Jordan Belfort, who gained infamy as The Wolf of Wall Street, returns with a book where he introduces his method of selling: the straight line method.

Key Takeaways

The certainty scale:
1 ----------------------------------- 10 certainty

A 10 on the certainty scale is when the buyer is completely convinced that the product will better their life and reduce pain. A 1 is obviously the opposite.

Most people are somewhere between a 5 and 7.

2 types of certainty:
• Logical certainty - the buyer's feeling towards the product
• Emotional certainty - the buyer's feelings towards the seller

Take control of the sale from the beginning. Within the first 4 seconds, you must show that you are an expert, that you are enthusiastic and that you are "sharp as a tack".

When you’re speaking, the intention is to create massive certainty in the mind of the buyer as you move him down the straight line, from the open to the close.

1. The prospect must love your product: 100 % certainty
2. The prospect must trust and connect with you:100 % certainty
3. The prospect must trust and connect with your company: 100 % certainty
4. Lower the action threshold
5. Raise the pain threshold

90% of our communication is non-verbal.

Become an expert listener.

Always use a script as a strategy but memorize it, or several, and free your conscious mind to read the other person.

Conclusion

This is a really good introduction to straight line selling. Belfort is clearly knowledgeable and has plenty to teach. The book is very plainly narrated and thus easy to follow.

However, I struggled with the audio book because the author often uses points - which I much prefer to read in text.