If we could use NLP in selling, would that have any value for you? Here is an answer, one page or less, to a common question in NLP.
In the 1930’s, (reprinted in 1992) Frank Bettger wrote a book titled, How I Raised Myself from Failure to Success in Selling and he kicked off modern thinking about selling. Notable authors since then have included J. Douglas Edwards (who was THE sales trainer of the 1950’s, 1960’s and 1970’s, and who trained over 200,000 salespeople a year for over 20 years), and Tommy Hopkins (he’s still around). Edward’s book How to Develop Sales Closing Power is still in print as it is Hopkin’s How to Master the Art of Selling. The greatest advance in selling in the last 80-85 years is the addition of NLP to the thinking of selling, and thereby to the results. Depending how it is taught, NLP techniques can be extremely useful in increasing closing ratios and succeeding without “pushing the sale down the client’s throat”. Regardless of how fed-up you may be with pushy sales people, the truth is that NLP techniques used in integrity can definitely assist and accelerate the selling process and make it a win-win situation.
To keep it simple, the addition of the NLP techniques to selling happens in the 5 Step Sales Process. In brief here’s how it works:
The 5 Step Sales Process
- The first thing to do in any selling situation is to Establish Rapport.
- The second step is to Ask Questions directly related to the client’s main interest.
- Establish Value: And there are 3 parts to this:
- Find a Need or Opportunity,
- Establish the Value of a Solution, and
- Link the Need and the Solution.
- Closeâ€”Ask for the Sale.
- Handle the Objection by:
â€” Ignoring it and going to 3,
â€”Answering it and going to 3.
So, can NLP be used in effective selling? Yes! In fact, it already is, and has been for years. But in the interest of brevity we don’t need to say much more, since it is taught in all our trainings together with other skills (linguistic and otherwise) useful in selling, and outlined in a number of places on this website including Using NLP in Business CD set.
THE VALUE OF WHAT YOU’RE SELLING: I also believe that YOU need to be able to see that what you are selling is valuable. You know that it is so valuable, that you need to be willing to do whatever it takes to have your client see how valuable it really is. If you don’t truly believe in the benefit your client has from making that purchase the whole sales process will seem (and be) disingenuous. On one hand you will have the salesperson making his/her living by doing this job and on the other hand you will have a customer who in many occasions is reluctant to spend the money. When sales become more than just a financial transaction in the mind of the sales person, then you could have a happy exchange of goods and services in a win-win situation.
That knowing generates enthusiasm, your enthusiasm, seeing that what you’ve got is invaluable. It’s worth much more than you’re asking. Then you can ask your client to see that, too.