How to sell using NLP
The key to sales is good communication. Christine Knott, MD of
retail training and field marketing company Beyond The Box, has
penned this guide for small businesses who want to use
neuro-linguistic programming (NLP) to soup up their communication
skills. Here's how to use tricks and lessons from NLP to sell more
Everyone has their 'preferred' language
Listen to your customer. The words they use and sentence
construction will give a good indication of their preferred
Some of us use visual words such as:
see, looks; picture this, and other colourful and illustrative
words. A visual may say "Can you see what I mean?"
Those who prefer auditory words, such
as: listen or hear, sounds like, would rephrase the sentence as:
"Can you hear what I'm saying?"
Finally, the use of kinaesthetic
phrasing, which focuses on how we feel about something, would
result in something more like: "Do you get a feel for
Listen and look out for the words people use in
Does your customer focus on visual words, say more auditory
words or do you get the feeling they may be kinaesthetic?
Once you identify someone's style and can picture their
representational system, respond to them using their preferred
language of words. It is unconsciously flattering to the receiver
and they will also have a better understanding of the content. The
benefit to any sales process is that rapport is built much faster a
solid foundation for any sale.
Match your sales strategy to your prospect's buying
During your sales pitch, be aware of showing pictures and
samples to stimulate the visuals. Allow the kinaesthetics to handle
the samples, they need to get a feel for something (pardon the
pun). Auditories are motivated by sound so be aware of the words
you say and if your sample can be switched on, do it so they can
'hear' the quality and pass comment on its actions.
A real winner is the NLP 'meta model', an absolute must for
anyone wanting to cut to the chase in a sale when asked questions
or faced with the anticipated 'objection'. The meta model involves
using the phrases 'what exactly do you mean' or 'how exactly'.
By using the tools of the meta model you will be in a position
to identify any missing information your customer may have deleted
from the question or clarify any content that is distorted or could
be interpreted incorrectly. The meta model will help you to drill
down for the information you need to be able to respond accurately
and with speed to questions, objections or levels of interest. Such
questioning techniques will help locate the missing content you
Away from and towards
Your customer will either tell you what they do want - towards,
or what they don't want - away from. This is a great clue as to how
they process information. If they are towards i.e. focussed on what
they want, explain your benefits in terms of what they will get. If
they are away from - geared to what they don't want. Tell them what
they won't have to do, or what they won't have, or a mixture of the
two: by owning your product, you won't have to worry about X.
Many great salespeople use these tools unconsciously. But by
paying attention to the small signals from from your customer, you
can respond with a more targeted pitch.
For more information on Beyond The Box, go to www.beyondthebox.co.uk
Read more on upping your sales:
The 10 insider tricks of sales
Behavioural marketing: Learning from the
big boys needn't cost the earth
Cross-selling: 10 ways to sell more to
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