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Selling with NLP

Selling with NLP

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Selling with NLP

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  1. Selling with NLP “Superselling”

  2. Course Objectives • Foundation level comprehension of selling with NLP • How to understand more about your prospective client in five minutes than you would in two weeks! • Predicting how your client will buy • Learning how clients sell to themselves

  3. Course outline • NLP explained • The Psychology of Buying and Selling • How People Buy – Seeing Your Client Through Your Clients Eyes • Establishing Rapport – The Key to big money • Creating Magic: Techniques for a successful sales strategy • Effective Listening • Verbal Techniques That Build Trust • Mirroring – Building Trust non-verbally • Eliciting Outcomes – discovering your clients strategy • Pacing and Leading • Cashing Objections • Closing Successfully

  4. NLP - background • Neuro-Linguistics Programming – the study of natural ‘behaviour’ and ‘instinct’ and its meaning and interpretation by others • It is a subtle yet powerful tool for communicating with people effectively • Founded by Richard Bandler and John Grindler after extensive study of world-leading therapists and the behavioural patterns between them and their clients • Clarifies and explains how ‘trust’ is achieved in these, the most sensitive of areas relating to personal communication i.e. therapy • Applied and developed to the sales process by Kerry Johnson who worked with and studied NLP-based behavioural processes present in ‘super-sellers’ ($1m p.a. + earners)

  5. How People Buy – Seeing your client through your clients eyes… “People buy trust first, products second”

  6. If trust is present…. • Clients are more receptive to suggestions • Give more time to a salesperson • Schedule appointments earlier in the day • More likely to open up • Discuss needs and buying habits • Inform salespeople about future plans

  7. VAK Questioning – an exercise • 30 questions • Answer HONESTLY • Score 3 for most appropriate, 2 for next and 1 for the least • Write 1,2 or 3 in the box • If you can’t decide between two choices score each one with a 3 and the third with a 1 • Add up your scores at the bottom • 15 minutes

  8. Mental Maps – Perceiving the world around you • People have 3 basic methods of perceiving the world around them • VISUAL – Those who ‘see it’ • AUDITORY – Those who ‘hear it’ • KINESTHETIC – Those who ‘feel it’ • We all have a dominant preference of perception – the most natural way in which we perceive • A person doesn’t ‘choose’ which map he or she uses as a ‘preferred’ way to communicate NATURALLY • If you can ‘read’ people’s mental maps • Very powerful tool • Literally understand how your clients are thinking • Learn to communicate to clients the way your clients communicate to you!! • You can adapt your style of communication to gain effect and understanding

  9. The Visuals

  10. Visuals • ‘See’ things happening • Makes pictures/images in their mind • Understand things better when they see it • Turn everything you say into pictures • Have great visual memories • Can describe how things look in detail • Remember colours, shapes and forms • Think in images when ‘fantasizing’ about the future • 35% of us are visuals

  11. Recognising ‘visuals’… • They say ‘visual’ things • Can you show it to me? • I can see what you’re saying • Looks good to me • They use visual predicates • See show bright picture clear look Envisage view perceive illustrate Highlight focus reflect watch preview survey perspective • Appearance is important e.g. • Tie too short • Shoes not shining • Black belt with brown shoes • Office not tidy/striking/impressive enough • Maintains good eye contact • Good with directions • Good visual memories • Higher/faster-pitched voices • Email rather than phone call • A visual will get distracted if something is visually off = harder time getting their attention

  12. Eye Movement in the visual mode • Visuals do 3 typical things with their eyes when thinking • UP and to the RIGHT = Creating images, thinking about the future…’what will my boss’s face look like if I buy this product?’ • UP and LEFT = thinking about the PAST…’the last time I changed supplier my boss flipped’ • Look straight ahead and then ‘unfocused’ = translating words into images…’slow down a bit whilst I picture this’

  13. Try this out • IF you think you have a VISUAL on your hands ask them a PAST or PRESENT question using visual predicates e.g.… • ‘Looking back, what was the reason you last changed supplier?’ • What improvements would you envisage a new supplier delivering to your business?’ • Look for subtle eye movements to confirm

