#3 NEW!!! The GUTS Sales Method RULES

The G.U.T.S.
™ Sales Method RULES©
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The G.U.T.S.™ Sales Method RULES©
C C & R PUBLICATIONS  
A DIVISION OF C C & R PROPERTY INVESTMENTS, INC.
A Delaware Corporation
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Phone: (970) 281-5151
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Webpage: www.ClaudeDiamond.com 
Original Copyright and Publication 2018
Claude Diamond is a Federally Registered Trademark

Special Thanks to my best friend and Sweetheart CJ. for her exemplary Editing Skills.
All rights reserved 2018 

No part of this book may be reproduced in any form without prior written
permission from C C & R Publications. Even an unoriginal and untalented
Plagiarist better think twice before he steals my intellectual property because I
will sue him.
Copyrights and Trademarks:
Claude Diamond, G.U.T.S.* “Sales, The Million Dollar Skill”, “Give Good
Phone”, “The Phone is like a cactus”, “No One deserves Success More than you”
“Success 1 Person at a Time”
are registered Federal and State trademarks and copyrighted. If you copy
anything without saying please, guess what will happen;-)
*Great Unconventional & Unorthodox Techniques of Sales.
“Hey, we call it G.U.T.S. for a reason!”
Note: This is my 5th book on the G.U.T.S. Sales and Success Method.
“The Mentor Teaches Success”© “The Mentor Teaches the G.U.T.S. Sales Method”©
“How to Sell with G.U.T.S.”© “The G.U.T.S. Update”© “The Rules of G.U.T.S.”©
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My Introduction
(This will knock your socks off, but not your Flip-Flops)
A business acquaintance and I recently had the following conversation:
“Hey Claude ! No one wants a book of rules.”

My Response “What if those rules could make you rich, make you truly
happy, give you financial freedom for the rest of your life, empower you with a sense of
confidence you never knew could be possible?
It wouldn’t be worth learning those rules would it?”
“Well yes, I guess, if you put it that way” he said.
“You guess?” I responded.
“OK, OK. If your G.U.T.S. guidelines could change my world, my fortunes, then yeah, I
would read it and read it fast.”
He didn’t know it, but I had just used the power and science of the G.U.T.S.
System to Persuade and Influence him to my way of thinking!
I first came upon the idea that sales skills were the missing link, the
million dollar skill after witnessing my own Mentor, Max
“Give Good Phone” on countless occasions and make more money,
a fortune in just one phone call, than I would make in a year. Matter
of fact, he would either close, get a commitment or fire the prospect
in the first phone call, sometimes in just a few minutes. This
seemingly secret ability is not taught in any Ivy League business
Colleges or training seminars. It literally blew me away and knocked
my socks off. (See illustrative picture:-)
Imagine, seeing a truly great salesman pick up a phone and close a

prospect thru his mastery of persuasive skills. To this day, it still
amazes me. How did he do it? That life changing event still moves
me today when I reminisce about Max. We all need to get some
G.U.T.S. and learn these Special Hypnotic Skills if we want the same
results.
G.U.T.S. is the perfect title for my Method or System of Sales. On one

hand, it literally stands for “Great UnOrthodox & UnConventional
Techniques of Sales & Success”.
!3
I believe that selling for financial gain and personal satisfaction takes
an exorbitant amount of courage or better said, G.U.T.S.
To talk to strangers all day and stay relaxed, have fun and convert
them to a friendly acquaintance, who want to give you money or a
contract in a few minutes, may be a life changing skill worth learning.
These are the Most Important Rules of G.U.T.S. If you’ve read my
other books or have taken my unique One-On-One Mentoring
program, you already know The G.U.T.S. Method and The Staircase
of Success; Agenda-Qualify-Commitment/Close. You know how to
ask questions with Stroking, Nurturing and Empathy. This Rule book
of G.U.T.S. will fine tune that Persuasion and Influence Success
Engine which burns in the hearts of all the great and potentially great
Salespeople.
In many of these rules you will see a unique G.U.T.S. Role-play

outlined. I have been using the role-play method of teaching with my
Mentees for years, but have rarely shared them in written form. The
results of this type of spaced repetition learning and question based
interaction study are astounding.
Finally, Please Remember, Sales is the million dollar skill. You

will inevitably fail if you do not master this combined art and science
of Persuasion and Influence, regardless of all the money you spend
on seminars and educational materials. Yes, all the garbage out
there! (OMG, I feel so much better now!)
Sales is the missing link for most entrepreneurs. It changed my life
and it will change yours for the better, too. As Max my Mentor used
to say,
“Everyone wants to be rich, but few are truly willing to pay the price.”
!4
Table of Contents
The G.U.T.S.™ Sales Person ALWAYS comes first !!!
It’s OK to Fire The Prospect
You’re not allowed to think about it Mr. Prospect!
Scripts Really Suck!
You Have Rights in The Sales Process
The GodFather Close
What do You really Sell Rule?
Be a Story Telling Salesman if you want to WIN BIG.
My Definition of Success
Sales is Scary Dangerous
Never go to aMeeting
Opposite George Sales & Success Rule
You Are in Business for one reason, To Make Money Today !
No Begging for the order
No Presentation
The G.U.T.S. 11th Commandment Rule
I Don’t Know
Truth or Lie Mr. Prospect?
The Phone is Not a Cactus
The Million Dollar Rule, EQ + IQ = Sales Closings.
The Prospect has NO Defense against Humor in Sales- so just
make them Laugh.
Be The Doctor, not The Patient
Stalls and Objections are Closing Opportunities
The 75%-25% Rule
The Claude Barometer
The G.U.T.S. Move Pattern Interrupts
The Mr. Rogers Close
Never Accept a One Sided Compliment or Criticism from a
Prospect
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Stop Wasting your Money on Senseless Marketing Strategies.
You Need to Stroke, Nurture and be Empathetic
The Rule of Five
I have made a decision, Mr. Prospect.
Can you Qualify the Prospect in 3 minutes or less
Boo “Frackin”* Hoo Rule
The Break My Heart Rule
Never get into a Pissing Contest with a Skunk Rule
Don’t Pee on my back and tell me it’s raining.
It takes G.U.T.S. to Rule the World
What do you want them to say when you get off the phone?
Don’t Take Vacations, Live Them. G.U.T.S. is a lifestyle, a
way of life.
There are no Bad Prospects, only Shitty Salesmen
No One Deserves Success More than You
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The G.U.T.S.™ Sales Person

ALWAYS comes first !!!
“We have to believe that we deserve to come first, otherwise we will
always be last.” Claude
This is a very controversial rule. Many sales trainers
and motivational speakers get upset with your Uncle
Claude when they hear me say the following:
“The Salesperson Always Comes First!”
I may as well get this rule out of the way, up front. I have met so
many well intentioned salespeople who gave the prospect whatever
he asked for, in the hope that there would be some reciprocity; a
purchase, commitment or sale. In most cases, the professional sales
person will be taken advantage of due to their generosity or giving
nature. Yes, the Nice guy does finish last in many cases. In reality, the
amateur Salesperson adapts an unconscious culture of subservience,
thinking that a reward will be forthcoming. The prospect is keenly
aware of this personality type and it is in their nature to fully
capitalize and take advantage of the Salesperson’s relentless giving.
Why do Amateur Salespeople behave in this manner, because this is

old school thinking. It’s not that it’s bad, it is just that Old and
Conventional Sales Professionals need to evolve and grow up. In
G.U.T.S., I want the Salesperson to be proud, confident to a fault and
treat the prospect as a patient in need of their professional doctorly
care. We often say that sales is a profession, yet do we truly play that
role with our behavior, words or demeanor with the Prospect?
I think not. When we place ourselves first in the Sales equation, we
receive the following Benefits:
*Compensation for our Time, Knowledge and Energy.
*Respect from the Prospect, standing up for ourselves.
*An Unbelievable feeling of confidence and well being for protecting
our Self Respect/EGO. We now believe it and are even allowed to fire
the prospect. See, I told you this would be controversial and
it’s only the first rule.
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It’s OK to Fire The Prospect

I once heard a sales trainer comment to the
audience that all prospects are potential
sales. OMG what BS.
In G.U.T.S., we would rather deal with

reality, rather than waste precious resources
(time, knowledge and energy) on
unrewarding, unprofitable and low probability situations.
Claude Note: Please See “Make Money Today Rule”.
Frankly, some people are unlikely prospects in sales for a multitude

of reasons:
* No Money or ability or willingness to finance a sale.

* No Needs or Greeds aka: Motivation. Their score is very low on
the Claude Barometer (See my book “How to Sell with G.U.T.S.”).
* Lack authority to make a commitment.
* Time Frame - not ready to buy immediately or in the future.
* Authority and Maturity to make Immediate Adult decisions.
* Lacking Character to keep a commitment.
Let’s work with the Algorithms that are in our favor, the same as a
Vegas Casino. Ever wonder how they can build those billion dollar
buildings? THEY KNOW that people who gamble will always loose,
on a long term basis. Why spend time in unproductive situations?
Prospects who do not Qualify in your G.U.T.S. Qualification Staircase

are very low probability and a waste of your time.
Role-Play:
G.U.T.S. Salesman: Have you addressed those financial issues so
we can move ahead today?
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Prospect: Well not exactly, but we are working on

it. Maybe by next year, if I find a job we will have
enough saved and will have a better credit score.
G.U.T.S. Salesman: So why did you contact me?

What are you hoping to accomplish today?
Prospect: We have many questions about buying our first home.
G.U.T.S. Salesman: I respect that. I have some materials that I

can send you via email that will answer most of your questions.
When you have resolved your financial issues, please feel free to get
back to me.
Prospect: But we still have questions.
G.U.T.S. Salesman: I have to go as I have many other

appointments. Have a nice day.
(You’re fired!)
The typical amateur Salesman on the other hand will spend hours of
time in fruitless gratis consultations, Q&As, buy lattes/lunches, waste
gas driving around and answering all the prospects’ questions with no
reasonable chance of receiving a commission or doing a deal. These
types of salespeople are so desperate and have such low self esteem,
they will waste their life with a no win Prospect until they become
mad or frustrated with the prospect.
Such a waste!
!9
You’re not allowed to

think about it Mr. Prospect!
Prospects love to be in control when they know you

are the typical “show and tell, features and benefits boring” type of
salesperson.
They have been dealing with amateur sales people all their lives. They
have heard the same words, scripts and obvious schmoozing all their
lives from car, insurance and real estate salespeople. The prospect’s
objective is to get as much information as they need without any
consequence, commitment or payment. Why should they, when all
they have to say is the popular and evasive “I’ll think about it”!
Claude Note: See 11th Commandment Rule.
The time, knowledge, resources of the salesperson have all been
wasted with almost no chance of ever being compensated. They
would have made more money as a Walmart Greeter!
Let’s look at a typical “Think About it” Objection dialogue.
What they usually say:

Prospect: Well this all sounds good Mr. Salesman, but I need to
think about it for now.
Salesperson: That’s fine, I understand. I will send you some
information and get back to you in a few weeks. Thank you for your
time. Here’s my business card.
What they both would REALLY like to say:

Prospect: Thanks for the free information loser. I will use this
great information on comparative pricing, delivery, etc. to beat up
your competition and get a better deal. I hate Salespeople who just
want my money anyway. You all sound the same. I have no
intention of ever doing business with you, but I want to end this
conversation now and give you false hope.
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Salesperson: Yes, it was a pleasure to meet you Mr. Prospect and
buy you an expensive lunch, latte, sit in traffic and give up a day in
my G-d Given Life just for the friggin’ pleasure of having you waste
my time. I know you just lied to me and will just avoid all my phone
calls and voice mails. I will shred a business card for you when I get
home instead of giving you one now.
The Naive Salesperson: Oh Boy, This prospect is hot. I will get

him later. Sure glad I did all this important groundwork.
What the G.U.T.S. Salesman would say:

Salesperson: Prospect, you are not allowed to think about it.
(Pause and enjoy the puppy dog look on their face.) It sounds to me
that you are more concerned about sparing or hurting my feelings,
than telling me what you really think. When we first spoke, I told
you it was ok to fire me if you didn’t like my product/service.
Prospect: But, I don’t want to fire you!
Claude Note: Finally some Adult TRUTH!
Salesperson: Thank you for saying that. What is the real reason
we are not doing business today? It’s not the cost, is it?
Claude Note: 90% of the time, it’s a Money problem!
Prospect: Well to be honest, yes it is.
Salesperson: If Money wasn’t an issue, you wouldn’t want to get
started right away would you?
Prospect: Yes, I would, but we really cannot afford the down
payment right now. That’s the truth of the matter.
Salesperson: Thank you for sharing that. Suppose there was a
way I could arrange some affordable financing with no interest and
a lower downpayment so we could fix the problem. How would you
feel about that?
Prospect: That would work.
Salesperson: What?
Prospect: Yes, let’s go ahead.
Salesperson: You made a wise decision Prospect! Thank you.
!11
Scripts Really Suck!!

