NLP SALES 101

PRESENTED BY DEAN EGAN

MASTER PRACTITIONER

Critical to the Sale…

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The Buyer’s Outcome is Already In Place

Customer expectation = Customer outcomeNLP clarifies the outcomeBased on past experiences of the customerPersonal for each individual beliefs, values, and attitudesThe reason to buy is subjective and internal

No Assumptions

Good selling begins with understanding the prospects outcomeTreat every sales call as if that were the first sales callThe outcome can change from one sales call to the nextYou must identify, and re-identify (the outcome), on every call

The Three Phases of The Sales Call

Exactly where you are…Exactly where your customer / prospect is…Exactly what needs to be done to move the sale…

You Will Know Three Things at all Times

PERSONAL SELLING

Personal selling is the two-way flow of communication between a buyer or buyers and a seller - that is targeted at influencing the buyer to make a purchase.

Face-to-FaceVideo TeleconferencingTelephoneInternet

RELATIONSHIP SELLING

Reliability Responsiveness Assurance Empathy Tangibles

ServiceQuality

Dimensions

Reliability

Responsiveness

AssuranceEmpathy

Tangibles

There are five quality dimensions…

The Value Added

Educating & proving advice Saves the customer time Simplifies the buying process Makes things easier for the

customer

Personal Selling adds value by:

Personal Selling is an essential part of an organizations……

Integrated Market Strategy

The Five Step Sales Process

Establish Rapport

Ask Questions

Find a Need

Link the Need

Close the Sale

Step 1 – Establish Rapport

The first step in building rapport …..

Mirroring and Matching the person.

Match the person’s speech and physical appearance.

Learn to identify the person’s modality of thought.

VAK Learning Styles

The VAK learning style uses the three main sensory receivers: Visual, Auditory, and Kinesthetic.

Learning Style Description

Visual

Auditory

Kinesthetic

seeing and reading

listening and speaking

touching and doing

Building Rapport

Is the foundation for any meaningful interaction between two or more people.Is establishing an environment of trust and understanding. To respect and honor the other person’s world.

Mirroring and Matching

Is the key to establishing rapport.Is the ability to enter another person’s world.Is assuming a similar state of mind.

Become more like the other person by matching and mirroring their behaviors, body language, voice, and words.

Step 2 – Ask Questions

The questions you ask should directly be related; to the specific business of the other person.

What do you do?

What are you interested in?

“For what purpose…” do you want this?

Types of Questions

OPEN CLOSED

FACT-FINDING

FOLLOW-UP

FEEDBACK

Step 3 – Find a Need

Establish a Need Establish ValuePropose a SolutionUse the Conditional CloseTag Questions

If there is a no, then STOP here.

Remember the spinning plate’s analogy….

Step 4 – Link the Need

At this point, you propose or suggest how your product or service will solve the problem that you uncovered earlier. Make a clear recommendation of how, but with as little detail as possible.Only tell the client enough to make it possible for them to purchase.

Step 5 – Close

Future Pace Fire Reassurance Anchor Get Referrals

Handle Objections ClosingAnswering the Objection Handling an ObjectionThe Final Objection Close Re-Establish Value

NEGOTIATING/INFLUENCING

Determine your outcome. Develop as many options as possible to achieve that

outcome. Identify potential areas of agreement. Identify issues to be resolved and plan how to discuss

them. Determine your best alternatives to an agreement.

OPENING EXCHANGE CLOSING

TACTICS

Do not respond- counterproposal Mutual gain- win/win outcomesAvoid attack/defense exchangesUse “Negotiation Aikido”Anchor any and every stateAvoid “irritators”Glorify the options you favorSeparate intent from behavior

Label suggestions and questions

Use “I” languageState your reasons firstMake a proposalAnticipate objectivesBehavioral flexibilityMinimize the reasons

Test Understanding and SummarizeTell the Other Your FeelingsDo Not Negotiate in Front of Other Team Members If you get stuck…

Handling Objections

IGNORE THEM

RESTATE & VALIDATE

CLARIFY WITH POINTERS

OPTIONS TO RESOLVEExaggerateConditional CloseAcceptable OptionOutframe

OPTIONS AFTER 5 MINUTES Move to other issues…Act as if we were in binding arbitration..Act as if you were me…

The Meeting Format

BEFORE THE MEETING

Minimize Regularly Scheduled Meeting

Explore Other Options

Determine Outcome

Develop Evidence Procedure

Develop Options

Establish Membership & Agenda

Meeting PlaceSensory Check

OPENING THE MEETING CLOSING THE MEETING1. Establish Rapport – Maintain Mutual Respect

2. State the Outcomes – Evidence Procedure

3. Get Agreement – Smoke Out Hidden Agendas

4. Assign People Something To Do – They Will Find Something

1. Summarize Outcome(s)

2. State Next Step – GO FOR IT!

DISCUSSION RelevancyThe Meta Model “As If” & “What Would Happen If?”Use Conditional CloseWandering Mind – Alert Them!Give Polarity – A Job To DoConservative

KNOWLEDGE REVIEW

Personal selling mediums include face-to-face, teleconference, on the phone and over the internet.  Personal selling is, when a seller forces the buyer to purchase their product or service.

Conservatives are people who say __________________________. __________ ___________ is the foundation for any meaningful interaction between two or more people.

“We have always done it like this”.

