Straight Line Persuasion Action Book

September 5, 2017 | Author: Stan Staykoff | Category: Strategic Management, Persuasion, Sales, Copyright, Psychology & Cognitive Science
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The action book to the Straight Line Persuasion course by Jordan Belfort....

Description

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© 2010 Global Motivation Inc. ALL RIGHTS RESERVED. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior written permission of the copyright owner of this manual. DISCLAIMER AND/OR LEGAL NOTICES: No portion of this material is intended to offer legal, medical, personal or financial advice. Global Motivation Inc. has taken every effort to ensure we accurately represent these strategies and their potential to help you grow your business. However, we do not purport this as a "get rich scheme" and there is no guarantee that you will earn any money using the content, strategies or techniques displayed here. Nothing in this presentation is a promise or guarantee of earnings. Your level of success in attaining similar results is dependent upon a number of factors including your skill, knoWledge, ability, connections, dedication, business savvy, business focus, business goals, and financial sttuation. Because these factors differ according to individuals, we cannot guarantee your success, income . level, or ability to eam revenue. You alone are responsible for your actions and results in life and business, and by your use of these materials, you agree not to attempt to hold us liable for any of your decisions, actions or results, at any time, under any circumstance. Any forward-looking statements outlined here are simply our expectations or forecasts for future potential, and thus are not guarantees or promises for actual performance. These statements are simply our opinion. The information contained herein cannot replace or substitute for the services of trained professionals in any field, including, but not limited to, financial or legal matters. Under no circumstances, including but not limited to negligence, will Global Motivation Inc., Jordan Belfort, or any of their representatives or contractors be liable for any special or consequential damages that result from the use of, or the inability to use, the materials, information, or success strategies communicated through these materials, or any services following these materials, even if advised of the possibility of such damages.

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Dear Friend, Welcome to my Straight Line Persuasion System and to the beginning of a powerful journey to transform the quality of your life and the results you produce. You're holding in your hands the keys to the kingdom, if you use them, to create massive wealth and success. This program is the result of more than two decades of not only research, but more importantly, the practical application of these tools, tactics and resources in real business environments. First developed and employed on New York's Wall Street (the most dynamic and cut-throat sales environment in history), the strategies in this program will take any individual or any organization's sales force to the next level. This Straight Line Persuasion System is designed to align the key forces necessary for success in any sales environment: the elements of the inner game of sales as well as the specific strategies and techniques necessary to effectively prospect, maximize lead sources and close sales atthe highest level. If you're not in business, you'll learn powerful strategies to influence yourself, and those you care about in the direction that serves them most. The program is designed to be a 10-step process. In each session, you will learn new tactics and skills that build on the previous session and that literally take you down the Straight Line to the promised land of wealth, success, freedom, and fulfillment. Throughout the program, there are also strategically placed sections on the mindsetand psychology of persuasion: the foundation upon which the strategies are built The core of the program is comprised of the DVDs and the Action Book. While you can learn the content from the CDs, they are mostly included for reinforcement-to support you in going back to master the key concepts that will move you forward. The Flash Cards are provided so you can take them with you on key sales calls or meetings and have the most important elements of the system available at your fingertips. All I ask is that you commit to not only completing the sessions but to taking action each day to practice what you've learned. I also ask that you commit to use the system ethically, and only in situations where you are influencing others to make decisions or take actions that truly support them. I believe that persuasion is the most important and powerful skill there is, not only to create massive wealth and success, but to influence those you care about to take the necessary actions to improve the quality of their lives. What could be more important than the ability to persuade and influence those we care about most for the greater good? I'm excited to embark on this journey with you and look forward to someday hearing the story of your success.

All my best, Jordan Belfort

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THE STRAIGHT LINE PERSUASION SYSTEM THE X-FACTOR The Straight Line Persuasion System is designed to align the key forces necessary for success in any sales environment: the elements of the inner game of sales as well as the specific strategies and techniques necessary to effectively prospect, maximize lead sources, and close sales at the highest level.

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TABLE OF CONTENTS 1. The 3 Tenets of Straight Line Persuasion ........................ 7 2. The Art of Prospecting: 5 Keys to Sales Mastery ...................................... 27 3. Mastering Tonality: How to Capture Attention in 4 Seconds Flat ..................... 47 4. Being a Visionary: The True Secret to Success ................................... 59 5. The Inner Game of Sales: Aligning the Forces that Create Lasting Results ................. 75 6. The Straight Line System: The Master Formula for Controlling the Sale ..................... 93 7. The Art of Qualifying: Asking the Right Questions ................................. 113 8. The Presentation: The Power of the Three 10's ................................. 133 9. The Power of Language: Cutting Through to The Close ................................ 149 10. Becoming a Person of Influence: How to Create Customers for Life ........................... 163 Sample Script ............................................... 175

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INTRODUCTION TO THE STRAIGHT LINE SYSTEM™ The Straight Line System is the ultimate sales, negotiation and persuasion method that allows you to influence anyone-regardless of age, sex, race, creed or socio-economic status-to take action in the direction that serves them. This is not just about sales; the Straight Line System will hit on every aspect of your life. It will enable you to establish intimate relationships, control conversations for the greater good, and negotiate in your home life.

3 ATTRIBUTES OF SUCCESS 1. The desire to be really wealthy.

2. To be able to take advantage of an opportunity when it comes knocking at your door. 3. A commitment to work your tail off after it does (not forever, but for a brief period of time).

GIVE YOURSELF 60-DAYS OF STRETCHING FOR THE SYSTEM TO TAKE HOLD. Remember, everything in life requires selling; there's nothing evil about it. You may have to start over from scratch, but if you commit to doing whatever it takes for the next 60-days and work harder than you've ever worked, you will see profound results. There are certain windows of opportunity in life when you have to work twice as hard. If you do, you'll be able to seize the opportunity and reap the benefits for years to come .

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Opportunity is missed by most people because it is dressed in overalls and looks like work.

