Straight Line Persuasion Review (In-Depth) – Jordan Belfort Sales Course 2020

Welcome to Straight Line Persuasion Reivew

Key Takeaways from Each Module

Module 1: Tenets Of Straight Line Persuasion

  1. Develop rapport quickly by appearing & sounding like an expert, also "active listening" which is making certain noises as your listen like "mhhmm" "ahhh" "yup" "gotcha" - this makes the prospect *feel* at the unconscious level that he is being heard & understood.
  2. Gather intelligence by asking intelligent questions (what's their pain points?, why do they want it?, how long have they wanted this or had this problem?, etc)
  3. Control the interaction, Keep them on the straight line

Essentially, the "straight line" allows you to visualize the sale, that you're always move that prospect closer and closer down the straight line to the sale.

You're always in control, if you feel the conversation slipping into Pluto, it's your job to bring that conversation gently back to the line, back to the pain points, back to the product.

Its all about doing this with elegance, not being pushy & without breaking rapport.

You do this with your tonality & body language, and knowing your product very well, which says that you're:

  • Sharp as a tack
  • Enthusastic
  • You're an expert

Module 2: The Art and Science of Prospecting

This is the art of how to elegantly qualify buyers from non buyers, there's 3 categories

  1. People that are ready to buy 
  2. People that are on the fence
  3. People that will never buy (they aren't even interested)

The second category of people is where the money is made as an expert salesman.

The SLP is all about persuading that category.

It is NOT about trying to convince non-buyers into buyers. They might be non-buyers because:

  • Don't want or need your product
  • Shouldn't be buying (because the product or service isn’t right for them)
  • Can’t afford your product

The Art is all about identifying the non-buyers quickly and elegantly and weed them out of your potential prospects.

I can usually spot out a non-buyer within minutes, 10-15 min tops.

The untrained salesperson will stay on the call for an hour when all the signs were there that they were talking to someone that was never going to buy anyway.

Grant Cardone really didn't make much sense through out this podcast.

He went into that room to disagree with Jordan and battle with him because in his scientology doctrine of what's called "ethics" says that you're not supposed to agree at all with anyone that has the background of the Wolf of Wallstreet.

I think Grant still has a lot of good things to learn from, but for me sales is not one of them.

Jordan's sales training has been much more practical and helpful for me.

Grant is all about banging out volume, not much strategy, just volume will solve all your problems. ("No interest is a level of interst" is not really helpful for anyone)

Jordan is all about efficiency & increasing your potency on every sales. How to make more money in less time.

The key to identifying your buyers from non-buyers is to ask questions and LISTEN.


Module 3: Mastering Art of Tonality

This is one of the key lessons in SLP, especially those that are doing phone sales, because it is through changing the tones of your voice you can make an impression on someone at the subconscious level that you're an expert & empathetic, to convey to them that you can help solve their problems.

We are all naturally changing the tones of our voice depending on how you're feeling in the moment. 

This is about consciously wielding different tonalities to effectively communicate to your prospect so that they feel good when talking to you like they're talking to a friend, not just another dead-pan salesperson that's bugging them.

You want to master these skills so that you can empower someone to overcome their limiting beliefs and buy something if that's really going to help them.

Its def hard to describe tonality by writing so...

Let's watch Leo do this beautifully in the following clip (FYI: he was trained for a year by Jordan and these tonalities that he's using are straight out of SLP)

His sale starts at 2:47 with "Hello John, How you doing today?"

The first few words out of your mouth is key, notice the tonality of "How you doing today?" is elevated, this displays that you're enthusiastic, like you're haivng a great day. People are immeidately drawn in to people that are exuding enthusiasm.

The rest of the pitch is Leo oscillating between the tonality of absolute certainty and the scarcity tonality of whispering. Now there might be some exageration on Leo's part because it is a movie but it is pretty spot on, he nails it. The tonality he is using is all taught in the SLP, and he's even using the very same lines & body motions taught in the course. 


Module 4: Being a Leader and Visionary

The core lesson from this module is that people won't buy into your goals, but they will buy into a vision.

Most people out there don't have a vision for the future.

So when they find someone with a compelling vision, we want to do whatever it takes to be a part of that vision.

The entire world was sold on Steve Jobbs because he was a visionary.

Steve had a purpose to impact the world.

People that bought into his vision, didn't need to know about all the specs of a new product he released, they already had their credit card in hand ready to buy.

This is why it is important to build your why.

People wanna do business with people that are up to big things.

This becomes more important as you sell more higher ticket items.

You can list all the benefits of a product, but the prospect will realize there's still some risks involved, so he's gonna have to pull the trigger on faith.

This is where you have to sell yourself.

Module 5: Inner Game of Sales

One of the biggest lines I remember from his motivational coaching was this:

He is the ultimate emobiment of that line not just because he is someone that was able to turn his life around from a very bad place but because he has experience coaching what society would consider losers, the high school drop outs how to become closers through SLP and made them into millionaires.

