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The Way of the Wolf: Straight Line Selling (Book Summary) May 14, 2018   jdonovan Way of the Wolf: Straight Line Selling: Master the Art of Persuasion, Influence, and Success by Belfort, Jordan 1 CRACKING THE CODE FOR SALES AND INFLUENCE In every sale, three core elements, known as The Three Tens, must line up in any prospect’s mind before you have a shot at closing them. Logically and emotionally, on a certainty scale from one to ten, your prospect must: trust your product to fulfill their needs at a cost-benefit ratio that is unequivocally a great deal trust and connect with you as an expert in your field who put’s your customers’ needs first trust and connect with your company People don’t buy on logic; they buy on emotion and then justify their decision with logic. In terms of the split between logic and emotion, you’re always going to build airtight logical cases first and airtight emotional cases second. Why? Quite simply, by making the airtight lo...

The hard work is not the key but the perfection of the message is the key. What goes before effects the sale. Test to demonstrate how little they know Establish trust - Ask people to provide their env and passwords . If you want people to buy a box of expensive chocolates, first arrange for them to write down a number that’s much larger than the price of the chocolates. Ask them to write Security, Quality, Infrastructure cost: $50,000/mo If you want people to choose a bottle of French wine, first expose them to French background music before they decide. Security background on the slides and product If you want people to agree to try an untested product, first inquire whether they consider themselves adventurous. If you want to convince people to select a highly popular item, we can begin by showing them a scary movie. Show a happy movie coz we're not popular If you want people to choose a more expensive but more comfy option, first show them ...

Useful: Does it do something people need done? Learnable: Can people figure out how to use it? Memorable: Do they have to relearn it each time they use it? Effective: Does it get the job done? Efficient: Does it do it with a reasonable amount of time and effort? Desirable: Do people want it? and recently even Delightful: Is using it enjoyable, or even fun? Chapter 1. Don’t make me think! KRUG’S FIRST LAW OF USABILITY Michael, why are the drapes open? —KAY CORLEONE IN THE GODFATHER, PART II first law of usability. “Nothing important should ever be more than two clicks away” or “Speak the user’s language” or “Be consistent.” Chapter 2. How we really use the Web SCANNING, SATISFICING, AND MUDDLING THROUGH Why are things always in the last place you look for them? Because you stop looking when you find them! —CHILDREN’S RIDDLE FACT OF LIFE #1: We don’t read pages. We scan them. FACT OF LIFE #2: We don’t make optimal choices. We satisfice. FACT OF LIFE #3: We...