![]() The way of the wolf Chapter 2- INVENTING THE STRAIGHT LINE Goal oriented-communication Every word, every phrase, every question you ask, every tonality you use every single one of them should have the same ultimate goal in mind, which is to increase the prospect’s level of certainty as much as humanly possible, so that by the time you get to the close, he’s feeling so incredibly certain that he almost has to say yes. Hence, the two types are both important-and they’re both absolutely crucial if you want to close at the highest level. People don’t buy on logic they buy on emotion, and then justify their decision with logic. while emotional certainty is more based on a gut feeling that something must be good. Logical certainty is based on actual facts, figures, features and benefits etc. ![]() Two types of certainty There are two types of certainty: logical and emotional. ![]() The fact that they have an existing relationship with your company means that the third Ten has already been established, leaving you with only the first and the second Tens to address. In fact, this is why it’s so much easier to sell to existing customers than to new ones, even if you don’t have a personal relationship with them. Why? Let me ask you a question: What if your prospect doesn’t trust the company you work for? 3- The prospect must trust and connect with the company A company with a questionable reputation is likely to lose customers in the same way that it won’t attract new ones. Now, with those two elements combined, will a prospect buy from you? By now, you might’ve understood it still not. There is also a varying degree of certainty for how people trust you or not. 2- You, trust and connect with you Do they think you’re a likable, trustworthy person, who is not only an expert in your field but also prides yourself on putting your customer’s needs first and making sure that if any problems arise you’ll be right there on the spot to resolve them? That would be a 10 on the certainty scale. How certain they are about your product doesn’t necessarily involve a buying situation. If your prospect doesn’t trust you, then there’s absolutely no way they are going to buy from you. Maybe yes, maybe not And here comes the second part of the three tens: trust. Conversely, if they think the opposite is true-that your product is the best thing since sliced bread-then you have an excellent chance of closing them.” Now, if a prospect is at a 10 on the certainty scale, will she buy from you? While many people would say “yes”, the answer is “maybe”. “In consequence, when you ask for the order, if your prospect thinks that your product is shit then you have absolutely no chance of closing them. Human beings don’t buy things that they think will make their lives worse they buy things that they think will make their lives better. A 1 on the certainty scale: your prospect absolutely despises your product, and it’s going to be difficult to change their mind. The three tens are composed of 1- The product, idea, or concept Your prospect must be absolutely certain that they love your product, or as we like to say with the Straight Line System, your prospect must think it’s the best thing since sliced bread! A 10 on the certainty scale means your prospect absolutely loves your product, and they’re damn sure of it. The three tens Jordan Belfort calls the three core elements the three tens-with the context being a prospect’s current state of certainty on a scale from one to ten. That’s why he says that every sale is the same. To him, three key elements must line up in a prospect’s mind before you have a shot at closing them. While many people would disagree with this bold statement, Jordan Belfort affirms with absolute certainty that every sale is the same. The way of the wolf Chapter 1: CRACKING THE CODE FOR SALES AND INFLUENCE Every sale is the same. So here’s a brief summary of the way of the wolf, by Jordan Belfort. In fact, either you’re selling or you’re failing.” By providing you with a simple, proven way to master the art of communication, you’ll be able to move through life with far greater personal power and live a far more empowered life. Otherwise, you’re going to find yourself living a severely disempowered life. But “Even if you’re not in “sales,” you still need to become at least reasonably proficient at sales and persuasion. A bold claim You may wonder whether you need this book on sales or not. If he were a superhero, training salespeople would be his superpower, and there’s not a soul on the planet who does it better than him. Jordan is gifted as he claims, gifted with the ability to sell anything to anyone. This book gives you power so you might as well use it responsibly. The way of the wolf In the way of the wolf, Jordan Belfort reminds us that with great power comes great responsibility.
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