February 1


Straight Line Persuasion Review (In-Depth) – Jordan Belfort Sales Course 2022

Introduction - Who We are ...( and how long have we been studying Straight Line Persuasion?

Let me tell a funny story about me and Shiv, my friend and biz partner.

Shiv then goes to Jordan's mastermind, and somehow manages to get into the photo of the legendary David Yarrow (he is on the far right).

Jordan offered Shiv $100K per month as a job at his company after the Mastermind ended.

He declined.

Shiv and I have a lot to do. While $100K per month would have been a good amount working for Jordan, Shiv and I are doing well with our local lead-generation businesses.

Shiv was able to decline a $100K per month job.

Jordan calls Shiv even though he turned down the job.

is the complete story about this genius.

Our lead generation business is unique in that we are able to sell products to other people, earn a small commission, and use our sales skills to get small business clients who pay us a monthly fee for our marketing skills. This creates long-term passive income.

Therefore, lead-gen is my number one recommendation for anyone who's interested in starting a business.

You can dominate if you have both sales and marketing skills.

Shiv and myself, both sales professionals, talk about Straight Line Persuasion a lot, even though it is not our only sales method.

As I mentioned, I have been a long-time fan of Jordan Belfort & SLP. I even went to see him live.

This photo was taken in October 2016, and it was shared on my Instagram.

Let's get down to the details.

I took away the most important points from each section of his flagship training in sales, the same one that led to the infamous Stratton Oakmont brokerage company back in Wolf of Wallstreet's Wolf of Wallstreet days.

The Key Takeaways From Each Module

Module 1 - Tenets of Straight Line Persuasion

  1. You can quickly build rapport by sounding and appearing like an expert. Also, "active listening" is when you make certain sounds as you listen such as "mhhmm", "ahhh", "yup," "gotcha"  this gives the prospect the ability to *feel* that he's being heard & understood.
  2. Ask intelligent questions to gather intelligence (what are their pain points? Why do they want it? How long have they been wanting this?
  3. Take control of the interaction. Keep them on the straight and narrow.

The "straight line" is essentially a way to visualise the sale. You can always move the prospect closer to the straight line until the sale.

You are always in control. If you feel that the conversation is drifting into Pluto, it's your responsibility to gently bring the conversation back to the line, to the pain points and back to product.

It's about being graceful, not pushy and without breaking the rapport.

This is done with your body language and tonality. Knowing your product well will also help you show that you are:

  • Sharp as a razor
  • Enthusastic
  • You are an expert

Module 2 - The Art and Science of Prospecting

This is how to elegantly distinguish buyers from non-buyers. There are 3 categories.

  1. People who are willing to buy
  2. People who are still on the fence
  3. People who won't buy anything (or aren't even interested in buying)

This second group of people is the place where the money is made, as an expert salesman.

SLP stands for convincing this group.

It's not about convincing non-buyers to become buyers. They may not be buyers because:

  • You don't need or want your product
  • You shouldn't buy (because the product/service isn't right)
  • Can't afford your product

The art of identifying non-buyers quickly, elegantly, and weeding them out from your prospects is the essence of The Art.

I can often spot a non-buyer in minutes or less, and it takes me 10-15 minutes to do so.

Untrained salespeople will continue to talk to customers for up to an hour despite all signs that they are talking to someone who isn't going to buy.

This is what Jordan Belfort and Grant Cardone were arguing about:

This podcast was not very clear for Grant Cardone.

He entered the room to argue with Jordan and fight with him, because his scientology doctrine of "ethics" states that you are not supposed to agree with anyone who has the background of Wolf of Wallstreet.

Grant has many good lessons to share, I believe. But sales is not one.

Jordan's sales training was much more practical and useful for me.

Grant is all about volume. Not strategy. "No interst is an interest" isn't really helpful for anyone.

Jordan is all about efficiency and increasing your sales potential. How to make more in less time.

Asking questions and listening are the keys to distinguishing buyers from non-buyers.

Module 3 - Mastering the Art of Tonality

This is a key lesson in SLP, particularly for those who are selling phones. It is through the use of different tones that you can convey to someone subconsciously that you are an expert and empathetic.

We all have the ability to change the tone of our voices depending on what we feel at the moment.

It's about using different tone to communicate with your prospect. They will feel comfortable talking to you, and not like they're just talking to another salesperson.

These skills are important to learn so you can help someone overcome their limiting beliefs, and purchase something that will actually benefit them.

It is difficult to express tonality in writing...

Let's see Leo doing this in the following video. (FYI: Leo was trained for one year by Jordan, and these tonalities he's using come straight from SLP).

