Hi, welcome back to Straight Line Persuasion.
Let's move on to Module 2 now, which is the Art of Prospecting.
And this is more of an introduction to the Art of Prospecting.
We'll get into much greater detail later.
Here we're going to lay the foundation for what it
really means to prospect effectively and elegantly.
See, this is one skill that really escapes or that people ignore much to their own
chagrin and their detriment because what
happens is, if you don't prospect effectively...
I don't just mean finding people who are interested, but even more importantly,
weeding out the people who are not interested or who
don't qualify for whatever it is you're offering.
See, if you end up not prospecting effectively, number 1, you're going to be
desperate for people to speak to.
So you'll have this sort of uncertainty in your
tone, knowing that each person matters so, so much.
And more importantly, you'll be pitching people whatever it is...
your ideas, your concepts or a product and even more importantly...
These people won't truly be in the universe of your buyers.
So after you're done, they don't buy from you or sign up for whatever it is,
your vision or whatever it is, your idea.
You'll start saying, geez, do I sound bad?
Am I doing something wrong?
When in fact, you're doing nothing wrong.
You simply are talking to people who you shouldn't be talking to.
So I want you to learn those lessons very, very carefully here.
You'll focus on it.
Write the notes in your action book here to make sure that you really get this one
because this is going to set you up to have a much easier time of it down the road.
Now, we're going to cover a couple of other things in this module, too.
Some very important foundational aspects.
One thing you'll see is something called an action threshold.
And what that is, it's the point when someone actually says, yes, I'll do it.
How do you get someone to that action threshold where they take a buying action?
And you're going to learn the key elements that you
have to accomplish to get them to the action threshold.
You're going to learn the three things that you have to portray yourself through
tonality and body language, not so much your words,
but again, your tonality, how you say the words.
You're going to learn how to capture someone's attention and imagination
virtually instantly, sometimes less than 1 24th of a second, and at the most,
four seconds.
You'll also learn some other key things about what holds people back from buying,
what promotes people to buy.
And again, it's at an introductory level, but I
want to give you the basic building blocks here.
So we discuss it down the road here in module four and five and six.
You're going to say, oh, my God, I get it, and
you'll start being able to connect all the dots.
So I want you to go at this module.
Play.
And remember, you know, now you're learning a system.
And the key with a system is that it allows you with a predictable set of
actions to get basically the same result every single time.
I see people without a system that like hamsters on a spinning wheel.
They run and they run and they run and don't get anywhere fast.
So if you haven't had success persuading before selling or influencing,
it's probably because you just didn't have a system.
This is the most powerful and most effective system
for persuading people that was ever invented.
And you know, it wasn't just my work.
Just so you know, I had the straight line persuasion, which was my initial core.
But I went through my own period where I literally went out and read every book,
bought every DVD, listened to every single tape.
And I really gleaned from the best and brightest minds in sales and influence.
And I adopted that as part of my system because that's what people do.
They want to be successful.
You model.
So I want you to use my system here as your ultimate resource guide when you're
looking to influence and take this art of prospecting to heart.
Because believe me, if you get this part right,
everything else is going to seem very, very easy.
So enjoy the module.
Take notes in your action book and I'll see you soon.
So let's talk now about sales.
Let's start getting right into it with prospecting.
Okay?
This is the first step to it.
The first thing you have to realize when you're a
prospector, okay, you're not trying to turn crap into gold.
The biggest mistake salespeople make is they try to turn non buyers into buyers.
Okay?
Just look at it like this.
As a prospector, they call prospecting like a gold prospector, right?
When you see a guy in the movies and he's prospecting gold and he's got a pan,
right?
And he's in the water and he's throwing it through the water, right?
Is he trying to turn the water into gold?
He's going through gallons and gallons and hundreds and
thousands of gallons of water looking for one nugget.
You get that?
You're not looking to take the water and make the water into gold.
You're looking for the nugget.
That's what prospecting is.
If you go out there and look for, let's say a room of a hundred people.
Okay?
Let's talk of a hundred people.
Okay?
You have people that are ready.
You have people that are still shopping.
They're not actually ready to make a decision yet.
Okay?
You have people that are just curious.
Kicking the tires.
And you have people that are dragged someplace and they're never going to buy.
Let's go through this for a second.
Watch the numbers here.
In any given room, okay?
