You must take immediate of control the sale。 2 You must engage in massive intelligence gathering， while you simultaneously build massive rapport with your prospect。 3 You must smoothly transition into a Straight Line presentation， so you can begin the process of building absolute certainty for each of the Three Tens。 Use persuasion to lower the threshold to action。 First four seconds of an encounter， if you want to be perceived in just the right way: 1 Sharp as a tack 2 Enthusiastic as hell 3 An expert in your field Those three things absolutely must come across in the first four seconds of a conversation; otherwise， you set yourself up for a major uphill battle。 When you go buy a car or a stock or a computer， who do you want guiding you through the process， a novice or an expert？ An expert， of course！ Mentions a fair bit about neurolinguistic programming， note the author is a NLP master， her e is his hack for quickly anchoring any state using olfactory sensation to benefit you。 Anchoring allows you to feel this a certain way by performing a few steps to trigger this。 Step #1: Choose a state， for example the state of absolute certainty。 Step #2: Set your anchor， you wait for a very specific moment， and then take out your BoomBoom， Unscrew the top， and follow the steps above， take a massive blast up each nostril and then ball your hands up into fists and dig your fingernails into your palms， and belt out the word “yes” in a powerful yet controlled manner。 ten seconds later， with the scent of BoomBoom still lingering but the initial rush gone， repeat the process again。 This helps you anchored in a state of absolute certainty。 Now， repeat this process one more time—the next time you obtain the same type of awesome sale。 Stack a second anchor right on top of the first one。 It certainly can’t hurt， as anchors become stronger when they’re stacked; but， either way， even if you only set the anchor once， it should be very powerful the first time you fire it off， which should be right before you’re about to enter a sales encounter。 And just to make sure your anchor stays firmly locked in， for the next month or so， whenever you close an especially awesome sales， the ones that cause you to pop into a peak state of absolute certainty， take another one-and-one of your BoomBoom， and keep stacking anchor on top of anchor on top of anchor， until the linkage is so engrained that it will stay with you forever。 So that’s olfactory anchoring in a nutshell。 In sales， this sifting process is referred to as “qualifying a prospect，” and the primary method by which a prospect gets qualified is by answering a series of questions that get posed to the prospect by the salesperson。 All in all， it’s a cut-and-dried， no-frills process that’s utilitarian in nature and gets straight to the point。 If upon answering your questions， it turns out that the prospect needs what you’re selling， and can afford to pay for it， then they are qualified。 Rather than referring this to the word “qualifying” he suggest referring to it as “Straight Line prospecting”。 The primary method by which we do our sifting is through gathering intelligence。 Types of buyer buyers:Best type “In heat’ they have a certain pain they’re looking to resolve; however， what separates them from the rest of the pack is that they’ve already made the decision to do something about it now。 In other words， they’re done waiting; they’re ready to act。 Second best group of buyers buyers in power who aren’t consciously feeling any major pain from their unfilled need， which causes them to lack the same level of urgency as buyers in heat。 3 type time wasters remove these ASAP four telltale signs that will alert you to the fact that you’re having your time wasted: 1 They tend to ask lots of questions that they seem to already know the answers to。 2 They make it a point to kick the tires of whatever it is you’re selling， almost to the point of over-kicking them。 3 They let out a large number of ooos and aahs and yups， to reinforce the sense that they’re genuinely interested。 4 When asked about their finances， they either become boisterously overconfident or unnecessarily vague。 Very important to be hypervigilant identifying these people and weeding out them out as quickly as possible。 Get a good script and sound like you are not reading it。 Script should not be front-loaded。 Front-loading is when you disclose all your major benefits right up front， which leaves you with nothing powerful to say to change your prospect’s mind when they hit you with the first objection。 Focus on the benefits， not the features。 The script must have stopping-off points。 If you make a powerful statement， and then another powerful statement， and then yet another powerful statement， by the time you’ve made the third powerful statement， they’ve all started to blend in with one another， and they lose their power。 This is why a well-written script has an abundance of stopping-off points， where the prospect will interact with you and affirm that you’re still on the same page。 After you make a powerful statement， you want to lock it down by asking the prospect a simple yes-or-no question， such as: “You follow me so far？” or “Make sense？” or “Are you with me？” By doing this， not only do you keep the prospect engaged in the conversation but you also get them into the habit of saying yes， which creates consistency。 In addition， these little stopping-off points serve as periodic rapport checks。 Write your script in the spoken word， not grammatically correct English。 