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JORDAN BELFORT
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Global Motivation Inc. has taken every effort to ensure we accurately represent these
strategies and their potential to help you grow your business. However, we do not purport
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the content, strategies or techniques displayed here. Nothing in this presentation is a
promise or guarantee of earnings. Your level of success in attaining similar results is
dependent upon a number of factors including your skill, knowledge, ability, connections,
0.0'3-&'"(2#78+'(.++#+-5592#78+'(.++#)"38+2#78+'(.++#1"-/+2#-(0#4(-(3'-/#+'&8-&'"(6#
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or forecasts for future potential, and thus are not guarantees or promises for actual
performance. These statements are simply our opinion. The information contained
*.%.'(#3-(("&#%.$/-3.#"%#+87+&'&8&.#)"%#&*.#+.%5'3.+#")#&%-'(.0#$%").++'"(-/+#'(#-(9#4./02#
'(3/80'(12#78&#("&#/','&.0#&"2#4(-(3'-/#"%#/.1-/#,-&&.%+6#:(0.%#("#3'%38,+&-(3.+2#'(3/80'(1#
but not limited to negligence, will Global Motivation Inc., Jordan Belfort, or any of their
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strategies communicated through these materials, or any services following these
materials, even if advised of the possibility of such damages.
While we review these three sections, keep in mind that your script needs
to be structured around two overarching principles:
1. Will it effectively convert sales?
2. Is it easily duplicated and simple for someone to use?
THE OPEN
You begin your script with your introduction or your open. It should be
short and to the point, as it is basically how you introduce yourself, tell
them the reason for your call or your meeting, and ask permission to
qualify them. Sounds simple enough! Now let’s break it down and get
this accomplished.
1
Be enthusiastic from the very beginning.
Remember from the 3 tenets of the Straight Line system, you only
have four seconds to earn a client’s trust and attention. You want
to say “Hi!” in an upbeat, positive tone that shakes them out of
their current state and makes them sit up and take notice of you
and what you have to say.
# # #?N:Q##“Hi! Is John there?”
M:?ROQ##“Yes.”
2
Always use the familiar (i.e., John vs. Mr. Jones) unless it
makes no sense.
One of the key elements in sales is likability. We do business with
people we like and believe are just like us. In the absence of any
"&*.%#0')).%.(3.2#=.@//#0"#78+'(.++#='&*#)%'.(0+#-(0#)-,'/9#4%+&6##B"2#
8+.#&*.#$.%+"(@+#4%+&#(-,.#-(0#+$.-;#&"#*',#"%#*.%#-+#')#*.#"%#+*.#
were a good friend.
3
Introduce your company and yourself very quickly.
Be sincere and come across as though this is your only call of
the day.
# # #?N:Q##“Hey John, Jordan calling from the Belfort Group in Los
Angeles, California. How’s it going today?”
# # M:?ROQ##“Great!”
4
Restate the name of your company.
Say your company name with a hint of intrigue to give the client a
feeling that they’ve heard of you before. This little nuance helps to
build credibility.
# # ?N:Q “Now you’ve probably heard of the Belfort Group.”
5
se powerful words such as “explode,” “fastest growing,”
U
and “most well respected,” to describe your company.
You want a potential buyer to think of your company as atypical
and interesting. They should feel like speaking with you is a
unique opportunity.
# # #?N:Q##“We’re one of the fastest growing customer referral
networks in America working with mechanics in all 50 states to
help them literally explode their business.”
6
! ! "#-!5,3*!63#'$1-*#4
Once you’ve established who you are and where you’re from, you
need to justify your call—let the client know the reason for your
3-//#&"0-96##?"8%#4%+&#/-(18-1.#$-&&.%(#'+#1"'(1#&"#7.#9"8%#%.-+"(#
for the call accompanied by a tone of scarcity.
# # #?N:Q##“Well, the reason for the call today is that right now we have
over 100 new customers each week right in your area and we’re
looking for two local mechanics to send the business to. If you
have 60 seconds, I’d love to share some of the details with you.
Are you interested?”
# # #M:?ROQ##“Yes. What’s it all about?”
7
! ! 7,!$%',!'(-!83).$1/)'$,%!+*,/-##4
Start gathering your information by asking easytoanswer, big
picture questions and lead into more detailed questions from
&*.%.6##?"8%#"5.%-//#1"-/#'+#&"#4(0#"8&#&*%..#&*'(1+Q##ST#A*-	"8%#
client is currently doing; 2) What their problems/challenges are
right now; and 3) What sort of pain they have in their life.