You're going to have, let's say, thirty people of a hundred.
Thirty people who are ready to buy.
And it could be twenty people, depending on your industry or what you're doing.
But there's a certain X number of people that are actually in the market for your
product and they know they need it.
These are people that are at a point where they say, you know, I'm stressed out.
They know they've got to take action.
That's your best buyer.
They're not quite lay downs, but they're pretty, pretty clever.
They're close.
They know they want to buy.
The next group are those that are still shopping, right?
But they're motivated.
They say, hey, you know, I want... Let's say it's a car, for instance.
They walk in.
They want to buy a new car.
You know, they know they can wait a little bit, but
they've got to make the decision sooner or later.
Okay?
That's this group here.
Let's say this is thirty people, too.
Next are the people that are just curious.
The looky-loos.
Okay?
They're kicking the tires.
There are no... They have apathy about it.
Like, you know, well, you know, I could buy today.
I could buy tomorrow.
You know, one of these days I'll get around to it.
That's your next group, right?
And let's say those are thirty people, too.
Lastly, okay, last group, you have ten people here that were dragged.
And that will never buy from you.
Okay?
Now, depending on the situation, okay, what business that you're in...
Let's say you're in, for instance, credit repair.
I know some of you are in credit repair.
Who's in credit repair here?
Great.
You got a couple.
Perfect.
You're in credit repair, right?
And you're giving a seminar.
And you're in a seminar room and you're trying to get fifty people in a room.
And you're trying to figure out, you know, who are the buyers in the room.
In any given room like that, you're going to find ten people that will never buy.
They were just dragged there.
Maybe their credit's not that bad.
They have no need for your product or it's bad, but they don't care.
They're past the point where they even give a shit about it.
Okay?
That's the lowest group here.
Okay?
They don't care.
Next up, the thirty people who are curious.
Okay?
They're not very good buyers, these people.
They're there, but they're like, I don't know.
I don't really care about my credit.
Maybe I'll do it one day.
Maybe I won't.
Okay?
These people, again, not good.
Okay?
This group here, the next group up, which is these
people that are still shopping, they're power.
They're in power right now.
Okay?
They're going to go out.
They're going to get their credit fixed somewhere, somehow.
They're going to do it, but maybe not today.
Maybe they'll do it in three months from now, six months from now, whatever.
If you are selling cars, it might be that they got to get a new car, but you know,
they are looking around, they are shopping,
they are going to get one soon, but not today.
That's this group right here.
Good group.
And lastly, you have the group on top, which are
ready right now, and they are stressed out about it.
These are the people that know they have to make a decision, quickly.
What happens is, and I see this when I go into companies, typically what I will do,
is I will listen to them on the phone while making presentations for like a
couple of hours before I actually speak to them.
And what I will notice is that when they get one of these people on the phone,
it might take them like an hour to close them.
Why don't you take five minutes?
They will spend just as much time with this person as they will with this person.
See, this person is a great buyer here.
The person that is still shopping, but is not
quite what is called the action threshold.
And the action threshold means, that when their doubts about why they
should buy, diminish to the point where they
are below the necessity to buy right now.
That is called your action threshold.
When you will actually take action and buy a product.
What we are going to be doing with the straight line, by the way, is we are going
to be learning how to A, lower their action
threshold, and also raise up their needs for buying.
We are going to actually show them why it makes more sense to buy now, and at the
same time we are going to reduce their barriers and what is holding them back.
You are going to go in both directions at the same time.
So your buyers here, remember, your buyers are here, and your buyers are here.
The numbers I hear are 20, 30.
So 50% of the people are potential buyers.
These people, they are a waste of your time.
You want to qualify them out quickly.
You want to be making presentations to people who have a shot of buying.
Not trying to twist somebody's arm into buying when they shouldn't.
It is the biggest mistake that novice sales people make.
And then what happens is they get really crappy intelligence because of that.
In other words, you go out and you are like, I don't get it.
I sound really good and no one is buying.
Well, they were never going to buy.
And they say, jeez, I am so dejected.
No one wants to buy today.
No one wants my product.
They never wanted it in the first place.
You do not want to be making presentations to
people who A, do not really want your product.
B, do not really need your product.
And C, can't afford your product.
Money.
You get to qualify.
I am going to show you how to qualify people out quickly for money.