Apologies in Advance if I offend someone’s tender
sensibilities on what I am going to say next. Let me be
a little blunt here so there is no misinterpretation of
my feelings about pre-written dialogues, supposedly
designed to prepare you for all contingencies in sales.
Here we go, Scripts are BullShit!!! Scripts are the
greatest hindrance to your success because they demean and diminish the
one true skill that can make you free forever.
Claude Note: See my G.U.T.S. definition of success!
You need to be creative, spontaneous, impromptu and improvisational to
get to the highest levels and income in Sales. Yes, this is hard work,
but oh boy, is it worth it! I am not against being prepared or rehearsing
certain key passages, stories, quotations, etc., but using the same
repetitive banter is not going to get the prospects EQ (Emotional
Quotient) working. (See The Million Dollar Rule). There is a plethora of
books and endless boring guru seminars with a multitude of mindless
pages of silly, amateurish and senseless scripts for all occasions. A total
and complete waste of money, in my opinion. All scripts will do is make
you nervous because you are memorizing endless variables instead of
learning and applying logic and analyzation. Understand that every sales
situation is unique in some way. It is the height of immaturity and denial
to think you can parrot answers on a consistent basis and have respect
from and control of the prospect. You will just embarrass yourself and not
get the results you deserve. The fact of the matter is that memorizing or
even attempting to learn scripts in sales is fruitless and will distract you
from the essence of persuading the customer. It is essential that you learn
how to think on your feet if you want to be a high earning G.U.T.S.
Salesman. The G.U.T.S. Salesperson doesn’t need a Script because they
practice and embrace the skills of a System. G.U.T.S. is a method of
combining modern behavioral Psychology and having the Thespian or
Acting Skills of an Academy Award Winner. You win when you are
relaxed, confident, spontaneous and the words flow from knowledge,
practice and creating a comfortable environment for all concerned. If
you want Freedom, please throw away the Scripts and get some
G.U.T.S.!
!12
You Have Rights in

The Sales Process
(The Salesmen’s Bill of Rights)
It seems that the very act of the contemporary
Salesman is to be subservient to the needs of the
prospect. Basically, give them everything they
ask for without any reciprocity and then thank
them for saying things like:
I’ll Think About it.
Send Me a Contract to look over.
I’ll speak to my spouse.
The Amateur takes this manipulation, lying and rejection without

argument. He learns to accept the rejection as a way of life, just the
cost of doing business. The old fashioned Sales training Gurus still
today espouse the following motivational tripe:
“Knock on a 100 doors and if 100 People Say “no” then knock on
another 100”.
I invented G.U.T.S. because I was sick and tired of being reduced to a

serf. I worked hard to learn real estate, went to workshops and
seminars. I read all the books and listened to all the audio
information I could find. I even went to law school and earned a J.D.
(Juris Doctorate). Yet, for some reason, I was treated by prospects
like I was a long lost relative trying to borrow money! I was the
world’s worst Salesman!
What was I doing wrong, I would ask myself. It was with that self
introspection that I thought it was time that we, Salespeople, had our
own document entitled:
!13
The Salesman's Bill of Rights

When in the course and scope of human events, the struggle
of hard working men and women in their endeavor to
persuade and influence their fellow man with quality goods
and services becomes an abomination to their own self
preservation, self esteem and ability to enhance their own
Freedom, a force of nature to nourish, that survival must
take place.
We hold these truths to be self evident, that all men and

women are created equal, That they are endowed with
Special Skills by their Mentor with certain unalienable
Rights. That among these are Life, Liberty and the pursuit
of Happiness.That to secure these rights they must learn the
Art and Science of G.U.T.S.
Great Untraditional & UnOrthodox Techniques of Sales and Success

So that these wonderful, decent and hardworking
Salespeople shall not perish from the earth.
!14
Claude W. Diamond J.D.

Sales is a skill that is necessary for anyone who wants to attract
success in their life. You can have the best product, the most capable
service, but without a sales system and the GUTS to make it work,
you won't be able to give away 20 dollar bills in Times Square. It
really doesn't matter whether you are selling the all inspiring widget
or a hamster sitting service, you have to have a system of sales where
you work smart, achieve your financial goals and begin feeling great
about yourself, all the time.
You have rights in the Sales Process!
A. You have the right to ask the prospect your G.U.T.S. qualifying
questions.
B. You have the right to stop giving away free information without
getting anything in return.
C. You have the right to be in control of the sales process.
!15
D. You have the right to have high self esteem and feel good about
yourself, all the time.
E. You have the right to fire the prospect and end the sales process
if the prospect does not qualify.
F. You have the right to expect to be treated with respect as that of
any other professional.
G. You have the right to work smart and efficiently with people who
need your services and to be richly compensated.
H. You have the right to make as much money as you are willing to
put into your work.
I. You have the right to enjoy your work, have fun and be treated
with respect while you go to the bank.
Welcome
To The G.U.T.S. ®
Sales Method
By Claude W. Diamond J.D.
AKA The Mentor
Saturday, February 21, 2009 1
My Original G.U.T.S. Sales Package design

Definitely A Collector’s Item:-)
!16
The GodFather
Close
Make them an offer they Can’t refuse!
In sales, you are often going to have a situation where

there is no convincing the prospect to make a
decision. You are so close to a sale, but there just isn’t
enough EQ (Emotional Quotient) to close the deal.
When this occurs, I employ a technique inspired from the Famous
GodFather Movie. Remember when Don Corleone says:
“Make him an offer he can’t refuse”!
In Sales, it can’t hurt to make a spur of the moment offer with a time
frame.
Claude Note: Always have a backup plan or as they say in Vegas, an

Ace up your sleeve!
Prospect: It sounds great and we could really use that office space,
but we don’t have that kind of money available in the budget right
now. Maybe next year, but thank you for your time. (The prospect
stands up and extends his hand to dismiss the Salesman.)
The Amateur Salesman: I totally understand Mr. Prospect and I

really appreciate your time. I will get back to you next year.
The G.U.T.S. Salesman: That’s fine Mr. Prospect, but let me ask
you one last question before I leave. If money wasn’t an objection or
issue right now, you wouldn’t want to move forward on the office
space you so desperately need, would you?
!17
Prospect: If you put it that way, of course. We have people sharing
office space and it’s really hurting production around here.
The G.U.T.S. Salesman: Would you mind if I tried the GodFather

close on you before I leave? I want to make you a very tempting
offer which might be difficult to refuse.
Prospect: I’m not going to find animal parts in my bed tonight, am

I? (He asks jokingly!)
The G.U.T.S. Salesman: Let’s imagine, just for a moment that

my company was willing to finance the purchase of the office space
at zero interest for one year. A small downpayment and very
reasonable payments per month, for one year with a balloon for the
balance. That wouldn’t change anything would it?
Prospect: That’s a generous offer. Can you really do

that?
The G.U.T.S. Salesman: Suppose I said yes, what

would happen next?
Prospect: I think you have a deal.
The G.U.T.S. Salesman: I’m sorry, WHAT did you say?
Prospect: Yes, let’s go ahead. That’s too good a deal to pass up!
The G.U.T.S. Salesman: Thank you Mr. Prospect, please sign

here.
Hey, I heard that :-)

We do call it G.U.T.S. for a reason;-)
!18
What do You really

Sell Rule?
You Sell Solutions!
A Question I often ask My Mentees during

G.U.T.S. Sales Training is: What do you
really sell?
I get the cute answers like: I sell myself, I sell my company, I sell a
product or a service, etc. Most Salespeople never ask themselves the
most important question: What do they really Sell?
How can we persuade someone if we haven’t reverse engineered what

they really want? For example:
A Health Club Center Salesperson might be selling weight loss and

health club memberships during a large advertised promotion, but
have they ever considered why that potential inquiring member is
really there? The prospect is really there perhaps, to increase their
personal attraction, have clothes fit better, maybe due to an
upcoming wedding or family or high school reunion, desiring more
confidence at work to get a promotion or she just wants to feel or
sleep better, etc. The list is long and making premature assumptions
with little inquiry is a waste of valuable time.
Initially during a Sales Conversation very little qualification is

initiated by the amateur Salesperson other than some simple
statements or obvious inquiries. In G.U.T.S. we are looking for
something deeper, the Truth from the prospect. This can only be
drawn out by getting them to relax, like and hopefully, trust us by
utilizing the Agenda, Qualification and Commitment/Close Steps
which are all based on asking questions.
!19
We have to understand that most prospects buy because they have a

need or greed. They are looking for a solution to or an elimination of
a Problem. They want to remove a discomfort, an agony or increase
an enjoyment. What does a G.U.T.S. Salesman really Sell:
We sell Solutions
We sell removal of Pains, Problems and Irritations
We sell Enjoyment, Comfort and Happiness
We sell a vision of a Better Life, Financial Security, Lifestyle
We sell a Memory
Role-Play at the Cadillac Dealership. A prospect walks in.
Amateur Salesman: Good Morning, Sir! What a beautiful family

you have. How may I help you today?
Prospect: Thank you. We’re just looking around.
Amateur Salesman: If there is anything you need, just ask me.
Prospect: Fine, thank you. We’re just looking.
G.U.T.S. Salesman: Excuse me Sir, is that your 2014 Honda Civic
outside?
Prospect: Yes, is anything wrong? Did I park in the wrong place?
G.U.T.S. Salesman: No, it’s fine. I was just wondering why you
are looking at our cars when you have such an obviously well kept
vehicle. You probably only have 25K miles on it.
Prospect: Actually, I have almost 75K on it. I drive a great deal.
G.U.T.S. Salesman: Excuse me for asking so many questions, but
what do you do for a living?
Prospect: I sell Real Estate. I am a local Realtor© Broker here in
the area. I am always driving potential clients around.
G.U.T.S. Salesman: Not in the Honda, right?
Prospect: Well, that’s kinda why I came in today. The car is too
small and bumpy for some of my clients to sit in comfortably. I
thought it might be time to look around.
!20
G.U.T.S. Salesman: Why not just go back to the Honda
Dealership? I am sure they could solve your problem and sell you
something larger, more spacious.
Prospect: Well, my son needs a car for college and I thought he
could take my car and I could buy a new one. I’m just looking today.
I’m in no rush. Really!
G.U.T.S. Salesman: Thank you for sharing that information with
me. You may want to consider something else.
Prospect: What’s that?
G.U.T.S. Salesman: Promise you won’t get mad at me?
Prospect: Now I am curious.
G.U.T.S. Salesman: Nothing wrong with your Honda. It’s a fine
and safe car, but I believe that it may be costing you many sales.
Prospect: Why’s that?
G.U.T.S. Salesman: Prestige. A car for meeting or driving around
clients should make a statement about how successful and
professional you are. While it may cost more, it could result in much
higher sales.
Prospect: I see your point, but no one has ever said anything to me
about it before.
G.U.T.S. Salesman: They have, but not to your face. Most
Prospects don’t want to engage in a confrontational and dead
honest conversation with a salesman until they are in private and
away from him. Please don’t get mad for what I am about to say.
Prospect: Err, OK.
G.U.T.S. Salesman: Driving a small economy car could be costing
you commissions, sales and contracts, as well as costing you a great
deal of your selling time.
Prospect: How do you know all this Stuff?
G.U.T.S. Salesman: Great Question. Thank you for asking! I deal
with many people in the Sales profession. Their numbers always go
up when they make a better impression to their prospects about
their Success.
!21
Prospect: I never thought of it like that. Maybe we should talk
some more.
G.U.T.S. Salesman: Let’s go into my office and look at some
numbers. If you like what I have, we can move forward. No
pressure, your decision and you can fire me at anytime. We are just
here to see if I can help you make a much higher income.
Our G.U.T.S. Professional engaged the prospect with an initial line of

questions to obtain information and eventually increase the need and
greeds of his prospect. He knew exactly how and what to sell him.
!22
Be a Story
Telling
Salesman if you
want to WIN
BIG.
Our greatest authors, professional motivation speakers, orators and
yes, Salesmen are great story tellers. We all love a good yarn,
especially Prospects. Why, because they evoke a dream, a memory, a
vision in our head. They give us credibility and can substantiate our
strong beliefs about our product and services. They are entertaining
and make us laugh or tear up. For the professional G.U.T.S.
Salesman, stories make the prospect emotional.
Once again, with a good, poignant story we can capture the

prospect’s attention and move him into a hypnotic or trancelike state,
a wonderful controlled environment of positive persuasion. Our
stories should always be ready, at all times to either substantiate a
truth about what we are selling or how it solved a problem or
overcame an objection.
Let’s use a role-play example to demonstrate story telling.
Prospect: Hey Claude, I have been in Sales all my Life. I don’t
really need any more training.
G.U.T.S. Salesman: That’s great to hear Prospect. I appreciate
you sharing your success with me. Question. Would it be safe to say
that you are the top wage earner in your real estate company?
Prospect: Well no.
G.U.T.S. Salesman: In your district, state or local office?
Prospect: Not yet, but I will be someday.
G.U.T.S. Salesman: I have no doubt you are earnest in achieving
your goals. Hey Prospect, ever hear The Turtle and The Scorpion
!23
story? It might help you get to your greatness
much sooner.
Prospect: Sure go ahead and tell it to me.
G.U.T.S. Salesman: There once was a turtle by
the river and he was approached by a scorpion
who asked if the turtle could get him across the
river. The Turtle replied “Hey, I’m not stupid. I
know you will sting me with that poisonous tail of yours.” The
Scorpion replies quickly, “Hey, if I did that, then we will both drown.
That doesn’t make much sense Turtle.”
“I see your point and you do make sense. Ok, Hop on my shell and
let’s get going.” The scorpion hops on board and the turtle begins
paddling across the deep river. In the very middle of the waterway
the Scorpion stings the turtle on the neck. As the turtle begins his
entrance into turtle heaven, he turns his head around and says to
the Scorpion, “for goodness sake, WHY?” The Scorpion exclaims,
“Just couldn’t help myself, it must be in my nature.”
Prospect: So what does this story have to do with me?
G.U.T.S. Salesman: It’s in your nature or better said, skill set to
just get by, just make quota, but not to excel. Unless you change
your nature you will never reach your goals. I help Salesmen like
you reach their highest income potential if they are willing to adapt,
learn to change their nature. You don’t have to be a scorpion the
rest of your life. With my help I can teach you the tools to succeed.
Do you want to see change in the next 30 days or are you willing to
wait 30 years? Patience is not always a virtue when it comes to
sales. That’s the point of the story. What should we do next? It’s Ok
to fire me!
Prospect: I don’t want to fire you. Tell me how I can get to my sales
goals in the next 30 days.
G.U.T.S. Salesman: What happens then?
Prospect: We get started.
Tell Stories with G.U.T.S. and see dramatic results in your Sales
closings!
!24
My definition of
Success
Ok, I know this is not so much a rule as it is
a philosophy.
After years of Mentoring select entrepreneurial
individuals, I often ask this question: what does
Success look like for you? I usually get responses about the volume of
real estate deals, becoming a millionaire, driving overpriced Italian
sports cars or taking vacations. Occasionally, I hear about relieving a
spouse from a nightmare job, boss or a tiresome commute and having
more time for the family.
My take or G.U.T.S. philosophy is unique in that knowing that the
ability to be able to create wealth by having the skill set and
confidence is so much more important than accumulating assets. For
example, how many people have lost a financial fortune thru a bad
decision, a change in laws, the economy or just plain dumb luck?
My take is that understanding the G.U.T.S. Rules and Sales method
will always allow me to re-create my freedom, my lifestyle. No debt,
top credit score, cash flow, more income than I need with a surplus
for investments, live anywhere I want.
Note: CJ and I live in several lovely places. We never take vacations,
we live them, thanks to G.U.T.S.
I have often exclaimed to my students: Take everything away from
me that I have worked a lifetime for: cash, free and clear real estate,
stocks & bonds, expensive luxury cars. Yes, take it all away, except my
knowledge of the G.U.T.S. Sales method, understanding of human
behavior and my health. Leave me with the clothes on my back (hey, I
don’t want to get arrested for indecent exposure:-).
In 30 days or less, when I get to a phone and begin to use my G.U.T.S.
Success Method, I will be on top again, a 1%er. The moral of this
Rule is that you are free when you are NOT dependent on
materialism, but realize that you could lose it all and bounce back
quickly. Being a winner is a mindset, it’s not based on the
accumulation of assets.
!25
Sales is Scary
Dangerous
and it could be your Kryptonite!
“There is no other career choice that can be as personally
rewarding or as profitable as sales”. Claude
I have often heard the statement that sales is the
highest paid profession in the world. What is left out, however, is that
sales also has an enormous failure rate. In actuality, less than 1%
actually make it in sales. By make it, I mean reach a 6, 7 or even 8
figure annual income using the skill set of persuasion and influence.
In this author’s opinion, traditional Salespeople are unwilling to take
the necessary radical chances that success requires. They play it
safe, rather than make what we refer to as “a G.U.T.S. move”.
Well, I have good and bad news for you kids!

