straight line notes

7/25/2019 Straight Line Notes

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Module 01 – 3 Tenets of

Straight LinePersuasion

• Persuading is about allowing people to overcome the obstacles that prevent them from

taking action they should be taking

– Beliefs

– Fear

– Persuading is empowering people

• Straight Line Selling is Goal Orientated Selling

• t!s to get people to buy things they should buy

– "veryone have limiting beliefs from making decisions

• #he key to selling is to maintain the control of the sale

3 Keys To Success In Sales

• $esire to be really wealthy

– %hy do you want this

• #ake advantage of an opportunity when it knocks on your door

• & commitment to work your ass o'

• Persuading is about allowing people to overcome the obstacles that prevent them from

taking action they should be taking

– Beliefs



– Fear

– Persuading is empowering people

•

Straight Line Selling is Goal Orientated Selling

• t!s to get people to buy things they should buy

– "veryone have limiting beliefs from making decisions

• #he key to selling is to maintain the control of the sale

3 Keys To Success In Sales

• $esire to be really wealthy

– %hy do you want this

• #ake advantage of an opportunity when it knocks on your door

• & commitment to work your ass o'

• (losing )odel

• (onsultative Selling

• #hese models are bullshit but you should be closing from the start

• #here is nothing wrong with in*uencing people

• For the ne+t ,- days embrace this system . stretch and work twice as hard

• There are windows that open for a short time and when they do work twice as hard

• $o not pressure a client to do something they should not do

• $o not pressure a client to do something they should not buy

The Straight Line System



• t!s Goal Orientated Selling vs /andom (onversations

• 0ou have to look at the end result 1rst which is to close and make money

3 Tenants Of The Straight Line System

• Develop Instant Rapport

– Both conscious . unconscious

– t!s not small talk

– It’s about them recognising that you care and are an expert and can help them

achiee their goals

– t never ends

• Gather Intelligence

– #here are speci1c 2uestions you need to ask

– 0ou need to listen a lot more than talk

• Controlling the sale by keeping it on the straight line

– #he straight line is the perfect sale but they will try to get you o' the line

– 0ou need to keep them as close to the line and when you are o' the line you do only two

things3

– $evelop rapport

– Gather intelligence

– 0ou must control the line

T!" # $%&STS' O( %)ST"*I+, T!" ST*)I,!T LI+" S-ST"%

45 Set your goals 6ust above what you think is possible and make them bigger and brighter



75 8se Positive #hink Language Patterns

– Self talk

– #he 1rst person you must sell is you

95 Find your :%;0<

=5 Shed all programming that sales is evil

"xamples of ,reat Persuaders

• Bill Gates

• %arren Bu'et

• Oprah %infrey

Key Points

• -ou must an.uish your fear of failing or loo/ing stupid in the process0

• Sometimes you hae to loo/ foolish in the name of progress0

• #here is no embarrassment in struggling – the embarrassment is in 2uitting

• &ll people care about is how much heart you have when you do something

• >ever blame e+ternally – look and e+amine why internally

– %e do this because of fear and it stops us from moving forward

• #he only thing that stops you from getting what you want in life is the bullshit story you

tell yourself why you can!t

– be honest with yourself

3 Things To Ta/e )dantage Of )n Opportunity



• %here you are

• %here you want to go

• ;ow to get there

1 Types of People

• #hose who get everything in life

– #he in*uencers

• #he other ?@A that don!t

– (reature of circumstance

– 0ou should see things as they are not worse than what they are

– nstead see them better than they are and go for that

)t this point he states you might be sceptical because

you are now consciously incompetent

1 )ctions

• %hat are your :why!s<

– %hat would you do with the money

Module 02 – Art Of

Prospecting, 5 e!s ToSales Master!



• Prospecting is not 6ust about 1nding people who are interested in buying your product

or serviceC but about weeding out the people who are not interested or who don!t

2ualifyD

– Looking for the nugget

• >ever try and turn non buyers into buyers

# )rchetypes

• #here are people who are ready

– Great group

• People not 2uite ready and still shopping

– Good group

• People who are curious

– >ot good

• People who could be dragged and still won!t buy

– >ot good

• 0ou need to 2ualify people 2uickly

• 0ou must use a script

The )rt of Sifting

• 0ou )8S# be 2uickC elegantC and nonEalienatingD

• 0ou )8S# use a scriptD

• eep your powder dry

– eep your best stu' until you need it



– People have inner blocks and beliefs to buying

The action threshold

•

s an unconscious set point past which the person will take action

• t!s the sum of all the good things

• t!s the sum of all the negative things

• Limiting beliefs

• People run movies on the negatives and positives of buying

•The )ction Threshold is the unconscious set point that somebody has to bemotiated to in order to ta/e action0

