STRAIGHT-LINE SYSTEM

Syntax of the Straight-Line:

1. First four seconds.
2. Build and get into massive rapport, both conscious and unconscious.
3. Gather intelligence.
4. Transition to the body of the presentation.
5. Ask for the order.
6. Deflect and build certainty through the process of looping.
7. Lower the action threshold.
8. Add on pain.
9. Close the deal.
10. Massive referrals.
11. Develop customers for life.

5 Core Elements of the Straight-Line System:

Three Tens:
1. The product, idea, or concept.
2. You, trust and connect with you.
3. The prospect must trust and connect with your company.
Customer Needs to have high level of certainty:
4. Lower the action threshold.
5. Raise the pain threshold.

Two types of certainty:

- Logical certainty
- Emotional certainty

The straight-line system:

 - IC: In Control. OC: Out of Control.
- When you are directly on the straight line, you are doing all the talking and your client is
listening. When you are off the straight line, but still inside the boundaries, it is the
prospect who is doing the talking, and you are doing the listening.
- Some great stuff happens when you are off the straight line:
o You are developing immediate, massive rapport, on both a conscious and
unconscious level.
o You are gathering massive intelligence.

Gathering intelligence:
1. First, you are identifying their needs: not just core but any secondary needs or
“problems” they might have.
2. Second, you are identifying any core beliefs they might have that could impact the sale,
such as not feeling comfortable working over the phone or with making quick decisions,
and not trusting people in general.
3. Third, you want to find out about any past experiences they’ve had with similar
products, both good and bad, and how they feel about the salespeople they bought them
from.
4. Fourth, you want to identify their values – meaning, what things are most important to
them? Are they looking for growth or income, or do they want to set themselves up for
retirement, or to give their profits to a certain charity, or religious institution? It can even
be that the prospect is an action junkie, and they are in it for the thrills.
5. Fifth, you want to identify their financial standards, insofar as what level of wealth and
spending ability they need to have to feel good about themselves.
6. Sixth, where their pain lies - meaning what is keeping them up at night. What is one single
financial worry that sits at the very base of their skull and weights them down, like an
anchor?
7. Seventh, you need to identify where they stand financially, in terms of how much money
they have in the market right now, how liquid they are, how much money they typically
invest into an idea they like, and how much they are liquid for overall.

Three basic tenets of the front half of the straight line:

1. You must take immediate control of the sale.
2. You must engage in massive intelligence gathering, while you simultaneously build
massive rapport with your prospect.
3. You must smoothly transition into a Straight-Line presentation, so you can begin the
process of building absolute certainty for each of the Three Tens.
The first 4 seconds:
1. Sharp as a tack: someone who is totally on the ball, a born problem-solver who is
definitely worth listening to because you can help them achieve their goals.
You can achieve this by demonstrating mental speed and agility, fast decision-making,
and a unique pace of delivery that immediately impresses the prospect and builds trust.
2. Enthusiastic as hell: this sends a subliminal message to your prospect, telling them that
you must have something great to offer. You must sound upbeat, enthusiastic, and full of
energy, and be a positive influence in their lives.
3. An expert in your field – an authority figure and a force to be reckoned with. From the
time they are old enough to walk, people are taught to respect and listen to authority
figures. To demonstrate this authority, you can translate features of the service or
product into benefits and value for the prospect, while using technical industry lingo that
I’ve taken the time to simplify- allowing the prospect to easily grasp what appear to be
very complex statements.

Those three things absolutely must come across in the first four seconds of a conversation;
otherwise, you set yourself up for a major uphill battle.

Show them you are worth listening to

Someone who is sharp as a tack, enthusiastic as hell, and who has achieved a high level of
expertise, is going to:
1. Get to the point quickly.
2. Not waste the prospect’s time.
3. Have a solution to their problem.
4. Be an asset to them over the long-term.

Tonality and Body Language:

Human Communication:
- Tonality: 45%
 - Body language: 45%
- Words: 10%

State Management – Anchoring

You need to be able to trigger certainty, clarity, confidence, and courage. These are your linchpin
states for achieving wealth and success.