His sale begins at 2:47 and ends with "Hello John. How are you today?"

Notice the tone of "How are you today?" in your first few words. This shows that you are enthusiastic and having a good day. People are attracted to people who exude enthusiasm.

"You sent a postcard to my company several weeks ago, asking for information about penny stocks. It had huge upside potential , with very low downside risks, does this ring a bell?

Okay, so there are a few things happening here. Let me break it down

  • Orange is a strong emphasis on the word "huge". You can sense Leo's excitement. This is a good example of how Leo reacts to the situation.
  • Red means he said "Very few" with force and authority, which conveys an air of absolute certainty. Your tone is almost like saying "TRUST ME on that"
  • Blue = "Does that ring an alarm?" Higher pitch, especially when the last word "bell", ends in a higher note. This conveys that Jordan is not concerned about the situation. Like this: "Hey John, I want to speak to you about X product. Got a minute?" You can raise your voice to end the "minute". You should be on a high note. It makes you feel disarming. If you end on a low tone, it's this stern voice that puts people at risk. If you keep your tone monotone, it will be heard by another miserable salesperson who hates his job but just wants to sell me something span>

"Ok John, the reason for today's call, it's perhaps the BEST thing that I've seen in 6 months. If you have 60 seconds, I'd love to share the idea.

  • Purple is whispering or lowering your voice. It creates a sense of scarcity and causes prospects to listen harder. This is a common practice in Jordan.
  • Red = back at the tonality absolute certainty. Leo even slaps both his hands together to emphasize, and Jordan is doing exactly that to create this toneality absolute certainty.
  • Blue = Always end the opener with a upbeat, disarming tone. This is to make sure prospects don't raise their guards. You are asking the prospect permission to pitch to you at this stage. "Have you got a minute?" It's a great line to use in an upbeat tone because it sounds like "sure why not?" Everyone has a minute ..."

Leo is alternating between absolute certainty and scarcity tonality, whispering for the rest of the pitch.

Although there may be some exaggeration by Leo because it's a movie, it's still very accurate.

He is using all the tonality and body movements taught in the SLP.

Module 4 - Being a Leader & Visionary

This module teaches us that people will not buy into your goals but they will buy into your vision.

The majority of people don't have a vision of the future.

We want to be part of the vision when someone has a compelling vision.

Because he was visionary, the whole world believed in Steve Jobs.

Steve set out to make a difference in the world.

People who believed in his vision didn't have to be informed about every detail of the new product. They already had their credit cards ready for purchase.

It is crucial to know your why.

People want to do business with people who are capable of doing big things.

This is especially important if you sell higher-ticket items.

Although you can list the many benefits of a product to the prospect, he will also realize that there are still risks. He'll have to trust his instincts and pull the trigger.

Here is the place to make a sale.

This is how I would use this line for my digital marketing leads generation business.

"Listen John! I am going to exceed my promises because my plans for taking my business worldwide are to use referrals and the only way to do that is through my business. I know that I will make more money if I refer you more, but what I really want to build a long-term relationship with you and this market so we can both enjoy cocktails on Cabo's beach.

You don't always have to see a huge vision of changing the world, like Jobs. You can paint the picture of yourself wanting to be the best.

The client's vision is painted by you.

"Once this problem is solved, you'll be at Cabo beach with your spouse & children, mad that I didn't come to you sooner. "

Module 5 - Inner Game of Sales

His motivational coaching had this as one of his most memorable lines:

He is the ultimate emobiment in that line, not only because he was able to turn around his life from a very difficult place but also because he has had the privilege of coaching high school dropouts (who society would consider losers) how to become closer through SLP. This helped them to become millionaires.

Jordan speaks with a gift. His unconscious tonality and his style of speaking are a gift. This gift allows Jordan to sell at the highest levels. It is also the gift that Jordan uses to convince you you can achieve greatness.

Jordan is a motivational speaker who I think ranks right up with Tony Robbins. However, Jordan resonates with me more.

His way of enunciating his words and his tonality grip you and light a fire inside you. This was very important when I started my entrepreneurial journey in 2014.

Jordan convinced me that I could become a great salesperson if I improved my skills in cold calling and cold approaching business owners.

& I did.

Jordan Belfort, my mentor from the Lead Generation Coaching Program, had the greatest impact on my belief in my potential to be a successful entrepreneur.

To instill that belief, I spent hours playing module 5 repeatedly.

Module 6 - The 5 Key Elements of Straight Line System

1. The art of sifting

  • This is intelligence gathering. Don't try to sell the product right away. What prevented them buying?

