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Selling with NLP. “Superselling”. 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.
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Selling with NLP “Superselling”
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
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
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)
How People Buy – Seeing your client through your clients eyes… “People buy trust first, products second”
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
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
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
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
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
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’
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
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
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
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!
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
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
Eye Movement for Kinos • DOWN and RIGHT = accessing feelings
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
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
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
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
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
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
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
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
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
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!
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
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?’
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
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
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
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
Workshop - Persuasive Words • A one minute intro to your company using the VAK communication preferences AND as many key words as you can
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)
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
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!
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
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
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!!!
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
