Simply put, Neurolinguistic Programming (NLP) in Selling, as a concept, is based on building a quick and meaningful relationship with a prospect in a seller-buyer transaction. The salesperson uses specific words and actions to develop a strong emotional connection with a potential customer. The expected result is the positive but unconscious reaction of the prospect which prompts him to make the purchase decision.
Founded by Richard Bandler and John Grinder in the United States in the 1970s, many people in business know NLP as a great tool for personal development. Professional salespeople around the world intentionally or unknowingly use NLP techniques successfully at all stages of their sales efforts, from prospecting to closing a sale. Regardless of the immense effects and power of NLP techniques in sales, there is usually not much discussion of this concept.
NLP allows a better understanding of the communication process thus aiding the sales process through a more effective exchange of ideas with prospects. Communication is one of the most vital aspects of selling and practicing the NLP model can produce better results when closing sales.
Neuro Linguistic Programming
The term neurolinguistic programming refers to how the mind and body communicate with each other (neuro) and how a person uses verbal and non-verbal (linguistic) communication to respond to another person. “Programming” is the way in which people carry out activities in an impulsive or conscious manner in a specific situation. This aims to improve understanding and response in all aspects of life.
This discipline can not only provide immense benefits to a salesperson in a sales situation, but is also extremely beneficial for the personal development of any individual. As a practical therapy, NLP includes communication, personal development by understanding how language correlates with body and mind.
NLP is essentially a tool for efficient and successful functioning which can also be described as a “user manual” for the mind. For example, NLP teaches how to look at the eyes of the person in conversation. The eyes of the person in front indicate that he is actively listening to understand or not the content of the communication. NLP instantly advises the salesperson whether or not to continue or take some other cause of action such as changing the style or manner of speaking to make sure the prospect does not miss the information provided.
Business application
In the business context, the real benefit of NLP is that it enables more successful communication, influencing and motivating others for better performance. Therefore, the model can offer huge benefits to overall organizational performance. Work-oriented NLP training can provide effective results in areas such as coaching and mentoring. In addition, NLP helps improve negotiation skills and can also be extremely effective in staff motivation campaigns.
One of the key aspects of NLP is that people think and express themselves in different ways and the most important part is understanding the ways that others communicate. With NLP, the salesperson can identify a prospect who expresses it visually. It is common knowledge that if a salesperson can instantly say that they know what the customer wants, the relationship grows stronger and the chances of closing a deal become easier.
Communication-oriented techniques
Communication-focused NLP techniques are ideal in terms of execution benefits for a sales team. For example, if a customer walks into a car sale asking about safety and fuel efficiency, a salesperson may impulsively understand that the customer will not be receptive to other features of the car.
However, training in NLP techniques allows the seller to go deeper into the situation. Instead of focusing on the customer’s basic security requirement, NLP helps the salesperson use the type of language in which the customer will be more receptive to the conversation. In short, NLP helps the salesperson be more empathetic to recognize individuality.
NLP sales phrases are sometimes referred to as “magic words” which are extremely powerful in business communication. This is not an exaggeration, although it might seem to be the case for a non-seller, and the power of those compelling, eye-catching words causes customers to buy decisions in favor of the seller, when used on time. They are emotionally evocative and advantageously capture the prospect’s attention.
These psychologically engaging words or phrases of power are used effectively not only by the sales fraternity but also by marketers to spark consumer interest when creating messages. Carefully thought out communications with consumers using NLP methods are known to be more effective. NLP has helped messaging to a customer base to be deeper than traditional advertising methods because the understanding of a customer segment is higher.
NLP Power Phrases are powerful, positive, and confident and include words such as excellent, confidence, fulfillment, remarkable, exclusive, final, guaranteed, proven, genuine and many more similar words. Even in a normal training session, when trainers are discussing the presentation stage of the sales process, trainees are encouraged to use these powerful words. However, the difference is that NLP training provides a stronger and deeper insight into the use of such phrases.
NLP can show which word a salesperson should use to get an optimal response from the customer. In order to become more responsive, the seller must pay close attention to the buyer’s reactions and observe any changes in their behavior. The reason a person practices NLP is to read buyers’ reactions without taking the time to think about it. Simply, the process is similar to training airplane pilots in simulators where they don’t have to think about reacting to emergencies.
Body language
Words used with NLP selling techniques extend beyond mere words and are transferred to the body of the seller as well. Therefore, it is imperative to be mindful of the salesperson’s “body language” in a sales situation. Practiced non-verbal communication makes customers more relaxed in their responses, creating a more empathetic conversation. Therefore, the salesperson should lead the sales conversation with emphatic non-verbal cues to convey attention to the customer.
Active listening
In any seller-to-buyer conversation, prospects are emotionally receptive to the kindness and cordiality they see and hear from the seller. Therefore, active listening in selling is one of the key techniques in the concept of NLP. Being genuinely conscientious and being sincere about the prospect reflects a convincing response from the prospect. A solid mood on conversation begins with active listening where the salesperson understands a prospect’s feelings.
Express positivity
NLP in sales is a positive affirmation. As some non-professional sellers practice, bullying prospects into buying doesn’t mean selling. NLP training provides insight to foster proactive and lasting confidence. The simultaneous use of verbal language and body language to keep the conversation upbeat with outspoken intentions engages the prospect in an elevated spirit.
Mirror effect
Matching the prospect’s verbal and non-verbal language is a sure way to build trust and relationships. NLP-trained salespeople subtly match and reflect the prospect’s body language, manners, and words. This process, known as mirroring, keeps prospects comfortable in a conversation that generates effective results for a salesperson. However, the seller’s effort should be low-key and should not be felt to be burdensome.
NLP techniques are by no means magic tricks. For successful interaction with prospects, many other things are applied other than communication. However, practicing neuro-linguistic programming can undoubtedly improve sales performance in general. Famous international sales coach Patrick Ellis, in his book Who Dares to Sell, says that the greatest art lies in the endless creativity of a salesperson.
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