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THE OLD SALES MODEL Rapport

Qualifications

Closing Presentation

THE NEW SALES MODEL Confirming & Closing

Presenting Solutions

Building Relationships Identifying Needs

THE TRUTH Neither one of these systems works long-term. The reality is it's all about closing: building relationships, qualifying, and closing from the first word you say.

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STRAIGHT LINE PERSUASION '"

THE STRAIGHT LINE SYSTEM GOAL-ORIENTED SELLING VS. RANDOM CONVERSATIONS The key to effective persuasion is to approach it as goal-oriented selling. Most organizations use scripts and presentation sheets that often force the salesperson to go around in circles vs. having a definitive start-point and end-point along the straight line.

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You're not picking up the phone or going face-to-face with a prospect for your health. You're there for one reason: to close the sale! Your goal is to create a customer for life. In order to get to the promised land, every single word out of your mouth has to be deliberate. It has to be taking you down the straight line so your prospect can get what he wants and you can get paid.

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I I A-B-C. A - Always. B - Be. C - Closing. Always Be Closing. - BLAKE, GLENGARRY GLEN ROSS

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ETHICAL GUIDELINES The tools you will learn in the Straight Line System are so powerful they will make you unstoppable. Once you master them, you will have these skills forever, to use in any job you decide to do and in any situation in your personal life. The challenge is that there are unconscious buying triggers and certain tonal patterns that can make people buy things they shouldn't if used the wrong way. Therefore it's important that you self-police:

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TWO RULES 1. Never pressure a client to do something they shouldn't do. 2. Never pressure a client to buy something they shouldn't buy.

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The Straight Line System is only designed to be used in an ethical way: to get people to buy things they should buy to improve the quality of their lives and to overcome obstacles that are limiting them and preventing them from having the things they should have to make their lives better. We all have buying obstacles., which are limiting beliefs we have about buying and making decisions. They hold us back from taking action. The job ofthe Straight Line Persuader is to help people overcome these obstacles so they take action in the direction that serves them most.

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The most important persuasion tool you have in your entire arsenal is integrity. - ZIG ZIGLAR

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THE 3 TENETS OF THE STRAIGHT LINE There are three tenets of the Straight Line you have to know to be effective.

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You have to develop instant rapport on both a conscious and an unconscious level. The biggest mistake of novice persuaders is that they start talking about their lives. This is not how you develop rapport with someone! You develop rapport with someone by getting them to instantly realize you're an expert. When they understand that you're a person who can help them achieve their goals and take control of their lives, they will want to do business with you.

KEY POINT You are always developing rapport. Even when the prospect is signing the order and you are walking out the door, you're still developing rapport.

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You must learn to gather intelligence effectively. There are certain specific questions you need to ask someone (and they are slightly different based on what you're selling), but the problem with many salespeople is that they talk a lot more than they listen. Asking the right questions is crucial to understanding exactly what your clients need. You can't accomplish this by barreling through the conversation and hard-selling someone. The Straight Line is about elegance; using a consistent, specific methodology to move the prospect down the straight line, a step at a time. Remember, if you're qualifying the prospect and you find out the product doesn't suit his needs, end the encounter right there. If your product isn't good for them, try to find one that is. Send them to your competitor if that's what it takes.

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Always control the sale by keeping it on the straight line.

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The Straight Line represents the perfect sale. For example, when you walk in the door, the client instantly loves you and says, "Oh yes everything is great." You ask them if they are interested and they say, "Yes, I would love to hear." You tell them what your product is about and they say, "That sounds wonderfuL" You say, "It costs X dollars," and they say, "Great, how do I get started?"

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Now, the perfect sale doesn't happen too often! What happens more often is that you try to move the prospect down the straight line and they keep trying to move you off the straight line and out into Pluto! The client rarely says what you want and he doesn't typically follow your preconceived notion about what the sale should be. Every time the prospect tries to take you off the line, your goal is to elegantly keep him on the line (or close to it) in a way that empowers him. Your goal is to keep the conversation within the boundaries of the straight line.

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If you find the conversation moving off the straight line, simply do two things: (1) develop rapport and (2) gather intelligence.

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THE 4 LEVELS OF LEARNING: THE POWER OF THE UNCONSCIOUS MIND

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Level 1: Unconscious Incompetence (You don't know that you don't know something) At this level you are blissfully ignorant You have a complete lack of knowledge and skills in the subject in question. You are unaware of this lack of skill, and your confidence may therefore far exceed your abilities. Level 2: Conscious Incompetence (You are now aware that you don't know, or are incompetent at, something) At this level you find that there are skills you need to learn, and you may be shocked to discover that there are others who are much more competent than you. As you realize that your ability is limited, your confidence drops. You go through an uncomfortable period as you learn these new skills when others are much more competent and successful than you are. Level 3: Conscious Competence (You develop a skill in that area, but you have to think about it) At this level you acquire the new skills and knowledge. You put your learning into practice and you gain confidence in carrying out the tasks or jobs involved. You are aware of your new skills and work on refining them. You are still concentrating on the performance of these activities, but as . you get more practice and experience, these become increasingly automatic. Level 4: Unconscious Competence (You are good at it; it comes naturally to you). At this level your new skills become habits, and you perform the task without conscious effort and with automatic ease. This is the peak of your confidence and ability.

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THE 4 "MUSTS" OF MASTERING THE STRAIGHT LINE SYSTEM The Straight Line System is mostly about tactics. Here are four that will help you master this system:

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Learn to make your Goals bigger and brighter. You have the ability to use your neuro-psychology to make your goals more powerful. Remember the example of raising your hand. You have to set your goals slightly above what you think is possible. Once you set these goals, make them bigger and brighter in your head so that they are powerfully associated in your conscious and unconscious mind.

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Run positive thinking Language Patterns. The language you use with yourself and your clients is the most powerful persuasion tool you have.

KEY POINT Who is the first person you have to sell when you go out into the field? YOURSELF.

The proper language patterns can help you: (1) empower yourself (2) get yourself into a peak selling state any time you want, and (3) empower your prospect to take action.

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Find Your "Why." Having compelling reasons to master this system will not only keep you on target, but will give you the reasons to follow through, especially when things get tough and you are in the stage (conscious incompetence) of putting it all together.