2. The threshold for action

  • The threshold at which a prospect will pull the trigger. Before they can make a purchase decision, everyone has a threshold. This threshold may be higher if they have had bad experiences in the past. SLP aims to present a logical argument why they should purchase, address their limiting beliefs and use language pattern and tone to make an emotional case for why they should buy RIGHT NOW.

3. Tipping the scales

This is a great way to visualise the straight-line sale. You're asking questions and digging for people's limiting beliefs.

Some people see the glass as half empty and half full. Prospects weigh the risk and reward of making a decision during your pitch. Some people are easy to sell because they are optimists who see the positive future.

It takes real skill to persuade someone to see all possible negative outcomes. Then you can methodically eliminate each one.

Before I go to the close, I love saying "before I talk on how you can get started. Is there anything else you are concerned about this product?"

I want to deal with objections before they arise.

"Well, I don't know if I have enough time to do this ...."

You must then elegantly address it. Continue this process until you reach the end.

Let's say that you've done all the above and they still don't pull the trigger. They're glass half full type of people. This is one of my favorite lines to use:

Let's suppose I'm wrong. If my product fails, will you be stranded ?...?

Let's suppose my product solves X for you. Your quality of life increases exponentially. You can spend more time with family and go on more vacations.

All I ask is that you give me one shot. If I get it half right, I will be very impressed. Is that fair enough?

4. The sales funnel

  • If you are looking to make $200,000 per annum and earn $2000 per sale, you can determine your average closing percentage. It is possible to calculate how many calls you must make each day.

5. In 4 Seconds, Three Things

  • Prospects will judge you in a matter of seconds. Start the conversation without being too excited, but with a firm tone that demonstrates your ability to be sharp as a pin and an expert.

Module 7 - The Art & Science of Qualifying

This allows you to distinguish motivated buyers from those who are not buyers.

Before asking questions, get permission: "Just to better serve you, may I ask some more questions?" Or "Just to get to know you better so I can determine if this product is right for me, I'm going ask a few questions. Is that okay with you?"

First and foremost, I love to ask my customers why they want this product.

Which problems are they trying solve?

You can dig deeper and feel their emotions. "Man, I completely understand (empathetic tone). Let's say we can solve that problem for you. What would that feel like?

"How would your life look?"

I have more leverage the bigger the problem is.

If they are not telling me anything or seem completely unenthused, I will immediately qualify them.

"Hmm, I don't know. Based on everything you tell me, I get the impression that you don't really care about getting help .

You just have to wait.

If I see signs of interest in the prospect.

Next, I dig a bit deeper into my clients' financials but in an elegant way than "Hey, are you broke right now?" Do you believe you can afford it?

Because money is such a sensitive subject, you need to be more sophisticated and disarming. I love to dig into the prospects' career, where they are at the moment, and what they are doing. Usually, they will also tell me if they have any savings or if they live paycheck to paycheck.

I ask questions in a friendly, non-threatening manner. It's like having a friend who is curious and empathetic.

Here are some lines to use if you have any doubts or suspicions that the prospect may be broke.

  • Are you ready to invest now in this product? Or is this something you need to raise funds?
  • To suitability, what would your current financial position be right now?

Module 8 - Presentation

Jordan will cover SLP principles in a corporate setting, where you are presenting.

These types of settings may have a longer sales cycle.

The buyer will need to be educated about the purchase, whether it is a large purchase of CRM software or equipment for a factory.

It is important to present a strong logical argument for why your product will benefit them.

Jordan insists on the fact that it is important to keep the conversation moving in a straight line, and to handle any objections that may arise using the loop. We'll be discussing this more soon.

Module 9 - Power of Language

When it comes to convincing someone subconsciously without getting them off guard, words can sometimes be everything.

Jordan discusses his top words that will allow you to escape with murder (as a Salesperson ).

These words can make a huge difference in how prospects feel about your pitch .....

Let's look at some of my favorite...


  • "Everyone succeeds with this program that is easy to follow"
  • Nearly Everyone succeeds with this program, which can be followed."

Only one thing has changed in the above two sentences is the addition of "virtually” at the beginning of each sentence. It makes a big difference.

The first sentence sounds almost too good to be true. Although you are basically conveying the same message, the second sentence feels more believable.

"Huge upside and little downside"

People imagine a positive future that is paced by their thoughts. Those who see the negative future are able to weigh the pros and cons.

If the product doesn't do what it says, I lose $X.

This is how you help them make their buying decision. There are many benefits, and even if the product fails, the downside isn't so bad.

