The book is a mix of the history of Jordans back stories and a mix of his training. You will get all sorts of psychology and influence strategies mixed in the book. Some of these ideas and concepts are explained while some are not. This book is a condensed version of his live training.
Its interesting that in the beginning of the book Jordan does apologize for his actions and reminds you the reader to do the right thing for the buyer your client.
What you really need to know is anything in this book will take time for you to practice and master. There are quite a few concepts here. If I could give you one piece of advice and that is to start with the vocal pitch mastery because you can practice it anywhere whether on a sales call or talking to friends. That is chapter 4 in the book.
I do have to let you know I have read piles of books on persuasion, influence, decision making, sales training, body language, NLP, question asking and even story telling and Jordan has done an amazing job of grabbing some of the best highlights from all of these topics.
What I like about this book is it follows the video training Jordan uses. I would have to say that the book does a great job explaining the straight line system but this would be considered a diet version at 244 pages.
Here is the rundown of the book mostly by chapter with my thoughts added.
Most salespeople go down the path of looking for the special knowledge it takes to be a producer and close sales and there is plenty of this information you can implement in this book.
One of the early stories in the book Jordan explains is the first sales team complained that there were thousands of objections the buyers were giving them. In reality there were 14. In your industry there are probably 4 or 5. What it comes down to is salespeople like to make insurmountable excuses when they cant sell
The three tens is another way to explain the know like and trust formula. They like the product, they like you they have trust you will take care of them.
The buyer needs to be at an elevated belief or state in 3 areas in order to be influenced to make a buying decision. These 3 areas are based on a scale of 1-10 where one is they don’t care and 10 is they are on fire and need a solution now:
1. They like the product, idea or the concept
2. They trust and connect with you
3. They buyer trust and connects with the company
If there is uncertainty in any of these areas you will get an automatic response of a common objection.
Logical certainty vs emotional certainty is needed from the buyer to make a purchase and future pacing does help to get the buyer to a decision. Objections are a smoke screen to the three tens
The straight line name is explained and why it is important to the sales process. Once you are off the line you are out of bounds. A buyer is always trying to pull you off the line, they think it is their job. Its your job to keep them inside with the 3-10s. This is why salespeople need to stay on topic instead of trying to build so much rapport at the wrong time
Objections are smoke screens for uncertainty, every bit of your presentation is built to help build certainty in the product or the service. This is goal oriented communication.
What is not mentioned in the book – salespeople will only use what they have learned to the certainty that the training will work for them.
The 3-10 rules
1. Take immediate control of the sale
2. Engage in massive intelligence gathering while building rapport
3. Make a smooth transition to the straight line to help build absolute certainty in the 3-10s
Make your question gathering more invasive as the process goes along as trust has been built. Invasive questions early on may build resistance and doubt in your abilities.
Drawing out a sales map does help salespeople see visually what is going on the sales process. Drawing a picture of what is going on sets the tone as laid out explaining the ideals of the straight line system.
A pain threshold gets people to move away from it as it is human nature, once you uncover the pain you must have a good remedy to take care of it and then paint them a picture of the future to take care of it
The first 5 seconds
We as consumers make quick judgments, you as a salesperson better be at the top of your game at the entrance to the sales call or the phone call. You should be seen as
1. Sharp as a tack – Goal oriented and the ability to do something for the buyer
2. Enthusiastic as hell – Have a great upbeat energy about you
3. An expert in your field - An expert that needs to be talked to, be an expert quickly and not a long term novice
Show them you are worth listening to
1. Get to the point quickly
2. Do not waste the prospects time
3. Have a solution to their problem
4. Be a long term asset
The power of tonality (get the book just for this chapter)
we are conditioned as children to listen and we look for the verbal cues of someone who knows what they are doing whether we see this or not. Most people do not communicate well vocally and you have an opportunity to outpace salespeople that do not take this skill seriously.
Leverage as many conditioned responses as possible so that it makes it easy for people to buy into what you have to say and what you have to offer. Let social norms do most of the heavy lifting for you in the sales process.
Future pacing + act as if is a crude way to describe this idea. You must master your state as an influencer to get people to make decisions and look at you like the expert in the room.
We are conditioned to look for experts and hear what they have to say from a young age.
The subject of NLP anchoring comes up and is explained. Two of the best people to teach this are Tom Vizzini and Kim McFarland. You can try to get the gist from the book but it is easier to learn from video just google their names. You cant learn this technique in 12 pages from a book as easy as you can from watching and listening to people.
Where Jordan truly masters the game of influencing people is the use of tonality. I have seen some of his recordings and have to say the book is good but does not do the teachings justice unless you can hear how he explains how to use your voice like a scalpel instead of a hammer. Thank goodness there is a link in the book you can use to find him explaining this concept to hear for yourself on page 116. You must practice how you use peoples name since it is one of their favorite things to hear. If you say their name like you are singing it you have a better chance of getting into their head. This works live just as it will over the phone. Interact with the buyer as if they were on a friend level vocally. The next step is to use “reason why” justification and explain what the “big idea” of the offer to the buyer to gain enough interest to keep them talking to you.
Advanced body language
There are some concepts in here about facial hair, dressing positioning and stances, jewelry, how to stand talking to a man to not create aggression, how to stand next to a woman to influence her, how to deal with other cultures and so many other non verbal topics that could cover an entire book. The concepts covered here are the highlights of what you need to know
The art of prospecting
The sell me this pen challenge in a job interview can be used as a metaphor for how many salespeople do not ask enough questions. Most salespeople go into feature and benefit mode before even knowing what the buyer needs.
What it really comes down to is don’t sell things to people they don’t need
Look for motivated buyers to sell them something they can use to fix a pain or a risk. There is a break down of how to tell if a buyer is not serious
1. They ask a ton of questions
2. They seem to drag out the process
3. They pretend o be interested
4. They wont talk about money and avoid answering the questions
Overall this a good book for people who want to sell or persuade others better. This book is written in Jordans voice so you get the stories as well as his common catch phrases. Chapter 4 is worth the price of the book itself.