# # #?N:Q##“Okay, great! I’d like to ask you a few questions so that I
can best serve you.”
# # M:?ROQ##“Okay.”
Sample Big Picture Questions:
# L# U"#9"8#"=(#9"8%#"=(#78+'(.++V
# L# P"=#/"(1#*-5.#9"8#7..(#'(#78+'(.++V
# L# U"#9"8#="%;#)"%#+",."(.#./+.V
# L# P-5.#9"8#7..(#&*'(;'(1#-7"8.&&'(1#'(&"#9"8%#"=(#78+'(.++V
# L# P"=#,-(9#9.-%+#*-5.#9"8#7..(#0"'(1#&*'+V
# L# A*-&#-%.#9"8%#7'11.+&#*.-0-3*.+V
# L# P"=#/"(1#*-+#&*'+#$%"7/.,#7..(#*-$$.('(1V
# L# A*-�"#9"8#/';.W0'+/';.#='&*#9"8%#38%%.(&#+'&8-&'"(W+"8%3.V
# L# #A*-&#="8/0#9"8#3*-(1.#"%#',$%"5.#='&*#9"8%#38%%.(&#+'&8-&'"(W+"8%3.V
# L# A*-&@+#9"8%#8/&',-&.#"7X.3&'5.V
# L# A*-&#="8/0#7.#9"8%#'0.-/#$%"1%-,V
! 9):+.-!9+-/$1/!;3-#'$,%#<
# L# N)#-//#&*.#)-3&"%+#,.(&'"(.02#=*-&@+#,"+&#',$"%&-(&#&"#9"8V
# L# P-5.#<#-+;.0#-7"8&#.5.%9#0.&-'/#&*-&@+#&%8/9#',$"%&-(&#&"#9"8V
S
ome key distinctions to keep in mind while you’re gathering your
information is to keep your potential buyer on point. You don’t want
&*.,#&"#&.//#9"8#&*.'%#.(&'%.#/').#+&"%96#<&@+#5.%9#*-%0#&"#'(D8.(3.#$."$/.#
once they go there.
8
Listen!
Don’t be domineering with your questions, don’t preach to the
buyer, and genuinely try to understand where they are coming
from. Sticking to these points will help you build the rapport you
need to make the sale.
Also, use your tonality to ensure that you sound interested and
engaged during your conversation and information gathering.
Your active participation is essential to building their trust and
maintaining their interest.
THE TRANSITION
After the open, before you go into the main body of your presentation, you
will use this transition:
?N:Q##“Well, Based on everything you just told me, it sounds like this is a
!"#$"%&'(&'$)#'*)+,-
SCRIPT SAMPLE—OPENING
Hi! Is _____________ there? <(#&*.+.#4%+"8$/.#")#+.(&.(3.+2#
the most important thing is your
tonality—you have four seconds
to establish you’re (1) sharp as a
Hey ________________! tack, (2) enthusiastic as hell, and
(3) a force to be reckoned with
_______________ calling from The Y-(#.F$.%&#'(#9"8%#4./06T6##>*.#
Keller Group in La Jolla, California? reason for the question marks is
to make the person do an internal
How’s it going today? mental search to see if they know
you vs. being put off that it’s a
sales person. They want to be
perceived as being in the loop.
Great! Now, _____________________,
Introduce your company –a quick
you’ve probably heard of The Keller Group. hook about what makes your
We’re one of the fastest growing customer company different. Make the
company sound important and a
referral networks in America—working with little bit sexy, like it’s rapidly growing
(be sure to be truthful!). It also has
$/8,7.%+2#'(#-//#4)&9#+&-&.+2#&"#*./$#&*.,# to be inclusive. You don’t want to
say you only work with plumbers
literally explode their business. with shops of only 1012 people.
Be careful that your offering is
wide and will apply to pretty much
anyone you’re talking to.