You want to be speaking in a casual manner， using layman’s terms， not in formal English or using overly technical lingo。 In other words， when you read the script， the writing itself should sound totally natural。 Of course， your script must flow perfectly。 Here is an example introduction script。1 Start your introduction by greeting Bill by his first name， and then quickly reintroduce yourself—stating your first and last name， the name of your company， and its location。 Ask Bill how he’s doing today。 Remember， from your very first word， your tonality must be positive and upbeat， with a hint of bottled enthusiasm slipping out around the edges。 2 Remind him that you two spoke a few days or a few weeks ago， and that you emailed him a bit of information on your company。 Do not ask him if he actually received the information or had a chance to review it， as there’s an excellent possibility that he’ll say “no” to at least one of those questions， which gives him an easy exit ramp out of the encounter。 The way to avoid this is to simply ask him if the conversation “rings a bell，” to which he will almost always reply with a yes。 3 Once he does， then briefly explain to him how the last time you spoke， he asked you to give him a call the next time an extraordinary investment idea came across your desk。 4 If he replies no， then act a bit surprised， but chalk it up to the fact that he must get a ton of calls and emails each day， and then assure him that you did， in fact， speak to him， and that you did， in fact， email him some information; but there’s no need to worry， as it was just a bit of background on your company。 Then complete step three—reminding him that he asked you to call him the next time you had an investment idea。 5 Explain how something just came across your desk and that it’s one of the best things you’ve seen in quite some time now， and if he has sixty seconds， you’d like to share the idea with him。 6 Complete your introduction by saying “Got a minute？” You can easily ratchet up or ratchet down the amount of the purchase。 When you ask him for the order for the second time， you would step him down from ten thousand shares to five thousand shares， which reduces the energy-in aspect of the closing equation by 50 percent， after you just increased the benefits-out side of the equation during your follow-up presentation。 This creates an extremely powerful one-two punch that will significantly increase your closing rate。 On your third closing attempt， you would step down to a thousand shares and then down to five hundred shares on your fourth attempt， going all the way down to whatever the firm’s minimum is for opening up a new account。Prospects will put up objections， some that they don't care about， rather than spiral downwards by answering these one by one loop these back to the pitch。 Answer the first directly but when they put up the second objection， you’re not going to just answer it and ask for the order again; instead， you’re going to loop back into the sale once more and move your prospect to an even higher level of certainty for each of the Three Tens， using the secondary language patterns that you created for this exact purpose。 With these subsequent objections by looping these you do not want to use pain to disempower people; you want to empower people them by helping them make good buying decisions， so they can have the things that they truly need。 From here， rather than going straight to the close， like you did with your first loop， you’re first going to run an extremely powerful language pattern that will allow you to crack the fourth number in your prospect’s buying combination namely， their action threshold。 The action threshold to make them take action introduce pain in two spots: first， during the intelligence gathering phase， you want to identify where your prospect’s pain lies and， if necessary， amplify it to ensure that your prospect listens to your presentation from that perspective。 Secondly you’re going to reintroduce that pain， at the beginning of your third loop， using a language pattern。 Then quickly resell the Three Tens， using a concise yet very powerful consolidation of the tertiary language patterns that you created for each of the Three Tens， which will focus almost exclusively on the emotional side of the equation。 Using the technique of future pacing to paint your prospect that all important pain-free picture of the future， where he can actually see himself using your product and getting the exact benefits he was promised and feeling great as a result of that。 Then transition directly into a soft close and ask for the order again。 VLOG summary: https://youtu。be/ZvzS_YVmTcAIf you found this helpful feel free to check out my website for more summaries: www。chrisweatherburn。com 。。。more
Francisco
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He's a born saler， the book is more about how you communicate than anything。 As a CEO of a hospital，I am put off with this kind of sales people though as they seem plastic and can see right through them and it's off putting if it's not part of who they are。 He's a born saler， the book is more about how you communicate than anything。 As a CEO of a hospital，I am put off with this kind of sales people though as they seem plastic and can see right through them and it's off putting if it's not part of who they are。 。。。more
Adrian Sundqvist
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Bra bok med många bra lärdomar att ta！ Hade velat ha det lite mer konkret med fler exempel
Gianluca Cominato