Sales is so Dangerous.
By that I mean, it can affect your ego state, your confidence, it can
bring you to your knees and depress you. It can also give a sense of
well being, confidence and more wealth than you ever imagined. You
need massive quantities of Courage to make it in a competitive
world. So should you quit right now? Of course not. You can mitigate
or eliminate the danger by using your words like a surgeon uses a
scalpel. Let’s look at a role-play where the Salesman is in a tight
corner with a tough prospect.

Prospect: Hey Salesman, send me over your real estate contract to
review. I need it by Monday, 9AM and we will get back to you in the
not too distance future. I am very busy, but thank you for all your
time and information. He then abruptly and rudely stands up letting
the Salesman know the meeting is over.
!26
Claude Note: The Prospect dismisses our salesman
and has a total lack of respect for the professional.
Typical Salesman: You are welcome, Mr. Prospect. I
will get you everything you need. Thank you again for
your time.
What they both would REALLY like to say:
Amateur Salesman: Oh Damn, Mr. Prospect !!!! I
am going to have to reschedule a family weekend trip, tick off my
wife, break my promise to the kids, spend many hours over the
weekend to accommodate your request on this contract to get it to
you by Monday. Why, because I don’t have the nerve to say no to
you or even attempt to get a commitment or order from you because
I am too scared you might throw me out of the office or give the
order to someone else. Oh man, I really need this sale. Better not
take any chances and do what he says.
Prospect: Thank you, Willy Loman for giving me everything I
want without even asking for anything in return. Now get out of
here so I can eat my anchovy and liverwurst sandwich while I
watch Game of Thrones. Salesmen, Ha!
The Naive Salesperson: What an opportunity the prospect just
gave me. I’m sure my wife and kids will understand cancelling the
family trip to Wally World. Maybe I’ll have a chance to get this deal
and more business from the prospect. Wow, everything is Awesome.
Prospect: We would like to see some paperwork on this
complicated real estate deal ASAP.
G.U.T.S. Salesman: I appreciate your request, Mr. Prospect.
What would you like to see in the paperwork in order for us to
proceed and in what time frame?
Prospect: We would like to see the terms and prices that we
discussed today and I need it no later than Monday next week.
G.U.T.S. Salesman: My only question is what happens when we
speak next week if all of the conditions that we discussed today are
met to your personal satisfaction?
Prospect: We will get back to you and probably proceed.
!27
G.U.T.S. Salesman: Is that probably Yes or probably No?
Prospect: Well yes, if you can keep to the terms we discussed.
G.U.T.S. Salesman: Thank you for that excellent input, Mr.
Prospect. It’s a pleasure to work with someone who doesn’t fiddle
fart around and get to the point. We do have a minor problem,
however and I hope this isn’t a deal killer.
Prospect: oh-oh
G.U.T.S. Salesman: A contract and modifications of this
magnitude will require me to put in many extra hours, travel time
and discussion with our CEO. I am going to fight like hell to get you
what we discussed, but I will need until Friday. Will that work?
Prospect: Could you get it to me any earlier? I have a board
meeting with my bosses on Thursday and they will hand my butt to
me if I am late.
G.U.T.S. Salesman: Is that where you will get final approval?
Prospect: Yup.
G.U.T.S. Salesman: This is gonna be a tough one for me, Phew. I
really want to help you out. (Struggle, Struggle!) I will call in every
favor I can if you promise to give me the signed contract on
Thursday following the board meeting.
Prospect: More than Likely I can do that.
G.U.T.S. Salesman: I will burn the Midnight oil because I know how
important this is for your company, but I need something to take back to
my Boss. I know you are a man of your word. Can we definitely move
forward on Thursday or should you fire me now?
Prospect: Wow, you are relentless aren’t you?
G.U.T.S. Salesman: Because I am a winner just like you, Mr.
Prospect. Is that a YES, BTW?
Prospect: Yes, Yes (laughing) I give up :-)
Claude Note: Our G.U.T.S. Salesman Not only has
the sale, but he was able to buy more time for the
family weekend trip. It Takes G.U.T.S. to Rule the
World and all you have to do is get past the
Dangerous stuff!
!28
Never go to a
Meeting
(unless you are picking up a check
or a contract.)
Thinking like a Millionaire is easy. All you have to
do is place a greater emphasis on the value of your
time. To a success driven entrepreneur, Time is
their Oxygen. While others are frivolous with their limited 24 hour per
day gift watching forgettable Netflix series, playing online games or Snap
chatting their cat’s bowel movement on their toilet seat (yuck), the
G.U.T.S. Salesman is obedient to the precious Rule of Time - Value.
A G.U.T.S. Salesman will never travel when they know a deal can be
negotiated on the phone or on a video conference call, saving enormous
time so other deals can be consummated or discovered. They will never go
to a property or a business meeting unless they know they will receive
some benefit; information, a contract, a new important relationship or
just pick up a check. You are not a missionary spreading the word on
your fervent beliefs, but a professional, a master in the Art and Science of
Persuasion and Influence. You are a provider, a designator of information
and solutions looking for a significant return on your investment. How
many times has the traditional salesperson gone to an appointment on the
most cursory of inquiries only to discover that there is nothing there for
them. Never go to a meeting unless you are there to make a sale.
Role-Play
Prospect: (phone call) We would like to stop renting and purchase a
home. I have many questions and I would like to look at all your
properties that you have advertised for sale. When can you pick me up?
G.U.T.S. Salesman: Thank you for calling. Before we meet, do you
mind if I ask a few questions on the phone to see if I can assist you?
Prospect: Ok, sure.
G.U.T.S. Salesman: You told me that you have been renting an
apartment for 10 years. What has stopped you from buying a home?
Prospect: The down payment is an issue and our low credit score.
G.U.T.S. Salesman: How has your financial situation changed? What
would your budget allow you to put down today, as an earnest money
commitment, if we find you the right home to buy?
!29
Prospect: We have saved $6500.00 dollars and my credit score will
qualify us for a mortgage in 12 months. We both have good jobs.
G.U.T.S. Salesman: I can’t sell you a home until you qualify for a
mortgage and have accumulated at least 10% downpayment, but I may
have a solution. Suppose I was able to put you in a nice home today that
you rent for up to 2 years or more. A Portion of your rent will also go
towards reducing the price. Your $6500.00 will go to the purchase price
as option consideration and you can purchase the home when you are
ready to qualify. I will even introduce you to my mortgage lender who
can advise you and I will waive his consultation fee. How do you feel
about that?
Prospect: That would be a dream come true for us.
G.U.T.S. Salesman: Which means?
Prospect: YES!
Claude Note: Our G.U.T.S. Salesman has worked smart and didn’t just
rush out to meet an anxious prospect. He placed a value on his Time.
You have certain inalienable rights under the Constitution of the United
States. Such is my belief in the art and science of Entrepreneurship. You
have the right to make sure, that before you get into your car and drive for
hours, sit in traffic, expend monies for coffee that you will spill between
your legs when you stop short on the 405, treat unqualified prospects to
exorbitant lunches, dinners, entertainment that you have a reasonable
opportunity and tentative commitment for making a sale.
G.U.T.S. Salespeople must have very high self esteem,

confidence and work smarter than their competition. They need
to get more done in 24 hours then most people do in a week or more. They
are not bullies or intimidators, but they hold themselves in high self
esteem in order to generate a work smart attitude. They receive and give
mutual professional respect and make the money they deserve. The effort
they have invested reaps wonderful rewards from this thing we call life;
with a great sense of pride in themselves because they know they are a
winner.
!30
Opposite George/
Seinfeld Rule
When every instinct
you normally have is
wrong, then just do the
opposite to be right.
One of my favorite episodes of the extremely successful show Seinfeld
is about George, the unique poor schlub character.
George Castanza: I have no job, no money, I’m bald and I live at

home with my parents. Why should I ever speak to a pretty girl?
Jerry Seinfeld: When every instinct you have is wrong, then the
opposite would have to be right.
George decides to take Jerry’s advice and does the opposite of his
normal inclinations. Success is his when he finds love with a beautiful
blonde in his favorite NYC restaurant and he lands a dream job in
the New York Yankees main office.
I have often thought that modern day sales and marketing is much
like the above story. Why continually do something that has a
constant frustrating failure rate? The only thing that is consistent
with old fashioned, repetitive salesmen behavior is giving
presentations, reading scripts, being submissive and begging/asking
the prospect for an order. These methods do not work, even though,
for some reason they are still taught by well known Gurus.
Ed Note: Yes, it drives me crazy, too.
!31
The definition of insanity, as we have all heard before, is to do the
same thing over and over with the expectation of different results.
Why not go against the conventual wisdom you have been taught and
try something fresh and creative that will engage the prospect in a
stimulating and honest dialogue. Surprise the heck out of them by
your creativeness and originality!
G.U.T.S. is all about being un-orthodox and un-conventional, perhaps

going against everything you were taught.
The premise is that when the prospect hears a fresh approach they
will not use the same old, “think about it line”. They will be
defenseless, you threw them off balance. You will be prepared, but
they will not. Going against the conventional wisdom is never easy,
but if you have ever studied success, you know that innovation is the
ability to see things that others do not.
Be like George, go against the tide and once in a while tell the
prospect:
*They are not allowed to think about it

*Would you please fire me today
*You have a problem and I have a solution
*You are mad at me, tell me what I did wrong so I can apologize
Or go up to that pretty girl and say:
Hi! My name is George, I am unemployed and I live with my parents.
Have the courage to be Un-conventional and Un-orthodox and see

what happens. You might be surprised at the results.
It does take G.U.T.S. to rule the world!
!32
You Are in Business for one reason:
To Make Money
Today !
Because there is no Tomorrow in a G.U.T.S. Sales World
Ask yourself this Question: Why are you in Business?

Answer: To make money TODAY!!!
I know, I know all the latest motivational gurus keep saying you need
patience to build a business and to that I say B.S. Too often we push
off the tough G.U.T.S. commitment in order to not appear too
aggressive or impolite. How often have you lost deals, contracts and
upfront profits because you demonstrated patience?
I do not see words and actions such as “assertive” or “aggressive” as

being negative. I highly respect my clients and potential prospects,
yet I also respect my own needs. I respect the value of my time and
the investment I made for my knowledge. I respect that my energy
level is with limits. Bottom line, you have to respect yourself enough
so you place a greater value on your natural resources, you generate
sufficient income and you make money today. You need to get it into
your mind, that in business there is no tomorrow, only NOW. Life is
short, go for it.
Role-Play
Prospect: That all sounds great Salesman, but I would like to think
about it for a while.
G.U.T.S. Salesman: With all due respect Prospect, you’re not
allowed to think about it.
Claude Note: Normally there is a pause from the Prospect as this is

a Trademark G.U.T.S. move or a pattern interrupt. They are thrown
!33
off balance by an impromptu or unexpected statement that they
probably have never heard before in a business conversation. Hey, it’s
called G.U.T.S. for a reason.
Prospect: What do you mean I’m not allowed to think about it?
G.U.T.S. Salesman: Prospect, we made an agenda that we would
be honest with each other and you promised to fire me if I couldn’t
provide the correct solution. I feel that you want to think about it
because you don’t want to hurt my feelings.
Prospect: I just need some time to check on my finances.
G.U.T.S. Salesman: Earlier you said finances were not an issue,
what has changed?
Prospect: Well, to tell you the truth, I didn’t think it would cost so
much. I really wasn’t prepared to spend that much money.
G.U.T.S. Salesman: Thank you for sharing that. So let’s pretend
for a moment, that money wasn’t an issue. Could we move forward?
Claude Note: We now move up the yes ladder.
Prospect: Yes, absolutely.
G.U.T.S. Salesman: Would our Product/Service solve the issues
you have?
Prospect: Definitely.
G.U.T.S. Salesman: I can’t change the price, but if I could be
flexible with the financing and make this work for your budget. How
would you feel about that?
Prospect: That changes everything, yes, I want it. Let’s go ahead
with the deal.
G.U.T.S. Salesman: Thank you, sign here.
The only way you make money today and everyday is by working
smart, hard and by aggressively taking control of the
environment.
“The meek may inherit the earth, but a Great G.U.T.S.