Building Rapport

True

False

Eight – Step Process

Prospect List

Situation Analysis

Opportunity Analysis

Interview Checklist

Client Questionnaire Site Survey

Proposal Confirmation

De – Brief Checklist

TOOLS OF THE TRADE

Buyer Behavior

The Decision – Making Process1) Needs Recognition2) Information Search 3) Evaluate Alternatives4) Making the Purchase5) Post – Purchase Evaluation

Television

InternetFriend

Sister

Co-Worker

Sources of Information

Repeat Business = More Profits

Establis

hed Rela

tionsh

ip

No Gatekeeper

Receive Referrals

Uncover Additional Needs

KNOWLEDGE REVIEW

There are three stages in the customer decision-makingprocess.  The third stage in the customer decision-making process is the Purchase.

Focusing on current clients as a source for new business sales; is a waste of time and resources.  

The Situational Analysis is a template that is given to the client; in an effort to capture more detailed preliminary information.

False

False

False

False

UNDERSTANDING HUMAN COMMUNICATION

Linear Communication is a process involving a sender, a receiver, a message, and a channel or method of communicating a message.

1. External/Physical 2. Physiological3. Psychological

 

Communicators are often in different environments. These differences cause disruption in the communication process.

Physical LocationPersonal ExperiencesCultural DifferencesAge DifferencesEducation LevelsPersonal Perspective

Choosing the Best Medium/Channel

Medium/Channel Feedback Consideration

Amount of Information

Contained in the Message

Effectivenessfor Detailed Messages

Face-to-Face Immediate Highest Weak

Telephone Immediate Vocal, but not visual Weakest

Voice Mail Delayed Vocal, but not visual Weak

E-Mail Delayed Lowest (text only) Better

Instant Messaging Immediate Lowest (text only) Weak

Hard Copy (handwriting/typed) Delayed

Words, numbers, and

images.Good

Hearing is the process in which sound waves strike the eardrum and cause vibrations that are transmitted to the brain.

HearingAttending (paying attention) Understanding (making sense of the message) Organize information into recognizable formResponding (giving observable feedback)Remembering

Listening and Hearing Are Not the Same Thing

Comparison of Communication Activities

Listening Speaking Reading Writing

Learned First Second Third Fourth

Used Most Next to most Next to least Least

Taught Least Next to least Next to most Most

Vocal Communication vs. Nonvocal Communication

Positive Nonverbal Actions

Maintain eye contact

Show interest = smile Nod head = understanding Show interest = lean forward

Match tone of voice

Negative Nonverbal Behaviors When the other person is talking it is rude to: Look away Check E-mail

Negative body language; head down, flat tones

Speaking too fast or too slow

Verbal Communication Nonverbal Communication Spoken WordsWritten Words

Tone of VoiceGestures

KNOWLEDGAE REVIEW

The Communication Process includes a ___________, a ____________, a _____________, and a ________________.  There are three types of noise that can interfere with effective communication.

Some types of mass communication flows in a _______________, linear manner, however most types of personal communication are ________________ exchanges.

senderreceiver message channel/medium

one-way

two-way

True

THE POWER OF PERSUASION

Persuasion is the process of motivating someone, through communication, to change a particular belief, attitude, or behavior. Persuasion is not the same thing as coercion. Persuasion makes a listener want to think or act differently.

Venus at the Level of the Cave, Kate Robinson 2001

Pyramid at the level of Mercury, Kate Robinson, 2001

Extroversion

Agreeableness

Conscientiousness

Emotional Stability

Openness to Experience

The Big Five

Attitudes & Behaviors are Influenced by Personality

1) Locus of Control

Locus of Control: The tendency to place the primary responsibility for one’s success or failure either within oneself (internally) or on outside forces (externally).

2) Authoritarianism

3) Machiavellianism 4) Problem-Solving Styles

An individual’s personality influences a wide variety of attitudes and behaviors. Four that are of particular interest are:

RECRUITING AND SELECTING SALES PROFESSIONALS

Hiring the Wrong PersonCosts Involved: Training a replacement Interviews salary Loss of customers Low morale Unemployment benefits Potential lawsuit

Talent SourcingThree Choices:1. Internal transfers or

promotions2. External hires3. Alternative staffing

methods

Alternative Staffing Methods Telecommuting Job sharing Internship programs Temporary worker On-call worker Outsourcing

External Recruiting Methods Media sources Internet job boards and

community sites Company website Referrals Job fairs

Screening Process

Resume Review

Application Review

Conducting Effective Interviews

Reference Checks

MAXIMIZE EFFICIENCY

Candidate Testing

PREDICT SUCCESS

Aptitude Tests

Cognitive Ability Test

Personality Test

Integrity Tests Psychomotor Assessment Tests

Physical Assessment Tests

TYPES OF INTERVIEWS

Behavioral Based Interviews

Directive Interviews

Nondirective Interviews

Computer Based Interviews

Panel Interviews

Structured Interviews

Stress Interviews

Hiring the “Right Person”

Personality Friendly Sociable Enjoy people Likable Optimism Looks for favorable side of

events Expects favorable outcomes

Resilience Does not take no for an answer PersistentSelf-Motivation Motivated to get things done Goal orientedEmpathy Cares about their customers Focused on service quality

What personal traits and abilities do successful sales people possess?

Labor Market Analysis

Economic Indicators Unemployment rate Occupational outlook Demographics Wages by area and

occupation Open positions Hiring statistics and

terminations

Industry Activity Industry situation Competitors’ activities Labor Market Categories Geographic Technical/Professional

skills Education

Total Rewards Packages

Monetary Compensation Cash compensation 401(k) matching Medical care premiums Pension plans Paid time off Stock options ESOPs Incentive plans 

Non-Monetary Compensation Intrinsic rewards Extrinsic rewards