Now, the reason for the call today is,
right now, we have over a hundred >*'+#'+#9"8%#X8+&'4.%6##?"8@%.#+.&&'(1#
yourself up to create some urgency
new customers, each week, right in for the close. You give your reason
7-+.0#"(#&*.#+$.3'43#0.-/6##>*'+#
_______________________, and we’re '+#9"8%#4%+&#Z3/"+.[\9"8@%.#3/"+'(1#
looking for two local plumbers to send the person to want to say “yes,”
that they are interested in hearing
the business to. Are you interested? more about your offer. This is a
great example of the sales process
happening at all times. Even
though it’s your intro, you’re already
Okay, great! Just a couple of quick closing them (in this case you’re
closing him/her on allowing you to
questions, to make sure you qualify: qualify them.)
The key when gathering intelligence
1) You are a licensed plumber, correct? here is to go from less invasive
questions to more invasive
I8.+&'"(+6#B&-%&#"))#79#4(0'(1#"8&#
if the person you’re speaking to
is the decision maker.
Remember, these questions will
change based on the industry and
what you’re selling.
2) D
o you own your own business or do you work In this process, not only
for someone else? are you identifying their
needs, you’re raising
3) How many years have you been in business? up any pain that they
have here. Things like,
“What’s the biggest
4) And how are things going for you right now? challenge you have right
now?” “What’s holding
5) H
ow do you get most of your customers? Word you back?” “What’s
of mouth? Referral? YPages? not working?” “What’s
been the result of that?”
“What will happen if you
6) H
ow about the internet? Have you ever don’t do anything?”
done any advertising there? How was your
Let the prospect talk
experience? Did it work for you? Why not? here. Remember, his
What was wrong with it? What would you Action Threshold has
change about the program if you could? to be lower than his
certainty. Anything you
can do to start raising up
7) H
ave you worked with any other referral the pain which will lower
companies in the past, like Service Magic? the Action Threshold will
make it easier to close
8) G
iven your current workload, how many new him/her on the back half
of the conversation.
customers could you handle each week? Just
a ballpark?
9) A
nd if I could deliver you those customers, what
kind of advertising budget would you work with?
$300 to $500? $500 to $1000? $1000+?
Give the transition and
10) D
o you have a website I can look at? then ask for permission
to share some details of
the program.
Okay, great! Well, based on everything you just
+-'0#&"#,.2#&*'+#'+#0.4('&./9#-#$.%).3&#)"%#9"86## Next, you’re giving a
If you have sixty seconds, I’d like to share the couple of bullets of
your company and
program with you. You got a minute? requalifying them
again. In this case, the
See, what we do here at The Keller Group, is goal was to make sure
they had some basic
=.#1.	"8%#$*"(.#%'(1'(1#='&*#-#D""0#")#(.=# knowledge of what they
customers through a strategic alliance we have were getting themselves
='&*#]""1/.6##B"2#7-+'3-//92#=*.(#-(9"(.#'(#-#4)&9G into so the sales people
weren’t wasting their
mile radius of you goes online and searches for a time with people who
plumber, you show up right on page one, so they =.%.#8(I8-/'4.06
4(0#9"82#'(+&.-0#")#9"8%#3",$.&'&"%6##B"8(0#/';.#
This won’t be in all
something you’re interested in? scripts but is important
if you have a situation
like this where you need
to make sure they are
%.-//9#I8-/'4.06
Okay, great! What I’ll do is email you some This particular script
information on the program, and then get back to is for a situation
you in a day or so to discuss things in more detail. where the company
has a twocall
Sound good? system. So here
you’re setting yourself
Okay, great! What’s your best email address up for the callback
because it’s a twocall
to send the information to? system. You ask for
the email address
And is this your cell phone I’m calling? (If not, and then get their
get their cell number.) What’s the best time to get cell phone. Finally
4(0#"8&#&*.#7.+&#&',.#
you usually, mornings or evenings? And how are to call them so you
afternoons? Is this the best number to call you on? are set up for the
callback.
Okay, great! I’ll send that info to you right now, and
we’ll talk in a few days.
Hey ________________ [Name of Prospect]! _____________________
[Your First Name] calling from _______________ [Name of Company] ?
in _____________________________________ [Location of Company]?
How’s it going today?
Great! Now, _________________ [Name of Prospect], you’ve probably
heard of _____________________[Name of Company]?
We’re one of the fastest growing/most wellrespected ___________
__________________________________________________________
[35 words to describe who you are/what your company does]—working
with ______________________________________________________
_______, ./""!'&012'3#)45'2)'61#&+477*'48*)8"'12'9+471("5:, to _________
__________________________________________________________.
[Either use “to help them literally explode their business” or modify this if
this isn’t accurate for your offering but be sure to use words like “explode”.]