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One of the worst book that i read in the last couple of months。 A lot of common information stored in these pages。 I appreciated only the chapter about tonality and body language。
Toni Kokkonen
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Very little content and almost nothing new or useful to non-transactionary sales。 There’s just so much better written and better books about sales。 Maybe there’s something useful for a beginner selling simple enough b2c stuff。。。
Ikechi Ukazu
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So much freaking fluff。 Jordan starts out with so much promise and then lands flat by trying to sell you products like Boom Boom and then trying to be a part-time comedian and a latter half of the book。 A brief summary of this Book is to make sure you know the foundations of selling which he does articulate and then to make sure you communicate with your client in a way that commands respect and expertise。
Kevin Silva
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The book is written professionally with a hanging out with your bro underlying tone mixed in some places making his concepts easy to understand and appreciate。 I really liked how he presented his information without regard for mainstream bullshit using the aforementioned technique。 I would have loved to work for this guy back in the day。。。but for only a short period of time。 I have a feeling it would be like downtown Las Vegas， great place to visit， not so great place to live。 Anyway， I digress。 The book is written professionally with a hanging out with your bro underlying tone mixed in some places making his concepts easy to understand and appreciate。 I really liked how he presented his information without regard for mainstream bullshit using the aforementioned technique。 I would have loved to work for this guy back in the day。。。but for only a short period of time。 I have a feeling it would be like downtown Las Vegas， great place to visit， not so great place to live。 Anyway， I digress。。。great book with a comprehensive plan to kick ass in the sales industry。 。。。more
Sakineh Tasavori
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خواندن این کتاب رو به همه کسانی که دستی در خرید و فروش دارند و دوست دارند که بیشتر از پیش موفق شوند توصیه میکنم
Kat Riethmuller
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This review has been hidden because it contains spoilers。 To view it， click here。 Takeaways:Jordan Belfort is an innate salesperson who can make anyone an expert in sales。 His “Straight Line Selling” works for sellers in any industry。 It helps move prospects from “absolute uncertainty” to “absolute certainty。”The Straight Line method tightens sales cycles， effectuates closes， develops referrals and solidifies customer relationships。Straight Line sellers never make presentations to people who have no interest in buying。Prospects and salespeople who aren’t honest waste each ot Takeaways:Jordan Belfort is an innate salesperson who can make anyone an expert in sales。 His “Straight Line Selling” works for sellers in any industry。 It helps move prospects from “absolute uncertainty” to “absolute certainty。”The Straight Line method tightens sales cycles， effectuates closes， develops referrals and solidifies customer relationships。Straight Line sellers never make presentations to people who have no interest in buying。Prospects and salespeople who aren’t honest waste each other’s time。For every successful sale， the prospect must love the product or service and trust the salesperson and his or her company。Salespeople get only four seconds to connect positively with potential buyers。Prospects judge sellers based on their words， their tone and their body language。Plan， develop and work from scripts for all communications with prospects。Once you secure the deal， focus on getting referrals。Summary:The “Straight Line System”Jordan Belfort is an innate salesperson。 At any time or at any place， he can sell anything to any prospect。 Belfort can teach you to become an expert salesperson。 As portrayed in The Wolf of Wall Street， a 2013 movie， Belfort taught raw， young salespeople how to sell $5 stocks over the phone to America’s wealthiest， the top 1%。“The Straight Line System [levels] the playing field for anyone who’d been held back from achieving greatness。”As a result of Belfort’s guidance and his Straight Line System， the rookies on his team became master closers。 Many became millionaires。 In the system， the salesperson assumes control of the sale， maneuvering the prospect “from the open to the close along the shortest distance between any two points: a straight line。”“If I were a superhero， then training salespeople would be my superpower。”Straight Line salespeople don’t lose focus or waste time by conversing with prospects on subjects that have nothing to do with the sale。 Everything they say and do when talking with potential buyers has a focused objective: Stay on the Straight Line and close the sale。After his initial work with novice sellers， Belfort went on to teach his methods to experienced marketers and other persuaders worldwide and across many sectors， including in banking， real estate， automobiles and professional services。The Straight Line System “will show you how to shorten your sales cycle， increase your closing rate， develop a steady stream of customer referrals and create customers for life。”He promises salespeople that Straight Line selling will cut their sales cycles， build referrals， generate more closings and help them form permanent relationships with customers。 