Summary of the Way of the Wolf: Straight Line Selling: Master the Art of Persuasion, Influence, and Success by Jordan Belfort
Jordan Belfort’s book dubbed as Way of the Wolf: Straight Line Selling: Master the Art of Persuasion, Influence, and Success primarily talks about how to make a sale using the straight-line method. Belfort elaborates step by step instructions on how businesses or individuals can employ his intricate straight-line method to ensure prosperity. According to the author, salespeople who use this method do not lose focus or waste time engaging themselves with subjects or prospects who have nothing to do with their sales. Instead, they gravitate towards potential buyers with a focused objective of staying on the straight line and closing a deal (Belfort, 2017). Belfort asserts that the straight-line method not only cuts sale cycles but also generates more closings and helps businesses to form permanent relationships with their customers.
Belfort (2017) discusses the three essential elements of a successful sale. He highlights that every sale is the same no matter what service or product one is selling in whatever industry. Therefore, for a sale to be successful, these following elements must be present within a prospect’s mind. The first element is the product, idea, or concept. A prospect must fall in love with the product or service they are delivering if they want potential buyers to be interested in their goods. If a prospect’s customers are relatively interested or disinterested, one must look for ways to pull up their customer’s enthusiasm and attract them to their products. The second element is trust. If a salesperson does not establish an excellent rapport with their customer, they will find it challenging to make a sale. Finally, businesses must aim to develop excellent compatibility and affinity between their customer and their organization. Belfort suggests that without these elements, one cannot sell. A prospect must have these elements in mind for them to have an excellent opportunity to make a sale or close a deal.
As one transcends to the preceding chapters, Belfort describes the straight-line selling principles that sales people must master to be effective. The principles include;
The first four seconds: According to Belfort (2017), many people often make virtually instantaneous decisions about the individuals they meet. A prospect has only got the first four seconds to positively connect with a potential buyer in person or over the phone. In this brief time, one must communicate that they are enthusiastic, sharp, and can solve problems.
Tonality and body language: One’s voice and how they communicate is vital to winning prospect over the phone. One must use a tone that is empathetic, sincere, and caring. Additionally, during face to face meetings, effective body language is essential. One must use the appropriate facial expression, a smile, and a posture that matches that of the potential buyer.
State management: one should employ “future pacing” as a visualization technique to charge up their state of mind. When one engages in positive visualization, they experience a pleasant feeling similar to how they will feel after attaining a specific objective.
Looping: Prospects should utilize looping to deal with customer objections. If one loops correctly, they are likely to increase a customer’s conviction about doing business with them
Lastly, the book brings out ten rules, straight-line prospecting. These include;
- Salespersons should be sifter rather than alchemist.
- Ask for permission to pose questions
- Always utilize a script
- Start with less invasive questions to more invasive questions
- Pose questions with the right tone
- Utilize appropriate body language
- Follow the logical path at all times
- Do not eliminate your prospect’s pain
- End with an effective and powerful transition
- Never go off the straight line.
References
Belfort, J. (2017). Way of the wolf: Straight line selling: Master the art of persuasion, influence, and success. Simon & Schuster.