The Sales (unnel

• %ork backwards from how much you want to hear

• f you want to make 7--C---

– #hats =k a week which is 7 sales

– #hat is , pitches

– #hat needs H appointment

– #hat needs =- calls with the decision maker – connects

– #hat needs 7= dials per day

•

#he only thing you can control for sure is the dials

(irst Impression

• 0ou have only = seconds on the phone to communicate

– "nthusiastic as hell



– Sharp as a tac/

– ) 2gure of authority

•

#his shows you a person who can give them control of their lives and help them achievetheir goals

• 4I7=th of second in person and you will be 6udged

– #he way you are dressed

– #he way you carry yourself

• People will make a mental picture of you on the phone

Trust

• (ertainty

• (larity

• (onviction

• (ourage

• (on1dence

• #his is what people want

• 0ou want to be perceived instantly as an authority 1gure

The Lot hart

•

want to earn J4C---C---

• need



Module 03 – MasteringTonalit!, "aptureAttention in # Seconds

• #onality is the hidden part of persuasion because it speaks to someone on an emotional

level

• t helps develop rapport on an unconscious level

(I*ST S*IPT4 -ou hae # seconds 5

• ;iC is Kohn there

• ;iC Kohn #his is C calling from Global (apitalC in #ampaC FloridaD ;ow!s it going today

• Great >owC if you recallC you attended a seminar last #hursday night over at the

)arriott ;otelC with one of our top Fore+ tradersC Kames &rnellD $oes that ring a bell

OP"+I+, S*IPT 6ISTI+TIO+S

• t must capture the friend to friend tone

• %hile you are listening and watching the e+ercise on the videoC pay attention and take

note of the following tonal distinctions3

45 &se up7tones to pace and lead0

75 /aise your voice at the end of :Global (apitalC in #ampaC Florida< to infer a micro7agreement0

– If you say it low it communicates that you don’t care

– By raising your voice it communicates – “right you recall don’t you?”

– #hey will then go to remember it

95 8se a tone of $mystery' at :>ow if you recalL<



– Now they try and recall

– Narrow your eyes when you do this

=5 ;ow!sEitEgoingEtoday 8contracted9 saysC : really want to know<

@5 #he power of the pause: not before :at the )arriott ;otelD<

,5 (ie beats is the $/ill ;one' of the pause in the scriptD

– Withoneofour – said as one word

– Group words together and stand others out

M5 *aise your tone to sayC :$oes that ring a bell<

H5 #he wordsC :One of our top traders< are grouped<said together0

?5 8se hypnotic patterns0

S"O+6 S*IPT4 )nd one last chance

• (harisma is about tonality

• OkayC greatD %ellC the reason for the call today is that you!re one of the last of the group

who hasn!t actually enrolled yetC and if you have si+ty D secondsC !d like to share an idea

with youD 0ou got a minute

LOSI+, S*IPT 6ISTI+TIO+S

• %hile listening to and watching the e+ercise on the videoC take note of the following

tonal distinctions3

45 &se transition words3 %ellC nowC and butD

– Ok great – enthusiastic

75 Slight drop in tone at :%ellC the reason for the call< implies you have a secret and scarcityD



95 "mphasiNe that it!s scarce that there!s not a lot aroundD 0our tone must be congruent with

this

=5 8se transition words to go up and down in tone and volumeD

@5 =hisper and they!ll see you as someone worth listening toEespecially coupled with

$bottled enthusiasm0'

,5 0our :bottled enthusiasm< is rooted in absolute certainty it!s still there when your tone

dropsC and the prospect knows itD

M5 :Got a minute<C stresses the $reasonable guy0'