If they can't afford it.
You are like, well, I don't want to ask because maybe they will be lying.
No, no, no, no, no.
I am going to show you a way you can actually
find out if they can't afford your product.
If they can't, don't waste your time or theirs.
Maybe you'll send them somewhere else that's cheaper, that's not as good as your
product, to do the right thing for your customer.
You'll get the customer back one day.
That's true selling.
That's how you build a long-term relationship.
But if you're out there right now, I'm sure some of you are doing this right
now, you're pitching people that should not be pitched.
And wondering why you're not closing.
They never would buy.
So you've got to ice these people out quickly and elegantly
in the first couple of minutes of your prospecting call.
And you do it through questions.
Shame on you if you're a salesperson and you
don't have a script that you're going from.
It's the biggest mistake you can make as a salesperson.
Now there's an art I'm going to teach you right now in about five minutes of how to
read from a script without sounding like you're reading from a script.
Because it's an art.
Because if you sound like you're reading from a script, you're dead.
You're not like, hello, Mr. Jones, it's Jordan Belfort.
How are you today?
Good.
Reason for the...
That's not what you do.
I'm going to show you an art of tonality here,
which is literally going to change your life.
I promise you, it will wake up something inside you.
You're going to be shocked about how powerful tonality is.
And you're going to learn to take a script.
I'm going to show you how to write them specific.
I'm going to give you a template how to write a script for your industry.
Everybody's in there.
You're going to get a bulletproof way to write the perfect presentation.
Because most sales presentations suck.
And I've seen, oh, I go out of the company.
That's what I do.
They suck.
They're awful.
They're destructive.
Okay?
Most of them, they list benefit, benefit, benefit, benefit.
Right up front.
They slam the benefits up front.
Right?
And guess what?
They ain't buying anyway.
People don't buy right away.
You can tell people all the wonderful things about your product.
All right?
But there are other issues that stop them from buying.
That need to be uncovered.
So you don't just throw your best stuff out there right away.
You want to keep your powder dry.
Write that down, please.
You want to keep your powder dry.
That's an old military saying about not firing off all
your big ammo when you're five miles away from the enemy.
Not that the sales person is the client to your enemy or your prospect to the enemy.
But the metaphor goes that you want to save your best stuff, your most effective
stuff, for when it matters.
And there's a certain give and take.
Listen, this goes back to when we were five years old.
And our mommies and our daddies said don't take candy from strangers.
Or don't trust the salesman that comes to your door.
We were fed limiting beliefs about buying and taking action.
About being, you know, making a decision and looking stupid.
Since we're this big.
And those beliefs are in your head.
They're in everyone's head.
Now some people like me.
I'm what you would call a buyer.
I'm the easiest sell in the world.
Who here is an easy sell?
Most sales people are.
Some people are really tough nuts.
They just don't want to buy.
Why?
What does that really mean when someone's not a buyer?
What it means is they have beliefs about buying
stuff that there's something wrong with it.
They're held back.
They have these limiting beliefs about buying.
So you might go out there and you say to someone, Listen.
You know, my product is A, B, C, D.
It's the best.
It does all these wonderful things.
And I'm this.
I'm that.
I'm this greatest guy in the world.
My company's ethical and honest.
They stand behind the product.
And everything is great.
And they still don't buy.
You're like, what the hell happened?
I made the greatest presentation of my life.
They love my product.
Who's ever had this?
Well, you know that they liked you.
Raise your hand if you've ever had a situation, right?
If you're not raising your hand, you're lying.
Okay?
You've all had this.
Okay?
Well, you've made the greatest presentation.
You knew they needed your product.
They loved you.
You had great rapport.
They still didn't buy.
What is that about?
Why are they not buying?
Guess what?
It's beliefs that they have.
And those people are your best customers.
Because they won't buy from anybody else once you crack through them.
And the straight line, what the straight line shows
you is how to get through those people like that.
Okay?
Through language patterns that go after people's beliefs.
Because what happens is this.
I talked about action threshold, right?
Someone's action threshold, right?
This is perhaps the most important concept when it comes to influencing people.
The action threshold, what it is, is this unconscious,
unconscious set point that somebody has to taking action.
At one point, they get motivated to take action.
Human beings are not random creatures.
We don't do things by accident.
We do things for a reason.
We always have positive intent with what we do.