Now, the reason for the call today is, right now, _________________
__________________________________________________________
[Justify your call here], and we’re looking for _____________________
__________________________________________________________
_______________________ [Accompany your reason with scarcity here].
Are you interested?
Okay, great! Just a couple of quick questions, to make sure you
qualify: [Write your qualifying questions here.]
1) ___________________________________________________
2) ___________________________________________________
3) ___________________________________________________
4) ___________________________________________________
5) ___________________________________________________
6) ___________________________________________________
7) ___________________________________________________
8) ___________________________________________________
Okay, great! Well, based on everything you just said to me, this
program is !"#$%&"'(!)!+-*=-/'!1'!=,*!5,34!
THE BODY
The body is your presentation, which contains your pitch.
The Body of your Presentation should accomplish three things:
1. D
etermine that your product does!1..!'(-$*!%--24 (If it
doesn’t, end the call and don’t try to close someone who
shouldn’t be closed!)
2. D
etermine that they are #$-$0%-''(123-'%#"!. Even if the
$%"083//+#&*.'%#(..0+2#&*.9#,-9#("&#*-5.#&*.#,"(.96
3. L
ay out your offer—whatever it is that you have to offer that
4//+#&*.'%#(..0+#-(0#1.&+#&*.,#"8&#")#$-'(#-(0#'(&"#$/.-+8%.6
As you prepare your presentation, be sure to follow these keys:
1
Make sure it’s not )*+$&,'+-!"!. Save your most potent points
for when you really need them down the road.
2
Keep your script short (it should be no more than ½ to ¾ of a
page).##U"(@'5.#&*.,#7.(.4&#-)&.%#7.(.4&#-(0#+&-%&#&-/;'(1#-7"8&#
every single feature as they likely to tune out. Instead, include
one to two powerful distinctions about your product or service
that answer the question, “How will my product/service make my
client’s life easier?”
3
# # #O.,.,7.%#ZM-+'3#<(D8.(3.#S^S2[\you sell ."$"#&/, not
features.##>*'(;#-7"8&#&*.#)"//"='(1Q#ZA*-&#-%.#&*.#7.(.4&+#&"#
my client if they buy my product?” People are not so concerned
about every feature that a computer might have. What they want
to know is: “Will it make my life easier?” “Will it make it easy to
2+#$'&0"';8&"#8"&'&)'(85')+&'&0"'&018<2';'=48&>-''?@177'1&'477)='A"'
to have more time to spend with my family because I can be
more productive?”
4
# # #>*.#D"=#")#9"8%#+3%'$&#'+#%.-//9#',$"%&-(&#*.%.6##>'!#(,3.2!?,@!
seamlessly with core chunks that sound really great, but
then also provide /&+44%$5 +))14+%$&/ where you have your
transitions. What this means is instead of giving several
powerful statements in a row, begin with one idea and then insert
a stopping point where you can ask, “Follow me?” Or, “Make
sense?” Or, “Are you with me?” These stopping points keep the
conversation from being onesided, create a dialogue between
you and your client, and get the client saying, “Yes.”
Remember, however, if you’re not getting a “yes” at these
transition points, you need to stop qualifying and start building
rapport by gathering information through more questions.
Here are some additional ways to be more effective in this process:
1
Find out their problems.
You can eventually tie the solution back into your product or
service. Make sure that the client admits and agrees to the
problems they tell you and have them repeat it back to you.
# # #?N:Q##“So what you’re basically saying is that you’re not getting
enough customers. Is that correct?”
M:?ROQ##“Yes, exactly.”
The client needs to think that you are the person who can help
them achieve their goals.
2
Don’t let them off the hook right away.
Let them keep feeling the pain of their problem for a little while. If
you solve it right away, they will calm down, and you want them
to be in an excited state until the very end, when you bring them
down in a slow close.
# # #?N:Q##“Uhhuh. I totally get that. Yes, I totally get that.”
3
Add a bonus for taking action quickly.
Reward people for taking action and create a sense of urgency
by offering a discount for signing up while on the phone with
you. However, you must have integrity around this urgency. You
cannot offer the same price when they call back three days later.
4
Always maintain control of the sale.
Begin by giving the client two options. Then keep giving them
more options until they agree to buy.