>9 ?uilding rapport is in your tone0

Module 0# – $eing A%isionar!, True SecretTo Success

• People will buy into your vision but not your goals

• #urn your should into will and must

• ;ow you see yourself in your own mind is your disassociation and then you associate

yourself with that vision

The 3 %usts Of losing

45 #he client has to love your productD

75 #he client has to love and trust youD

95 #he client has to love and trust your companyD

• 0our state a'ects your prospect



&se needs to establish4

• &irtight an emotional case

• &irtight logical case

• )ake sure they feel like they made a great decision

• mply that you care with your tone

?ody Language

• %hen you are talking to a woman you stand directly in front of her 7D@ feet

•%hen you are talking to a man you stand at an angle

• >o pinkie rings

• >o goaties

• 8se a normal handshake

– & wimpy hand shake is that they are trying to show power out of you

• &lways dress well

• Solid Suit – slight pink colour with white shirt

• M7A of the time you must make eye contact

• )irroring

– Powerful unconscious rapport



Module 05 – &nner 'a(eOf Sales, )orces That"reate Lasting *esults

• Be willing to do today what people are unwilling to do so you can have the future you

want

• Be prepared to do what it takes

Identifying Old Patterns

• "liminate the word should

• (hange the word problems to challenges

• Stop letting past mistakes control your current thinking

– 0our past is your greatest assets

@ =ays To Oercome Obstacles

4D Getting rid of old patternsD

7D )astering your emotional statesD

9D 8nderstanding how the brain worksD

=D )astering your fearD

@D Setting lofty goalsD

@ Keys (or Setting "Aectie ,oals

4D %rite down your goalD

7D Put a date on itD



9D dentify the peopleC groups and organiNations you need to align withD

=D #ake massive actionD

@D dentify what!s workingC what isn!tC and change your approach accordinglyD

Module 0+ – The SLPS!ste(, Master )or(ula)or "ontrolling The SaleThe 3 %usts Of losing

45 #he client has to love your productD

75 #he client has to love and trust youD

95 #he client has to love and trust your companyD

• Once these 9 things align then you ask for the order

The =ay To )s/ Buestions

• &sk in an o' handed way

– Out of curiosityC what are you trading right now

• &lways apply money aside with tonality not with words

• Let me ask you a 2uestion – does the idea make sense to you

– ;igh end tone

• $eveloping rapport is not talking about the guys life

– %ould an e+pert spend his time talking trivial



– 0ou need to 1nd out can he a'ord it and does he need it

• >ever interrupt someone talking

– Oh rightC !m actually form the countrysideC by the wayD

– #onality

• 8se tonality to imply that you care

• 8se tonality to show that you are interested in his life

• $emonstrate that you time is valuable

• 8se your body language

Presentation

• #ransition after you ask the last 2ualifying 2uestion

• ?ased on eerything you told me this is a perfect 2t for you

• #he sale starts when they say no

• &nticipate ob6ections

• nock out their buying beliefs on the way

– %hen you knock out a belief they drop straight away

• 0ou are constantly trying to 1nd out their buying beliefs

To get through the buying beliefs4

• reate an )irtight logical case

– t must be better than sliced bread

• reate an )irtight an emotional case



• rac/ through all their limiting beliefs

• $o not give them the great stu' up frontC leave it until last

• )ake sure they feel like they made a great decision

• mply that you care with your tone

• 0ou must get all 9 of these down

• f they still don!t buy it!s either money or a belief

• eep looping until you knock them all out

•

Finish with the intelligence

• Start broad and get speci1c

Module 0- – Art Of.ualif!ing, As/ing The

*ight .uestionsThe )ctual Buestions

4D dentify #he (lient!s :%hy<

7D )emoriNe Questions n Order

9D &sk Permission #o &sk Questions

Transitions

• Kust a couple of 2uick 2uestions so don!t waste your time

– #onality is here to help



– So high

• Kust a couple of 2uick 2uestions so can better serve you

• #onality should be3

– careC

– #rustworthy

– have your best interests at heart

• Future pace with results in advance

?I, PIT&*" B&"STIO+S

4D C0 =hat did you li/e<disli/e with itD

– #his identi1es the client!s likes and dislikesC which will be used later on to customiNe your

pitch to meet the client!s speci1c needsD

– #ypically applies to a product that they have used before

– People pay more for customisation

4D 10 =hat would you change or improe with your current sourceD

– &sk what your client would change about their current situationD

4D 30 =hat’s your biggest headache with

– #his uncovers the emotional problems heIshe might be e+periencingD

– Pay close attention to the answerD 0ou will use this information later in your pitchD

4D =hat’s your ultimate obEectieD

– Once you understand your client!s goals and ob6ectivesC you can become the right person

for the 6obD



4D =hat would be your ideal programD

– &sk the client to be as speci1c as possible in terms of the product or programD