salesperson goes to the bank everyday.” Claude
!34
No Begging for the

order or anything Else
Salesmen usually sound like a child asking Mom for another cookie
from the jar. From the first meeting, they are subservient to the
prospect and then wonder why they are treated with such disdain.
“Gee Mr. Prospect, I need this sale to get the National Pickle Award
from my company. I am only one more sale away from winning the
steak knife set.” or
“Please Ms. Prospect, I really need this sale to make this a wonderful
Christmas for my kids”. You don’t want to ruin our holiday do you?
I see this type of behavior all the time. It is humiliating for the
salesman and tells the prospect that you are a pushover and not
worthy of any respect because you have none for yourself. This is
exactly why the Prospect feels justified lying to the Salesperson. I
propose that with the G.U.T.S. Method, we act as a true professional
similar to a Doctor who has a new Patient! They act assertively and
have tacit approval to ask questions and examine you if it will help to
make a diagnosis.
We cannot treat or recommend a course of action without

information. Questions which reveal the practicality of a business
relationship are necessary in order to maintain a degree of respect
and control from the prospect which leads to a professional opinion
from the Salesperson. We must gain the most valuable commodity in
the business relationship, Trust! With trust, getting a commitment is
so much easier, which leads to a blank check and a profitable
business.
!35
No Presentations
unless you have information and a commitment!
“Do you suffer from the Anxiety of Premature Presentations?” Claude
No one woke up this morning and said: Gee, I hope a

Salesperson calls and gives me a brilliant million dollar
presentation on the history of the widget.
The fastest way to lose the attention of a prospect is to go into a

long diatribe of facts and history that they have absolutely no
interest in. More sales are lost because the “old school” amateur
Salesman feels the need to regurgitate everything he knows,
make a presentation on what he thinks is important to the
prospect, without first obtaining any proper qualification.
Interested or Motivated prospects need to be able to convey their

needs and greeds during the qualification step in order for the
G.U.T.S. Salesperson to give a proper presentation at the right
time which results in a sale.
A G.U.T.S. Salesman understands that people react better to their

own needs, not the ones that the Salesman thinks are important.
The G.U.T.S. Salesman needs to ask what their “wants” are and
get them emotionally and rationally involved in the conversation
rather than lecturing them endlessly.
Prospect: Excuse me Sir, do you sell Dental Floss?
Old Fashioned Salesman: Mr. and Mrs. Prospect this is your

lucky day, you have come to the right place. I know everything
about dental floss. Let me tell you about the history of dental floss. I
even have a webinar and slide show presentation all prepared. Our
!36
story begins back in 1819 when Levi Spear Parmly noticed that a
waxed silk thread could procure amazing results..............
What they both REALLY think:
Salesman: Wow! Let me impress them with all my knowledge

about the wonderful world of Dental Floss.
Prospect: OMG, this Salesman is boring me to tears. All I want is a

package of white unwaxed dental floss under $2.00. When is he
going to shut up?
G.U.T.S. Salesman: I would be glad to assist you today. Would

you mind if I ask you a quick question or two so I can direct you to
the right floss?
Prospect: Wow, this guy is interested in what I need. What a

refreshing change from all those other salespeople I always get.
Conclusion: Skip the premature annoying presentation and do

a diagnosis instead. After you have determined the needs/
motivation and affordability of your prospect in a timely fashion,
determined he is the correct authority figure and you have at
least a tentative commitment, then you can give an intelligent
presentation for the close.
!37
The G.U.T.S. 11th

Commandment Rule
You can still get into heaven by treating a
salesperson like Shit!
Moses to the children of Israel:

“I now give you the 15 commandments, oops (he drops one),
I mean the ten commandments.” (Mel Brooks as Moses.)
Whether you have or haven’t seen the movie "The History of

the World Part I" there is an unwritten rule also known as the
11th Commandment in G.U.T.S. It's Ok to be rude to a
stranger, in particular, an uninvited guest or a phone call
from a Salesperson and still get into heaven. The initial
perception of Salespeople is dreadful. They are generally
looked upon with disdain or negatively.
I am the only Father, who, upon the birth of his daughter

exclaimed, “Here is my Daughter, the future Salesperson!”
Why, you may ask, would any parent want their child to grow
up to be a Salesman? Most parents never envision or desire
for their children to become a psychological master of Sales,
persuasion and influence, but I did. Why?
I am proud to be a Salesperson. It has given me a wonderful

life of freedom from financial worry and stress. I have
unlimited self esteem and confidence. I fervently believe that
I should be treated with respect for my knowledge and
solution ability. I would have no hesitation in declaring my
children Salespeople rather than a Doctor or Lawyer. For
these reasons I am proud to be called a G.U.T.S. Salesman.
!38
We need to sound and act differently from our competition.

Salespeople basically all sound the same. They use the same
corny phrases, obvious and manipulative techniques that
garner disrespect from the potential customer who has
heard it all before. We have to approach the prospect in a
fresh, creative and professional manner using the 3 step
method of G.U.T.S.*, so we are not immediately relegated to a
dump heap of used car people. In any situation, where there
is a lack of civility by the prospect, I must immediately gain
control and resolve the apparent assumption that I am Willie
Loman reborn.
Prospect: Why should I buy from You?

G.U.T.S. Salesman: Maybe you shouldn’t, Ms. Prospect.
You sound mad at me. Tell me what I did to offend you so I
can apologize. Then we can both get down to business and
solve that problem.
Prospect: No need to apologize. It’s not you. I have been
inundated with annoying phone calls from Salespeople.
G.U.T.S. Salesman: I can appreciate that and if I was you
I would feel the same way. However, the issue still remains
and I have 2 or 3 solutions for you. Is that ok with you?
Prospect: Of course, thank you. Sorry I was so abrupt
before.
* Reading Suggestions:
* The Mentor Teaches The G.U.T.S. Sales Method©
* How to Sell with G.U.T.S.©
* The G.U.T.S Update©
!39
I Don’t Know
Is the best answer you will ever give in Sales!
Learn how to control your Ego by feigning Ignorance and totally

control the Sales Environment.
Typical Salesman Dialogue:
Prospect: Can you deliver the widgets in 30 days in the color blue?
The Amateur Salesman: Why yes, Mr. Prospect I am sure we can
handle that order for you. Would you like to move ahead with that
order on Friday?
Prospect: Well. not right now. I just wanted to make inquiries
about your capabilities to deliver.
The Prospect was on a fishing expedition to get enough information

from the typical Salesman to either check on the competition or beat
up his current supplier for a better price or service. No Sale, just
gratuitous consulting.
The G.U.T.S. Method:
Prospect: Can you Deliver the widgets in 30 days in the color blue?
G.U.T.S. Salesman: I don’t know, but that is an interesting
question. Why is a 30 day shipping such a concern for you, Mr.
Prospect?
Prospect: We have had issues with our current supplier on those
deliveries being late and back ordered.
G.U.T.S. Salesman: That isn’t hurting your quarterly profits is it?
Prospect: You better believe it. My butt is on the line here with the
CEO.
G.U.T.S. Salesman: Suppose we were able to get you consistent
on time deliveries in that color, what would happen next? You
wouldn’t want to change suppliers would you?
!40
Prospect: Could you guarantee that in writing?
G.U.T.S. Salesman: Let’s assume for a moment,
before I call my Boss, that I could. What would
happen next?
Prospect: I think we could give you an order.
G.U.T.S. Salesman: Think or know, Mr. Prospect? I need to know
before I make the call and ask a favor of my Boss. Can we can get a
purchase order today if he agrees?
Prospect: OK, OK. We could give you an order today and go from
there.
G.U.T.S. Salesman: We would need a minimum 6 month
commitment, Mr. Prospect if we are going to give you that delivery
guaranty. Can you do that so we can move forward and solve this
problem of deliveries?
Prospect: Yes. Let’s just do it.
G.U.T.S. Salesman: Thank you. I will write up the contract for
you to sign now. It was a pleasure doing business with you today.
Claude Note: By feigning Ignorance with the powerful “I don’t

know” exclamation, our G.U.T.S. Salesman got to the real issue or
problem for the prospect. He was able to capitalize on the real Needs
and Greeds aka: EQ (Emotional Quotient) of our Prospect;
inconsistent deliveries resulting in loss of income. By getting the
prospect to talk more, we gain insight into the real problems.
Sometimes the best answer you will ever give is “I don’t know”.
!41
Truth or Lie
Mr. Prospect?
How to control the prospect and maintain your integrity and authority in the Sale.
Something I like to refer to as the G.U.T.S. Move is essentially a

way of getting to an “adult conversation” or better said, “the truth”.
To create a moment of mutual and direct honest dialogue.
Asking the prospect if they want to hear a fable or the truth is a

means of getting them off balance. Making them realize that your
conversation is going to be different, than previous sales discussions.
It places you in control and makes you the authority figure in the
room. This is a means of direct persuasion that can often have an
immediate effect on the prospect in your favor.
Example:
Prospect: I need to sell my home in the next 30 days.
G.U.T.S. Salesman: Why is that?
Prospect: We are moving to a new state for a new job and we don’t
want double home payments.
G.U.T.S. Salesman: That makes a great deal of sense, Mr.
Prospect and that is a mature and reasonable decision. There is only
one problem. Selling your home in 30 days may be very difficult.
Prospect: Your competition said they could do it. Why can’t you?
G.U.T.S. Salesman: Would you like me to lie or tell you the
truth?
Prospect: Well, the truth, of course!
G.U.T.S. Salesman: In the current marketplace for the sales price
you require, it will most likely require a marketing plan of at least
90 days or more. Why do you think the the other salesperson told
you 30 days?
!42
Prospect: I’m not sure. I’m not familiar with real estate.
G.U.T.S. Salesman: You’re an intelligent man, take a guess.
Prospect: They probably wanted the contract on my home,
regardless of the outcome, so they make promises they know they
can’t keep.
G.U.T.S. Salesman: Correct. You’re instincts were correct Mr.
Prospect, which is why you didn’t sign with that company in the first
place. Where should we go from here? Was my telling you the the
truth a deal killer or should we get down to work and get this home
sold without lying to each other?
Prospect: I feel like I can trust you. Let’s move forward.
G.U.T.S. Salesman: Thank you.
Shocking the prospect with information that may not be viewed as

pleasant or what they want to hear, makes you stand out and actually
increase your credibility and authority. It’s the use of pattern
interrupt. A shocking or unconventional means of communication
that can temporarily throw the prospect off balance.
It is basically an Adult to an Adult conversation, no emotion or ego

states involved. The prospect could be in a child like state (unrealistic
and emotional) and wish for different results. Speaking to the
prospect in an assertive and truthful manner can have the effect of
moving them into a more cognitive state and deal with reality, which
allows you to make the sale.
!43
The Phone
is Not a Cactus
How many calls did you make today?
The number one reason why Salespeople fail is simple.

They just don’t speak with enough quality prospects
everyday. That’s it! It’s that simple! Ask yourself this question: How
many prospects did I speak with today?
Claude Note: I don’t care if those prospects are warm, cold or just
old follow ups. You need to develop consistency in your marketing.
The reality of sales is that we do the busy work, but when it comes to
the one thing that will guarantee us a consistent reward, we fail to do
it! What is that one thing you ask? PICKING UP THE PHONE!
The G.U.T.S. Method requires a minimum of 5 calls per day, speaking
directly to the prospects to get profitable results. We are all fallible
human beings and we tend to procrastinate about the things that
may not be fun or are hard work, especially if it involves something
we may find unpleasant, just like sales (for some of us).
In order to Succeed in Sales, you need to make use of the greatest tool
for prosperity ever invented, the Cell or Smart Phone. Unfortunately,
a lot of people treat this instrument of unlimited wealth, like it is a
Prickly Cactus.
Claude Note: I am a trail runner. I accidentally hit a cactus in a

California canyon once and it literally took months to lose the deeply
embedded needles. Avoid petting a cactus at all costs;-) Challenge
yourself to understand this rule and make it a part of your daily ritual
or routine. A gauntlet, to speak with just a handful (5) prospects per
day. That’s 25 to 35 calls a week and you will see your sales explode
in 30 days or less.
!44
The Million Dollar Rule

EQ + IQ = Sales Closings.
This one rule will change your Life forever!
This is probably the one rule of G.U.T.S. that will change the way
you sell. Imagine for a moment, there was one rule that could
make you financially free forever. You would know how to
influence your prospects to make important buying decisions in
an instant. You would be in total control of any sales situation.
You could close prospects on the phone or at the first meeting
and get appointments, confirmations, commitments and
information or get out fast. All you would have to do is learn this
simple rule, understand it, internalize it, practice it everyday,
own it and you will have financial freedom forever. You wouldn’t
want to learn this would You? Of course, you would! Here goes:
“People make Immediate business and sometimes

Social decisions based on their EQ (Emotional
Quotient). They will only justify those decisions
logically at a later time based on their IQ
(Intelligence Quotient.”
Or to say it simply:
People make quick decisions based on Emotion.
If you understand this one essential point, if this is your one

takeaway from my book, than you have gotten your money’s worth!
Emotions play a significant part in The G.U.T.S.© methodology.
In the process of using The G.U.T.S. qualification, you have to ask

your questions or converse in such a way that the prospect’s emotions
such as fear, avarice, love, curiosity, security, even anger, surface.
!45
RolePlay:
G.U.T.S. Salesman: Mr. Prospect, the exorbitant payments you

are making on your empty rental property hasn’t place any stress
on your family has it?
Prospect: To be honest, yes. That’s why we are looking to sell. This
has been a nightmare for us. We are behind a few payments and the
bank is sending some pretty nasty letters to us. My wife is getting
really upset over all of this.
G.U.T.S. Salesman: I can only image what that feels like and
what you have been going through.
Prospect: It hasn’t been fun, to say the least.
G.U.T.S. Salesman: Let me tell you a story. I had a friend in the
same situation as you and the stress it put on his family made him
ill. It took him years to regain his health and financial stability.
If I can come up with a solution that would solve these issues

quickly: (Examples of solutions.)
*get you out of the home so you could have a fresh start
*protect your credit from a foreclosure
*give you a little cash
*remove the stress on your wife
*just get this all behind you in less than 30 days
How would you feel about that?
Prospect: I think I would move forward.

G.U.T.S. Salesman: I’m not sure what you mean?
Prospect: I mean yes, let’s do this.
!46
The Prospect has NO Defense

against Humor in Sales-
so just make them Laugh.
Prospects do business with People who they like!
Laughter is an involuntary response; it’s pretty

darn hard to fake it. Usually when you tell an
amusing story or make fun of yourself (self
deprecating humor) the prospect’s smile or belly
laugh is genuine.
You are in now control. The Prospect’s endorphins are flowing

and they are happy for a moment. When they are smiling you have
created a more conducive environment for Persuasion.
When things go badly in Sales, as they often do, you lose control.
The prospect asks all the questions, the conversation gets negative or
abrasive and you have only one solution to SAVE THE SALE and
that is called humor. Get into the practice of learning how to turn
Chicken Sh*T into Chicken Salad with humor and Sales becomes
a true joy.
Role-Play Examples
Prospect: I’m not interested.