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Shed all the Old Programming about sales being evil. Sales is the most empowering profession in the world. Nothing of value happens in the world without it!

Intense desire not only creates its own possibilities, but its own talents. - KOBI YAMADA

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EXAMPLES OF POWERFUL PERSUADERS

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Bill Gates: Gates is a business magnate, philanthropist, and chairman of Microsoft, with a net worth of approximately $53 billion.

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Early in his career, Gates sold a product that didn't exist yet for the Altair Computer. He and Paul Allen contacted MITS founder Ed Roberts, told him they were developing a BASIC interpreter, and asked if he wanted to see a demonstration.

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Of course neither Gates or Allen had an interpreter, much less an Altair System on which to develop and test one. So they went out and created it (testing it on.the Altair for the first time during the demonstration), ultimately selling it for cash plus a royalty for each copy of BASIC sold.

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Gates sold himself as the expert and as the person who could help MITS achieve their goals. If there's one skill that defines his success besides his vision, it's his ability to persuade.

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Warren Buffett: Buffett amassed a net worth upwards of $47 billion and has consistently been listed as one of the top three wealthiest people in the world on the Forbes list. He also has an M.S. from Columbia Business School, where he studied under Benjamin Graham. However, he only has one diploma hanging on his wall in the office: the one from the Dale Carnegie course he attended on personal development.

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THE ONLY THING THAT CAN STOP YOU Making progress and mastering something new is a process; you don't wake up suddenly an expert in the art of persuasion or anything else.

KEY POINT You must vanquish your fear of failing or looking stupid in the process. Sometimes you have to look foolish in the name of progress.

When you start focusing on the external (the excuses), you lose your power. Remember, it's not how well you actually perform that earns you the respect of your peers. Respect comes from the fact that you went out and actually did something and tried your best. . There's no embarrassment in struggle. The embarrassment is if you quit or don't try your hardest. We all have excuses at times for why things aren't the way we want them, and we hold onto them as part of our story about why we're not moving forward. The only way to get where you want to go is to know precisely where you are, precisely where you want to go and how you're going to get there. But you have to be honest with yourself in the process. Don't blame the boss, the leads, your job, or the industry you're in. If you can sell one product, you can sell anything!

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STRAIGHT LINE PERSUASION

THE ART OF PROSPECTING The art of prospecting is just that-an art. Quite often, prospecting is one skill that goes ignored or is undeveloped. However, it's important to lay the proper foundation to prospect elegantly and effectively. Prospecting is not just about finding people who are interested in buying your product or service, but about weeding out the people who are not interested or who don't qualify. Out of group of a hundred prospects, you will find that they can typically be classified into four different buying archetypes.

THE FOUR BUYING ARCHETYPES

Archetype I: Ready On average, 20 people out of a 100 prospects are actually in the market for your product. They know they need it and want to buy. These are the people that know they have to make a decision quickly and are stressed about it. Hands down, these people are your best buyers.

Archetype II: Still Shopping and not at Action Threshold Out of your 100 potential prospects, these 30 are motivated and still shopping. They know that they want to buy a product or service, however, it may not be today-it might be in three or six months. They are in power right now.

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THE FOUR BUYING ARCHETYPES

Archetype III: Curious

These people are "kicking the tires." They are thinking about buying your product or service but are apathetic about it. They could buy today or they could buy tomorrow-they basically don't care! They are not very good buyers.

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These are the 20 people that were "dragged" and will never buy from you. Their credit may not be bad, but they have no need for your product. Alternatively, their credit may be bad but they just don't care. This is the lowest group within your pool of 100 prospects.

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I:l Out of a group of 100 people, 50% are potential buyers and 50% are a waste of your time and energy. You want to qualify them out quickly and only make presentations to people who have a shot of buying. Don't try to twist somebody's arm into buying when they shouldn't.

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KEY 1: THE ART OF SIFTING

There are two things you must consistently do in order to successfully qualify your prospects and determine who the individuals are that you want to actually make presentations to.

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You MUST be quick, elegant, and non-alienating.

You MUST use a script.

These two "MUSTS" are just the first stage of prospecting. Even if you are quick, elegant and non-alienating through the use of your script, it's still highly likely that people will not want to immediately buy.

KEEPING YOUR POWDER DRY

You can tell people wonderful things about your product, but there are other issues that stop them from buying that still need to be uncovered. As a result, don't just throw your best pitch out there right away. Instead, as in old military terms, keep your powder dry. This phrase alludes to the gunpowder that soldiers with black powder weapons had to keep dry in order to be ready to fight when necessary-in other words, hold back your best stuff and be prepared!

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KEY POINT You do not want to be making presentations to people who A, do not really want your product; S, do not really need your product; and C, can't afford your product.

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KEY 2: THE ACTION THRESHOLD The Action Threshold is perhaps the most important concept when it comes to influencing people. Human beings are not random creatures. We don't do things by accident. We do things for a reason and we generally have positive intent with what we do. This doesn't mean we always do things that empower us. Sometimes we make lousy decisions, but we do it because we think it's in our best interest. The Action Threshold represents this.

The Action Threshold is the unconscious set point that somebody has to be motivated to in order to take action.

The Action Threshold is merely someone's beliefs about buying. Through life experiences people build up a resistance, or limiting buying beliefs, that lead to a higher set point for buying. Past experiences buying a car or other product, a negative experience where a company didn't stand behind their warranty, or even the advice our mothers gave us while growing up have created voices in our heads that tell us "Oon't Buy!" The best way to combat these limiting buying beliefs and lower someone's action potential is through the use of:

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Language Patterns

Belief Busting

Making Logical Cases

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All human action, whether it has become positive or negative, must depend on motivation. - TENZIN GYATSO, THE 14TH DALAI LAMA

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STRAIGHT LINE PERSUASION '"

KEY 3: TIPPING THE SCALES Think about a person's Action Threshold as a big scale. The fulcrum in the middle of the scale is the person's action set point, with all of the positives (good things that will happen if the decision is made) on the left-hand side and all of the negatives (bad things that will happen if the decision is made) on the right-hand side. And then you have the invisible force, which is limiting beliefs about buying, affecting whether the scale tips to the negative or the positive. Tipping the scales is where the positives outweigh the negatives and vice-versa.