SP"I(I B&"STIO+S

4D Of all the factors: what’s most important to youD

– %hat factors are most important to your client

– %hat is he ultimately trying to accomplish with you

4D !ae I as/ed about eery detail that’s important to youD

– s there anything your client might have missed

– $oes he have any additional concerns or 2uestions for you

– KB doesn!t like this 2uestion

=)-S TO K""P -O&* PO=6"* 6*-F

45 6o not narrate the client’s answers0

– Leave out any commentsC including those that demonstrate your active listeningD

– 0ou don!t want the client to feel rela+ed 6ust yetD

– Let him talk himself into feeling a little uneasyD

75 $(eel the client’s pain0'

– Let the client know that you understand his speci1c gripesD

– "+plain that you care about his answers and will do everything you can to help him reach

his goalsD

95 ListenF

– Salespeople love to talkD #his is not the time for itD



– Listen at least twice as much as you talkD

– %hat you!re doing is identifying your client!s emotional wants and physical needsD

)SK I+G)SIG" B&"STIO+S

• &sk the client how long they have been thinking about re1nancing their homeC trading

some stockC buying a carEwhatever it is you are trying to sellD

• #his 2uestion could potentially elicit a cache of informationC so listen carefullyD

• !O= LO+, !)G" -O& ?""+ HHHHHHHHH D

– :;ow long have you been thinking about buying a Porsche<

– :;ow long have you been thinking about this piece of e2uipment

– :;ow long have you been wanting to get into the trading business<

• Say it high

• t is important to convey the message that you care about your client and his speci1c

situationD eep this in mind throughout your 2uestioningD

• Other inasie .uestions4

– :;ow much money do you have in the stock marketC 6ust a ball park<

– Say in a nonchalant way

– 8se hand language to back o'

– :;ow much do you owe on your mortgage right now<

– :;ow far are you behind on your credit cards<

=hen you as/ these .uestions: remember two things4

45 "ach 2uestion has its own tonalityD R;>#3 )inimiNe itD5



19 dentify a gesture that supports each tonalityD

– O+" -O&’G" B&)LI(I"6 -O&* POT"+TI)L LI"+T: -O& =ILL !)G" "ST)?LIS!"64

– our product is right for him! O* "e can a#ord it!

– If you cannot ful2ll both criteria: do not continue your pitch0

Transition to the Presentation

• $=ell: ?ased On "erything -ou ust Told %e: It Sounds Li/e This Is ) Perfect (it

(or -ou0'

T!" P*"S"+T)TIO+

• >ow it!s time for you to go into the main body of your presentation and it!s going to be

shortD

• ;ere are some components for the basic structure of your pitchD Be sure to use a script

when you do thisD

45 n the beginningC a script is a work in progress

75 #he body should be no more than a page

95 "ach word is crucialC so read it back to yourself 4-- times

=5 Paint a pictureC using comparisons and metaphors

@5 Link your good or service to a trustworthy 1gure

,5 (reate urgency in the last paragraph

M5 Go into a soft closeC ending with3 sound fair enough

H5 #here are three responsesC and he!s not e+pecting to buy

• >owC after the pitchC the 1rst thing you!ll do is e+pect your 1rst :noD<

• "mbrace it internally and tonally



&se 6eJectionF

• %hen you hear :no< for the 1rst timeC engage in a process called :de*ectionD< Put the

client!s concern o' to the sideD 8se the e+act language pattern below so you can go back

and get him to a :4-< in his love of your productD

• L)+,&)," P)TT"*+ C

– : hear what you are sayingC but let me ask you a 2uestionD

– $oes the idea make sense to you<

• $on!t say that you understand what the client is sayingD nsteadC say you hear what he is

sayingD

• &lsoC don!t say :)oney asideC does it make sense to you< #he :money aside< should be

implicit in your tonalityD

B&"STIO+ C LOOP C

Looping

• &fter you de*ect the client!s initial refusalC do not directly ask why he is refusingD

• nsteadC go backward on the line and resell your productD

• 0our second pitch will be more powerful and bulletEorientedD

– 8se the better stu' ne+t

• 8se the e+act words3

• L)+,&)," P)TT"*+ 1

– :&nd let me say thisD #he true beauty of the program is <

"M)%PL" C

%ista/e4 0ou askC :%hat kind of work are you doing now and how!s it going for you<



Solution4 >ever ask a twoEpart 2uestionD &sk the 1rst part and let the client talkD #hen ask the

second part as a way of keeping the conversation on trackD Beware of openEended 2uestions

like :;ow!s it going for you< #hese can lead to longC lengthy :memoirs< from the clientD