G.U.T.S. Salesman: That’s what my wife said on our Honeymoon!
Prospect: I didn't come here to be insulted.

G.U.T.S. Salesman: Where do you usually go?
Prospect: Mr. Diamond, I came to your seminar to learn

how to help people and all you talk about is making
money all the time. I got into real estate to help people.
!47
G.U.T.S. Salesman: Ma'am that’s the sickest
thing I ever Heard.
Prospect: Mr. Diamond, I have a real estate

Question. How do you maintain an eviction?
(The man in the audience had an heavy foreign
accent and from the back of the room it sounded
like Erection.)
G.U.T.S. Salesman: Usually a glass of Wine
and some some soft music works for me, sir.
Prospect: You make me uncomfortable.

G.U.T.S Salesman: Maybe it’s time you
switched to decaf, sir.
Prospect: Do you have a business card or some literature?

G.U.T.S. Salesman: No, but I can throw some out for you when I
get back to the office.
Make them laugh and you will gain one of the most important
objectives in sales “Likability”, which can often lead to Trust. When
you have trust, you will see them lower their defenses, like a
drawbridge. Humor is an underutilized strategy.
Remember, when you make sales fun you make more money.
!48
Be The Doctor not The Patient

Role-Play:
Doctor to Patient: Ms. Smith, it’s wonderful to see

you again.
Patient: Thank you, Doctor.
Doctor: Why are you here?
Patient: My back has been bothering me.
Doctor: This is your lucky day! We are having a special on back
surgery this week. Did you see our special coupon in the mail or in
the newspaper?
Patient: Well, err neither.
Doctor: You will have to make a decision quickly, Ms. Smith
because the price goes up on Friday. Should I put you down for 8:00
am this Wednesday or would noon work better for you?
Claude Note: Would we ever trust or go back to a professional who

acted like this? Of course not, but this is exactly what amateur
Salespeople sound like!
Too often the Salesperson does all the talking and makes the
following errors:
* Uses an obvious boiler plate Script

* Gives an immediate, unrelated, generic and boring presentation
* Gets little input or information from the prospect to customize
* Acts amateurish and self serving
When you walk into a Doctor’s office you are often asked a series of
questions. There is air of respect for the Doctor’s expertise due to his
title and the patient’s expectations. The patient answers the doctor’s
inquiries in hopes that a resolution/cure of the malady or removal of
!49
the discomfort is found. The physician needs direct
questioning in order to make an intelligent starting
point for the diagnostic determination. Both
parties are working together for a resolution.
There is no battle of egos as there are in most sales

situations. There is a meeting of the minds. The
same could be said for a lawyer or any other
studied professional.
Question: Why can’t we have the same experience in Sales?

The Salesman has to portray his or her self as the competent expert of
their product or service. They have to achieve a level of respect for
their time, knowledge and expertise from the prospect. Think about
how much easier sales would be for you in such an environment. In
G.U.T.S., an assertive and authoritative posture must be maintained
in order to achieve such a trusting role. This is not to bully the
prospect or use obvious trickery, but to make good use of time for all
parties concerned.
The G.U.T.S. Salesman must follow the 3 steps of the Staircase of

Success. (See my book How to Sell with G.U.T.S.). They are the
Agenda-Qualification-Commitment/Close steps and learn how to ask
questions that reveal the ability of the prospect to qualify and the
urgency or motivation to make a reasonable and easy decision. This
will allow for a much more productive meeting for all concerned.
Once again the G.U.T.S. method allows sales to be a rewarding and a

pleasant experience, rather than following the traditional and old
fashioned techniques of persuasion.
Ask yourself this: How many more phone calls would you make if you
found these adult to adult interactions enjoyable?
!50
Stalls and
Objections are
Closing
Opportunitie$
A G.U.T.S. Move - “You are not allowed to think about it, Mr. Prospect.” Claude
In traditional sales conversations, the prospect will bring up all types

of negative verbal stalls and objections to avoid a commitment and
perhaps obtain gratuitous information. In G.U.T.S. the opposite
occurs because we see these same obstructions as opportunities to
close, make money, get an appointment or a contract or to get out of a
time wasting situation with prospects who do not qualify.
Let’s look at typical or classic Stalls and Objections by Prospects.
Prospect: I need to think about it.

Amateur Salesman: That’s fine Sir. I will send you some
information and follow up in a few weeks. It was a pleasure to meet
you, drive you around and buy you that steak dinner with that
expensive wine.
G.U.T.S. Salesman: No offense intended, but you’re not allowed to

think about it, sir. When people say that to me they are just being
polite to spare my tender feelings. As I said earlier, it’s ok to fire me.
However, I am here for you now, Sir. How are you going to solve
that problem selling your home? I thought you said it was urgent
and the double mortgage was placing unbelievable stress on the
family. Can we move forward and take care of this today or are we
done here? Your choice. Make a decision or if you like, I will.
!51
Prospect: I need to speak to my Spouse.

Amateur Salesman: I understand. I am married, too. This is a big
decision. I will wait to hear back from you. Thank you for your time.
G.U.T.S. Salesman: That’s a good idea. I will do the same thing
right now.
Claude Note: Our G.U.T.S. Salesman picks up his iPhone and calls
his spouse in front of the Prospect.
G.U.T.S. Salesman: Hello Honey. I am here with the Prospect who

is going to check with his spouse to see whether or not he should
make a commitment to buy. I thought I should check with you before
I sell him. Yes, Yes, I understand. Correct, if he buys the house he
will stop wasting tens of thousands of dollars on rent. He will have
appreciation and tax benefits and most importantly, he will have
achieved the American Dream. What do you think, Honey? Ok,
thank you. See you at dinner. He then takes a breath and looks
towards the Prospect with a sheepish grin. My wife said it’s ok for me
to sell you today, but today only.
Prospect (laughing): Ok, OK! You’re a real Smart ass aren’t you?
G.U.T.S. Salesman: Nope. Just a G.U.T.S. salesman who wants to

make a point which will change your life for the better. You need this
house and it’s time to make a decision. Call your spouse and let’s
make you part of the American Dream today. Or just fire me right
now.
Prospect: My Partner said yes. But on a personal note, I have to
ask you, are you always like this?
G.U.T.S. Salesman: Sure! All it takes is a little G.U.T.S.!
Claude Note: Sorry reader, I am a fanatic about happy endings.
!52
The 75%-25% Rule

How to turn the Prospect into the
Salesman and let them make the sale for you!
Imagine for a moment, a world where you get the prospect to do all
the work in sales for you. You ask a few simple questions and just
listen and take notes. They do the majority of the talking. They
qualify themselves and share information like money availability and
finance, time frame for purchase, Motivation, Needs & Greeds,
authority to make decisions and character. You sit back and try to
keep from having a Cheshire cat grin and the prospect actually tells
you how to sell them. This is the 75% -25% rule!
I believe with my heart and soul that we work way too hard at sales. I
have always thought that Sales not only has to be profitable upfront,
but also fun. Get the prospect to talk more than we do and watch the
magic happen; the prospect becomes the Salesman!
Typical Sales people always feel they have to give silly upfront
presentations, almost no questioning or qualifications and
pretentious bonding and rapport. They use very old urban legend
techniques that were handed down since Levi Strauss rode the wagon
train and came to California with his pots & pans for the 49ers during
the Gold Rush.
Even today’s modern salespeople believe that high pressure, tricks or

intimidating techniques will overwhelm the prospect into buying. The
truth is that the prospect today has been inundated with marketing.
They are savvy to your techniques, scripts, manipulations and
obvious learned strategies at archaic seminars and sales schools. In
today’s digital society the Prospect is smart enough and has the
Internet to research, handle and evade the average salesperson.
!53
Question: Aren’t we all just a little bit tired of the “I’ll think about
it”, “Call me later”, “Not ready to make a decision” and “Just
looking” responses?
The G.U.T.S. Salesperson has a superior edge because we deal in

reality. We understand today’s prospects, their behavior, their
emotional and psychological triggers. We have a method for working
smarter than our contemporaries and as a result can derive
tremendous profits if we learn how to ask G.U.T.S. style questions.
There is much more, however. We can actually turn the prospect into
the Salesman.
Role-Play
G.U.T.S. Salesman: Ms. Prospect, why are talking today? Why

am I here? Why did you call me?
Prospect: I am thinking about buying a home.
G.U.T.S. Salesman: That’s great. There are plenty of homes
available in our marketplace. Shouldn’t you just contact a real
estate agent?
Prospect: We did and we found out we don’t qualify yet.
G.U.T.S. Salesman: I am not sure if I understand. Tell me more.
Help me to help you, please.
Prospect: Well we went to an agent and looked at a lot of homes
and then we were sent to a mortgage lender. After filling out an
application we found out that we didn’t have enough credit or
downpayment, but we still want to get into our own home. We have
18K to put down, but we were told we need more. That’s all we have
right now and we can easily afford any reasonable payment. We
really want a home of our own. If you could help us we would be
eternally grateful.
G.U.T.S. Salesman: Not really sure if I can help you either. There
is one possible solution. Suppose I could get you into a home today
!54
that you could buy in the next 36 months with that 18K. How would
you feel about that?
Prospect: We would jump at the chance. We can pay on time. All
we need is about 18 months to qualify.
G.U.T.S. Salesman: I’m gonna take a chance on you, too.
Prospect: Thank you.
Let the prospect do all the work without you giving any presentations
upfront and watch your sales grow.
!55
The Claude Barometer

You’ll never guess who I named it after!
There has to be a way to measure the Needs & Greeds or

Motivation of the prospect early on in the game,
otherwise you are just wasting good G.U.T.S. productive
selling time.
We actually want to be able to get enough information so

we can politely fire the Prospect or make a decision that you are going to
get a sale. That is why I invented the Claude Barometer©
We give a 1 thru 10 Score to any prospect we are speaking to as follows:
*1 thru 5 = weak low probability Prospect. Not much here to work with.
Very Low or No motivation. Does not have any financial means or very
low interest.
*5 thru 7 = Possibility and may need more work, but motivation is still too
low for a commitment.
*8 thru 10 = Motivated, sincerely interested in your product or service.
These are my barometric guidelines for deciding what rules of G.U.T.S. to

use. What redirection questions do we need to ask? During a
conversation, I will constantly ask myself ‘what is the potential to close
this person?’
Can I accept and enjoy the challenge of attempting to get the 2 or 4 to an

8? What if this person is a 10 early in the conversation and what is the
danger that they will go down to a 1 very quickly when we discuss money?
G.U.T.S. Salesman: Mr. Prospect, do you mind if we discuss the

money, upfront, for your eventual purchase of my widget?
Prospect: Sure, I don’t mind. (He is thinking, ‘because I don’t have any’!)
Take constant measurements of your prospect while qualifying and always

remember to use the previously discussed Million Dollar Rule.
!56
The G.U.T.S.
Move Pattern
Interrupts
As I often say and the title of my next book
“Sales is Dangerous”!
Some people like to use the words “Psychological Triggers” which are
actions or words which evoke an intended strategic sales response. I
prefer a simpler definition: A verbal shock to the prospect which
throws him so off balance that he has no immediate standard
rejection response.
G.U.T.S. utilizes some of the concepts developed by Dr. Eric Berne

and his student Dr. Thomas Harris of their brilliant creation,
Transactional Analysis. They wanted to make psychology simpler so
they could learn from behavior and categorize it into Parent, Adult
and Child States. Transactional Analysis deals with the Ego state of
individuals at different phases of their day.
This occurs by a pattern interrupt. A unique word, phrase, a shocking

statement which takes the prospect out of her comfort zone and gets
her thinking and even into an emotional state.
Examples:
“Mr. Prospect, could you do me a favor and fire me today, rather

than say that you want to think about it?”
“Should I tell you the truth or just lie to you or make up a fairy tale
Mr. Prospect, like everyone else and make you feel better?”
“You’re not allowed to think about it, Ms. Prospect!”
!57
“What do you need from Me, in order for us to do business today?”
“I don’t know, that’s an excellent question Ms. Prospect. Help me out,

you must have asked that for an important reason? Which is?
“Let me ask my Wife and see if it’s OK to sell you.”
“You wouldn’t want to do business today even if I could solve your

problem, would you?”
“Mr. Prospect, you have a Problem. A big Problem!”
“Ms. Prospect, Siri told me to give you a call.”
“Mr. Prospect, excuse me for calling you, but I had to find out why
your beautiful home didn’t sell and is on the expired list. I am
familiar with your neighborhood and could not believe that it didn’t
sell in this market! What happened?”
Ms. Prospect, I have a check for you in front of me. How do you spell
your name so I fill it out correctly, before I send it to you.”
“Mr. Prospect, did you hear what Happened?”
“Ms. Prospect, I need your expertise and opinion on something.”
“Suppose I could give you the (guarantee, references, price) you

have asked for, what would happen next?”
“Mr. Prospect, did you hang up the phone on me or were we just

disconnected?”
Be Different, Sound Differently, be Irreverent and Original!
Put yourself first and watch your confidence soar!
!58
The Mr. Rogers Close

