the magic of selling with nlp
DESCRIPTION
Talk to me about branded and customised training programs for your organisation. They come with a facilitators guide, presentation and learners work book.TRANSCRIPT
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NLP SALES 101
PRESENTED BY DEAN EGAN
MASTER PRACTITIONER
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Critical to the Sale…
NLP PillarsR
APP
OR
T
OU
TCO
ME
THIN
KIN
G
SEN
SORY
AC
UIT
Y
BEH
AVIO
R F
LEXI
BIL
ITY
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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
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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
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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
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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
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RELATIONSHIP SELLING
Reliability Responsiveness Assurance Empathy Tangibles
ServiceQuality
Dimensions
Reliability
Responsiveness
AssuranceEmpathy
Tangibles
There are five quality dimensions…
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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:
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Personal Selling is an essential part of an organizations……
Integrated Market Strategy
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The Five Step Sales Process
Establish Rapport
Ask Questions
Find a Need
Link the Need
Close the Sale
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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.
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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
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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.
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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.
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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?
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Types of Questions
OPEN CLOSED
FACT-FINDING
FOLLOW-UP
FEEDBACK
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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….
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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.
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Step 5 – Close
Future Pace Fire Reassurance Anchor Get Referrals
Handle Objections ClosingAnswering the Objection Handling an ObjectionThe Final Objection Close Re-Establish Value
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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
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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…
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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…
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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
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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
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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
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Eight – Step Process
Prospect List
Situation Analysis
Opportunity Analysis
Interview Checklist
Client Questionnaire Site Survey
Proposal Confirmation
De – Brief Checklist
TOOLS OF THE TRADE
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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
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Repeat Business = More Profits
Establis
hed Rela
tionsh
ip
No Gatekeeper
Receive Referrals
Uncover Additional Needs
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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
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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
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Communicators are often in different environments. These differences cause disruption in the communication process.
Physical LocationPersonal ExperiencesCultural DifferencesAge DifferencesEducation LevelsPersonal Perspective
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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
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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
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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
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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
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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
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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
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Extroversion
Agreeableness
Conscientiousness
Emotional Stability
Openness to Experience
The Big Five
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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:
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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
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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
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Screening Process
Resume Review
Application Review
Conducting Effective Interviews
Reference Checks
MAXIMIZE EFFICIENCY
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Candidate Testing
PREDICT SUCCESS
Aptitude Tests
Cognitive Ability Test
Personality Test
Integrity Tests Psychomotor Assessment Tests
Physical Assessment Tests
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TYPES OF INTERVIEWS
Behavioral Based Interviews
Directive Interviews
Nondirective Interviews
Computer Based Interviews
Panel Interviews
Structured Interviews
Stress Interviews
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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?
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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
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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
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