"M)%PL" 1

%ista/e4 #he client talks at length about how he loves to hunt and than asks if you like huntingD

0ou politely say noD

Solution4 "ven if you hate huntingC do >O# say so nstead say something likeC :4 would love to

try it somedayD< OrC :Once when was a kidC but l 6ust don!t have the time these daysD<

/ememberEthe client needs to feel like you are 6ust like himD

"M)%PL" 3

%ista/e4 0ou askC :&re you currently invested in the market right now< but the client has

already answered this 2uestion earlier in the conversationD

Solution4 $o not ask 2uestions that imply that you are reading from a scriptD #hat!s a 2uick way

to lose business

"M)%PL" #

%ista/e4 0ou askC :Kust for suitability purposesC how would you say your current 1nancial

situation is right now<

Solution4 %hen asking 2uestionsC try not to come across as the Grand n2uisitorD nsteadC make

it sound like it!s no big dealD

B&IK *"GI"=4

#ry making a sad faceC which will help your tone sound more empatheticD

/ememberC you are 6ust like them

mply that you are there to help the clientD #hereforeC any answers to such an invasive 2uestion

will be used for his own goodD



T!*"" 6I(("*"+T *"SPO+S"S TO )+- B&"STIO+

45 $Things really suc/ right now0'

– $on!t get stuck in the script and respond with :OkayC great<

– #ake this opportunity to )&#(; or "L"&#" his stateD

– For e+ampleC :#hings could be worse< or : hear you <

– /emember to convey that you care

– $on!t bring the client out of feeling his pain 6ust yetD #hink of it as tough loveD

– -O& )*" &ST LIK" T!"%F

19 $Things are not that great0 I’m behind on some of my bills0'

– &gainC respond with a bit of an elevated toneD

– : totally understandD #hat!s e+actly why called you <

– $o >O# say :Oh manC that!s awful< because you will sound disingenuousD

95 $Things are going well'

– $epending on how upbeat the client!s tone isC try to match it and elevate it to your tonalityD

– f he sounds only slightly optimisticC try sayingC :%ellC you seem to be doing better than

most folksD

– f he sounds more upbeatC respond withC :GreatC good for you<

• & few tips when asking a$out money %!

– &lways keep a disarming toneD

– ;ave a :t!s no big deal< attitudeD

– Be (&S8&L



Module 0 – ThePresentation, Poer OfThe Three 10sImportant Tonalities

• ScarcityIsecret

• (ertainty

• $isarming

– (reate a disarming story

– t!s no big deal

?asic Structure of a Pitch

45 n the beginningC a script is a work in progress

75 #he body should be no more than a page

95 "ach word is crucialC so read it back to yourself 4-- times

=5 Paint a pictureC using comparisons and metaphors

@5 Link your good or service to a trustworthy 1gure

,5 (reate urgency in the last paragraph

M5 Go into a soft closeC ending with3 sound fair enough

H5 #here are three responsesC and he!s not e+pecting to buy

• >owC after the pitchC the 1rst thing you!ll do is e+pect your 1rst :noD<



• "mbrace it internally and tonally

The Power of Presupposition

• :0ou!ll make money with it<

– Please Give me a break –0ou!ll make money with it

– t!s obvious

• "mbrace the power of no

Loop C

Step C

• Product is fantastic

– )ust be the best thing since sliced bread

• $e*ect ob6ections

– : hear what you are sayingC but let me ask you a 2uestionD

– $oes the idea make sense to you<

– $o you like the idea

• PaceEPaceELead

– )atch him at his energy level and then slowly raise the energy

– t!s sounds good

– "+actly

– Let me says this – the beauty of this isD

• Listen twice as much as you speak



• /un speci1c patterns

• "nd with a great future picture

– %hen you have the house you will T

Step 1

• Sell yourself

• )ake a metaphor that he has to answer yes to

– f he says maybe – get certain

– (!mon if did +Cy . N you wouldn!t have

• :Let!s cut to the heart of the matterD 0ou don!t know me and you don!t trust meC so let!s

deal with thatD<#ell him about yourself

– Let me reEintroduce myself to you

– )y name is TC am the ("OC have been at this for 4= years and we rely on referrals

Step 3

• Sell your company

• (onvey it!s a company you can trust

• #hen say :do this< – ask for the order

Loop 1

Step C

• $e*ect again

• :Listen hear what you!re saying< and then go back into the looping process againD