  14. Auditories

  15. Auditories…. • Listen to the way you say things/things sound • Get more information from the WAY you are saying something – voice pitch, pace, timbre, intonation, passion • Will trust you more based on what you are saying and how you are saying something • Often say things they don’t mean to say – they need to hear the words in order to understand them…then it’s too late! • Speak rhythmically and deliberately to sound right • Talk/mumble to themselves out loud

  16. Recognising an auditory • Preference for auditory sayings and predicates • Don’t take that tone with me • Sounds ok to me • That rings a bell • Tell me more about…. Speak express mention resonate remark accent hear static inquire • Around 25% of us are auditories

  17. Eye movement in the auditory mode • Three basic movements • Eyes LEFT = past • Eyes RIGHT = future • Eyes DOWN and LEFT = processing what you are saying…so slow down!

  18. Kinesthetics(or ‘kinos’)

  19. Kinos…. • FEELS it! • Gain information from touch, gut instincts, hunches • Make quick judgements about people • Need to get a good feeling about you before they trust you • Talk about family a lot / are interested in the ‘personal’ areas • Are tactile – people, products, brochures, business cards!!! • Take a little longer to react – it takes longer to translate into a feeling than say a picture (visual) or sound (auditory) • Make frequent pauses in conversation with ‘mmmm’ or ‘uh’ – they are trying to connect with a feeling about something • Play with things when you are talking to them!!!! • More aware of temperature change in a room (you will lose their concentration if too hot or cold). • WANT you to accept their hospitality e.g. coffee in a meeting – it makes THEM feel good/appreciated • 40% of us are Kinos

  20. Recognising a Kino • They say ‘feeling’ things and use kino predicates • ‘This proposal doesn’t feel right’ • ‘How does that idea grab you?’ • ‘Let’s touch base later’ • ‘I can’t get a handle on this problem’ Grasp Hit Suffer Tackle Know Instinct Intuition Affect Impress Pressure

  21. Eye Movement for Kinos • DOWN and RIGHT = accessing feelings

  22. Workshop • In pairs ask you partner to describe their last holiday to you – they must talk for ONE minute • What they could see from their hotel window etc • What the atmosphere in the place was like • What they recall hearing • Note down which eye movement is dominant • Note which predicates they use and the ones you believe they are most comfortable with (VAK) • Write down what you think they are

  23. Establishing Rapport

  24. What is rapport • Bridge that helps the person you are communicating with find meaning and intent in the things you say • It helps people feel comfortable with you and what you are saying • Makes a client feel that what you are saying/showing/expressing is aimed right at THEM, their particular needs and desires • We can use basic NLP practices to support the establishing of rapport

  25. Selling to VISUALS • Communicate in their preferred mode using visual predicates • Look, see, visualise, picture, etc • Use statements and phrases that mirror their mode • Can I show you what I mean • Can you see how that would benefit your business • Use visual aids • Pictures, graphs, brochures, bar charts • Draw pictures – flow charts, diagrams • Use your hands – paint pictures in the air

  26. Selling to Auditories • Communicate in their preferred mode using auditory predicates • Hear, sound, resonate, etc • Use statements and phrases that mirror their mode • What would your boss say if…… • How does that sound to you? • Use auditory references / aids • Testimonials – what people have said about your company • Create the future in sound – ‘imagine what people would say if you managed to……’ • When handling brochures, samples, etc, give them a few seconds and then explain to them what they are experiencing/should be looking at/for • Use your voice – change pace, tone, passion, sincerity, intensity around key subject areas

  27. Selling to Kinesthetics • Communicate in their preferred mode using Kino predicates • Feel, touch, grab, etc • Use statements and phrases that mirror their mode • How did it feel to secure that contract? • Can I just touch on something you mentioned earlier? • Use Kino aids • Brochures, business cards, products –let them touch • Try and be tactile • Accept hospitality • Include ‘personal’ information / personal sale