# # #?N:Q##“I’m free on either Wednesday or Thursday. Which one is
better for you?”
5
Looping: Turn their objections into your close.
Lower a potential buyer’s action threshold by understanding his
beliefs about buying and turning your product or service into the
solution. You want to build up certainty that 1) your product or
+.%5'3.#'+#-,-C'(1_#`T#9"8@%.#-#+-/.+$.%+"(#&*.9#3-(#&%8+&#-(0#)../#
connected to; and 3) your company is trustworthy and is going to be
around to stand behind its guarantee.
THE CLOSE
>*.#7"09#")#9"8%#$%.+.(&-&'"(#D"=+#%'1*&#'(&"#&*.#3/"+.\9"8@//#+..##*"=#
this works in the example on the next few pages.
This section is where you actually ask for the order. Most often, when a
sales person isn’t doing well, it’s because he or she doesn’t ask for the
order very often, if at all.
How many times should you ask for the order? Not once! You might do
&*'+#&*%..2#)"8%2#45.#"%#+'F#&',.+#'(#&*.#3"(5.%+-&'"(a##>*.#;.9#'+2#*"=.5.%2#
that you do this elegantly, and with a tone of reasonableness and
sincerity. For example, you might say, “Give me one shot, and believe
me. You will not be sorry. Sound fair enough?” using tonal patterns of
certainty, calmness and reasonableness.
Also, one thing to remember about the closing is that it’s not just a
onestop deal. You are ALWAYS closing! You’re not necessarily
closing the sale itself the entire way through your script, but your closing
on each paragraph to get the client to the next paragraph and so on.
SCRIPT SAMPLE—
THE BODY/PRESENTATION
Hey John! ______________________, This is the introduction
calling from The Keller Group. How’s it to your presentation.
Notice that the script
going today? doesn’t ask if they
read it because you
might lead them to
Great! Now, __________________, if you recall, say ‘no’ and ask to call
you back.
we a spoke a few days back, and I sent you a free
%.$"%&#"(#*"=#&"#1.&#-#D""0#")#(.=#38+&",.%+#)"%# >*'+#'(3/80.+#-#X8+&'4.%#
for this call (remember,
your plumbing businesses. Does that ring a bell? this is a twocall script
here). The script
also adds scarcity by
Okay, great! Well, the reason for the call today saying the promotion
is running just for
is that we have a special promotion running, just today. NOTE: This
was softened down the
for today, where we’re actually guaranteeing your road to be more ethical
%.+8/&+#)"%#&*.#4%+&#&*'%&9#0-9+6##<)#9"8#*-5.#+'F&9# as the client ended up
running the promotion
seconds, I’d like to share the program with you. every day.
You got a minute?
This is the main body
of the presentation
Excellent! So, plain and simple, what we do here giving the features and
7.(.4&+6##>*.#).-&8%.#
at The Keller Group is get your phone ringing like is that they show up on
$-1.#"(.2#78&#&*.#7.(.4&#
3%-C9#='&*#-#D""0#")#(.=#38+&",.%+6##E(0#&*.#=-9# '+#&*-&#&*.9#4(0#9"86
we do this is through a strategic alliance with all of Notice the stopping off
the major search engines—like Google, Yahoo, and point at the end of this
paragraph, “You follow
M'(1\+"#=*.(#-(9"(.#'(#-#4)&9G,'/.#%-0'8+#")#9"8# what I’m saying?” If the
client doesn’t say ‘yes’
goes online and searches for a plumber, you show here, you have to stop
-(0#4(0#"8&#=*9#-(0#
8$#%'1*&#"(#$-1.#"(.\-(0#&*.9#4(0#9"82#'(+&.-0#")# resell this idea. Each
your competitor. You follow what I’m saying? idea must be sold before
you move forward.
Okay, great! Now, when we spoke the other day, This is providing
consistency.
you said you’d like to add at least ____________ Remember that you
are also continuing
new customers a month to grow you business. Is to raise their pain
that correct? threshold which is what
this paragraph is doing.
And, believe me, ____________________, if you
>*'+#'+#9"8%#4%+&#
do even half as well as the rest of the plumbers close—and is much
softer. This one is a
in this program, you’re going to be very, very trial close because
typically, from here
impressed. Sound fair enough? they’ll start asking
about cost, etc.