• Start reselling yourself and your companyC and this time bring out all your heavy

artilleryD

• #ailor it to the ob6ection and acknowledge it

• #ailor your close to the ob6ection

• :Believe meC all ask is when you make the 1rst =C---C go buy your wife a little present

because am sure she deserves itD Sound fair enough< #hen stop talkingD

• #he 1rst person who talks losesD

One of the most powerful closes is to as/ what is the worst that can happen0

• For e+ampleC :Let!s say you sign up for this program and am totally wrong and theproduct doesn!t meet your needsD s the cost of the product going to put you in the

poorhouse< %hen the client says :noC< start building a powerful future pace caseD

– (reate a picture in his mind of massive bene1ts from doing business with youD

– &n'oying the home with your family

– #his interrupts his decisionEmaking strategy and minimiNes all the damage he may be

thinking about if the product doesn!t work outD

• t also e'ectively bo+es the client in because you undermine his two cornerstone buying

beliefs3 : don!t buy from people and companies don!t know and trustC and don!t buy

unless the riskIreward ratio is heavily weighted in my favorD<

– #he client will never say this to youC but that!s what he is thinkingD

• &skingC :%hat!s the worst that could go wrong< disrupts his pattern of thinking and

inserts a new one that lowers his threshold for buyingD

• f the client says they have to speak with their partner or accountantC go back into

another loopD

• SayC :ListenC understand you have to speak to your partnerC but the beauty of this

program is DD C< and then position it as the sort of decision they don!t need to talk to their



partner aboutD #hen loop back into reselling yourself and your companyC with each loop

getting progressively tighterD

Module 0 – Poer OfLanguage, "uttingThrough To The "loseC9 Power words such as minimi;ers: Eusti2ers and reframers0 #hese are shortC simple

words and phrases that have a powerful ability to persuadeC in*uence and motivate peopleD

19 OAsetting language patterns0 #hese are used to respond to ob6ections and defuse

underlying beliefs that get in the way of closing the saleD

39 Language patterns for looping0 Looping in essential part of the Straight Line System that

involves going backward on the line to resell the client on youC the product and your companyD

t uses speci1c language patterns to move the client closer to the saleD

#9 losing tonal patterns0 #he closer you get to closing the saleC the more important it

becomes to use the right tonalityD

Trigger =ords

1 !irtually"

– :irtually< allows you to make bold claims without speaking in absolutesD

– t also protects you from a legal standpointD

– For e+ampleC you wouldn!t tell a clientC :& my clients make moneyD< OneC the clientwouldn!t believe youD #woC it isn!t trueD :irtually all my clients make money< is far more

believable and legally defensibleD 8se :virtually< to avoid speaking in absolutesD

75 #nly D

– Only is a great minimiNerC especially when associated with priceD



– %hen you ask for an order and include a dollar amountC use :onlyD<

– :t!s only =?D?@< sounds a lot more reasonable than :t costs =?D?@D<

– 8se :only< when mentioning price and asking for commitmentsD

– (se this when talking a$out price

$ %ecause"

– :Because< is a 6usti1erD

– t provides a reason that causes people to think di'erently about what you!re asking forD

– 8se :because< when you need to 6ustify what you!re asking for and why you need itD

– "+ample is the (ialdini copy machine

– (se this when asking for a commitment

& Cash #utlay'Investment"

– :(ash outlay< or :nvestment< are reEframersD

– t gets the client to look at the cost of the product in a di'erent wayD

– For e+ampleC :)y product doesn!t cost anythingD

– t!s a cash out layD<

– Or Rcombining two trigger words5C :t!s a cash outlay onlyD<

– )pples *ersus Oranges

( I )ould %e Glad To"

– #his reEframer is especially powerful for after the factD

– Suppose a customer calls you with a 2uestionD



– 0ou can say U don!t knowD !ll have to go look that upD<

– Or you can sayC *I+m not sure about that" I would be glad to research it for you",

– : would be glad to< is a huge rapport builderD

– t also changes how you feel about yourself through the use of positive selfEtalkD

OAsetting Language Patterns

• #hese go in at the end of the presentation

1 -old your hand every step of the way"

– (lients always worry that once they buyC you will leave them hung out to dryD #his phrase

removes that fear and knocks o' a huge negative that always e+ists in the client!s mindD

. /how you the ins and outs"

– #his works especially well with comple+ products or servicesD )any timesC people hesitate

to buy because they fear they won!t know how to use it properly or that it will be diVcult to useD