Now, that doesn't mean that we always do things that really empower us.
Sometimes we make stupid, lousy decisions.
But inside, we did it because we thought it was in our best interest.
The action threshold represents this.
It's the sum of all the pluses.
He thinks the good things that will happen if he makes a decision to do something.
The negative things, logically, that will happen if he makes a decision.
So, he'll buy something and say, well, it's too expensive.
It'll cost me money.
All this sort of stuff, right?
These are the negatives that hold somebody back.
Maybe the company won't stand behind their guarantee.
What happens if I have problems?
I don't know.
Maybe my wife will get pissed.
All these sort of things that hold people back before they take action.
And then, lastly, you have limiting buying beliefs.
And this... I have the worst handwriting in the world, by the way.
So, just excuse me.
Almost... barely legible.
So, you have limiting buying beliefs.
And what these are, the voices in our head that just say, don't buy.
For whatever reason.
Because of a bad experience we've had.
We've been burnt before.
See, human beings were always looking for patterns, right?
When I walked through the door today, this
door, I'd never been through this door before.
But when I walked up to this door, I didn't say, hmm, now let me see.
There's two slabs of wood.
Looks like a door.
I think it must be a door.
You know, I wonder what's on the other side.
I hope I'm not going to walk off a cliff.
Right?
Sounds silly.
But here's what happens.
My brain, your brain, generalizes and creates patterns in the world.
So I walked into it and said, ah, it looks like a door.
It must be a door.
So I know it's safe on the other side of the door.
And I walked through.
If you don't think that every time that you're talking to someone and presenting
them with an idea, they're doing exactly that, you're kidding yourself.
You're kidding yourself.
Every time you're trying to close someone, they're running that equation.
They just don't realize it.
They're running movies out.
They're running videos in their head.
Here's what happens if I make the decision to
say yes, and here's what happens if I don't.
Which one causes more pain?
Which one gives me more pleasure?
That's what's at the heart of selling.
Is to get someone to a point so when they
say yes, what's happened is, imagine a scale.
Right?
You have a fulcrum in the middle, right?
This is a scale.
The worst artist in the world.
This is your scale right here.
Okay?
All the pluses are over here.
All the minuses are over here.
Okay?
And then what you have is the invisible force, which are the beliefs about buying.
Now, if the person has lots of limiting beliefs about buying, This side of the
scale, the negative side, this is the negative
side here, is going to be a lot heavier.
It's going to go down.
Okay, if the person has really generally good beliefs about buying, like I do,
some of you do, they're easy to close because
it all takes a little bit and the scale drops.
When you're going through the straight line
from open to close, what you're doing is this.
It's very, very simple.
As you're moving towards the line, you're knocking out negatives,
building up positives, and changing their beliefs about
buying, all at the same time, without them even knowing it.
But only, please again, only do this ethically.
Okay, do not do this unethically.
Okay, because I know that can sound like, oh, it's very,
and it's sneaky and subversive if you do it the wrong way.
But, if you do that with people, and they really
ought to be doing it the right way, are you buying?
Are you doing them a service?
Yes or no?
Yes, you are.
So, if you run this pattern, a straight line pattern on somebody, with any product
at all, and what you've done is you've built up all the positives, you've wiped
out their negatives, they've admitted to themselves, they've said it to you,
yeah, it's the greatest thing in the world, oh my god, there's no reason to
buy, yes, I love you, I trust you, I trust your company, and you've done all
this stuff, and they've actually admitted to
themselves, you need to get them to admit it themselves.
Why wouldn't they buy?
They're in a box.
And what happens, then you run certain tonal patterns, and they close.
And they start buying.
You will close with a straight line, anybody who is closeable.
You will close anybody who is closeable.
That is your goal, not 1% less with a straight line.
Any human being that can be closed, and I urge you again, one more time I'll
say, do never close somebody who shouldn't be closed.
Only do it with people who are closeable.
Only do it with people that need and can be benefited by your product.
Then you can run this pattern on them.
Then you're doing them a service.
And afterwards they'll say, thank you, thank you, thank you.
You'll get massive referrals from these people.
Once you run this pattern.
And you're only going to do it to empower people.
Now, next slide here.
The funnel.
This is a great thing.
I actually stole this from somebody else.
I'll tell you, his name is Warren.
I'm going to give him credit.