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When you're going through the Straight Line from open to close, you're knocking out negatives, building up positives, and changing the client's beliefs about buying all at the same time without the client even knowing it. That's what the core of selling is-to get someone to a point where they say "yes."

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Again, please only do this ethically! You will close with the Straight Line, but only anybody who is closable. That is your goal.

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KEY 4: THE SALES FUNNEL

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When quantifying sales and quotas, people always say, "I make a lot of calls" or "I make lots of sales." However, the only way to effectively reach your goal is to know precisely what your goal is and what it will take to get there. Since your "a lot" will differ depending on the industry and territory you are in, it's important to understand the actual numbers needed to reach your own personal outcome and work backwards from there. What exactly is "a lot" to you?

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The image of the sales funnel, originally conceptualized by Warren Greshes, creates a powerful visual representation of the step-by-step nature of a sales process.

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CREATING YOUR "A LOT" CHART Utilize the funnel on the following page and work backwards. Start out by asking yourself, "How much money do I want to make this year to live the lifestyle I want?"

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Calculate: average commission per sale and divide by the amount you want to make.

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How many cold calls and dials does it take to get to the decision maker? This is your activity goal, and it is the only part of the process that is 100% within your control.

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III Now break it down to number of sales per week.

How many presentations or interviews do you have to make based on your closing ratio?

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a a How many appointments do you have to make before cancellations?

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II III How many people do you have to contact connect with, to get the requisite appointments?

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After you create your activity goal, calculate your 13-week average.

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If you keep track of this you will see where your challenges are if you are not hitting your numbers. When you continually monitor your "A Lot" chart, you will be able to adjust what's not working for you and make any needed changes to achieve the financial goals you have set out.

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STRAIGHT LINE PERSUASION

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YOUR PERSONALIZED SALES FUNNEL Create your own personalized sales funnel-establish your financial goal and calculate the sales, interviews, appointments, connects and dials needed to reach that goal. Going forward, use this chart to visually stay on track with your goal and monitor your progress.

D DIALS

C CONNECTS

A APPOINTMENTS

S SALES

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$ FINANCIAL GOAL

JORDAN BELFORT 'm ....%'=--

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STRAIGHT LINE PERSUASION

KEY 5: THREE THINGS IN 4 SECONDS You've probably heard the phrase "you only get to make a first impression once." What you may not know is that this applies whether you are in person or speaking on the phone. Everybody thinks in pictures, so that when people hear your voice, they form a mental picture of you in four seconds flat! Therefore, the moment they hear your voice you MUST establish that you embody the following three things:

You MUST establish the following three things in 4 seconds:

1 . 2

You're as enthusiastic as hell. This tells the prospect you have something really great to offer.

You're sharp as a tack. If they don't think you're sharp as a tack, you're wasting their time.

3

You're an authority figure and a force to be reckoned with. People are taught to respect and listen to authority figures from a young age.

This all rolls up to one simple fact: you are a person who can help them get what they want and achieve their goals.

To take this one step further, this ultimately translates to: you are a person who can help them take control of their lives. This is important because people have a desire to gain control. When they're feeling out of control, they'll take action to get back in control. This is part of what your Action Threshold is all about. It's a point to get back in control.

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JORDAN BELFORT

For example, when someone has bad credit, do they feel in control or out of control? When somebody wants to buy a new car because their old car looks like junk and they drive down the street with people looking at them, do they feel in control or out of control? When somebody is looking to find an investment advisor and they are looking to develop some kind of path to have a secure financial future, do they feel in control or out of control? They are looking to get in control by identifying someone that can fill a need and help them achieve a goal. Your job as a salesperson is to help people achieve their goals and gain control of their lives. If you don't establish these three things in 15 or 20 seconds, you're done. You should hang up the phone and move forward. Just because you do this does not mean that your prospects will automatically buy from you. However, by establishing these three things, you've prepared yourself to close the sale and you've moved significantly down the Straight Line.

IN PERSON In person you have only 1/24th of a second before you've been judged by the way you look and the way you carry yourself. In that time, you've been dissected, assessed, and re-assessed. You've been packaged and compartmentalized, and they've put you in a cubbie hole. From that point on, you're fighting your way out.

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AN INTRODUCTION TO TONALITY Tonality is the secret weapon of Straight Line Persuasion. The next session (Module 3) will focus on this in more detail, but here is an introduction as to why it's so important. From the very beginning, you're going to start lowering the client's Action Threshold by the way you talk (i.e. the tonal patterns you run). Tonality is also crucial to not only closing a sale, but to establish the three things in the first four seconds: that you're enthusiastic, sharp as a tack and a force to be reckoned with. Through tonal patterns you can make more powerful connections than what you convey with words alone. For example, when you're talking, the listener is running an unconscious dialogue against your words. He hears what you say and he's narrating your words, either agreeing or disagreeing with them. The listener is literally making connections about what you're saying. Tonal patterns are powerful because they can be used to literally control the listener's internal dialogue so they're thinking exactly what you want them to be thinking without having to say a lot of words. What's the most important thing in sales? TRUST. If they don't trust you, they won't buy from you. In the next session, you'll start to learn how to use your tonality to influence the sale in an ethical way.

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LAYING DOWN THE STRAIGHT LINE MODULE 2: ACTION PLAN

1

Create your ultimate 'A Lot' Chart. Take what you started on page 39 and refine it. Working through the sales funnel, how many calls do you have to make, how many letters do you have to send out, and how many contacts do you have to make on a daily basis to meet your financial goal? What areas do you need to improve upon? What are you going to do in order to reach your financial goal faster and more efficiently?

D DIALS

C CONNECTS

A APPOINTMENTS I INTERVIEWS

S SALES

$ FINANCIAL GOAL





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Write down two actions you will take as a result of what you learned in this session .