"We hold you hand step-by"

These days, people want things done for themselves because most people are lazy.

"Please do not misunderstand me passion for pressure."

If you are really pushing for the close, but the prospect is not going to give up.

"I want to establish a long-term relationship"

Many people believe that salespeople only care about closing the sale. However, this sentence assumes that you are going to close the deal but that you also care about the prospect's results.

Jordan's signature close

All I ask is that be given one shot . If I'm half right, believe... you're going to be very impressed

Does that sound fair enough?

  • Red = Tonality with absolute certainty and some force
  • Purple = Reduces tonality to almost whispering, giving prospects a feeling of scarcity. This makes them lean in and pay closer attention
  • Blue = Upbeat Tonality, The Reasonable Man Tonality, Subconsciouly communicating, "Hey, that's reasonable right?"

This is a sneak peek of what the master has to say about it.

Module 10 - Becoming an Influence Person

Learning the skills of persuasion, closing and closing can give you a sense of self-confidence.

Because you feel that you'll always be financially okay, you begin to see the world differently.

SLP can help you maximize your chances of success, even when you have to sell your vision to others.

Jordan emphasizes the importance of ethics and SLP in sales, as well as shifting your thinking about it.

It is there to help people make great decisions. It's not to force someone to do something that could hurt them.

If you aren't working for a great company with great products, it's time to leave and find work at a company that is reputable and has a great product that you trust.

It's as easy as that.

Looping: The Art of Looping

The concept of looping is perhaps the most important aspect in SLP.

Jordan famously said, "The sales don't begin until you get your first number."

You can turn a "No", into a "Yes", and this is the real art of persuasion.

Jordan wanted to know what objections his team from Stratton Oakmont had when he asked them.

It was only 12...

They were almost all derivatives of each other so the main two objections people have are:

2 Main Objectives

  • I need someone to talk to (to my wife or biz partner, etc.)
  • Timing is wrong (it's the holidays, I need to know more, etc.)

Prospects often lie, that is the problem

They won't tell the truth about why they aren't pulling the trigger. It boils down to this.

Why Prospects Do Not Buy?

  • They don't trust your product yet
  • They don't trust you yet
  • They don't trust your company

Looping Example 1 - They don't trust your product yet

Prospect: "I don’t know, let me think about it."

You: "Hey, I completely understand. But let me ask you a question. Does this idea make sense?"

Prospect: "Yeah, it makes complete sense...but I may be too old to use this ..."

Key Lesson

You were able to discover that the prospect had additional concerns regarding the product with the first rebudle. This is something you need to address.

Looping 2: They don't trust you yet

Prospect: "I don’t know, let me think about it."

You: "Hello, I completely understand. But let me ask you a question. Does this idea make sense?"

Prospect: It makes perfect sense. Prospect: "I don't like making rash decisions."

You: "Alright, I get it. I wouldn't want to you to." You seem to really love the product. Let me introduce myself.

My reputation and the results I produce for my clients are the most important factors in my ability to make a living.

I have a 5-year track record of producing results and I don’t plan on stopping. I don’t want to make much money from this initial sign-up. What I am interested in is building long-term relationships with you that can win big. That’s where I make money. I will only make money when you win.

Do not misunderstand my enthusiasm for pressure

Because I have spoken to many people in the exact same situation as you, I am here to talk to you today. I have been able turn almost all of them into winners.

All I ask is that you do this. Give me one shot. Even if I am half right, you will be extremely impressed. Isn't that fair?

Key Lesson

Okay, so you'll notice in this example that the objection is nearly identical to example 1. But you must understand that the prospect won't tell you directly that they don’t trust you.

Looping is like picking locks. You have to make your rounds and address any doubts you may have.

This is the complete logical and emotional argument why I should be trusted by the prospect in this case.

Sometimes you can do just one or two loops, and you have the vault open. But in most cases, you will need to loop more often to understand the prospect's true fears.

Looping example 3: They don't trust my company

Prospect: "I don’t know, let me think about it."

You: "Hey, I completely understand. But let me ask you a question. Does this idea make sense?"

Prospect: It makes perfect sense. Prospect: you look like a trustworthy guy, but I don't take rash decisions."

You said: "Alright, no worries. I also had similar concerns like what happens to the product if it doesn't work? Are there warranties?" How do I find out if this company won't disappear overnight? Are you able to answer all the questions that arise when you have never heard of this company?

If we were a well-known brand like Nike, for example, you would probably tell me. Let's start...I understand how it feels. I want to share the story of the president and explain why I chose to work with them ...".