Okay, well, let take me you through it stepby step.
<&@+#5.%9#+',$/.6##!"=2#/';.#<#+-'02#&*.#4%+&#&*'(1#=.# This is your second
3/"+.\9"8%#4%+&#%.-/#
need to do is get your website going. close where you
/-9#"8.%9#7.(.4&#
You see, the site you have now is not designed driven details.
You’re showing the
to generate incoming calls; it’s more like a fancy prospect what’s not
working for him,
electronic brochure. It looks very pretty, but that’s describing more
exactly what you don’t want, because it gets people about your product,
and the features
to browse your site, instead of picking up the phone you provide (and the
%.+8/&'(1#7.(.4&+T6##
and calling you. And, eventually, they get bored Remember, this
has to be extremely
and move on to a different website. 7.(.4�%'5.(#Y'6.6#
“leads to increased
incoming calls….”)
What you do want is one of our Customer Catcher
For example,
A.7+'&.+6#<&@+#7..(#0.+'1(.0#+$.3'43-//9#)"%#"(.# This continues
for the next
$8%$"+.\&"#1.&#$."$/.#&"#3-//6##>*.%.#-%.#+$.3'43# four paragraphs.
colors we use, a certain placement for your phone This section ends
with another
number, and a highlighted section where we list stopping off point:
“You follow what
your core services and guarantee. I’m saying?”
It’s not fancy or pretty, but we’ve tested it against
a traditional brochurestyle website, and it
increased the number of incoming calls by more
Another stopping
than 70%, which is a huge number. You follow off point here—“you
follow what I’m
what I’m saying?
saying?”
Okay, great! Now, the cash outlay for this is very
Note the use of the
small—it’s only $795—and we’ll have it up and ,'(','C.%#'(#&*.#
cash outlay (“it’s only
running in less than twentyfour hours. $795”) and again
reiterating how easy
it is. Also use words
Then the next step is to actually get your name like “cash outlay” or
popping up for every local plumbing search. Now, “investment” as they
instantly reframe the
how many towns do you currently service, around prospect and get
them to look at the
____________________? cost in a different way.
Okay, great! So what we do is have our computer Now, in the next
few paragraphs,
team at The Keller Group program each of those the script talks a
towns into Google, so when anyone in those bit more about the
service and how it
(number) towns types in the word, “plumber,” you works and additional
7.(.4&+6
pop up, right in front of their eyeballs, and end up
Note that this
getting the call. particular service is
38+&",'C.02#=*'3*#'+#
Now, souptonuts, the whole process takes less -#1%.-.(.4&#')#9"8#
can provide it.
than twentyfour hours, so by literally the dayafter
&","%%"=2#=.#3-(#*-5.#9"8%#$*"(.#%'(1'(1#/';.#3%-C96
Now, as far as the cost of the campaign goes, what
=.#0"#'+#-3&8-//9#38+&",'C.#'&#&"#0'%.3&/9#+8'	"8%# This reiterates how
&*.9#3-(#38+&",'C.#
(..0+2#-(02#,"%.#',$"%&-(&/92#&"#4	"8%#,-%;.&'(1# the monthly budget
for them. Also,
budget. We have some plumbers, who are in the what’s important
here is that the script
big cities and have big crews working for them, who shows people how
the company does
put thousands a month into the program. business with people
¬just like them—
some bigger and
some smaller—so
they get that they
-%.#-#4&6
And, of course, they get thousands and thousands
of calls in return. And then we have other
plumbers, in more rural areas, who work alone, Another stopping
off point here—“you
who have budgets of only hundreds of dollars a follow what I’m
saying?”
,"(&*2#-(0#&*.9#1.+&#-+#-,-C'(1#-#%.+8/&6#?"8#
follow what I’m saying?
Exactly! Now, the last time we spoke, you said For consistency,
your budget for something like this would be the script reiterates
the range of budget
somewhere between _______________________ and reminding them
that they already
dollars a month, so, what I recommend is that you committed to you
what they have
start off right in the middle, at $_________ a month. to spend.
Now, what you could expect from that is to generate
between $____________ and $____________ of
Another stopping
additional monthly income, which is a huge return off point here—“you
on investment. You follow what I’m saying? follow what I’m
saying?”
Okay great! Now, let me explain how our
The script includes
guarantee works, because it’s really powerful. the guarantee in
the offer and how
And, again, this is available just for today. it works—very
important to do!