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STRAIGHT LINE PERSUASION '"

MASTERING THE ART OF TONALITY Many aspects of Straight Line Persuasion are truly an art form. The good news is that they can all be learned. Even if you are not a born closer, you can make yourself into a trained closer!

Tonality is the most important thing you can learn to master when it comes to influencing and persuading another human being.

Mastering the art of speaking like an influencer involves learning to elegantly apply tonal patterns to control somebody else's internal dialogue without having to use a lot of words. Attached to every word is a hidden tonality and power that registers with the person on an emotional rather than a logical level. This is the hidden language of influence. Through the use of a script and tonality you will establish (within four seconds) the three things you MUST accomplish in order to close the sale. That you are ... 1. Enthusiastic as hell. 2. Sharp as a tack. 3. An authority figure and force to be reckoned with.

And ultimately, that you are a person who can help them and who cares! Remember, people want to do business with people that they like and that they know care. From the beginning, the language you use and the tonal patterns you run will start to lower your prospect's Action Threshold and set you along the path of the Straight Line.

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In communication, 9% is words and the other 91 % is tonality and body.language.

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THE ART OF TONALITY EXERCISE Tonalities, when coupled with a customized script, are very powerful. The best way to master tonality is to practice. There is power in using your client's first name and in the first enthusiastic "pop" out of your mouth. This exercise will teach you how to use tonal pattems properly, so that you say things you never thought you were saying. You will learn to read sales scripts in a way that the client is literally hanging on your every word. You will establish that you care about them, that you're a reasonable, empathetic, trustworthy person, and that you have their best interests in mind-all in one paragraph!

KEY POINT If you speak like an average person, you'll be average. To be extraordinary in sales, master the Art of Tonality.

Use the opening script (on the following page) to lay the groundwork for your prospects to follow you throughout the sale-whether it's a one-call close, a five-call close, or the longest relationship sale at the highest level of business. This system is specifically developed to flex to your needs. The tonal patterns you use will translate to the entire sale and to everything you do, even after the sale is closed. It all starts here, with pacing and leading.

.· . ·-.,t.".·· d~&~~re not won by arguments that we can analyze but bY"i~~W~j {i;{~8ne and temper, by the manner which is the man himsetf.i;i~t;'J

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- SAMUEL BUTLER?'?l;;;:'

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THE STRAIGHT LINE: OPENING SCRIPT When read in a specific tonality, the opening script will capture virtually every single prospect within the first couple of seconds. With this first script, you enter the client's world. Most people's worlds are full of boredom, tediousness and "average-ism" rather than excitement. So it's critical to come in with excitement and positive energy. Remember, the sale starts the moment you pick up the phone.

FIRST SCRIPT: You have 4 seconds ... Hi, is John there? Hi, John! This is , calling from Global Capital, in Tampa, Florida. How's it going today? Great! Now, if you recall, you attended a seminar last Thursday night over at the Marriott Hotel, with one of our top Forex traders, James Arnell. Does that ring a bell?

OPENING SCRIPT DISTINCTIONS While you are listening and watching the exercise on the video, pay attention and take note of the following tonal distinctions:

1. Use up-tones to pace and lead. 2. Raise your voice at the end of "Global Capital, in Tampa, Florida" to infer a micro-agreement. 3. Use a tone of "mystery" at "Now if you recalL" 4. How's-it-going-today (contracted) says, "I really want to know!" 5. The power of the pause, not before "at the Marriott Hotel." 6. Five beats is the "kill zone" of the pause in the script. 7. Raise your tone to say, "Does that ring a bell?" 8. The words, "One of our top traders" are grouped/said together. 9. Use hypnotic patterns.

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THE STRAIGHT LINE: CLOSING SCRIPT SECOND SCRIPT: And one last chance Okay, great. Well, the reason for the call today is that you're one of the last of the group who hasn't actually enrolled yet, and if you have sixty seconds, I'd like to share an idea with you. You got a minute?

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CLOSING SCRIPT DISTINCTIONS While listening to and watching the exercise on the video, take note of the following tonal distinctions: 1. Use transition words: Well, now, and but. 2. Slight drop in tone at "Well, the reason for the call" implies you have a secret and scarcity. 3. Emphasize that it's scarce; that there's not a lot around. Your tone must be congruent with this! 4. Use transition words to go up and down in tone and volume. 5. Whisper and they'll see you as someone worth listening to-especially coupled with "bottled enthusiasm." 6. Your "bottled enthusiasm" is rooted in absolute certainty; it's still there when your tone drops, and the prospect knows it. 7. "Got a minute?", stresses the "reasonable guy." 8. Building rapport is in your tone.

When practicing and using your scripts, remember that you're managing tonality within a range. Part of the skill is learning your own personal tonal range, or "Kill Zone" so that you can gauge when and how to effectively apply these tonal patterns. Always keep your script in front of you, but never sound like you're reading from a script. As you work with your own customized script it will constantly evolve.

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II Tonality is a natural force, like gravity. - PAUL HINDEMITH

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STRAIGHT LINE PERSUASION '" . ITT

MONEY MATTERS If you use these scripts consistently and effectively, you will likely become massively wealthy. Money matters! Anyone who says they don't care about it never had any. Some people have the misconception that money is evil. Money is not evil and it doesn't corrupt people. Money is a beautiful, wonderful thing. Wealth is good! When you're wealthy you can do things to help people. You can be the person that donates the X-ray machine or who builds the new wing of the hospital. You can take care of your family, retire the people that you loVe, and have a real impact on the world. Conversely, the most disempowering state is poverty. No amount of poverty in your life can make another person wealthy. No amount of sadness can make another person happy. No level of illness can make another person healthy.

KEY POINT To make the world a happier, healthier, wealthier place-obtain as many of those gifts as you can for yourself and spread them around.

You may still have problems when you're wealthy, but that's because you have more going on to have problems with. The beauty is that you get to show up to your problems in a limousine. When you have wealth, you show up to your problems in style! Live in a state of abundance versus scarcity. Instead of shying away from it, get money and then give it away. Take as much as you need for yourself and then spread it around. When you do, more money comes to you. Make a vow to squash any limiting beliefs you might have about money. How you perceive money, and your goals for getting it, will dictate where you go in life.