As well， the Straight Line System teaches nonsalespeople to become more persuasive。The Three Essential Elements of Any Successful SaleA basic proposition of the Straight Line System is that “every sale is the same。” No matter what product or service you sell – in whatever industry – the same three elements must exist within a prospect’s mind for a sale to succeed:“The product， idea or concept” – The prospect must fall in love with your product or service。 You want the potential buyers to be at a level 10 of enthusiasm。 If your prospects are at a six or a seven， you must move them up to a 10。“Trust” the salesperson – If you can’t establish great personal rapport with your prospect， you will never make the sale。“The prospect must trust and connect with the company” – Aim to establish great compatibility and affinity between the prospect and your organization。“The human ear has become so adept at recognizing tonal shifts that even the slightest one can have a dramatic impact on the meaning of a word or phrase。”Without these factors， you can’t sell。 If you make the three elements line up in the prospect’s mind， you have an excellent opportunity to make a sale。Think of these as the “three 10s。” Potential buyers who feel “absolute certainty” about some aspect of your proposition are at a 10。 In contrast， if your prospects feel “absolute uncertainty，” then they are at a one。“We can be proactive when it comes to choosing our emotional state， as opposed to reactive， which is what most human beings have been conditioned to think is our only choice。”Look for two types of certainty: “Logical certainty” depends on the words you say， and “emotional certainty” depends on gut feelings。 Your goal as a salesperson is to move prospects along the “continuum of certainty，” from absolute uncertainty to absolute certainty。The “Action Threshold”Besides the three 10s， the Straight Line System requires you to lower the action threshold， so that the prospect becomes ready to act。 You must also “raise the pain threshold，” so that your potential buyers need to buy your offering to alleviate some discomfort。“If you screw up the first four seconds， you have another 10 seconds， at most， to play catch-up ball， but after that， you’re completely done。”For example， you can dial up the pain by asking your prospects to imagine what will happen if they don’t act now to fix their problem。Closing a sale depends on the quality and content of your communications。 Your responsibility as a salesperson is to plan and manage communications to provide the best opportunity – a Straight Line – to sell to your prospects。 Straight Line Selling PrinciplesMastering four facets of a transaction will help you use the system more effectively:“The first four seconds” – People make virtually instantaneous decisions about the people they meet。 You get only four seconds to make a positive connection with a prospect over the phone or in person。 In that brief time， you must communicate that you are “sharp as a tack” and can solve all problems， that you are “enthusiastic as hell，” and that you are “an expert in your field” – competent， knowledgeable and professional。 Behave as if you possess all these qualities。“Tonality and body language” – Your voice and how you speak are crucial to success with prospects over the phone。 Sound is equally important in face-to-face meetings， as is your body language。 Your tone should be caring， sincere and empathetic。 Effective body language includes appropriate facial expressions， a smile and your posture matching that of your potential buyer。 The language you use carries great weight and works with your tone and body movements。 Your words sway your prospect’s conscious mind by making a “logical case。” Your tone and body language affect your prospect’s subconscious mind and make your “emotional case。”“State management” – Use “future pacing” as a visualization technique to charge up your state of mind。 Imagine a movie showing that you’ve attained a goal and are actively benefiting from it。 When you engage in positive visualization， you experience a wonderful feeling， similar to how you’ll feel when you achieve a desired objective。“Looping” – Use looping to deal with customer objections， which can serve as smoke screens for prospects’ uncertainty。 Eliminate those uncertainties – move prospects along the continuum of certainty – and you eliminate objections。 Looping involves deflection: You briefly delay responding to the prospect’s objection。 Then you go back to a previous aspect of your presentation to reinforce why the prospect should love your offering， you and your firm。 Basically， you resell the prospect。 If you loop correctly， you increase the prospect’s conviction about doing business with you and your firm。 Superior Sales PresentationsWhenever you communicate with anyone – or pitch a prospect with a sales presentation – be sure to deliver three messages: Show you understand the prospects， that you care about them and that you feel their pain。“Act as if you have unmatched confidence， and people will have confidence in you。 Act as if you have all the answers， and the answers will come to you。”As you pitch， don’t “wing it。” Work from a well-planned， memorized script that ensures a flowing conversation。 Don’t mention benefits at the beginning。 Later， stress the benefits， not the features。 Rely on scripts for every aspect of communications with prospects。Follow each important idea that you present with a “stopping-off point，” such as， for example， “Make sense so far？” Use conversational-style phrasing， not elevated， stilted or technical language。 