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away
from the straight line, to
illustrate that point.
“So, basically, you want to keep the prospect 
on
the straight line, moving
forward towards the close, and he keeps trying to take you 
off
the straight line, and
spiral off to Pluto”—I wrote the word “Pluto” near the top of the whiteboard—“or
down here, to 
Your-anus
”
—
I wrote the word “Your-anus” near the bottom of the
whiteboard—“which is not a very good place to be, at least for most of you.” I
threw my hands in the air and shrugged, as if to say, “To each his own!”
“So what we have are these healthy boundaries, above and below the line—one
here
and one 
here,
” I continued, drawing two dotted lines that were parallel to the
straight line, one of them six inches above it, and the other six inches below it.
“When you’re 
inside
the boundaries, you’re in control of the sale, and moving
forward towards the close. When you’re 
outside
the boundaries, the client is in
control and you’re spiraling off to Pluto, or down 
here
, to Your-anus, where you’re
talking about the price of tea in China or politics in America or some other
irrelevant topic that’s not germane to the sale.
“And, by the way, I hear you guys doing this shit 
all
the time when I walk
around the room, and it drives me fucking 
crazy
!” I shook my head gravely.
“Seriously—ninety percent of the time you guys are off in freaking Pluto, talking
about some nonsense that has nothing to do with the stock market.” I closed my
eyes tightly and gave my head a few quick shakes back and forth, as if to say, “Some
things just completely defy logic!” Then I said, “Anyway, I know what you guys are
thinking—that the more time you spend 
bullshitting
with these people, the more
rapport you end up building.
“Well, I’ve got a news flash for you,” I continued sarcastically. “You’re 
wrong.
People see through that shit in two seconds flat, especially 
rich people
, who are
constantly on guard for that. To them, it’s actually 
repulsive
, not attractive, which is
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the opposite of what building rapport is all about.” I shrugged. “Anyway, it doesn’t
really matter, because you guys are done with that shit, 
now
. It’s 
over
.
“I’m going to teach you guys how to take control of the sale tonight, the way 
I
do it, and how I taught Danny to do it; and that means you’re going to stay inside
these boundaries, here and here. This is where you’re 
in control Boom, boom!
” I
banged my right knuckle on two spots inside the boundaries, one above the line and
one below, and I marked each spot with the initials IC.
“And 
here
and 
here
: this is where you’re 
out
of control.” And I banged my right
knuckle on two spots 
outside
of the boundaries, one above the top dotted line and
one below the bottom dotted line, and then I marked each space with the initials
OC.
“In control, out of control,” I repeated, tapping the respective initials.
“Now, when you’re 
on
the straight line—meaning, directly on it—that’s where
you’re
doing all the talking. And all these little arrows here: the reason they’re all
pointing 
down
the line, to the close”—I began tapping the tip of my marker on
each arrow, as I continued speaking, starting with the very first arrow, just after the
open, and moving quickly to the right, all the way down to the close—“is because
with every single word you say there’s one specific goal in mind, and that’s to move
the prospect 
down
the straight line towards the close; that’s it. There are no free
words, no time for stupid statements, and no time to go off to Pluto and talk about
the price of tea in China.
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---

“
That
shit is for 
novices.
” My obvious contempt for novices dripped off the very
word. “When 
you’re
speaking, it’s 
directed
. It’s powerful. Your words have 
meaning
behind them; and the meaning is to create 
massive
certainty in the mind of your
prospect as you move him down the straight line, from the open to the close.” I
pointed to the arrows again. “That’s why every one of these arrows is 
compact
, and
tight
, and 
right on the line
—and they’re all pointed straight towards the close.
“So, again, that’s what’s happening when you’re directly 
on
the straight line.
You’re the one doing all the talking, and your client is listening. And when you’re
off
the straight line, but still inside the boundaries, right here and here”—I point to
the spaces—“it’s the prospect who’s doing the talking, and you’re doing the
listening.
“And, by the way, this is where some really great stuff happens—when you’re
actually 
off
the straight line, right in those spaces. In fact, there’s not one, but two
absolutely crucial things happening here.
“First, you’re developing immediate, massive rapport, on both a conscious 
and
unconscious level; and second, you’re gathering massive intelligence, which up until
tonight, I used to refer to as 
qualifying
. But, starting right now, I want you to wipe
that word out of your mind forever, because it doesn’t even come 
close
to describing
what we need to accomplish here.
“You see, with the Straight Line, you need to 
gather intelligence
—and I mean
massive intelligence—
which goes far beyond trying to figure out whether or not a
prospect is financially qualified.
“When you gather 
intelligence
from a prospect, you’re doing all of the following
things:
“