So you think that money is the root of all evil. Have you ever asked what is the root of all money? - AYN RAND

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• • • LAYING DOWN THE STRAIGHT LINE • • • 1 • • • • • • • • • • • • 2 •• • • • • • • • • • • • • STRAIGHT LINE PERSUASION 'M

MODULE 3: ACTION PLAN

Take tonality to the streets. Now that you've gone through Module 3 and watched the Art of Tonality exercise, it's time to take action. Personalize each of the scripts to your industry and territory and go out there and practice. Remember that there are certain key moments where you pause and group your words together. Make notes on your scripts or below about any nuances that you notice. You're well on your way to becoming a person that speaks like an influencer!

Write down two actions you will take as a result of what you learned in this session.



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.. AI/feelings have their peculiar tone of voice, gesturesCind /6oks, and this harmony as it is good or bad, pleasant()( Ltl7pleasant makes people agreeable or disagreeable." . ,. - FRANCOIS DE LA ROCHEFOUCAULD ."_' .".', ",,'" '...... _

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THE POWER OF VISION Goals are an integral part of attaining wealth and happiness. Setting a goal activates your conscious mind to focus on a certain outcome and then causes you to take actions that will move you in the direction of that outcome. However, in and of themselves, goals are not enough to get everything you want. To get ahead in life, you need something infinitely more powerful and personal than a goal, and that's your vision for your future. It's your vision of how you see you and your family living out your lives. Setting goals is important. But your vision must sit on top, pointing the way to where you want to go.

A Vision is More Important than Goals for Three Reasons: 1. Goals are temporary. You set one, achieve it, and move on to the next one. A vision is long-term. 2. Goals are individual. To get ahead in life, you need to enlist the support of others. People won't buy into your goals, but they will buy into your vision. 3. Goals are not your destination. They are merely the steppingstones along the way to realizing your vision.

When setting goals, investing your happiness in the outcome is a sure recipe for failure. Instead, detach yourself from the outcome. Obviously you want to achieve the goal, but don't make your happiness dependent on the outcome.

GOALS ENABLE YOU TO ACHIEVE OBJECTIVES. A VISION HELPS YOU REALIZE YOUR DREAMS!

Once you have a compelling vision, you are ready to continue down the path of learning the Straight Line System. If you are struggling with any of the concepts so far, always come to back to your vision as the place to start.

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I have failed over and over again in my life and that is why I succeed. - MICHAEL JORDAN

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THE THREE "MUSTS" OF THE CLOSING PROCESS

Before you can close a sale, you must accomplish three things with the client:

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The client has to love your product.

The client has to love and trust you.

The client has to love and trust your company.

If you fail to accomplish anyone of these, the client will not buy. Think about it. Let's say that you are interested in buying a car. You've known me for years; you trust me and know that the dealership is the same way. But you think the car stinks. Will you buy? No! They have to love the product, like and trust you and trust your company. Getting clients to love your product is the logical part of the sales process. Getting them to love you is more emotional. In addition to loving and trusting you, clients have to know that you care. You can't just come out and say, "I'm a trustworthy person, so love and trust me." But you can imply it with your tone and language and the way you build rapport. When you use the Straight Line System properly, the client will be hanging on your every word. That's the level you need to get to in order to close everyone who's closable.

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BODY LANGUAGE A key element in getting clients to love and trust you is body language. Body language is more than just how you stand or the gestures you use. It's the management of space and time around you. For example, the way you move through the world when you enter a room to meet the client. Many salespeople overlook the importance of body language as a selling skill. However, it is such an integral aspect of the Straight Line System that it's important to introduce the concept early in the workbook. These are concepts and skills you will be using throughout the process.

KEY POINT Body language is very different for men and women!

If you're a man selling to a woman, stand directly in front of her. Do not stand off to the side. Stand at least two and a half feet away so the woman can see your hands. If you invade a woman's space, she will immediately withdraw. If you're a man selling to a man, it's the opposite. Never stand directly in front of a man; always stand off to the side. Confronting a man head-on is adversarial. It makes the client uncomfortable. Eye contact is also an important component of body language. When selling in person, make direct eye contact at least 72 percent of the time. Less than that and the client's trust in you significantly drops off. Making strong eye contact builds trust and positions you as an authority figure. Even small details can make a big difference. For example, salesmen should not wear pinky rings. Studies have shown that wearing a pinky ring dramatically reduces that person's closing ratio. Facial hair, especially goatees, can be a problem unless they are well trimmed and conservative.

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HANDSHAKES How you shake someone's hand says a lot about who you are. In a business setting, the best handshake is your basic, neutral handshake. Shake hands at the waist level, using the same pressure as the other person. Grip the hand firmly, but not too tightly. Lightly pump the other hand once or twice and let go. This called the "cooperators" handshake.

Avoid the "nice to" handshake, as it is too aggressive and will intimidate the client. People will not buy from someone who shakes their hand too aggressively. The passive handshake, where you loosely grip the other person's hand and barely shake it, is the ultimate power handshake. Studies have shown that when someone gives you a wimpy handshake, they're trying to show that they're in power over you, which is the last thing you want to do with a client. Bottom line: don't be too aggressive or passive with your handshake. Use the cooperator's handshake to make a good first impression.

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DRESS FOR SUCCESS



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How you dress is an important part of using the right body language. Think of it as wrapping a package to give to someone you love or want to impress. You wouldn't just hand it to them in a brown paper bag. You would wrap it up in nice paper with a ribbon or bow to show that you care about presentation. When dressing for success, you want to look sharp, but not too frilly or ostentatious. Take the time to consider what you look like and how you have chosen to dress and groom yourself for the day. How good you look determines how good you feel. Certain colors are more suited for closing sales. When you're in front of the client, you want to come across as an authority figure. That means a nicely tailored suit, usually a dark color or maybe pinstripes, but nothing flashy. It also means a solid color shirt, matching tie and maybe a handkerchief for the pocket. For women, remember that sex does not sell in matters of legitimate persuasion because it takes the prospect's mind off the subject. Therefore, high neck collars are preferable to plunging necklines. When influencing, women should wear a dark (black or single color) business suit with either a skirt, hemmed below the knee, or slacks, with a solid colored blouse that contrasts the suit: either blue, red, yellow, pink or white. The best color for closing? Pink. For informal engagements? White. When you already own the mindset of the room? Blue. The key is to dress in a style that fits you, so you feel comfortable with what you're wearing.