Now, remember the onetime fee of $797, to get
Finally, you ask
your website going? Well, what we do is actually for the order again
'(#&*.+.#4(-/#
1'5.#9"8#&*.#=.7+'&.#)"%#)%..#&*.#4%+&#,"(&*2#+"# paragraphs.
you can test out the campaign and see your phone
ringing off the hook with new customers. Then,
on month two, only when you’re totally sure this
program is the best thing since sliced bread, do you
actually pay for the website.
And, now, here’s the best part, _____________.
If, for some reason, you don’t get the exact
result you want, you can cancel the program, no
questions asked, and we let you actually keep
the website for free. We simply sign the domain
name over to you, and we part as friends. So, in
that case, even if you didn’t get one call from the
campaign—which will never happen in a million
years!—you’d still end up making money on the
deal, because you got an $800 website, for free,
which you’ll use for your business, and you only
spent $_______ on the monthly campaign. So
you’ll actually be ahead $____________ on the Notice the language
pattern here in the
whole thing! closing. VERY
important! Always
follow up your
But believe me, ____________________________, guarantee with the
language pattern
that is not going to be happening here. Your phone “But believe me,
that’s not going to
'+#1"'(1#&"#%'(1#/';.#3%-C92#-(0#9"8#-%.#1"'(1#&"# be happening here.”
Be careful when you
1.&#-#D""0#")#(.=#38+&",.%+6##<(#)-3&2#')#9"8#0"# sell a guarantee as
even half as well as the rest of the plumbers in this you don’t want to put
in their minds that
program, the only problem you’ll have is that I didn’t it might not work.
Give them certainty
call you six months ago and get you started then. you will meet
their needs.
Sound fair enough?
Always end with a
4(-/#3/"+'(1#$-&&.%(#
like this one: “If fact,
if you do even half
as well…the only
problem you’ll have
is that I didn’t call
you six months
ago and get you
started then. Sound
fair enough?”
SCRIPT TEMPLATE:
THE BODY/PRESENTATION
Remember your transition phrase into the body from the open:
A)#-2!,%!-B-*5'($%&!5,3!63#'!#)$2!',!:-0!'($#!$#!2-1%$'-.5!)!+-*=-/'!
1'!=,*!5,34
[Write your opening line of the body (“Now, here’s how the program
works.” Or “Here are a few of the quick highlights.” Or, “So, plain and
simple, what we do here at……”)]
.B)=C'=#1&"'DEF'!4#4<#4!02')$'&0"'3)5*G$)%+218<')8'3"8"(&2C'8)&'
features. Be sure to include a couple of stoppingoff points (i.e. “You
Follow me?” “Does this make sense?”)]
.H)'18&)'*)+#'(#2&'%7)2"G4'“'%7)2"I:''And, believe me,
____________________, if you do even half as well as the rest of the
plumbers in this program, you’re going to be very, very impressed.
Sound fair enough?
[Go into your second close.] Okay, well, let take me you through it
stepby step. It’s very simple. .B)='712&'&0"'3"8"(&E5#16"8'5"&4172,''J"'
sure to end this section with another stoppingoff point.]
[Now describe the cash outlay (reiterate how simple it is) using a
minimizer like “just,” “only,” etc.]
'.B)=C'&47K'4'31&'A)#"'43)+&'&0"'!#)5+%&L2"#61%"'485'4551&1)847'3"8"(&2,''
If your product or service is customizable, this is a great place to include
that. End with another stoppingoff point.]
[If you have it, reiterate the range of their budget (that they already gave
*)+'18'&0"'9+471(%4&1)8'!#)%"22M'485'#"A185'&0"A')$'=04&'&0"*'%)AA1&&"5'
they have to spend. End with another stoppingoff point.]
.N2K'$)#'&0"')#5"#'18'*)+#'(847'%)+!7"')$'!4#4<#4!02,:
[Give your guarantee and describe how it works. Be sure to end with the
language pattern below to give them certainty it won’t happen.]
But believe me, ________________________, that is not going to be
happening here.
[Always end with the closing pattern…] In fact, if you do even half as
well as __________________________________________, the only
problem you’ll have is that I didn’t call you six months ago and get
you started then. Sound fair enough?
on investment will be absolutely staggering!
