Using NLP to bolster your sales

NLP stands for Neuro-Lingustic Programming. You may have never heard of it, but it’s about time you learn about the process and recognise that it can be the difference between sales conversions of 60% and a mediocre 30%. Use it wisely and it will propel your business forward.

Neuro-Linguistic Programming is a powerful sales psychology that is composed of the three most influential components involved in producing a human experience:

• Neurology: controls and regulates how our body functions. The input system.
• Language: determines how we interact and communicate with other people
• Programming: determines the types of models we create in the world and how we view certain things. Ultimately - our individual perceptions and the associated output we have as a result of these.

So, in short, we are talking about how information comes into our brain, how we then process it based on our bias, social indifference's and influences and then the resulting feelings/thoughts/opinions we create based upon that which then becomes our perception. Humans are in fact the only living mammal that manipulates reality to form a perception of an event, activity or thought rather than just simply seeing the event on a factual basis. This simple fact alone is why sales people have a huge advantage as we can follow a process of ensuring we can have greater influence on our prospect through a few simple well implemented mechanisms. The strategies below are a few simple recommendations for incorporating Neuro-Linguistic Programming into your sales pitch.

1. Be aware of your body language and that of others. Your body language can cost you a sale without you even realising it. You have just 7 seconds to make a good first impression that will establish credibility, trust, status and empathy. During face to face meetings, 93% of a person's judgement of others is based on non-verbal inputs like body language (55% of the effectiveness of your communication comes from sales body language, 38% from the tone of your voice, and only 7% from what you actually say). According to 2019 research out of Columbia University, the 5 body language mistakes that could cost you a sale are; avoiding eye contact, folding your arms, not smiling, slouching and a weak handshake.
2. Pay attention to your intonation and that of others. Intonation is the rise and fall of your voice when speaking; it’s essentially your tone. Have you ever noticed yourself copying a friend or family member, or them copying you? We instinctively copy other people, especially those closest to us. This is actually a sales psychology called mirroring, sometimes also referred to as matching. When you mirror someone you’re adopting their physical and verbal behaviours. This doesn’t mean you should try to be exactly like that person. The key to this strategy is to be subtle with it and go unnoticed.
3. Focus on verbiage and your grammar use. If your prospect regularly uses certain terminology, refers to the values of their organisation or speaks about certain aspects of their company's vision; you need to build this into your proposal presentation. Listen very carefully as to what they are truly passionate about - the emotional triggers - and then speak to it in your pitch with authenticity. 80% of a sale is made on emotion which is then backed in by logic (20%). If you can sell the dream and the future (the emotion of the sale), the logic of the purchase becomes a 'no-brainer' for your prospect.
4. Build rapport. As quickly as possible you need to find points of middle ground with your prospect. We need to find out what they like to do on their weekends, what sports they like, what music choice they have - anything where you can understand them socially a little more. The only golden rule here is to steer clear of politics and their family situation in the early stages as this can quickly send your train off the tracks if you're uneducated on their beliefs and their situation. Consider it like this - you want to move your potential client from a "buyer-seller situation" and into a "BBQ conversation". Like you've known them for 6 months and wanted to invite them around for a BBQ to meet your family and break bread. And this is exactly the key reason why having a coffee with a prospect or having lunch with them speeds up the selling process significantly.
5. Be aware of your emotional state and how to keep hold of that state. If the meeting isn't heading the way you had hoped or dreamt of, all is not lost! Don't get disheartened if the timing isn't right for them and they want you to touch base in 6 months. This might just be the case. Yet many salespeople will switch off here, cross their arms & tune out - this can certainly leave a sour taste in the mouth of your prospect. Instead - consider it an opportunity. It allows you to keep the door open with your prospect and see if they might be able to recommend someone which your product would suit them right now. You can also use a variety of selling tactics here including free delivery, discounts, value-adds and product scarcity to speed up the process. Re-frame your thinking here - this is now potentially a bigger and better opportunity!

NLP, when used intuitively, can completely change the game in your selling success. It's time to consider how you can better utilise this framework to create stronger conversions within your target audience. Be smart, don't oversell, understand your prospects better and the rewards will come.

Happy selling!