To get ahead in life, wrap your package! Always dress for success. Never dress for failure.

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Any road to achieving one's maximum potential must . .'be built on a bedrock of respect for the individual, a·.·. :,r,;ommitment to excellence, and a rejection of mediocrity. - BUCK RODGERS

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MATCHING AND MIRRORING Matching and mirroring involves using body language to develop massive rapport with another person. It does not mean to do exactly what they do right after they do it. For example, when someone crosses their arms, don't do it as they're doing it. Instead, wait a few seconds, move around a bit, and then cross your arms. Or, if someone is sitting with their legs crossed and you sit down to talk with them, wait a few seconds, then cross your legs and settle into the same posture in the chair. This is a very powerful technique for gaining rapport. It operates on an unconscious level, but never underestimate its power to build rapport and connect with another person.

THE IMPORTANCE OF MATCHING AND MIRRORING Matching and mirroring enable you to create the appropriate emotion that allows the client to make the right decision, which is to buy your product. That's the power of body language!

Matching and mirroring is all about getting into the other person's world so that you can lead them through the sales process. You enter at the same level, and then slowly move that level up or down depending on where you are in the presentation or close. When you're selling on the phone, obviously you can't use body language in the same way. You have to accomplish those goals through tonality, paying special attention to pitch, energy level, and tone of voice. In the absence of physical communication, nine percent of your impact comes from your words and 91 percent comes from your tone. With more and more sales taking place by phone, using proper tonality is an increasingly important skill for salespeople.

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can't build a reputation on what you are going tOd::j0; - HENRY FORD

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GATHER INTELLIGENCE (QUALIFYING QUESTIONS)

So the idea is to use all the elements of the Straight Line System to gain rapport and gather intelligence.

USING GOAL ORIENTED SELLING TO CLOSE THE SALE Ask Questions

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Build Airtight Logical and Emotional Cases

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Get the Client to Love the Product, You and Your Company

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Building rapport and asking questions enables you to move the sale forward and gather the intelligence needed to close the client farther down the line.

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Gathering intelligence is critical because that's what you will use in the back half of the sale and identify what is really holding the client back from buying. It allows you to use his needs to make an airtight logical case and an airtight emotional case for why the client should buy now. Both are essential to closing the sale.

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Making an emotional case for why the client should buy requires a technique called "future pacing." This involves describing what will happen after the client buys the product. Using words and tonal pattems, you paint a picture of how great the client will feel using your product, and how they will be known as a smart person who makes smart decisions. People don't just want to feel good about using the product; they want to feel good about themselves for having made a smart decision. They want to look good in the eyes of their family and the people in their neighborhood. When they do, it creates a fundamental shift in their thinking. No longer do they need to be held back from making decisions because of limiting beliefs they have had since childhood. The power they get from making a good decision in the present is awesome, and it all comes along the straight line. Finally, you need to accomplish the Three 10's: Get the client to love the product. love you and love the company. This is the essence of goal-oriented selling-building rapport and gathering intelligence. Every word you use is deliberate. Every tonal pattem you run is designed to elicit certain emotions, and each one brings the client along the line and closer to the sale. If at any point you realize that they can't afford it, you stop and don't force the sale.

GOAL-ORIENTED SELLING IS NOT ABOUT MANIPULATING PEOPLE TO BUY PRODUCTS THEY SHOULDN'T BUY. IT'S ABOUT HELPING PEOPLE WHO SHOULD BUY YOUR PRODUCT TO MAKE THE RIGHT DECISION.

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STRAIGHT LINE PERSUASION '"

LAYING DOWN THE STRAIGHT LINE MODULE 4: ACTION PLAN

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Go on a personal "vision quest" to develop your vision. Smell it, feel it, taste it. Take the "why" and make it real in your life. Spend 15 minutes clarifying the vision, write down your vision, and share it with someone that supports you and that you can trust.

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Write down two actions you will take as a result of what you learned in this session (and/or that will help you achieve your goals). Remember, these can be baby steps because a series of baby steps yields massive action!

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Man is born to succeed, not fail. - HENRY DAVID THOREAU

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STRAIGHT LINE PERSUASION '"

THE INNER GAME OF SALES: ALIGNING THE FORCES THAT CREATE LASTING RESULTS In business, there's no such thing as an overnight success. Behind every successful entrepreneur is a long history of hard work and persistence. Success comes from doing what others are not willing to do. Most people say they want to be successful, but very few are willing to go the extra mile. Doing what most people are not willing to do starts with changing the way you think about yourself and what it takes to succeed in life. It consists of five specific activities that will remove the primary obstacles to your success:

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5 WAYS TO OVERCOME OBSTACLES

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1. Getting rid of old patterns.

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2. Mastering your emotional states.

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3. Understanding how the brain works.

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4. Mastering your fear.

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5. Setting lofty goals.

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Success comes from being willing to do whatever it takes, as long as it is ethical, doesn't harm anybody and is productive to humanity. If you're not achieving wealth and happiness in your life, it's not the economy. It's not the government. It's not your boss. It's not back luck or circumstances. And it has nothing to do with the fact that you weren't born with a silver spoon in your mouth. Ninety-four percent of rich people were not born that way. The earned their wealth and happiness. Are you ready to start earning yours?

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Obstacles don't have to stop you. If you run into a wall, don't turn around and give up. Figure out how to climb it, go through it, or work around it. - MICHAEL JORDAN

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IDENTIFYING OLD PATTERNS OF BEHAVIOR The first step in aligning the forces that create lasting results is to identify old patterns of behavior that create roadblocks to your success.