Would you Like to
join my Family
Rule
Inspired by Fred Rogers, AKA: Mr. Rogers.
“It’s beautiful day in the neighborhood, would
you be my neighbor?”
As you have probably noticed by now, evoking

emotions are the true Psychological trigger in
Persuasion and Influence. They play an essential
key part in Sales, particularly in a cold call.
When my kids were small there was a PBS children’s show that they
loved. It was about a simple man who spoke softly, intelligently and
slowly to the children, on a variety of topics. There was even a little
soft music in the background to set a mood. The warmth of the show
endeared this man to parents. They trusted their kids in front of the
TV screen daily with this nice man. They knew he would never say
anything harmful or disturbing to the kids.
One of the guiding philosophies of The G.U.T.S. Sales Method is that

by correctly using your words, you can gain that same likability and
trust with a total stranger, so well done by Mr. Rogers. Imagine that
by utilizing your practiced Psychological Triggers and Thespian skills,
you could become a “Svengali”, a master of Sales.
Role-Play
Prospect: I need some time to process all the information before I
make a decision.
!59
Amateur Salesman: That’s fine Ms. Prospect, take all the time you
need. I will get back to you in a week or two. Thank you for all of
your valuable time.
G.U.T.S. Salesman: I have also made a decision, Ms. Prospect. I

feel so good about our meeting today that I have decided to make
you a member of my Extended Client Family. You see, my clients
and their needs are my main concern. I want to see you and your
family in a new home in the next 30 days and out of your
inadequate apartment as we discussed. I feel very strongly about
the people I represent. Would you like to be part of my family? I
want to work with you.
Prospect: Oh my goodness, I have never heard anyone put it quite

like that. Sure, I guess it’s alright. Let’s move ahead.
G.U.T.S. Salesman: Move ahead?
Prospect: Yes, let’s go for it. I want to work with your company. I
feel good about everything you said.
G.U.T.S. Salesman: Thank you for your trust. Please sign here.
By injecting a little warmth (Family) into the conversation, the

G.U.T.S. Salesman was able to break down the last bit of resistance or
reluctance by the prospect.
When a prospect delays the decision making process with the usual
stalls and objections, although they sound sincere, they are really
wanting to say NO, but not upset the salesperson. There may also be
a credibility, authority or money issue. The G.U.T.S. Salesperson has
nothing to lose by adding a little bit of Mr. Rogers into the
conversation.
!60
Never Accept a One Sided

Compliment or Criticism
from a Prospect if you
want to Survive with
G.U.T.S.
So much of the relationship between a Successful

Salesman and Prospect is based on Likability, a Meeting of the
minds, which often leads to Trust and a Sale.
In many cases during a business conversation, the Amateur

Salesperson will jeopardize the entire sale by either not listening,
ignoring or not responding correctly to a remark made by the
prospect. The Salesperson will instantly lose a sale and not ever know
the reason why. So much of Sales works in the Sub-conscience of the
brain and to ignore the Art and Science of Persuasion, you are
doomed to fail. It has to be more than just knocking on doors,
reading a script and begging for the order, so much more.
Here are some examples:

Role Play #1
Prospect: Ya know, I really screwed up that last deal I did by not
having a Licensed Realtor© and Attorney help me with the
paperwork and financing. Cost me a bundle. I felt like such a loser.
Amateur Salesman: Oh well, whaddaya going to do? Sh*t

happens, right? Sign here, press hard and you get a copy.
Prospect: Let me think about this. I don’t want to make any more
costly mistakes. Give me a call next week.
!61
G.U.T.S. Salesman Response: I can imagine how you feel, Mr.

Prospect. I made the same mistakes myself a few years ago on an
investment property. Everyone makes mistakes in this business, but
the fact that you have financially recovered and are ready to move
forward says a great deal about you, your character and it shows
your ability to learn and grow. I wish everyone I helped in real
estate had your maturity and intelligence. If we’re moving too fast,
let me know, but I can assure you I will represent you to the best of
my ability and will personally oversee this deal thru to the end. How
would you like to proceed?
Prospect: Thank you for that. I feel good about this deal and your
representation, let’s get it done. Thank you.
What the Prospect is really thinking: Thank Goodness, I am
working with this salesperson. What a relief!
Claude Note: Never let a Prospect beat himself up. It’s your job to
rescue them and create such a strong affinity that a negative event is
rendered instantly positive. This is Pure G.U.T.S. at its best.
———————————————————————————————————
Role Play #2
Prospect: Hello, Ms. Salesman, I can’t thank you enough for all the
hours and research you have done for this deal. I can only imagine
what sacrifices you must have made in your personal life to get this
project done. I just wanted to thank you on behalf of myself and my
Company.
Amateur Salesman: Sure, that’s fine, but now let’s talk about the
funding issue documents. I gotta get out of here in the next 30
minutes to beat the traffic.
What they’re really thinking:
Prospect: Wow, I slather this Salesman with gratitude and the best
she can say to me is “fine”. What an ingrate! That’s the last time I
ever pay her a compliment or anything else. I wonder if I made a
mistake using her for this deal?
!62
Amateur Salesman: Hmmm, I wonder if I should have pizza or
burgers for dinner tonight. Wish this prospect would just shut up and
sign the docs. Oh man, that traffic is going to be a killer tonight.
Claude Note: Never leave the prospect hanging when you receive an
open ended compliment. If they say something nice to you,
acknowledge it and sincerely return it.
———————————————————————————————————
Yes, part of G.U.T.S. is recognizing the Psychology, the behavior of
your prospect and responding in such a way that a sincere cultural
connection of commonality develops, which some call ‘rapport’. A
French term meaning a close and harmonious relationship where 2 or
more people understand each other thru honest communication.
Lots of Salespeople regurgitate a bunch of intellectual facts thinking

they will impress or convince a prospect. In G.U.T.S., we understand
that Prospects make decisions immediately based on a passion, an
emotional trigger. They only justify those buying decisions later on
logically. (The G.U.T.S. Million Dollar Rule.)
Never ignore the prospect when receiving a sincere compliment from

them or ignore them when they make a self deprecating remark. It
can be the difference between Defeat and Victory in business!
Claude Note: This is a conversation I remember from a long time

ago, with Max my Mentor.
Claude: Max you have changed my life. I feel like I am in control

again both financially and personally. I can’t thank you enough.
Max: I am only as good as the student I work with. You listened,
showed up on time and worked your butt off. It is I, who is grateful
to have had the pleasure to teach you and see you succeed!
!63
S t o p Wa s t i n g y o u r
Money on Senseless
Marketing Strategies.
Nothing gets me madder than when I hear about money being wasted
on unproductive and often illegal marketing. People spend money,
way too much in fact, on marketing for unprofitable garbage leads.
They use antiquated cold postal and property mail lists and send
unimpressive postcards, letters and texts. These techniques result in
Very Low ROI (return on their Investment).
Others buy blind email lists and start spamming with marketing
letters which desperately need editing and often lead to spammy,
popup webpages. The latest so called “methods” employ Robotic
dialers with a recorded message or texting or use third world Virtual
Assistants. All of these methods, according to the FCC.gov web site,
may be illegal and carry substantial automatic fines.
All of the above marketing methods attempt to get a response or

reaction by capturing your email, phone number or postal address,
without first earning your trust or giving value. Is it any wonder that
people are reluctant to share their personal information anymore?
“Hey Mr. Prospect, Just Trust Me!”
I prefer to utilize more contemporary, practical and legal methods for

my marketing program. These methods result in the following:
* little or no marketing cost

* High Credibility-Earn Trust
* Recognition by the Prospect
* Permission to contact them personally
* No violation of current FCC laws.
* Quality vs Quantity Garbage Leads
!64
I keep a database of opt-in Prospects only. These are people who have
contacted me and have given me permission to send them
information.
I use the Internet’s Social Media Marketing or as I like to call it

“Virtual Attraction Marketing”. By placing interesting, compelling,
entertaining, contemporary and consistent content in a variety of
applications, I attract exactly the prospect who I am looking for. I
want quality, not quantity.
I personally like Youtube, which is owned by Google and where I have

placed hundreds of short informational videos. These are then
synchronized with the most popular social media pages like
Facebook, Twitter, LinkedIn, Instagram, Pinterest, Yelp and so many
more. It’s so easy to do and creates wonderful quality leads for my
business everyday.
I get these quality leads directly from the new prospects. They call my
office, leave voice mails, schedule appointments with me online, text
and email me everyday. I contact or followup with these new leads
using the G.U.T.S. Method and using the G.U.T.S. Rule of Five.
I approach my marketing with the attitude that I am a stranger who

offers value on specific topics that relate to my business. I have to
earn the trust and hopefully, loyalty of a new prospect. I stay away
from schlocky commercial style advertising, pop-ups and banners
that you often see on tacky webpages. I just want to offer quality and
content to have new prospects discover the value I can give them and
hopefully gain the right to communicate with them and sell my
products and services. I spend an hour a day tactfully placing my
content throughout social media and spend no money. Be smart in
your marketing, watch your overhead and remember everyone has a
smart phone today! You Need to Stroke, Nurture and be Empathetic.
!65
People buy from People

they Like & Trust. Newman, World’s Greatest Dog
The most reliable and consistent psychological

Triggers in G.U.T.S. persuasion style sales is the use of Likability.
Simply said, people buy from people they like; someone they feel a
connection with. I find that once you have likability you can gain trust
and Voilà, you have a blank check with the prospect. You get there by
utilizing 3 amazing triggers of persuasion: Strokes, Nurturing and
Empathy. All three have to be delicately intertwined into your
questions, responses, actions and understanding of the prospect like
the following examples:
Stroke: A Sincere Thespian style compliment that does NOT appear

to the prospect to be pandering, patronizing or condescending. The
operative word is well timed Sincerity.
Roleplays:
G.U.T.S. Salesman: You must have spent a fortune on decorating
this modern office.
Prospect: Actually, I did it myself. I studied Feng Shui at Stockton
State College.
G.U.T.S. Salesman: It really shows, Ms. Prospect, I can only
imagine the hard work you put into this exquisite office. The number
of hours which must have gone into its construction. Beautiful. I
think we should raise the listing price on something as unique as
this. What are your thoughts?
Nurturing: Helping another to prosper and grow with guidance and

caring. Utilizing the skill set of G.U.T.S. word smithing with
emotional stories, metaphors and affirmative statements that end in
a question. Creating a bond with the Prospect, an affinity.
Prospect: This is my Mom’s home and I am helping her sell it.
!66
G.U.T.S. Salesman: You are obviously a good son helping your
Mom like this and taking time away from your family.
Prospect: Heck, it’s my Mom, I couldn’t do anything less.
G.U.T.S. Salesman: Yes, but not every Son would be as thoughtful
as you and remember a time when she took care of you. I will stand
by what I said. You are a good son. I have made a decision and I
would like to work with you. How do you feel about that?
———————————————————————————————————
Prospect: We need a real home with a grass lawn.
G.U.T.S. Salesman: Interesting. Would you mind if I asked why
the grass part is so important?
Prospect: I grew up on a farm and I want my kids to have a more
natural place to play.
G.U.T.S. Salesman: Hmmm, Let’s imagine for a moment, that I
could find you a home where the kids could feel the grass between
their toes, run all over the place and climb trees, make a tire swing
or build a treehouse and pick wild berries in the summer. That isn’t
what you mean, is it?
Prospect: That’s exactly what I mean!
G.U.T.S. Salesman: I may have just such a place for you. Let’s get
to work and create a memory for your family that will last a
lifetime. Are you comfortable with that? It’s Ok to say “no” to me.
Please sign here.
———————————————————————————————————
G.U.T.S. Salesman Sees an attractive lady in line at Starbucks:
G.U.T.S. Salesman: Excuse me Miss, but those turquoise
earring you are wearing are beautiful. Might I inquire where you
purchased them?
Prospect: Why yes, I got them at the flea market by the park last
week. They’re at the park on Fridays at noon. They were $25.00.
G.U.T.S. Salesman: You are a lifesaver, thank you. I need a gift
for my 90 year old Grandma’s birthday and those would be perfect.
You have wonderful taste and you have solved my problem. Please
let me pay for your coffee.
!67
Prospect: I feel like something is brewing here;-)
Claude Note: During my G.U.T.S. Mentoring Program I often give

my students a simple Gauntlet (like the above) to condition them on
starting impromptu conversations. Beginning a conversation with a
total stranger in a public venue is a skill worth developing in
mastering the art and science of Persuasion.
Empathy: The ability to understand and anticipate the feelings of
your prospect. Utilizing the million dollar rule and EQ (Emotional
Quotient) to prepare a strategy in advance. It is almost as though they
are able to read the mind of your prospect and devise a plan of action.
The G.U.T.S. Salesman has enough confidence, tools and grass roots
experience to reverse engineer the mind set of the prospect. They
have a strategy to deal with the expected reactions to the situation.
They create something special because they are prepared. They know
how the prospect will react, how they feel and they are ready with
their G.U.T.S. toolkit.
Prospect: I need to think about it. Everything you said makes
sense, but I don’t like to rush into these things.
G.U.T.S. Salesman: You know, Mr. Prospect, you’re not allowed
to think about it. (Pattern Interrupt with a dramatic 5 second pause.)
Let’s just say that I am fired, at this point.
Prospect: Wait a moment, I didn’t say no, I just want a little time
to digest all this. This is a major financial decision for me.
G.U.T.S. Salesman: I understand, but I am not here to sell or
pressure you. You came to me with a problem, correct?
Prospect: Yes.
Claude Note: The G.U.T.S. Salesman has anticipated this response
(“I’ll think about it stall) which is usually based on fear relating to
finance issues. He has to deal with it directly and assertively while
blending in the stroke and nurture statements.
G.U.T.S. Salesman: Remember early in our conversation
(Agenda) I told you that I am here to help you solve your problem
!68
and you could fire me or we could move forward at the end of the
conversation if it made sense to you, right?
Prospect: Yes.
G.U.T.S. Salesman: You came to me and said you were sick of
renting and wanted to surprise your wife and kids and get them into
their own home. You were sick of being cramped in a small one
bedroom with your 6 pet gerbils, the rent was ridiculous, the schools
in the area were horrible and the neighborhood was going to shit.
Your words, not mine. Correct?
Prospect: Yes, but I’m feeling a lot of Pressure right now.
G.U.T.S. Salesman: Me too, I also feel some pressure. I know how
important this decision is for you and your family. You like the
house, we know you can qualify for the mortgage, the payments are
reasonable and yes, this is a life changing decision and there is a
great deal of pressure. Can I tell you the truth or should I spin a
yarn to make you happy and then leave you alone?
Prospect: The truth, of course.
G.U.T.S. Salesman: I know you are scared, but if you were my
brother, I would say the same thing, that I am going to say to you
right now. Time to buck up, show a little courage and take care of
your family. Stop living a life of mediocrity and regrets. You need
this home and every ounce of my being tells me that this will be the
best decision of your life. So it’s time to decide. Do you want the
home or will you lose it in this competitive market? What would you
like to do?
NOTHING IS WORSE THAN A LIFE OF REGRETS!
Prospect: Let’s do it, life is short. I promised my family that I

would get them out of that home and lousy neighborhood. Where do
I sign?
Claude Note: Don’t forget the gerbils;-)
G.U.T.S. Salesman: What?
Prospect: Where do I sign?
G.U.T.S. Salesman: Good decision, right here.
!69
The Rule of Five

You need to speak with at least 5 prospects a day
No More Stop & Go Marketing
Here is one of the simplest and one of the most important G.U.T.S.
Rules: Consistency in your direct Marketing.
G.U.T.S. is based on learning the true lost art and science of

Direct Communication with the prospect. In order to have the
financial freedom we all desire, you must overcome all
reluctance, hesitation and fears about directly engaging
prospects.
You need to speak with at least 5 prospects a day if you want

your Sales to gain momentum and as a result, to prosper.
Claude Note: This is based on my experience in several businesses.