– #his pattern o'sets that fear by stating that you will show them how to make it simpleC

easy and wonderfulD

$ -uge upside with little downside"

– People always worry about what will go wrong if they buyD

– #his phrase addresses that fear by convincing clients they have a lot to gain and little to

lose by buying your productD

– Of courseC it needs to be supported with evidenceD

– But this phrase is so powerful it should be used several times during your closeD

– +epeat this one

& Incredibly easy to get started"



– Ut!s incredibly simple! people don!t want to e+pend energyD

– #hey want to be told how easy it is to modify their loan or to 1+ their creditD 0ou!re

knocking out a negativeC adding a positiveD

( In0depth training program"

– #his is a great pattern to use when your product re2uires people to learn something in

order to use itD

– t tells clients that you will be there holding their hand every step of the wayD

It+s a long0term relationship"

– #his pattern uses future pacing to remind clients what you can do for them over the long

termD

– t tells clients that once they complete the transactionC it is 6ust the 1rst step in all the

things you can do to make their lives betterD

– ,his assumes that the -rst transaction goes well

2 It+s sure3re4 paint0by0numbers"

– 0ou have a systemD People love buying systemsD

– #hey especially love turn key systems that are paint by numbersC step by stepC move by

moveD

– )oney rolls inC freedom rolls outD

Powerful losing Patterns

1 %elieve me"

– :Believe meC if you do even half as well as the rest of the people who have gone through

this program you!re going to be veryC very impressedD

– &ll ask is after you!ve made money with this want a ton of referralsD



– Sound fair enough<

. 5our wife"

– :0our wife will be kissing you when you walk through the doorD<

– #his pattern knocks out the fear that loved ones will disapprove of the buying decisionD

$ 6id+s schools"

– :f you do this you!ll be sending your kids to the 1nest schoolsD<

– #his is a powerful emotional patternD

– $o not make statements like this if your product cannot live up to itD

& I am not getting rich here"

– #his is very e'ective for getting referrals and building longEterm relationships because it

insinuates that you!re not making any money on the transactionD

– :!m not getting rich here but know you!re going to do really well with our program and

you!ll give me a ton of referrals and that!s how my business growsD Sound fair enough

S)G" -O&* %OST PO="*(&L L)+,&)," P)TT"*+S (O* T!" (I+)L LOS"F

#hese include patterns like3

45 f you do even half as well as the rest of the people that have gone through this program

75 &ll ask if that you give me one shotD DD

– promise you will be eevry very impressed

95 #he only problem you!ll have is didn!t call you si+ months ago and get you started thenD

=5 Believe me you will not be sorryD Sound fair enough

Lopping Language Patterns



1 Does it make sense to you7

– #onality is essentialD &sk in a calmC curious toneC :$oes the idea make sense to you $o you

like the idea< #his is not a pattern to use with certaintyD

. True beauty"

– :0ou seeC the true beauty of the program is that it!s D < and then go on to describe how it

will solve the client!s problems and make his life betterD #his a beautiful transition and powerful

de*ection patternD

$ If I had been 8

– :f had been your 1nancial advisor for the past three yearsC making you money on a

consistent basisC you wouldn!t be saying ULet me think it over! right nowD 0ou would probably be

sayingC ULet!s get startedDW< &gainC tonality is keyD

& 9s far as my company goes 8

– #his is an e+cellent transition from selling you to selling your companyD : pride myself on

doing this0

– I pride myself on doing thatD plan on being the top producer in my companyD

– am not going to get there without my clients giving me tons of referrals because they love

meD

– &nd as far as my company goes < #hen go on to say all the great things about your

companyD

@5 )hat we can do for you besides this one transaction

– #his should be presented more as a statement than a 2uestionD

– Find three things Rwhich can include your upEsells5 you can do for the client outside this

transactionD n factC this pattern is a good way to preEframe your up sells as bene1tsD

)hat+s the worst that could possibly happen7



– #his is the ultimate minimiNerD

– t allows the client to run through all the possible bad outcomes if the product doesn!t

work out and compare them to all the positives if it doesD

./ )e can start o: small"

– #his is an e'ective pattern for minimiNing some of the client!s fears while setting the

groundwork for doing more business in the futureD

– Starting out small does not mean lowering priceC although it can mean buying less so that

the customer doesn!t pay as muchD

0/ ;lease don+t misconstrue my enthusiasm for pressure"