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Eliminate the word "should." The most destructive word in the English language is "should." "Should" is the favorite word of procrastinators. It tricks us into confusing intentions with actual behavior. We tell ourselves, "I should have done this" and "I should have done that," and yet nothing ever gets done. To remove a major barrier to success, stop "shoulding" all over yourself. Get rid of your problems. The second most destructive word is "problems." Problems are disempowering. They drain you of creative energy and overwhelm you. They make you focus on where you are rather than where you want to go. When you focus· on problems, you can't focus on solutions.

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Eliminate the word "problems" from your vocabulary and change it to "challenges." Challenges encourage you to rise up and meet them head-on. They bring out your best and most resourceful thinking. They keep you focused on where you're going instead of where you have been and why you are stuck there. Stop thinking of everything standing in your way as a problem and learn to think of it as a challenge. You will never get rich by focusing on problems.

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Stop letting past mistakes control your present thinking.

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You are not the mistakes of your past! Quite the opposite, you are the resources and capabilities you've gleaned from those mistakes. Your mistakes and failures represent your greatest asset. As long as you leam from them, it doesn't matter what you have done in the past. It doesn't matter how many times you have failed or fallen short. It doesn't matter how many goals you have set and failed to achieve. All that matters is learning to use them as an asset going forward rather than an anchor that keeps you locked in the past. Focus on the right things. More than any other factor, focus represents the key to success. Most people focus on what they are afraid of (problems) and then wonder why they get the results they do. Rich people focus on where they want to go and what they need to do to get there. Where focus goes, energy flows. What you focus on expands in your life. If you're not getting what you want out of life, shift your focus to something more in alignment with where you want to go.

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not the mistakes of your past-you are the "CO c.,., , capabilities that you have gleaned from them. - JORDAN BELFORT

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STRAIGHT LINE PERSUASION'M • 7%F

BREAKING OLD PATTERNS Newton's Law states that an object in motion tends to stay in motion. If your life is going in the wrong direction, it will keep going in that direction unless you do something about it. That requires breaking old, ineffective patterns and developing new ones. We are conditioned to look at problems rather than solutions. But when we focus on problems, we become paralyzed with fear and crash right into them. We get stuck in our old, ineffective patterns and go bankrupt, get sick, lose relationships and anything else that can get destroyed. Breaking your old patterns and developing new ones requires a simple two-step process.



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Step One: Interrupt them.

First become aware that your old patterns are getting in the way of achieving your goals. For example, your old pattern is to define everything as a problem rather than a challenge. Or to focus on what's going wrong in your life rather than what's going right. When you notice yourself engaging in an old pattern, interrupt it. Tell yourself, "This is an old pattern that does not serve me well." Then make a conscious decision to think or act differently.

Step Two: Condition a new pattern.

You can't just throw out old patterns. You have to replace them with new and more effective patterns or they will keep coming back. Start looking at solutions rather than problems .. Focus on your goals, your vision and where you want to go. Think of it like driving a speedboat on a huge lake. You're motoring along at a high rate, and there's a huge wake coming off the back of the boat. The wake is your past. It doesn't control the boat; the captain does, and the boat goes where the captain focuses his attention. You are the captain of your life. Don't allow yourself to be a creature of circumstance. Instead, be a creator of circumstances. Set a goal and focus on it with laser precision. Condition new patterns that are in alignment with your goal, and take positive action to move forward.

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MASTERING YOUR EMOTIONAL STATES Certain mental and emotional states inevitably lead to wealth and success. In sales, for example, emotional states like certainty, clarity, conviction and confidence inevitably lead to closing more sales. In your personal life, emotional states like compassion, understanding, empathy and kindness inevitably lead to more rewarding relationships. These are very empowering states. Master the ability to be in these states and nothing will stand in the way of achieving wealth, fortune and happiness in your business and personal life. Conversely, there are disempowering states that compete with the positive mental and emotional states. These include fear, jealousy, greed, doubt, uncertainty, guilt and shame. Disempowering states must be avoided at all costs! They cause you to lose focus and perform at a low level. Worse, they tend to feed off each other, creating a snowball effect. Fear and negative thinking lead to more fear and negative thinking, and once started, these disempowering states can be difficult to stop. Mental and emotional states dictate your success or failure, so learn to manage them well. Nothing will have more of an impact on your ability to get what you want out of life.

The secret to making dreams come true can be summarized in four Cs: curiosity. confidence, courage, and constancy. Of these, the greatest is confidence. - WALT DISNEY

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HOW THE BRAIN WORKS

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The human brain is a remarkable organ. Every moment it takes in a massive amount of information and organizes it into pattems that we can recognize and understand. However, the brain can only process so much information at one time. So in order to make sense of the world, it engages in three specific activities.

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When we decide to focus on something, the brain automatically selects out information that does not support that area of focus. We start seeing more of what we're looking for and less of what we aren't looking for. The danger comes when we start looking for the wrong things. If we look for problems, we will find them! Conversely, if you start focusing on your goal and vision, you will see every opportunity that comes your way. Focus on problems and you miss the opportunity. Focus on opportunity and the problems will vanish. That's the power of deletion! They key to success is to delete problems, not solutions. That's why setting goals and having a vision is so important. Distort

The human brain also has a tendency to distort or exaggerate the truth to make the good things better and the bad things worse. Distortion is characterized by the use of extreme words such as "never" or "always." For example, "My husband never says he loves me." Or, "My wife is always complaining that I never help out around the house." Distortion puts us in disempowering mental and emotional states, and focuses on the problem rather than the solution. Generalize

In its quest to make sense of the world, the brain seeks out patterns. These are mental shortcuts that allow the brain to operate more efficiently. Patterns allow us to make decisions more quickly because we can base those decisions on the pattern rather than having to stop and process every bit of information. Delete, distort and generalize are powerful tools for closing sales. They play an important role in motivating yourself and in motivating others to buy. The key is not to use them in a way that disempowers others. Never manipulate people into falsely associating a benefit if doesn't apply to them. True wealth and happiness are always achieved through ethical behavior.

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