Be honest and ethical。 “People don’t buy on logic; they buy on emotion， and then justify their decision with logic。”Ask strategic questions to secure valuable intelligence about your prospects and to refine your targeting。 Give this intelligence gathering the time it needs。“The 10 Rules of Straight Line Prospecting”When you’re working on finding and qualifying good prospects， follow these 10 guidelines: “You are a sifter， not an alchemist” – Gold prospectors in the 19th century would plop down at the side of a stream， use tin pans to sift the sand under the water and wait patiently to snag gold dust。 They didn’t perch by the stream expecting the water to transform itself into gold。 They were sifters， not alchemists。 As a salesperson， you must sift through your prospects to find the most likely sales。 Don’t waste time trying to transform unlikely buyers into passionate prospects。“Ask for permission to ask questions” – No one likes to be interrogated。 Yet salespeople do need to ask questions to learn about prospects: what they are like， what they care about and what will motivate them to buy。 To overcome this dilemma， get the prospect’s OK before you ask questions。“Always use a script” – All industries are different。 Salespeople who need information from and about prospects should pose industry-specific questions， asked in a certain order。 Without a script， that will be hard to do。 When you work with a script that you’ve committed to memory， you won’t worry about coming up with the best questions on the spot， and you will be able to pay more attention to the prospect’s answers and body language。 When you don’t need to think of which questions to ask， you can focus on using the perfect tone of voice。“Go from less invasive questions to more invasive questions” – Asking prospects questions is like peeling an onion: You start at the outer layer and work your way to the heart of the matter。 Less intimate queries set you up for more intimate questions。 You must always earn the right and establish the necessary rapport to ask questions of prospects， who are， after all， strangers。 You earn this right by asking your least obtrusive questions and working your way up to more sensitive queries。“Ask each question using the right tonality” – A salesperson who adopts a callous or disrespectful tone can’t sell anything。 The wrong tone of voice communicates far more than the actual words you use。 In contrast， the right tone – showing consideration， empathy， caring and respect – amplifies the strength and compelling nature of your words。 The right tonality promotes the sale; the wrong tonality kills it。“Use the correct body language as the prospect responds” – Use five productive body-language techniques: 1） When the prospect speaks， nod your head to signal that you’re paying close attention; 2） when the prospect tells you something he or she considers important， nod your head slowly while “narrowing your eyes and compressing your lips”; 3） use vocal exclamation points – “oohs and aahs” – to register your affinity with your prospect; 4） lean your body forward when you ask an emotion-based question and continue to lean forward as the person answers; and 5） when you ask a logic-based question， lean back and nod as your prospect responds。“Always follow a logical path” – Sequence your inquiries coherently to help you present yourself as an expert。“Don’t resolve their pain” – Your goal in the early stages of your relationship with prospects isn’t to eliminate the discomfort that only your product or service can alleviate。 At the beginning， you want to amplify this pain。“End with a powerful transition” – The point of the Straight Line is to move prospects along it at a regular pace， so long as your product or service makes sense for them。 Be ready with effective transitions: “Well， John， based on everything you just said to me， this program is definitely a perfect fit for you。 Let me tell you why…”“Stay on the straight line; don’t go spiraling off to Pluto” – To illustrate， consider the example of a conversation between a salesperson and a prospect。 The salesperson asks the prospect what job he has。 The prospect says he’s a midlevel manager and works in a geographic area famous for duck hunting。 He launches into a monologue about how much he loves to hunt ducks。 The salesperson takes this as a cue for his own song-and-dance about duck hunting。 In no way does such a conversation promote an eventual sale。 When you speak with prospects， avoid this common mistake。 Don’t shoot off to Pluto; always stay right here on Earth。 You can’t close sales on Pluto。The Basics In combination， the basic elements of the Straight Line System allow you to establish yourself in the first four seconds， develop a rapport with the prospect， secure the intelligence you need， make a strong presentation， “ask for the order，” use looping to establish certainty in the prospect’s mind， lower the prospect’s action threshold， uncover the prospect’s pain， and detail how your product or service will relieve it。“Even if you’re not in sales， you still need to become at least reasonably proficient at sales and persuasion。”Once you secure the deal， focus on getting referrals。 Do all you can to solidify your customer relationships for life。 Stay flexible and adapt your “core language patterns” to the system。 。。。more
Amir Ice
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This book "must have" for salesman This book "must have" for salesman 。。。more
Yeison Montes
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