His name is Warren Greshas.
And I love this thing.
I was actually, I rented all these tapes.
I wanted to see what everybody in the world was saying about selling.
Because, you know, lots of people have great ideas.
You know, I have my own theory on it.
I want to know what everybody else was saying.
And he came up with this thing, which of course is very simple.
And we all know this.
It's not genius or anything, but it's very powerful.
I want to just click through the whole thing and show you exactly what this is.
This is your sales funnel.
Okay?
Now, here's the concept.
And it's really powerful.
Okay?
It's about working backwards to how much money you want to make.
Okay?
Let's say you want to make $200,000 a year, and that's your goal.
Make 200 grand.
Okay?
And your average commission, your end, if you split it with the company, is $2,000.
Right?
So, if you say to a new salesperson, your manager,
trying to motivate a new salesperson, right?
Set your goal.
You know, you got to just go out and make a lot.
You know, how do you get... I got to make a lot of dials.
I got to make a lot, a lot, a lot.
Right?
So, what you do is take that a lot and actually break it down
to a very specific formula that they have and that you have.
So, if you're a salesperson, you want to get
this... you want to get your a lot number.
What's a lot for you?
I got to make a lot of dials.
I got to make a lot of cold calls.
Well, what's that number?
Here's how you find that number.
And it's very, very simple.
And it's powerful.
Because once you have this formula and you're not doing well, and you have a
slump, you can dissect it and see exactly what you're doing wrong.
So, let's go through this real quick.
Your average sale and commission, two grand.
Okay?
If you want to make $200,000 a year, you'd have to make how many sales a week?
Two.
Right?
That's $4,000 a week, $200,000 a year.
We're rounding it off.
Okay?
Now, to do that, you have to actually get in front of six people.
You have to get in front of them.
Now, if you're selling on the phone, that means you have
to get up six full-blown pitches to qualified people.
Right?
That's your number.
Okay?
If you make six pitches a week, you're going to get your two.
Now, in order to get six pitches, you have to have, let's say, eight appointments.
Eight set appointments because people cancel.
They don't show up.
You get there, something happens.
Right?
You need to have eight appointments set on
your calendar to get to your goal of $200,000.
To do that, okay, you have to have connects, meaning you have to get on the
phone with the actual decision maker 40 times per week.
To get to that point.
40 actual, not like, hello, is so-and-so there?
No.
That's different.
That's a dial.
Okay?
40 connects.
And lastly, the number of dials.
And that is how many times you actually pick
up the phone every single week and dial it.
Now, in a five-day week, that's what?
24 dials per day.
So, you know that if you make 24 dials per day by hook
or by crook, you're going to make $200,000 per year.
It's a lot easier to visualize that than you say, I want to make $200,000.
Okay?
Now, here's the thing.
Can you control this?
Sales.
You can't.
Someone else has to say yes.
Can you control interviews?
No, you can't control that either.
Can you control appointments?
No.
Can you control the number of connects?
No.
The only thing that you can control in your world, for sure, is dials.
Or cold calls.
It's the one element that's always within your control.
So, if you're a sales manager, you want to give someone a sheet.
I'll give you the sheet before you leave.
Then you can just copy it for yourself.
Okay?
On your own letterhead.
That actually shows you how to keep track of somebody else's production.
And if you're a salesperson, just your own.
Run this number for 90 days straight.
Your average number of sales.
The average number of connects.
Interviews.
The whole nine yards.
Okay?
And what happens is, if you fall into a slump,
you can start saying, what's not working here?
Are my dials too low?
Well, no.
Actually, I'm making 130 dials today.
I'm doing great there.
Am I getting enough connects?
No.
Well, maybe my list is bad.
Get it?
You can identify what your problem is.
Maybe you're not setting enough appointments.
You say, well, maybe my qualifying rap is awful.
I don't sound good on the phone.
I'm not creating excitement.
Enthusiasm.
Right?
You know it could be there.
Interviews.
Sales.
The whole nine yards.
You're not closing.
So I roll my closing strategy.
Okay?
It allows you to identify exactly what's going on in your world of sales.
And again, the only thing that you control is dials.
Okay?
That's your sales funnel.
If you don't use this, I'm telling you, especially if you're a sales manager,
it's the easiest way to keep control of your sales force.
And if you're a new salesperson.