  28. Selling to Groups • Make sure you include all 3 modes • Visual – images, brochures, video clips • Auditory – verbal messages, customer testimonials, sounds • Kinos – physical participation e.g. ‘raise your hands if …’, hand outs/samples etc, personal commitments/beliefs • Switch modes throughout

  29. Selling using NLP • Imagine you are in a FIRST meeting with a prospective client • You are asking questions to help determine which perception mode they favour • In pairs create 5 questions (business or personal) that may help you determine their preferred mode

  30. Workshop • Produce 3 questions that use the 3 modes (1 each) that you want to ask of your client to establish their preference • Produce 3 statements ( 1 each) that use the preference by way of response • Example • How does our proposal look to you • Can you see the benefits this proposal brings to your business

  31. Workshop • Create an opening statement/ paragraph / pitch about your company that encapsulates all 3 of the preferred modes • The opening should be no more than 1 minute long

  32. Effective Listening

  33. Effective listening • You cannot establish trust if you can’t listen • A conversation is a relationship • A good listener can shape a conversation/direction • Facts tell you 20% of what you need to know to sell • The other 80% comes from listening for • Emotion • Clues • Secondary information • Things the customer doesn’t want you to hear • When you first meet a client you shouldn’t go there initially to tell them anything you should go there to listen!

  34. 8 steps of active listening • Value the speaker • Work at their pace and intelligence NOT yours • Listen to what is not said • Read between the lines of facts and statement • Try to hear the truth • Avoid the urge to take things personally – if your client tells you something it is THEIR perception = the TRUTH to them • Limit the time you speak • Research suggests 30 seconds is the max. before you invite any comments/affirmation • Avoid the tendency to think about what you are going to say whilst they are talking • Listen to your customers point of view • Even if you think they are wrong – stay FOCUSED and empathise • Repeat your clients comments to make sure they know you heard what they said • DON’T take extensive notes while listening

  35. Listening Techniques • Reflective Listening – used when you want to support the person to carry on talking i.e. affirmation that you are ‘involved’ in the conversation • “I’ve use ?/Lyreco for years and you/they have never let me down until now” • ‘Used us for years yeah? Ok!’ • Paraphrase – change the tone of the statement to suit you/positive or negative spin • “I’ve used ?/Lyreco for years and you/they have never let me down until now” • ‘It’s great that you’ve used us for years and experienced, like all of our customers, great service from us apart from, on this occasion, this isolated occasion’ • ‘It’s a shame for Lyreco that you’re experiencing poor service after years as a loyal customer – you would have hoped that would be important to them’ • Shared – used when a ‘shared experience’’ and empathy is required rather than a series of questions – it enforces that ‘you are not alone’ • “I’ve used ?/Lyreco for years and you/they have never let me down until now • ‘Yes, regrettably you are not alone in this recent experience but I’m glad to say that, as with our other clients who were affected, this problem has been completely cleared. Before I explain how is there anything else I need to be made aware of?’ • ‘Yes, I hear that it is a major problem for them that is effecting many many clients – it is certainly resulting in new business for us - we are happy to put their problems right for their customers. Tell me, how bad has it gotten for you/your business?’

  36. Verbal Techniques

  37. Key Word Reflection • Key words are those that people use to indicate their preferred language e.g. technical, general, precise, detailed, financial • Look out for key words when people speak • I want to get great service for my company and a very competitive price • Make sure you qualify their definition – e.g. what is ‘great’ service, what is ‘competitive’ • Use these words back in your communication with them NOT your interpretation of these words • This proposal ensures you will receive a first class service and at a competitive price for the product • This proposal, as you requested, ensures you will receive a great service for your company and at a very competitive price

  38. Marking out • When people speak they will normally place emphasis around key words that are important to them; a kind of verbal punctuation. • They will do this even subtly so listen/observe carefully • They will emphasise the word through • Pausing • Tone • Expression • You are being invited to note the importance of this word – make sure you understand its meaning/definition, relevance and importance to the client • “I am looking for a COMPETITIVE price and great service for this product” = emphasis on COMPETITIVE • “I am looking for a competitive price and GREAT service for this product” = emphasis on GREAT