Jordan has a gift in the way he speaks and the tonality he uses at the unconscious level, the same gift that allows him to persuade and sell at the highest level, is the same gift that he uses to convince you that you are capable of achieving greatness.

For me, Jordan as a motivational speaker is right up there with the likes of Tony Robins, however I resonate with Jordan more.

The way he enunciate his words and the tonality, grips you at the heart and lights a fire in you - very instrumental when I first started my entrepreneurial journey in 2014.

It got me out there cold calling or cold approaching business owners because Jordan convinced me I could be someone great if I worked on my sales skills.

& I did. 

Outside of my mentor Dan from the lead generation coaching program, I would say Jordan Belfort had the biggest impact on my belief that I could be a successful entrepreneur.

I played module 5 on repeat for many hours to engrain that belief into my brain.

Module 6: The 5 key Elements of the Straight Line System

1. The art of sifting

  • This is intelligence gathering, don't throw your best pitch right away - save that till the end, dig for all the possible reasons why the prospect might not buy, have they been trying to buy the product previously? what prevented them from buying?

2. The action threshold

  • the threshhold at which the prospect will pull the trigger. Everyone has built up a certain threshold before they make a buying decision. If they have bad experience in the past, that threshold might be higher. The goal in SLP is to make an air tight logical case why they should buy, address their limiting beliefs & use language pattern and tonality to make an emotional case why they should buy RIGHT NOW.

3. Tipping the scales

Basically a good way to visualize the straight line sale, you're asking questions, digging for the person's limiting beliefs, digging for person's true motives, and you're basically making the case that the positives of if the product or service works, far out weigh the potential risk of the product or service not working.

There's people that look at the glass half empty versus half full. Prospects are weighing the risk reward of the decision during your pitch, some are naturally easy sales because they're optimists and they naturally paint the positive future outcomes.

The real skill is in persuading someone that may begin to look at all the possible negative outcomes and then you methodically nullify each of those qualms.

4. The sales funnel

  • Figure out your goals, if you want to make $200,000 per year and your commission is $2000 per sale, & you figure out your average closing %. You can begin to figure out how many phone calls you need to make per day.

5. Three things in 4 seconds

  • Prospects will make a judgement on you within few seconds of the encounter. Make sure you start the conversation with not overly excited but with a firm tonality that says you're sharp as a tack, enthusiastic & the expert.


Module 7: The Art & Science of Qualifying

This is the ability to identify motivated buyers from non buyers.

Asking questions, ask permission first: "Just so that I can better serve, may I ask some questions?" or "Just so that I understand bit more about you to see if this product is right fit for you, I'm gonna ask few questions, is that cool with you?"

What I like to do first and foremost is ask why they are seeking for this product?

What problems are they trying to resolve?

Dig a little deeper, get into their feelings. "Man I totally understand (empathetic tone), lets say we're able to resolve that problem for you, what would that feel like?"

"how would your life look like?"

The bigger the problem they're facing the more leverage I will have.

If the prospect is not telling me anything, they seem totally unenthused and is like "whatever" for them, I'm going to qualify them right then and there.

Module 8: Presentation

Jordan covers SLP principles during a more corporate setting sales, where you're going through presentation.

Keep in mind, these types of setting may require much longer sales cycle. 

It may be a huge purchase of a CRM or new equipment for a factory, it will require substantial education to the buyer.

The key here is to make a super solid logical case why the purchase of your product can benefit them.

But Jordan makes it a point to drive home the fact that you still need to lead the conversation in a straight line and handle objections as they come up using the loop. More on this soon...


Module 9: Power of Language

Word choices are sometimes everything when it comes to persuading somebody at the subconscious level without getting their guard up.

In this section, Jordan goes over some of his favorite words that allow you to get away with murder (as a salesperson)...

Just by adding these words into a sentence it makes a dramatic difference on how the prospect feels about your pitch....

Let's go over some of my favorites...

  • "Virtually"
    • "Everyone suceeds with this program that can follow directions"
    • "Virtually everyone succeeds with this program that can follow directions."

The only thing that changed from above 2 sentence is the addition of the word "virtually" at the beginning of the sentence, yet it makes a huge difference.

First sentence sounds too good to be true. The second sentence now somehow feels believable even though you're pretty much conveying the same message.

  • "Huge upside with little downside"

People play the positive future paced story in their mind versus the negative future, everyone weighs the pros and cons... 

If the product does everything promised versus it doesn't and I lose $X.

By throwing in verbage like this, you do this part of their buying decision thinking for them. The upside is enormous and if the product doesn't work, well the downside really isn't that bad!

  • "We hold your hand step-by-step"

People these days want things done for them, because lets face it most people are lazy.

  • "Please don't misunderstand my passion for pressure"

When you're really pushing for the close but you want the prospect to not get their guard up.

  • "I'm here to build a longterm relationship"

Some people think that all salesperson cares about is getting the close, this sentence presupposes that you're going to close but also you care about the prospect and the results he/she gets.

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