It's also very powerful to see what area you need working.
Okay?
Next.
Okay.
Four seconds.
Okay?
When you're speaking to somebody on the phone, you have four seconds.
No more than four seconds to establish three things.
And here's what they are.
Number one.
That you're enthusiastic as hell.
That's number one.
That has to come through instantly from the second they speak to you.
Write that down, everybody.
Enthusiastic as hell.
Number two.
That you're sharp as a tack.
You have four seconds.
If you don't do this in four seconds, you're heavily behind the eight ball.
And number three.
A figure of authority.
An authority figure.
These three things must be accomplished in the first four seconds.
In four seconds, someone speaks to you.
And what it all rolls up to is one simple fact.
You're a person who can help them achieve your goals.
That's it.
Unless you've done that in four seconds, you're seriously behind the eight ball.
Seriously behind the eight ball.
And ultimately, what that really translates to, even one step further,
is that you are a person that can help them take control of their lives.
They can take control of their lives.
People have the desire to gain control.
When they're feeling out of control, they act.
It's part of what your action threshold is all about.
It's a point to get back in control of your life.
When someone has credit that's screwed up, do they feel in control or out of control?
Out of control.
Right?
When somebody wants to buy a new car because they're all causing a piece of
crap and they drive down the street and people are looking
at them, do they feel in control or out of control?
Out of control.
When somebody is looking to find an investment advisor, a stock broker,
a commodities broker, and they're looking to develop some sort of path to have a
secure financial future, do they feel in control or out of control?
Out of control.
Right?
They're looking to get in control by identifying someone that can meet a need,
fill a need, help them achieve a goal.
So your job as a salesperson is to help people
achieve goals and gain control of their life.
That's what you're doing.
You have four seconds to make that first impression that you're enthusiastic,
sharp as a tack, and a figure of authority.
A figure of authority.
If in 15 or 20 seconds you don't have those three things, you're done.
You should hang up the phone and move forward.
Seriously.
Now the question is, how do you do that?
Well, it's really, really simple on the phone and even more simple in person.
In fact, in person, you have 1 24th of a second before you've been judged.
1 24th of a second.
1 24th of a second and you've been judged.
By the way you look, by the way you carry yourself.
It's called wrapping your package.
I went to a seminar with some guy who's wacky.
Okay?
And some of you know him.
Guy's a maniac.
He's a great salesperson.
And as much as wacky as the guy was, he taught me some really valuable things.
About the way you dress and becoming a figure of authority.
And certainly about branding yourself.
And I'll share that stuff with you a little bit later.
Okay?
But in person, and I've researched this.
You have 1 24th of a second.
1 24th of a second before someone has judged you.
You've been dissected.
You've been assessed.
You've been reassessed.
You've been packaged.
You've been compartmentalized.
They put you in a cubbyhole and you're finding your way out from that point.
So either you're here and you're doing great.
Now you've got to just screw it up.
Or you're at the bottom and you've got to claw your way out of a box.
Okay?
That's in person.
Now...
When you're on the phone...
Okay?
Do they see you?
Can they see who you are when you're on the phone?
Yes or no?
Bingo!
See, I know I'm in a room with sales people.
I know if you say yeah, you're damn straight.
They can see who you are.
They know exactly.
They've got a mental image of you.
Whether it's accurate or inaccurate.
Everybody thinks in pictures.
And you have 4 seconds flat.
They've made a mental picture of you.
Let me tell you a funny story.
I was having to get a visa for Australia.
When I was going to Australia.
So I asked my girlfriend.
My girlfriend and I live together very close.
We're going to get married.
And I asked her to get me, you know, go find one of these services that gets visas.
Right?
She's like, okay, whatever.
Right?
So she goes out and she does that.
And she finds some company in Chicago somewhere.
Right?
So...
Whatever.
Like a week and a half passes.
And I'm like, you know, let's call my visa.
Do you hear anything?
She goes, oh, no.
The guy's taking care of it.
I'm like, what's his name?
She says, Sergei.
I'm like, oh, fuck.
I'm like, and already I know.
Now, I'm not saying, listen, I'm not prejudiced.
I'm not.
I'm just telling you this for the benefit of selling.
Okay?
I heard his name was Sergei.
I'm like, he's a foreigner.
I don't like it already.
Okay?
He doesn't speak my language.
