Industry Magazine Get JACK'D Magazine Winter 2019 | Page 12

SPEAK YOUR INTELLIGENCE GATHERING TRUTH THE POWER OF GATHERING INTELLIGENCE BY: JORDAN BELFORT THE PROBLEM with a lot of salespeople is they talk a lot more than they listen. Asking the right questions and then listening to the answers is crucial to understanding your prospects’ needs. This asking the right questions is what I call gathering intelligence. You probably call it qualifying. Same thing. The reason you gather intelligence is, so you can build both an airtight logical and an airtight emotional case for why someone should buy now. Without these two things you have no sale. The man you’re about to meet believed the sole purpose of advertising is to sell stuff. I teach goal-oriented selling. What this means is that from the second you begin a conversation with your prospect you have one goal in mind and that is to close the sale. Every word is deliberate, every tonality is deliberate, every gesture is deliberate so that every step you take brings you a little closer to the close. An intelligence gathering story Okay, so let me tell you a story and this is a classic of Madison Avenue advertising. Anyone in the business worth his salt knows this one well. There’s this ad man working in Racine, Wisconsin, for a company called the J. L. Stack Advertising Agency. His name is Claude Hopkins and he’s just picked up a new account in Milwaukee called the Schlitz Brewing Company. At the time there were some large breweries in the United States and in their advertising they all pretty much made the same claim— that their beer was “pure.” Some took their advertising to extremes buying two-page spreads in local newspapers, so they could make their PURE extra-large. Hopkins began gathering his intelligence by going to brewing school where he could learn the science of brewing, but he says it didn’t help at all. So, then he went to the Schlitz brewery. There he saw plateglass rooms where beer was dripping over pipes. So, Hopkins asked, “Why?” He was told the rooms are filled with filtered air, so the beer could be cooled in purity. He also saw beer being filtered through white wood pulp. To avoid contamination every pump and pipe was thoroughly cleaned twice a day. Every bottle was cleaned too—four times before beer was ever put into it. To get the purest water Schlitz had an artesian well that went down 4,000 feet. The water of Lake 12