These include Fortune 500 Chain Food Sales, large automotive tool
Sales, Private residential Real Estate Investing, Coaching, Consulting
and Mentoring. These numbers may be different, depending on the
type of business you are involved in.
The prospect can be categorized into 3 distinct areas; Cold, Warm

and Followup. You will need to develop a marketing plan so you
always have access to sufficient leads and sources. You want to be
busy and challenge yourself to reach your goal of five.
Let’s break the categories down by using real estate as an example.
Cold Leads: These are leads generally derived from publicly

available information. They are houses for sale and for rent by
owners and realtors. Essentially they are signs, classified ads in print
or online media on specialty Websites. This could include Craigs List,
!70
Zillow, Trulia, Redfin, local and National Newspapers (I
check the WSJ for high end property all the time), Ebay,
MLS (Multiple Listing System) both Private and
Proprietary, but easily available. As well as signs, while driving
around high density condo developments in good neighborhoods,
looking for advertised properties.
Warm (Virtual Attraction) Leads: These are leads that are

generated by the G.U.T.S. Virtual Attraction System. We use social
media to attract buyers, sellers and investors using interesting
content to attract our prospects. In other words, we bring them to us.
It is created in video, audio, written in articles, pictures and live
streaming. Social media includes, YouTube, Google, Facebook,
Twitter, Instagram, Snapchat, Reddit, LinkedIn and so many more.
The prospects can contact you directly through your email, texting,
phone calls or an online scheduling system. (For example see
www.claudediamond.com). Many prospects, after enjoying our
entertaining and informative content, seek further information and
then go to our webpage and register their contact information. Trust
has been created.
Follow-Up Leads: Any lead(s) that result in a reasonable

conversation with a prospect and you have determined (with G.U.T.S.
Qualification) that there is a potential to do profitable business either
today or in the future, should be saved and followed up depending on
their Score. (See Claude Barometer.)
Stop and go marketing is a sure way to fail. In business, the more

prospects you connect with, the greater your chance of Success. In the
beginning of your business, shoot for at least 5 Direct contacts a day
using the G.U.T.S. 3 Step Staircase Method.
Consistency is the key on your road to sales success.
!71
I have made a
decision, Mr. Prospect.
G.U.T.S. Salesman: I have made a decision, Mr. Prospect, an
important decision. I have decided that I want to work with you
based on our positive conversation. I believe we would be a good fit
for the business we discussed today. How do you feel about that?
Would you like to move forward or just fire me right now?
This is a Pure G.U.T.S. move. A Psychological statement which boldly

shows your control and authority. This says to the prospect, you are
part of the decision making process, not a submissive Beggar.
As you probably know from previous reading, G.U.T.S. is not a “hug a

tree, you and me” type Sales method. As far as I know, this is the
only system in the world that teaches the Salesman to have GUTS, be
assertive, Study the prospect, ask questions, get them emotionally
involved in an honest adult to adult dialogue. To actually and
consistently use psychology, persuasion, influence and practice
authority without being a bully or intimidating the prospect. I just
believe that “The Salesman comes First” in business and that you
have rights in the Sales Process. By assertively stating that you have
made a decision in the negotiation process, you have made yourself
the Protagonist, the leader, the decision maker. This one move forces
the prospect to accept, reject or re-negotiate your offer and eliminates
the usual time wasting motions by many a prospect, if you allow it.
G.U.T.S. Salesman: Mrs. Prospect, I would like to make you an

offer today. It’s ok to fire me and reject my offer, but it will expire
this evening by 6PM. It is very unlikely I will make this offer again.
As I said earlier, I have made a decision which I believe is in both
our best interests. What are your thoughts on my proposal?
!72
Can you Qualify

the Prospect in
3 minutes or less?
The G.U.T.S. Challenge
One of the best ideas we thought of, in terms of Marketing was the
G.U.T.S. 3 minute challenge. It is based on the premise that we spend
way too much time in unproductive situations with prospects who
never had the intention or the ability to do business with us. As I have
often said in this book “the Salesperson has rights in the Sales
Process”. Ask yourself: How many brilliant Million Dollar
presentations have you given that resulted in the prospect saying
something like “Gee, Mr. Salesman, I love your product/service and
if I had the money I would buy it in a heartbeat?”
We need to qualify better and ask the tough questions, up front, if we

are ever going to work smarter than our competition. Yes, even in 3
minutes or less sometimes we can determine whether we are going to
make money or waste time.
Prospect: I am interested in becoming a homeowner.
Amateur Salesman: That’s great Prospect, let me show you all the
beautiful homes we have available. Hop into my car, let’s drive
around, look at all of them and I’ll even buy you a Jamba Juice.
G.U.T.S. Salesman: Thank you for contacting me. I assume this is

your first home? If so, why did you wait so long? Mind if we discuss
money and qualification?
Prospect: Well, I had some financial problems from my
bankruptcy and divorce last year because I was laid off from my job
at the Dental Floss factory.
G.U.T.S. Salesman: Let’s do this. I have a mortgage broker friend
you should speak to first and if he feels you can qualify, let’s get you
into that home (someday). Time Frame: 90 Seconds!
!73
Boo “ Frackin”* Hoo Rule

(I wanted to use another word, you know what it is;-),
but my wife wouldn’t let me;-) OK, I heard that. Maybe
Gary V would have but……
Excuses, whining, procrastination, the weather,

G-D, Politicians, Bad luck, there are plenty of
reasons on which to blame your misfortunes. When it comes down to
it though, isn’t Success in your business, really your responsibility?
There is a reason why 99% of new business startups fail in the first
year or less. Lady Fortune is a picky lover and only smiles on the hard
working, creative, innovative and creative sales people with, of
course, some G.U.T.S.!
I often say that “Sales is Dangerous”. That’s because you have to

work at it consistently. Learn new skills, practice persuading
prospects, market and brand yourself and hustle like a madman
everyday. I know there are Gurus telling you that you can automate
or scale everything. By now, in this book, you know that is B.S. for the
kitchen table startup. If you are not ready to take responsibility for
your sales, then don’t even begin. (Wow, I better switch to decaf:-)!
*You become free when you realize that it’s all about you.
The G.U.T.S. Salesman always comes first.
*You become prosperous when you focus and utilize the skills of
Persuasion, Influence and Empathy.
*You become Confident when you practice these skills and always
know what to say and maintain your control and assertiveness.
All you have to do is communicate with G.U.T.S.
!74
I have the following quotes in my other Business Novels that are
Appropriate for this section:
“If you want to see the reason for your Success or Failure, then just
go to the bathroom mirror.” Max (The Mentor Teaches Success©)
“You become Successful and free when you take full and complete
responsibility for yourself and your actions. There is no one to
blame, but yourself in life.” Claude(The Mentor Teaches G.U.T.S.©)
!75
The Break My Heart Rule

Getting G.U.T.S. Insurance
Most amateur salesmen, when they finally make a sale, take the
money or contract and run. This is the worst move you can make
because you stand a great likelihood of getting a broken heart the
next day when the client calls, texts or emails and then cancels.
Prospect Leaves Heartbreak Voice Mail: Hello, Mr. Amateur

Salesman. We thought about it and we’re going to hold off for now.
Really appreciate all your time and lunch and the lattes were great.
We will get back to you someday. Thanks again, Bye-Bye.
Craaaaack. The salesman just had his heart broken. Guess whose
fault that is? You’re right, it’s the Salesman’s fault because he didn’t
have the GUTS to anticipate his worst nightmare, the Prospect
reneging on the deal. We all think about the possibility or push it way
deep into the recesses of our brain.
What they Are Really Thinking:
Amateur Salesman:
!76
Wow, I got one! I made the Sale! Now I can buy that new Sponge
Bob fishing rod I always wanted and take a trip to East Bumble,
North Carolina. I always wanted to go there. Oh Boy, a Sale!
Prospect: He seems a little too excited about that sale. Maybe I

gave him that order a little too fast. Maybe he is making too much
money. I had better slow things down a bit and do some more
research and shopping around. I will just text him to rip up the
order and call me in 2 weeks.
G.U.T.S. Salesman: That was a good sale and the Prospect is

wonderful to do business with, but I better act cool and get myself
renege insurance so they will not back out later. Here goes……
Mr. Prospect: I am really looking forward to doing business with

you. We made the decision to work on your deal rather quickly, but
I know that you are a man of your word. Are you comfortable with
the decisions we made today? You aren’t going to break my heart
and call me tomorrow are you? If you want to do that, let’s just rip
up the contract and check right now. What do you think?
Make sure you get specific commitments when dealing with money,
payments, descriptions, time frame and the rest. Don’t grab the order
and leave without taking out a G.U.T.S. Renege Insurance Policy. You
will never have your heart broken again in Business.
!77
Never get into a

Pissing Contest
with a Skunk
Rule
Control your emotions like Mr. Spock of Star Trek®.
Ever get into a heated conversation with a prospect? They get loud, so
you get louder. The dialogue gets faster, heated, argumentative,
talking over each other, like some news talk shows do. You get
emotional, as does the prospect. The result: no sale.
I ask myself the same Question everyday: Why am I in Business?
Answer: To Make Money today!
Yes, we have all met the nasty prospect, the malcontent. The person
who is having a bad day and they intend to make your day worse.
They are looking for a fight and you happen to be in the right place at
the wrong time. You are their convenient new punching bag.
Prospect: Why should I work with you?

Amateur Salesman: Because we are the best, Mr. Prospect. We
have been in business for 100 years. Let me tell you all about it.
This is the beginning of the end for our Amateur Salesman. He will
get into a long discourteous discussion with the prospect, be
defensive and probably get sucked into the emotional vortex. No Sale
and he will be depressed for the rest of the day unless he can shake
this off. This may result in fewer calls because, who wants a repeat of
this incident?
!78
Prospect: Why should I work with you? All you Salesmen sound
the same.
G.U.T.S. Salesman: Maybe we shouldn’t work together Mr.
Prospect. I was thinking the same thing. Where should we go from
here?
Prospect: Wow! You have a lot of nerve!
G.U.T.S. Salesman: You might say that, but before I go, I get the
feeling that you are really mad at me. Not sure what I did, so please
tell me what I did wrong so I can apologize.
Prospect: Ok, OK, I can see we’re not getting anywhere.
G.U.T.S. Salesman: Maybe not, but before I go, what is the real
issue here? Why are you even interested in my Product/Service?
Why did you initiate this meeting? How are you going to solve your
financial problems without a quick solution?
Prospect: That’s a lot of questions
G.U.T.S. Salesman: You are correct, Sir. Let me tell you
something before I go, as I have a lot of appointments today. After I
leave here (or get off the phone) you will think about what I said and
you will have REGRETS that you didn’t listen to my solutions. How
about we start all over and get something positive done here today
or should I leave?
Prospect: I can see you are no pushover. Ok, let’s talk some more.
As you can see, our G.U.T.S. Salesman controls himself and remains
an unemotional, mature and logical adult salesman. He doesn’t
respond or react to the angry Prospect’s emotional comments. He
takes the high road and hopes to eventually make the prospect realize
his own bad behavior, but he is prepared to fire him and walk away.
He still has a chance to make a sale or fire the prospect as he sees fit,
rather than ruin his day. Sometimes you have to act like a Vulcan
(Mr. Spock) and remain logical and avoid the drama of an
unreasonable or impolite Prospect. Remember in G.U.T.S., the
Salesman has Rights in the selling process.
The Salesman Always Comes first in G.U.T.S.!
!79
Don’t Pee on my
back and tell me
it’s raining!
It’s time to change the way we communicate in
Sales.
A long time ago, a friend of mine from Kentucky

used a wonderful expression that I found funny.
“Don’t pee on may back and tell me it’s raining!”
It literally means, let’s stop the Bullshit because I am not Dumb!
Having an honest dialogue with the prospect is essential for getting to

the coveted adult to adult conversation, a veracious chat. This is
where you are really communicating openly. An honest and trusting
conversation absent of obfuscation, pretentiousness and
manipulative games.
This could be compared to a Doctor-Patient Dialogue. So often there

is a cat and mouse game by the prospect and amateur Salesman. Ask
yourself why?
The Prospect has a Problem, a Need or Greed and is looking for a

resolution that your product or service can resolve, but is defensive
based on previous negative experiences by the typical and obvious
tacky Salesman. This leads the Prospect to protecting themselves
with non specific statements and even lying to avoid any form of
commitment.
The self serving salesman has a problem, too. He is only interested in

giving a useless presentation, asking several times for an order or
!80
commitment without regard to the true needs of his prospect. He is
using a tired script instead of asking smart G.U.T.S. style diagnostic
questions. He rarely listens to the prospect or tries to discover their
true needs, time frame, finances or motivation.
Is it any wonder that the prospect behaves in such a defensive way?
Approaching the Prospect and throwing away the old fashioned

traditional and customary sales approach presentations will only gain
him respect. It will also allow the salesperson (and the prospect) to
relax and approach the sale in an entirely new and refreshing
approach.
This is why the Agenda step in G.U.T.S. is so crucial in getting the

dialogue between two strangers into the right environment. It’s so
honest and as Dr. Eric Berne, the Father of Transactional Analysis
would say, it’s an Adult to Adult conversation.
Ms. Prospect, would you do me a favor at the end of our