He's behind the April.
There's something wrong.
Now, I don't know.
I know that's not the way it's supposed to be.
And it's not, like, really nice.
But this is about making money.
It's about being effective.
Okay?
I'm just telling you that the instant I heard his name, I was turned off.
Then I'm like, all right, so now Sergei already
has an uphill battle with me as his customer.
Right?
So then I said, all right, let me call this Sergei.
Okay?
So I, and I'm just like, I just know.
I know.
All right?
So I pick up the phone.
I have a sinking feeling in my stomach about my visa.
I dial the number.
And I hear, hello?
Done.
I'm like, he's a goddamn Russian.
He's got a beard and a goatee.
I can see he's got greasy black hair pulled back.
Okay?
He's got beads of sweat going down his thing.
He's behind a cheap wooden desk in a hole somewhere.
I had the whole picture.
Now, am I right?
Is that who he was or who he wasn't?
I don't really know.
Okay?
And I feel bad that my program, ever since I was that big, and I come from
a really good family with no one's prejudice.
I'm not prejudiced at all.
At all.
And I despise people who are prejudiced.
But, that being said, instantly, before I could even figure
out why I felt a certain way, I was done with Sergey.
Okay?
And, of course, it turned out to be right.
Because Sergey started rambling inanely about something.
I was like, you know what?
Bing!
I hung up on Sergey.
And that was it.
Okay?
I gave him his $100 application fee.
I never heard from the guy again.
Because in the first second of the call, he didn't sound like what?
Sharp as a tack.
Enthusiastic as hell.
And a figure of authority.
I knew it in a second.
The moment they hear your voice, if you haven't accomplished these three
things, I'm telling you, you're wasting your time.
Shame on you.
Okay?
They make a picture of you.
They've assessed you.
They've called behold you.
They either A, that you're a figure of authority.
That you're sharp as a tack.
Enthusiastic as hell.
Boom.
You're in.
Now it's like, ooh, this person can help me achieve my goal.
Let me listen.
Now, does that mean you're going to close the sale?
No.
But you've prepared yourself to close the sale.
You've moved towards the line.
Now remember, right?
Here's the line.
I'll draw it up here so we can still have this piece of paper.
Here's your straight line.
Here's the promised land.
Here's your open.
Right?
You pick up the phone and you qualify.
Right?
Develop rapport.
Right?
As you're qualifying.
So this is your boundaries here of where you'll let the sale go.
On the bottom.
On the top.
Right?
The first four seconds, you're right here.
Okay?
In those four seconds, you need to be establishing that you're sharp as a tack.
Enthusiastic as hell.
And a figure of authority.
In those first four seconds, the first pop that comes out of your mouth.
And you say, hey, John.
It's Jordan Baldwin.
How you doing today?
Right from there, you've got to establish those three things.
And you're going to do it with tonality.
I'm going to show you in one paragraph through tonal patterns.
How you can say things that you never thought you were saying.
Here's what happens.
As I'm speaking to you, you're like, mm-hmm, mm-hmm.
You are running an unconscious dialogue against my words.
You hear what I say.
And you're narrating my words.
This is what you're doing right now as I speak to you.
You're listening to what I say.
You're either agreeing or disagreeing.
Hopefully agreeing because most of this stuff is just basic truth.
It's simple stuff.
Right?
And you're also narrating.
In your mind.
In your mind, making a moment.
And the voice is going on and on and on.
You're making connections about the things that I'm saying.
Okay?
What you need to learn to do is through tonal
patterns to control somebody else's internal dialogue.
So that they're thinking exactly what you want them to
be thinking without you having to say a lot of words.
Now, what's the most important thing in sales, really?
Trust.
If they don't trust you, they'll never buy from you.
True or false?
They've got to trust you.
Okay?
Now, you can't say to a salesman, to a prospect, trust me.
Please, just trust me.
Just trust me.
They'll say, what the hell is this guy talking about?
Okay?
That's what a cheap, uneducated, you know, subpar salesman do.
They try to sell with just simply emotion and hype.
And they're like, just trust me, sir.
Just trust me.
The stock is going up.
Just trust me.
I'll fix your credit.
Just trust me.
Sign up for this subscription.
Just trust me.
Trust me.
And we know better.
And what happens is all those limiting buying leads, whoop, the antenna goes up,
and they rise up.