  39. Persuasive Words • These 15 words have been proven to provoke contact and meaning and are used frequently all over the world • Use these words during conversation and presentation appropriately • Use them in isolation or mixed for optimum impact

  40. What are they? • Discover – evokes a feeling of opportunity and suggests a better life • Good – not dynamic but suggests stability and reduced/minimal risk • Money – everybody wants more of it and to spend less of it! • Easy – Again reduced risk • Guaranteed – Eliminates fear of decision making • Health – If your product promotes financial, emotional or physical health • Love – people love love • New – If it’s new it must be better. Promise of improvement • Proven – Reliability and reduced risk • Results – return on our investment • Safe – reduced risk • Save – Money related • Own – sense of ownership is stronger than the sense of buying something • Free – attention seeking • Best – nobody has anything better

  41. Workshop - Persuasive Words • A one minute intro to your company using the VAK communication preferences AND as many key words as you can

  42. Reframing • Reframing is the process of taking a negative or neutral situation an ‘spinning’ it to produce something more positive or useful e.g. • Our delivery won’t be with you until tomorrow afternoon (negative) • I can confirm our delivery will be with tomorrow afternoon (positive) • Every Irongate customer receives a dedicated account manager (neutral) • We will appoint a dedicated account manager who’s job function is to look after you and your account (positive)

  43. Small Talk • Small talk is an important part of establishing and building rapport • Small talk should be biased towards the clients subject NOT yours (your small talk should compliment theirs not replace it!) • FACT – women are more receptive to small talk than men • REMEMBER that when you are dealing with a woman • Men tend to get down to business first and then small talk later – that’s why its normally clumsy

  44. Selling with metaphors • This is a direct way of tuning in to NLP preferred modes • Relate your subject to the preferred mode of the client (V-A-K) e.g • I’d like you to see us and our competitors as the difference between a rusty old Austin Allegro and a brand new shiny Mercedes – both get you to your destination but one does it more comfortably, reliably, etc (make sure your visual metaphor has visual descriptive) • The difference between us and our competitors is like imagining the difference you would feel playing Sunday football for your local pub on a freezing cold, wet morning on Hackney Marshes and scoring the winning goal at Upton Park in front of 30,000 people, on a sunny spring day and saving your club from relegation (and probable extinction!) • The service we provide versus our competitors is like the difference you would hear between the Royal Philharmonic and Pete Doherty with a skiffle board both playing Vivaldi’s Four Seasons YOU GET THE PICTURE!

  45. Metaphors will…. • Gain attention of the listener – they demonstrate charisma, make statements and conversation more engaging /entertaining • Simplify ideas – even the brightest people love simple, easy to understand concepts • Draw of emotions of your client (VAK) • Be easier for your client to remember

  46. Workshop • In pairs produce 3 metaphors that compare your company’s service offering to your main competitors • Try and use topical subjects • You can be as ‘extreme’/ funny as you like • Draw on primary VAK preferences as much as you can

  47. Trust building – Non-verbally

  48. Mirroring • This is an indication of either very high rapport with a client OR a technique to increase it • When people are enjoying each others company/conversation they will mirror movements naturally (as well as tone of speech, pace, etc) • Adversaries will deliberately / sub-consciously oppose this • Mirror-matching can be used to ‘influence’ someone’s reactions to you • Without speaking you can gradually gain / regain control of the direction of the conversation • This is also a great way to detect seniority within a group as the ‘leader’ tends to naturally dictate others postures and body movements – if this is definitely not happening you may be witness to a power/political struggle!!!

  49. Calibrating • When / if the flow of mirroring has been noticeably broken you need to re-calibrate • ANY subtle changes in mirroring are an indication that you are not achieving the right impact • At this point slow down or stop and make sure, through questioning and affirmation, that the client is comfortable with what you are saying