– #oday!s clients are very distrustful of highEpressure salespeopleD

– #his pattern allows you to put it out there and defuse itD #he client will respect you for

saying itD f you don!t say itC he may feel you are pressuring himD

1/ I understand what you+re saying"

– #his is a great response to the person that saysC :Let me think about itD<

– t is also a great tool for demonstrating caring and empathyD

– SayC : understand what you!re saying< and then loop back to selling your client on you and

the companyD

– f the client still wants to think about it after several loopsC get a little stronger with your

tonalityD

– SayC : understand what you!re saying but let me say this there are 9 things ion ourbusinessC every factor is in your favour < and start using some closing patternsD

– (se scarcity 2 urgency

1<Getting started is very simple"



– :Getting started is very simpleD

– t!s 6ust a 2uestion of some basic informationD<

– #his is an e+cellent soft or trial closeD

11Cash outlay of only 8

– :(ash outlay< always sounds better than :costsD<

– 0ou can also use the term :investmentD

Tonality for losing

C9 If you do half as well5

– #otal certainty

19 -ou’re going to be ery ery impressed

– 8tter Sincerity

39 Sound fair enough

– /easonable man

Module 10 – $eco(ing APerson Of &n4uence,"reate "usto(ers )orLife6ealing =ith Stalls



• f the client truly cannot a'ord your productC you have to respect itD But never accept a

stallD f the client doesn!t like the productC loop back and convince him with Rwith logic5

that it is the greatest thing since sliced breadD f the client doesn!t trust you or your

companyC loop back and educate him Rwith emotion5 about how trustworthy you are

and how great your company isD

• f a client says your product isn!t that goodC don!t get defensive and don!t challenge himD

&dopt a tonality of calmness and disarmingC and sayC :Let me say thisD #he true beauty of

my product is what you haven!t found out yetD< #his tells the clientC :0ou!re a smart

personD 6ust haven!t given you all the facts yetD<

• f the client doesn!t like you or your companyC sayC :Let me tell you a little bit more about

my company D < #hen launch into your pitch about how great the owner of the

company isC and all the good things he does in the communityC etcD

ommon obEections include4

45 can!t a'ord itD

75 #here!s been a death in the familyD

95 need to check with my accountantD

=5 !d like to but it!s bad timing right nowD

@5 want to check it outD

,5 !ve been burned beforeD

M5 )y wife will kill meD

H5 want to see it 1rstD

?5 need to do more research

4-5 &nd of courseC the X4 ob6ection3 need to think it overD

reating a ustomer (or Life



1 =ever duck a phone call"

– &ll it takes is one ducked phone call to kill the relationshipD

– f you have bad newsC give it to the clientD

– #hey!ll forgive youD

– f you make a bad move operationally or in marketingC act 2uickly and they!ll forgive youD

– f you let the problem festerC they will do business with anybody but youD

. /end them to your competitor"

– f you really can!t help your clientC tell them where they can get the product they needD

– #hey will rave about you to their friends and associatesD

– )ore importantlyC the ne+t time they need anything similarC they will call you thinkingC :f

he doesn!t have itC he!ll know where can get itD<

– #his is a powerful strategy that also makes you feel good about yourselfD

$ Remember their family"

– &fter you close the clientC 1nd out who they areD

– &s you!re 1lling out the paperworkC 1nd out if they have kidsC when their birthday isC and

what some of their interests areD

& >se gifts ?correctly"

– Give gifts that the client will actually appreciateD

– For e+ampleC don!t give hockey tickets to someone who has no interest in the sportD

– Find out what makes your client feel alive outside of work and 1ll that need with your giftD

– f your client loves 1shingC send them a hunting and 1shing magaNine every monthD



– For 6ust 47D--C he will remember you every month for an entire yearD

( )rite e:ective thank you notes"

– :#hanks for the giftC it was great< doesn!t cut itD

– Get personal and speci1cD

– #ell the person why you liked itC using emotional trigger wordsD

– For e+ampleC : absolutely adore the gift you sent meD t looks beautiful sitting on the

centerpiece of my table for #hanksgivingD<

– :)y family were commenting on it<

%otiation

• &ct as if you are wealthy already

• &ct as if you have all the answers

• &ct as if you are super con1dent

• @very human being can succeed if they only do three thingsA

– ;arness the basic motivating principles of pain and pleasureD

– Learn to move through fear toward where they want to goD

– Stop focusing on what is wrong with their lives and focus on where they want to goD

straight line notes

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