All Sales Calls Are the Same

I bet that title threw you, didn’t it? “All Sales Calls Are the Same.” Do you ever feel like each call is a unique, chaotic journey? One moment you’re discussing POS systems, the next it’s chargebacks, and before you know it, you’re off on a tangent about the client’s weekend fishing trip. While the details of each business and their needs certainly vary, the underlying structure of a successful sales call – the path you need to guide your prospect down – is remarkably consistent.

This isn’t about scripts or robotic interactions. It’s about understanding the “Straight Line” as taught by the legendary Jordan Belfort in “The Way of the Wolf.” (Full disclosure: I re-read this book every year around July, and its core principles continue to resonate.)

The Straight Line is incredibly powerful and ethical when applied with integrity: controlling the sales conversation and moving it efficiently from opening to close while building absolute certainty.

The “Three Tens”: The Foundation of Every Merchant Services Sale

At the heart of the Straight Line system, and crucial for any sales professional, is what Belfort calls the “Three Tens.” For a prospect to buy, they must be at a 10 out of 10 level of certainty on three core elements:

1. Your Product/Service (Merchant Services): They must be absolutely convinced that your payment processing solutions, POS systems, and other offerings are the best fit and will solve their problems.
2. You (The Salesperson): They need to trust you implicitly. They must believe you are an expert, that you’re operating with integrity, and that you genuinely care about their business’s success.
3. Your Company: They must have unwavering confidence in your organization’s reputation, reliability, and ability to deliver on its promises. This is why a

Every step of your sales call, every question, every statement, and every objection handled should be aimed at driving up the certainty level on these three tens.

The Straight Line: Your Path to a Merchant Services Sale Driven by Certainty

Imagine a straight line from Point A (the beginning of your call) to Point B (the close of the sale). Your goal is to keep the conversation on that line, moving forward, addressing objections swiftly, and building certainty on those three tens at every step. Any deviation off the line is a waste of time and reduces your chances of success.

Here’s how the “All Sales Calls Are the Same” mentality, guided by the Straight Line and the “Three Tens,” applies to you in merchant services:

1. The First Four Seconds: Build Immediate Certainty in YOU

Belfort emphasizes making an immediate impact. In a face to face or phone call, this means establishing yourself as a 10/10 expert and a trustworthy individual right from the start.

• Be Enthusiastic: Your energy is contagious. Show you’re genuinely excited to help them save money or streamline their operations. This subtly builds your personal certainty.
• Be Sharp: Sound professional, articulate, and confident. You are the expert who can solve their payment processing problems. This reinforces your credibility.
• Be an Authority: Right from the greeting, convey that you know what you’re talking about. “Hi [Prospect Name], this is [Your Name] with [Your Company]. The reason for my call is…” This positions you as someone worth listening to.
• Be Human: While you’re an expert, you’re also relatable. A brief, genuine pleasantry can set a positive tone and make you more likable.

2. Building Rapport: A Strategic Connection to Boost Certainty in YOU

Many salespeople confuse rapport building with casual conversation. On the Straight Line, rapport is built with a purpose: to establish trust and make the prospect comfortable sharing their financial pain points, thereby increasing their certainty in you.

• Acknowledge and Validate: “I understand you’re busy, so I’ll be brief.” or “Most business owners I speak with are looking into integrated systems.” This shows you understand their world.
• Find Common Ground (Quickly): This isn’t about lengthy discussions about the weather. It’s about a quick, genuine connection if an opportunity arises. This makes you more relatable and trustworthy.
• Focus on Them: Your questions should revolve around their business, their current processing, and their challenges. This demonstrates your interest in their needs, not just making a sale.

3. The Art of Qualification: Uncovering Pain Points and Future Desires to Pave the Way for Product/Service Certainty

This is where you determine if they are a good fit for your services. Every sales call, regardless of the merchant, needs this phase. Your goal here is to clearly identify problems that your product/service can solve, laying the groundwork for that 10/10 product certainty.

• Current State: “Tell me a little about your current payment processing setup.” “What are your average monthly volumes?”
• Pain Points: “What are some of the biggest challenges you face with your current processor?” “Are you happy with your current rates and fees?” “How much time do you spend reconciling payments?” These questions reveal opportunities for your service to shine.
• Future Desires: “If you could change one thing about your payment processing, what would it be?” “What would it mean for your business if you could save X% on your processing fees?” This helps the prospect visualize the value of your solution.

4. The Presentation: Tailored, Benefit-Driven, and Building All Three Tens

This isn’t a dump of all your features. It’s about presenting your solution as the answer to their specific pain points uncovered in qualification, explicitly addressing all three tens.

• Focus on Solutions (Product Certainty): “Based on what you’ve told me, our [Specific Service/Feature] can directly address [Their Pain Point].” Highlight how your product is the best solution.
• Quantify Benefits (Product Certainty): “This would typically save businesses like yours around X dollars per month.” “This integration will cut down your reconciliation time by Y hours.” Show the tangible value.
• Reinforce Your Certainty (You and Company Certainty): Use phrases like “As your dedicated account representative, I’ll ensure a smooth transition…” or “Our company has a proven track record of helping businesses like yours for over X years…” Weave in reasons why they should trust you and your company.

5. Handling Objections: Not Setbacks, But Opportunities to Reinforce All Three Tens

Every sales call will have objections. On the Straight Line, objections aren’t reasons to veer off course; they are signposts that indicate areas where the prospect needs more certainty across the three tens.

• Acknowledge and Validate: “I understand your concern about [objection].” This shows empathy and builds trust in you.
• Reframe and Redirect (Product/Company Certainty): “Many of our clients initially feel that way about [objection], but what they’ve found is that [our solution provides X benefit] which far outweighs that concern, and our dedicated support team is always there to assist.” Address the specific concern with product or company benefits.
• Isolate the Objection: “Besides that, is there anything else holding you back?” This helps you get to the root issue, ensuring you’ve addressed all certainty gaps.

6. The Close: Guiding Them to the Next Step with Absolute Certainty

Whether it’s scheduling a demo, sending a proposal, or getting the paperwork signed, the close is the natural culmination of the Straight Line, when all three tens should be firmly established.

• Assume the Sale (Overall Certainty): Your language should be confident and assume they are moving forward. “What’s the best email to send over the agreement so we can get this process started for you?” This subtly conveys your own certainty in the value you offer.
• Provide Clear Next Steps (Company Certainty): “The next step is to get you set up with a quick review of your current statement so our team can show you a direct comparison and solidify those savings.” This outlines a clear, reliable process.
• Urgency (Ethical – Driven by Value): If there’s a genuine reason for urgency (e.g., a limited-time offer, an upcoming rate increase from their current provider), use it ethically to encourage a timely decision, emphasizing the value they stand to lose.

Embrace the “All Sales Calls Are the Same” Mindset

By internalizing the idea that every sales call, at its core, follows a predictable progression driven by building the “Three Tens”, you gain immense control and confidence. You’re not reacting to a random conversation; you’re actively guiding it down the Straight Line, systematically building certainty in your product, your company, and most importantly, in you.

This doesn’t mean you become a robot. It means you become a highly effective and empathetic guide, leading your merchant services prospects from uncertainty to a clear, beneficial solution. Practice this framework, internalize the steps, and watch your closing rates soar. After all, the best sales professionals aren’t just selling a service; they’re selling certainty, and the Straight Line, fueled by the “Three Tens,” is your most powerful tool to deliver it.

What are your thoughts on focusing on the “Three Tens” in your own sales process?

Happy Selling,

David