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remotely recommend
the use of high-pressure sales tactics in any way
whatsoever.
Simply put, it 
won’t
.
See, what I was talking about before was something entirely different—namely,
that it serves 
both
the prospect 
and
the salesperson to be honest and forthright with
each other during a sales encounter, and that anything else is a complete waste of
time.
With the Straight Line System, we don’t leave a crucial outcome like 
honest
communication
up to chance. We 
ensure
it by making it the sole responsibility of the
salesperson, and then providing him or her with a bulletproof formula to achieve
that outcome every time.
So, with that, let’s go back to that very Tuesday evening, when the idea for the
Straight Line System came bubbling into my brain. Coincidentally, it was the
subject of handling objections that first got me thinking about a better way to train
salespeople, and that led me to that groundbreaking statement that 
every sale is the
same.
At precisely 7 p.m., the meeting started.
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---

It was a meeting that would change the lives of millions of people all over the
world, rich and poor alike, and create more top sales producers than every other
sales training system combined.
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---

2
INVENTING THE STRAIGHT LINE
“I’M READY TO GO ALL
night,” I said to the Strattonites threateningly, and slowly I
locked eyes with each and every one of them and let each feel the full weight of my
stare. They were sitting behind old wooden desks, arranged classroom-style, and on
each desktop sat a cheap black telephone, a gray-colored computer monitor, and a
stack of maybe a hundred three-by-five index cards that I’d purchased from Dun &
Bradstreet for 22 cents a piece. Each of these cards had the name and phone
number of a wealthy investor on it, along with the company they owned and its
annual revenue for the prior year.
To Danny and me, these D&Bs, as they were called, were as valuable as gold—
with every two hundred cards yielding ten qualified leads, from which we would
open between two or three new accounts. And while those numbers might not
sound overly impressive, any broker who did that for three straight months would
be on pace to make over $2 million per year; and if he did it for a year, he’d be on
pace to make more than triple that.
Unfortunately, the Strattonites’ results hadn’t been quite as impressive. In fact,
they’d been downright awful. For every two hundred D&Bs they dialed through,
they were averaging only 
five
leads, and 
from
those five they were closing an average
of . . . no one.
Ever.
“So you might as well get comfortable,” I continued, “because we’re not going
anywhere until we figure this out. So let’s start by getting brutally honest. I want
you guys to tell me why you’re finding it so hard to close rich people, because I
really don’t get it.” I shrugged. “I’m doing it! 
Danny
is doing it! And I 
know
that
you guys can do it too.” I flashed them a hint of a sympathetic smile. “It’s like you
have some sort of mental block against this, and it’s time to break it down. So, let’s
start by you guys telling me why this is so 
hard
for you? I 
really
want to know.”
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A few moments passed, as I just stood there at the front of the room, looking
holes through the Strattonites, who seemed to be literally