Now, follow me real quick, while I’ll go through Here, the script breaks
down the numbers in order
the numbers. to make a very logical case
here. You are looking to
Now, I don’t know exactly what make your logicoriented
close here.
you charge per job, but if you’re similar to the
You’ll go to the emotional
rest of my plumbers I work with, your average orientation later.
is somewhere around $400 per job. Does that E/+"2#9"8%#4%+&#cS^@#'+#Z0".+#
sound about right? the product make sense” so
you’re closing that.
Okay, great. Now, with our Gold Program, the Notice the “does that
sound about right?” as the
average number of calls you’ll get each month is stoppingoff point. You’ll
around thirty ... and that’s on the low side. A lot need to readjust what
you’re saying after he
of our plumbers are getting much, much more! responds. You can’t ignore
But let’s stick with thirty, to be conservative. what he says. LISTEN and
respond based on that.
So, of those thirty calls, your average closingrate will You are making
an airtight, logical
be about 30%—meaning, you’ll end up converting
case here.
one out of every three of them into customers.
So, what you’re looking at here—worst case
scenario—is a minimum of 10 new customers per
month, at $400 per. So do the math: that’s $4,000 of
Tone is extremely
additional monthly income, for a program that cost important here to
imply, “Come on, do
9"8#"(/9#defg#-#,"(&*a#<&@+#-#&%8/9#-,-C'(1#%.&8%(a# you see what I’m
saying here?”
You see what I’m saying here?
RF-3&/9a#<&@+#-,-C'(1#-(#$%"1%-,a#
This next language
Now, let me ask you this: If I’d been your advisor for pattern moves you
the last three or four years, making you money on a to another level
of trust.
consistent basis—I mean, let’s say I’d put you into
Notice the pattern
you three different programs, in the last three years, interrupt that starts
with “I mean…” – it
and each of them had put a ton of money in your sounds like you
came up with this
pocket—you probably wouldn’t be saying, “Let me at the last minute
think about it, ______?” You’d probably be jumping which is more real,
inthemoment
through the phone, right now, to sign up! Am I right? conversation.
(If the prospect says “no,” or is noncommittal,
Most people will
then you must confront him or her, in a say “yes” by now. If
they don’t, then use
givemeabreak tone. You’d say: Wait a second! this pattern which
You mean to tell me that, if three years ago, I’d is like a “calling the
prospect out on his
put you into a direct mail campaign and you stuff” kind of tone.
made a bloody fortune with it, or if I’d put you
into an internet program and you made a bloody
fortune on that one, too, you wouldn’t be saying,
“Where do I sign up, ______________? I mean,
come on! Honestly!)
Exactly! Now that I can understand. You don’t :+.#-#0'+-%,'(1#
tone when you ask
know me, and I don’t have the luxury of a track
these questions.
record. So let me reintroduce myself. My name is For example, you
imply “Money aside,
_____________, and I’m a Senior Vice President does the idea make
sense to you…” with
of The Keller Group group. Now, I’m one of the top your tone rather
than actually saying
producers here, and I pride myself on my ability to “Money aside..”
go the extra mile for my customers. See, I’m not
just here to guide you into this program, but also
to hold your hand, every step of the way, so we
,-F','C.#9"8%#%.+8/&+6##
And as far as The Keller Group goes, at the heart This is the transition
to the third ’10,’ —
of all our success is one simple thing: we get getting them to trust
your phone ringing with a steady stream of new your company.
customers. That’s all we do. We don’t design
fancy, overpriced websites, and we don’t employ
deadend marketing strategies, like the Yellow
Pages. All we do is give you a perfectly designed
customercatcher website, then make sure every
$/8,$'(1G+.-%3*#='&*'(#-#4)&9G,'/.#%-0'8+#$8&+#9"8%#
(-,.#4%+&6#
You’re asking for
So why don’t you do this, ____________: Enroll in the order in a tone
of reasonableness.
the Gold program right now, and let me go to work You are not beating
around the bush.
for you. We’ll have your website up in a few hours You are asking for
the order.
time, and by tomorrow afternoon, your name will be
Be very careful of
popping up on every local search. And believe me, your tone in this
__________________, if you do even half as well 4(-/#+&-&.,.(&\8+.#
certainty, calm, and
as the rest of the plumbers in this program, the only reasonable man
tonalities.
problem you’ll have is I didn’t call you six months
ago and get you started then. Sound fair enough?