And next thing you know, their action threshold
is through the roof, and you can't close people.
By the way you talk, from the very beginning, the tonal patterns that you
run, you're going to start lowering their action threshold.
Right from the beginning.
Because you establish three things.
Three things that are crucial.
Crucial, crucial, crucial to closing a sale.
And number one, that the person that they're dealing with, you, are A,
sharp as a tack.
B, enthusiastic as hell.
Now, let me just dissect this for one second.
Why would they want to do business with somebody who's sharp as a tack?
Okay?
Well, because if it's about achieving their goals, who do you want working on
your problem, the moron or the person who's sharp?
Hello?
They'll say, oh, if I come off too sharp, they're going to think I'm a sharpie.
No, they want to do business with the one who's sharp.
Don't kid yourself.
They want to do business with the expert, the
top guy, the top girl, top dog in the field.
If they don't think you're sharp as a tack, you're wasting their time.
Next, are you enthusiastic?
Yeah.
What does that mean?
He must have something really, really great to offer me.
That's why he's so enthusiastic.
If you're not enthusiastic, what is it saying?
My product sucks.
My life sucks.
I'm not a winner.
The state that you're in, the emotional state, whether you're in a positive,
pumped up, empowered state, which is a state of certainty and clarity,
which is great for sales.
Write this down.
Certainty, clarity, and conviction.
And you can add a couple more.
Confidence, courage.
Those are the most empowering states to be in as a salesperson.
The most disempowering state is confusion, uncertainty, overwhelm, boredom.
Those states will kill a salesperson.
But these three things, okay, they have to be established instantly.
Or you're behind the eight ball.
And why should you be a figure of authority?
This is perhaps the most important one.
To become an authority figure to somebody.
To become the foremost expert.
Cuts into three things.
Number one, we were taught to wear this big to
simply listen to people who are in authority.
People who wear uniforms.
Policemen.
Firemen.
Security guards.
Okay?
You know, many of them are not, you know, licensed police officers yet.
You put a badge on and a uniform, okay?
And we just say, we do what they say.
Go here, we go there.
We go left, we go left.
Right?
That's what happens when we're with figures of authority.
We listen to them and we follow.
You want your customer, your prospect to
perceive you instantly as a figure of authority.
So they will start moving towards your way of thinking.
You come off as a novice and not an authority figure.
They're like, great, great.
Let me speak to someone in charge.
That's what they're thinking.
Great.
Sounds good.
Now put someone in charge on the phone and I'll talk to
them and get realistic about this stuff and get serious.
So these three things have to be established immediately.
So how did you enjoy module two?
I bet you did.
In fact, I think that, you know, people that really go through the second
module, they start to get a real sense of what this is all about.
About empowering people to make decisions that they should make that persuade people
who are shut down from making those decisions and allow them to achieve their goals.
That's what being a salesperson and an influencer is all about.
And I think you saw here some very powerful things here in terms of your
tonality and how you capture someone's attention very, very quickly.
Remember, you need to be enthusiastic and not because you're some crazy person,
you know, screaming, yelling from the rooftops.
But because most people do not have that state of certainty.
That state of clarity.
And when you come in and sound enthusiastic and upbeat,
you sort of wake up the force in them to listen further.
Now, in terms of what actions you take, it is one very
specific action that you have to take immediately.
And that is I want you to do what's called the a lot chart to find out exactly how
many calls or how many letters you need to send out, how many initial contacts you
need to make on a daily basis in order to meet your financial goal.
And again, the importance of that is later down the road.
When you're immersed in this and you're, you know, you're kicking butt,
you're going to also be able to identify what areas you can improve on.
You'll start to see what bottlenecks occur in your own pipeline of success.
And it will allow you to achieve your goals
much, much quicker and with a lot more ease.
And also, you're going to be able to help people who work for you, if you're a sales
manager, to get them to start analyzing their results on a daily basis and taking
the appropriate actions to ensure their success
as well, which ultimately is your success.
So, again, let's move on to... module three now.
But before you do, please make the notes in your workbook
and take those actions, especially that a lot chart.
And remember, you sound enthusiastic.
You have only a few seconds to do it.
And then you set yourself up to influence down the road.
Without that, you'll be fighting an uphill battle.
And I'm here to help you fight a downhill
battle because, believe me, it's a lot easier.