Key Lesson

Similar to Example 2, you are now telling prospects all the reasons they should trust your company.

What's the company's mission and purpose? What is their track record? What kind of policies have they implemented? All of them.

Complaints about the Straight Line Persuasion method

Some believe that the SLP is out of date.

Here's how I see it.

Jordan's training focuses more on the strategy for a meeting or sales call. Direct communication is a key component of most sales calls and meetings.

The SLP was created by him in the 90's. His system of handling objections and using tonality for credibility has stood the test of time.

In 2020, the landscape has changed in that the vast majority of people use the internet. This means that there are many more options to position yourself as an expert in the market so that your positioning can often do the selling.

Dan Lok has a lot to say about this. Attraction Marketing is when clients come to you. Who has all the power?

Jordan has helped me to land some of the most important deals.

Understanding the importance of positioning has been a huge help in my business and my close rate.

SLP is a great sales training program. If you are serious about being an entrepreneur, this is a must-have.


Jordan Belfort is a great salesman.

His material is what I value most, and it's more than some of the "knowner" gurus like Grant Cardone.

These are the core elements that Jordan's training is what I love.

Lessons I Learned from Jordan Belfort's Sales Training

  • Learn to master your tone to improve your communication skills, communicate certain emotions to prospects at the subconscious level to make you more likeable, and present yourself as an expert
  • It is important to realize that not every sale is the exact same. It is a straight-line process, in which you are always in control. Lead the prospect to the close
  • It is crucial to effectively screen buyers and non-buyers in your funnel. To filter out the time-wasters, you need to have almost sixth sense. Sales isn't about convincing someone to buy. Sales is about changing a "maybe" to a "yes".
  • The Art of looping - to overcome prospects' objections you must understand that they may not always tell you exactly what is holding them back. So you need to loop and loop until you get to the bottom of their fears & concerns that are causing them to say, "Let me think about it."
  • This notion of sales being sleezy or manipulative needs to be redefined. A great salesperson empowers people to make great decisions that will improve their lives. Great salespeople temporarily eliminate all negative beliefs and get people to ACT. This is an empowering thing.

Jordan is what you would call a natural close.

Since he was young, he's excelled at selling. He sold fudge and popsicles on the beach, killing the game, or when he had his first huge success selling meats door to door. When you listen to him do his SLP presentations, you will be riveted to every word he says.

It is very obvious, very quickly that he has some God-given communication abilities.

Jordan is someone you should pay attention to even if your sales skills are already high.

Many people place too much weight upon Imo's past.

I support someone who can learn from their past and change. Those people might have more to offer us than just the clean slate.

Jordan's Straight Line Persuasion was a huge influence on me as an entrepreneur. The SLP has been a key part of my sales success.

The movies don't do Jordan Belfort justice by showing how great he is as a motivational and sales trainer.

Yes, I do recommend SLP.

It worked perfectly with my local lead-generation business.

I have been able to connect with small business owners by phone. I have never met them in person or spoken to them before.

My ability to manage objections and get to the closing is what has allowed me to be more in control of the sale.

This brings me to the next point. If you really want to make money, this is my only criticism of the program.

What's missing from Straight Line Persuasion?

Selling is only one part of running a successful business.

Even with the best sales skills, you still need to have something to sell.

You don't need to be a salesperson to get a job.

If you want to be your own boss and have your own life, then you need to make a product or service that solves big problems for people at a reasonable price.

This is where the lead-generation business model comes in to play.

You can get small business owners clients who pay you monthly for generating leads (customers). This is done using high-level online advertising skills that allow you to rank websites on Google.

This one is the same as this one. It's been paying me $2000 every year since 2015.

With over 45 clients in the US, I now run a multi-six figure business using my laptop.

Because I am able to create these lead generation machines online.

These websites are my customers.

This is how I can earn passive income.

Although sales is a high-income profession, you still trade time for dollars.

You can only go so far...

You need systems to make sure you can earn income even when you aren't working.

Online marketing skills were the second piece that I needed in order to be a successful entrepreneur.

Selling skills can be improved by using SLP.

However, online marketing skills and sales skills are where the real money is.

Get started with Lead Generation

Our coaching program is great for learning how to do the other part, which is local lead generation skills. This is a very lucrative business model since there are so many people who need help in acquiring customers via the internet.

This skill allows you directly to deliver value to your market, aka to sell something that will help small business owners with the #1 issue they face today, online obscurity.

This skill is yours forever.

Your closing ability can be turned into long-term passive income streams...

These small business owners will continue to pay you monthly for the leads you have generated over many years.


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