conversation and please fire me.
This is not something that most prospects expect to hear and it might
even throw them off balance. It also might gain the salesman veracity,
a bonding, a relationship of trust.
We need to think, act differently and learn how to have fun and
unbelievable Profitability in Sales. All it takes is some G.U.T.S. and
no one will ever say to you:
“Stop Peeing on my back and tell me it’s raining”:-)
!81
It takes G.U.T.S. to
Rule the World
You have to act like a Millionaire, a Winner
even if you don’t have 2 nickels to rub
together. This might upset those of pure
heart, but sometimes you do have to fake it
until your make it.
People love a winner and have no time for a loser. The opening of the
movie Patton with George C. Scott begins with his speech declaring
that “Americans love a winner and will not tolerate a loser,
Americans play to win all the time.”
People constantly tell me that they are not ready to get started in
their own business. “Claude it’s easy for you, you already have a
successful business, but I am just getting started.” I hear people like
Gary Vaynerchuk extoll the virtues of patience, while I believe that
“Impatience is a Virtue”. Don’t wait for things to happen, make them
happen. Take reasonable risks, try new things, learn from the
experience, even if it is disappointing. So much can be learned from
the experiences you encounter in sales. Waiting for the right moment,
which may never come. Playing it safe is not what entrepreneurs do.
What do the Marines say entering battle, “do you want to live
forever?” I meet people who tell me, “Claude I am willing to do
whatever it takes to become successful, financially free. I am an
entrepreneur.” Then I ask them to make 5 phone calls a day to new
prospects. When I follow up and ask if they have made the calls, the
excuses begin! All they have to do is pick up the phone and speak to 5
people a day and the magic will begin, they will start making money!
It really does takes G.U.T.S. to rule the world. The question is, are
you ready to do something or accept mediocrity as a lifestyle choice?
!82
What do you want them

to say when you get off
the phone?
Ever wonder what the prospect says about your

conversation after you get off the phone?
What would you like them to say?
“I like Claude, he knows his stuff. I feel like I can trust him. He was a
straight shooter. He has my back. He made me laugh. He can solve
our real estate problem. He has a great deal that will make us
money.”
or do they say
“He was just another annoying salesman. He is too pushy. I better

block his number. I will let all his future calls go to voice mail until
he leaves me alone. I hope he never calls again. He tried the old price
goes up on Friday routine with me. Nothing there with that guy. He
wouldn’t shut up and listen to me. I don’t trust him.”
We need to anticipate, Plan in advance and think about what we want

the prospect to say before we get off the phone.
The techniques of The G.U.T.S. method is asking questions with

Stroking, Nurturing and Empathy. They can be invaluable when
speaking to a prospect. Always leave the door open for future
business.
Ask for additional appointments if the need is there. Offer an

incentive or reward. When you get off the phone you can easily
imagine them saying “I like that Salesperson. I think we should move
forward with him. I felt good about him him.”
!83
Don’t Take
Vacations-Live
Them
GUTS is a lifestyle-
A way of life
Ever go on a vacation from Hell?
How many times have you waited for those 2 lousy weeks from the
J.O.B., just to take the long awaited holiday to East Bumble, Arkansas
to see the world’s largest container of dental floss?
You have waited 52 weeks and then it happens:
The plane is delayed or the weather is so bad that people are building
Arks! The airport loses your luggage! You are in the middle seat
between the lady who keeps talking to you while you are trying to
sleep and the 350 pound dockworker with the 130 pound Rottweiler
comfort dog, under his seat. A baby on your tour bus just dropped a
load. The cheap hotel room that your brother-in-law, the travel agent
booked for you, has a private showing of your favorite musical “La
Cucaracha” every time you turn on the bathroom light! Bad Food that
leaves you praying to the porcelain god. The list goes on!
We all have travel horror stories like this and probably worse. I am
Not trying to bum you out about vacations, but my girlfriend of 32
years and I have come up with a far superior solution.
“Don’t Take Vacations when you can Live Them!”
!84
We live in our own homes in beautiful places like California, Colorado
and
North Carolina. There is just something about sleeping in your own
bed with clean sheets, your favorite Sponge Bob Boxer shorts in the
drawer, knick knacks and foods that you prefer!
I have the knowledge and confidence to be able to work anywhere.

The iPhone is my digital remote control device to the universe. The
G.U.T.S.™ Sales Method has given us freedom. The Freedom to be
able to live a life free of constant financial stress and bad vacations.
We don’t need matching Lamborghinis in the garage (although on
2nd thought;-). Thanks to what I learned a long time ago from my
Mentor Max, I never have to worry about Montezuma’s revenge
again.
Life is short, have some GUTS and live your vacation everyday under
your terms. When you learn G.U.T.S. Selling and become proficient,
every day becomes a holiday.
Our Pet Moose outside our home in Winter Park, Colorado

!85
There are no Bad

Prospects, only
Shitty Salesmen
"The fault, dear Brutus, is not in our stars, but in ourselves.”
Shakespeare’s, Julius Caesar
The above quote could easily apply to most of today’s traditional, or

as I refer to them, “Amateur Salespeople”. How often do I hear the
excuses for failure in Sales? Too often and the excuses include: the
weather, the management, the economy, Divine intervention, Bad
Luck, politics, you get the idea.
But wait, it gets even worse! What the Amateur really loves to do is
cast all blame for their poverty/lack of success on the Prospect with
excuses like:
“They Lied to me.”

“They picked my brain and then said, I will think about it.”
“They made me drive 6 hours in traffic and never showed up!”
“They have no money.”
“They are time wasters.”
I often wonder if the Amateur Salesperson realizes that the reason for
their frustration is actually their own fault?
The Professional G.U.T.S. Salesperson, however, would say “it is my

fault, I could have worked harder, it’s my responsibility, I should
have been smarter, etc.”
Max often said “the reason for an individual’s Success or Failure can
be found in the bathroom mirror!” While perhaps not as eloquent as
!86
Mr. William Shakespeare, the point is the same. The G.U.T.S.
Salesman is taught to have high self esteem and unflinching
confidence. As we say, "The Salesman always comes first!”
Taking full responsibility is a pivotal philosophy of The G.U.T.S.

Salesman. The majority of other Sales training programs teach the
Salesman to be submissive, tolerant, understanding and to totally
give the prospect everything they want, without negotiating for
anything in return. Their hope rests in a voluntary reciprocation from
the prospect.
In the G.U.T.S. method, we believe it is inherent in human nature to

take advantage of the weak salesman without any regard for payback.
Let’s look at at some examples:
Prospect: Can you send me the outline and drawing of the new
designs we have in mind for the real estate office expansion?
Amateur Salesman: I would be glad to Mr. Prospect. We are here
to give you everything you need to assist you with your decision. We
are a full service real estate company.
What They Are Really Thinking:

Prospect: This guy will save me a fortune in hiring an engineer
and architect and then I can shop around for a better price.
Amateur Salesman: This guy really owes me. I had better get this
contract, but I don’t want to appear too pushy.
——————————————————————————————————-
The G.U.T.S. Salesman Role Play
Prospect: Can you send me the outline and drawings of the new
designs we have in mind for the real estate office expansion? It
would really help us to make a decision. We need to this project
completed before the end of the year.
G.U.T.S. Salesman: I appreciate you asking for our assistance in
the new design and real estate purchase, Mr. Prospect. What you
!87
are asking, however, is very costly and time consuming. I would
need to get approval from our CEO. When I call him, can I say that
we will have an exclusive contract signed, if we move forward with
your request?
Prospect: I’m not sure if we are ready to make a full commitment
like that. That’s a little fast for us.
G.U.T.S. Salesman: This company wants a lot of freebies, I had
better get a commitment first.
Prospect: This guy’s no pushover, like the other guy we used to use.
G.U.T.S. Salesman: I understand. We will have to charge you a
$10,000 design fee with the condition that we will waive or better
said, absorb that fee if we receive a signed contract. Can we agree
on that? Isn’t that fair and reasonable?
Prospect: Wow, our old guy never charged for this stuff.
G.U.T.S. Salesman: That’s interesting. Just curious, why aren’t
you using him?
Prospect: Well, Errr, he went out of business a few months ago.
G.U.T.S. Salesman: Unfortunate, sorry to hear that. Where
should we go from here, Mr. Prospect?
Prospect: Darn he caught me.
G.U.T.S. Salesman: Does he really think I don’t know what my
competition is doing out there. They went out of business because
they did free work for guys like this!
Prospect: I need to get this project done in the next 90 days.
G.U.T.S. Salesman: Can I tell you the truth or just tell you a fable?
Prospect: The Truth, always.
G.U.T.S. Salesman: That’s going to be next to impossible unless
we get started right away. I know you said your company would
rather move a little slower.
Prospect: Let’s just go ahead, I will sign the agreement if you can
provide the drawings and keep our time table.
!88
No One Deserves
Success More than
You
I have hundreds of Informational and hopefully,
Entertaining videos for the thousands of G.U.T.S. Sales Training
enthusiasts on youtube.com. At the end of each of my videos I always
say:
“No one deserves success more than you!”
That one sentence is one of my favorite Philosophical core beliefs, to

my loyal audience.
This has to be your belief, too. You have to be your own Cheerleader
in your personal life, as well as in business. A Successful G.U.T.S.
sales professional has no room for doubt, lack of self esteem or lack of
confidence. Even if you don’t have two nickels to rub together, you
have to believe that you are a deserving recipient from the fruits of
your labor.
I like seeing people fulfill their dreams. As I always say,

“Making a Sale is the 2nd best feeling in the world.”
What could be better than earning a prosperous living through the
sweat of your own brow and using your skills of Persuasion. Selling
products, services and solutions to people who want someone who
exudes likability, authority and who they can trust.
After attending, as well as being a keynote speaker at many business

training seminars, I have come to the following observations and
conclusions:
!89
*Most Attendees are well meaning and honest
*They are Hard Working
*They want to be part of The Great American Dream
*They embrace entrepreneurism, indomitable spirit and capitalism
*They are selfless. They want a better life not only for themselves, but
to provide a quality of life for their families. They want to take care of
their financial responsibilities and not be beholding to anyone or to
government supported charities.
*Most of all, They Want Freedom to live life under their own
terms.
Unfortunately, the missing ingredients which can give them the

freedom is not provided at learning institutions and commercial
motivational gatherings. Instead they are given 90% motivation and
inspirational platitudes, with little or no perspiration or education.
The result is an astronomical failure rate, based on my research.

Why? There is little, to no focus, on the Art and Science of Sales,
Persuasion and Influence. It is the essential key ingredient for
your success, as it has been for mine.
Contemporary Salespeople need an intense Focus with consistent

practice in order to become a master of Persuasion and Influence if
they want to achieve. Old school selling has been officially declared
dead.
Love live G.U.T.S. It’s a much better way to sell and live! Practice
the rules, utilize virtual attraction marketing, Speak to 5 Prospects
everyday and you will see the Magic happen in your life, as its has in
Mine!
“No One deserves Success more than you, dear reader!”
Thank you for Reading my Book.
!90
Claude W. Diamond™ J.D.

Author/Creator of G.U.T.S.
P.S. Yes, I do answer my own phone (970) 281-5151.

P.P.S. Free Introductory G.U.T.S. Sales Training Session
www.ClaudeDiamond.com
!91
!92

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™ Sales Method RULES©

Boring Legal stuff

Phone: (970) 281-5151

Claude Diamond is a Federally Registered Trademark

All rights reserved 2018

A business acquaintance and I recently had the following conversation:

“Hey Claude ! No one wants a book of rules.”

Imagine, seeing a truly great salesman pick up a phone and close a

G.U.T.S. is the perfect title for my Method or System of Sales. On one

In many of these rules you will see a unique G.U.T.S. Role-play

Finally, Please Remember, Sales is the million dollar skill. You

The G.U.T.S.™ Sales Person

Why do Amateur Salespeople behave in this manner, because this is

It’s OK to Fire The Prospect

In G.U.T.S., we would rather deal with

Claude Note: Please See “Make Money Today Rule”.

Frankly, some people are unlikely prospects in sales for a multitude

* No Money or ability or willingness to finance a sale.

Prospects who do not Qualify in your G.U.T.S. Qualification Staircase

Prospect: Well not exactly, but we are working on

G.U.T.S. Salesman: So why did you contact me?

Prospect: We have many questions about buying our first home.

G.U.T.S. Salesman: I respect that. I have some materials that I

Prospect: But we still have questions.

G.U.T.S. Salesman: I have to go as I have many other

You’re not allowed to

Prospects love to be in control when they know you

What they usually say:

What they both would REALLY like to say:

The Naive Salesperson: Oh Boy, This prospect is hot. I will get

What the G.U.T.S. Salesman would say:

Scripts Really Suck!!

You Have Rights in

I’ll Think About it.

Send Me a Contract to look over.

I’ll speak to my spouse.

The Amateur takes this manipulation, lying and rejection without

I invented G.U.T.S. because I was sick and tired of being reduced to a

The Salesman's Bill of Rights

We hold these truths to be self evident, that all men and

Great Untraditional & UnOrthodox Techniques of Sales and Success

Claude W. Diamond J.D.

Saturday, February 21, 2009 1

My Original G.U.T.S. Sales Package design

In sales, you are often going to have a situation where

Claude Note: Always have a backup plan or as they say in Vegas, an

The Amateur Salesman: I totally understand Mr. Prospect and I

The G.U.T.S. Salesman: Would you mind if I tried the GodFather

Prospect: I’m not going to find animal parts in my bed tonight, am

The G.U.T.S. Salesman: Let’s imagine, just for a moment that

Prospect: That’s a generous offer. Can you really do

The G.U.T.S. Salesman: Suppose I said yes, what

Prospect: I think you have a deal.

The G.U.T.S. Salesman: I’m sorry, WHAT did you say?

The G.U.T.S. Salesman: Thank you Mr. Prospect, please sign

Hey, I heard that :-)

What do You really

A Question I often ask My Mentees during

How can we persuade someone if we haven’t reverse engineered what

A Health Club Center Salesperson might be selling weight loss and

Initially during a Sales Conversation very little qualification is

We have to understand that most prospects buy because they have a

Role-Play at the Cadillac Dealership. A prospect walks in.

All rights reserved 2018 