5 basic steps to NLP anchoring:

1. Choose a state.
2. Choose your focus.
3. Choose your physiology.
4. Intensify your state: Visual, Auditory, Kinesthetic, Gustatory, Olfactory
5. Set up your anchor: taking an intense state that you’ve just created and linking it to a
word or mantra, or to some external sound or sharp feeling, like clapping your hands and
screaming the word “yes”.
Anchor

Jordan method, with zero preparation, beyond simply choosing what state you want to anchor,
all you have to do is wait for that awesome moment when you close a really big sale (or any
situation that causes you to organically pop into a state of absolute certainty, or absolute
anything for that matter), and then, right then, in that very instant when that moment hits, you
whip out your tube of BoomBoom and take a prodigious blast up each nostril so you can literally
feel the rush of the mint and citrus with the invigorating burn.

1. Choose a state: a state of absolute certainty.

2. Set your anchor: take a prodigious blast up each nostril so you can literally feel the rush
of the mint and citrus with the invigorating burn.

Advanced tonality:

Ten core tonalities:

1. “I care”, “I really want to know”
2. Declarative as a question
3. Mystery/Intrigue
4. Scarcity
5. Absolute certainty
6. Utter sincerity
7. Reasonable man
a. Sounds fair enough?
8. Money-aside
9. Obviousness
10. “I feel your pain”
Body Language

Objectives of marketing:

1. Research the marketplace to identify the best prospective buyers – prospects, for short –
for a particular product.
2. Develop a cost-effective strategy that gets the company’s message in front of as many of
these prospects as possible.
3. Embed the message with some sort of offer or hook or call to action that prompts as many
of these prospects to enter the company’s sales funnel.
4. Coordinate with the sales department to ensure a seamless handoff of the funnel, so
prospects can be turned into customers.

Straight-Line prospecting:

Make sure you are doing the following four things:

1. You’re sifting through the prospects in your sales funnel by asking them a series of
strategically prepared questions.
2. You’re using these questions to not only gather intelligence but also to separate the
buyers in heat and buyers in power from the lookie-loos and the mistakes.
3. You’re continuing to gather intelligence from the buyers in heat and buyers in power,
while eliminating the lookie-loos and mistakes from your sales funnel as quickly as
possible.
4. You’re transitioning the buyers in heat and the buyers in power to the next step in the
syntax, so they can continue their journey down the Straight-Line.

10 Rules of Straight-Line Prospecting

1. You are a sifter, not an alchemist: imagine yourself as one of those old-fashioned gold
prospectors, who kneels at the edge of a stream with your trusty tin pan, sifting through
thousands of gallons of water, as you patiently wait for that one nugget of gold to drop
into your pan.
2. Always ask for permission to ask questions.
3. You must always use a script.
4. Go from less invasive questions to more invasive questions.
5. Ask each question using the right tonality.
6. Use the correct body language as the prospect responds.
7. Always follow a logical path.
8. Make mental notes, don’t resolve their pain.
9. Always end with a powerful transition.
10. Stay on the straight-line, don’t go spiraling off to Pluto.

The art and science of making world-class sales presentations

1. Your script must not be front-loaded.
2. Focus on the benefits, not the features.
3. Your script must have stopping-off points.
4. Write in the spoken word, not grammatically correct English.
5. Your script must flow perfectly.
6. Your scripts must be honest and ethical.
7. Remember the overarching equation of energy in, energy out.
8. A straight-line script is part of a series of scripts: in fact, there might be as many as five or
six different scripts that take you through from the open to the close. For example:
a. You’ll start with a script that starts with those all-important first four seconds, and
then includes qualifying questions and your transition.
b. Second, you’ll have a script that starts with the main body of your presentation
and ends with you asking for the order for the first time.
c. Third, you’ll have a series of rebuttal scripts that include well-thought-out answers
you’ve prepared to the various common objections you are going to hear.
d. Fourth, you’ll have a series of looping scripts that will include tack the various
language patterns that will allow you to loop back into the sale, in order to move
your prospect to higher and higher levels of certainty.