The Psychology Of Selling

Kim Newman Over 10 years experience in

performance management Over 10 years of senior management

coaching experience Follower of peak performance coaching

practices for over 10 years Post Graduate Diploma in Performance

Coaching for Business Diploma in Life Coaching

Colin Phelan

IN the region of 10 years of participation in the subject of NLP

Qualified and Certified NLP Practitioner

Qualified & Certified NLP Master Practitioner

Qualified & Certified Hypnotherapist Member of the BBNLP (British Board

of Neuro Linguistic Programming)

What is Selling

The Process of Influencing Others

Why Master the ‘Power of Influence

Nothing has ever been sold that at some level the Buyer has not been Influenced firstly to make that purchase.

To progress in PML we must all learn to Influence people to Buy from us.

NWWAM

Needs Wants

Wounds Authority

Money

The Meaning of Communication

7% Words

38% Tonality

55% Physiology

Through Words

Predicates Key Words Common Experiences Values & Beliefs.

Through Tonality

Tone Tempo Quality Volume Origin

Through Physiology Matching & Mirroring through

Postures Gestures Facial Expressions Blinking Breathing

Representational Systems Visual Auditory Kinaesthetic Auditory Digital

Visual Stand or sit upright with erect spine. Eye movement generally around the top Higher pitch, loud, fast, clear speech. Breath at top of lungs. Neat tidy and well groomed. Not good at memorising verbal instructions Predicates See, Look, Appear.

Auditory Eyes move from side to side. Breath from the middle of their chest. Talk to themselves. Easily distracted by noise. Can repeat back what has been said exactly. Like talking on the phone and listening to music. Memorise by procedures and steps. Sensitive to tone of voice. Predicates Hear, Listen, Sounds.

Kinaesthetic Breath from the bottom of their lungs. Lower pitched, slower, quieter voice. Move slowly and deliberately Respond to touch and physical reward. Stands closer than a visual person Memorise by doing and walking through

the steps. Predicates. Feel, touch, grasp.

Auditory Digital Talk to themselves Learn things by making sense of

them. Can take on of other systems. Precise factual language. Predicates Experience, think, understand. .

10 Influencing Filters

The following preferences will provide a clear strategy for how you can Influence potential customers to buy

1 Towards or Away From Pain v Pleasure People do more to avoid Pain than

they do to gain pleasure. For example Would you do more to prevent

someone stealing £1000 from you or earn £1000.

2 Frame of Reference Internal v External When presented with a decision do

you look within yourself for the answer or look to external influences to give you the answer.

3 Possibility v Necessity Necessity

Will act if there is no option and generally to avoid Pain although some people can operate towards pleasure in this way.

Possibility Working towards Pleasure generally

although can act due to the possibility of pain.

4 Relationship Sort Matchers see Sameness Miss Matchers see Difference Mismatchers with Sameness Matchers with Difference

5 Attention Focus Relating to Buyers Primary Focus Self – Needing to understand what

buying will do for them specifically. Others – Needing to understand

what buying will do for company as a whole.

Data – Needing to see documented details of what buying will provide.

6 Completion or Process Understand whether individual is

focused on the task being completed or ensuring the process is concluded compliantly

7 Convincer Strategy How do they need to receive the

evidence to decide to buy. What is there Lead Representational

system. Visual, Auditory, Kinaesthetic,

Auditory Digital. How often do they need to See,

Hear, Feel or Read this information.

8 Generality or Specificity Is the Buyers Focus The Big Picture and Strategy The project detail. The big picture and then the detail. The detail and then the big picture.

9 Past Assurances or Future Possibility

Very similar to Possibility or Necessity and time sensitive.

I.e. Are they interested in PML having being around for 12 years or are they influenced by current issues the outcomes portrayed.

10 Cost or Convenience Whilst cost is always a factor it is

not always the key Convenience and comfort are often

the key drivers for Influencing.

Negotiation The Agreement Frame Replace “but” with “and”. "Yes, and ….." “I agree and …..”

Values The emotional states that we believe are most

important for us to either experience or avoid. Values determine the direction of your life. If you consistently meet a persons value’s

congruently you will achieve maximum Influence on them.

People usually have one Positive Value which they must experience

And one Negative which they will do the most to avoid.

Pain V Pleasure

People do more to avoid Pain than they do to Gain Pleasure

Emotion V Logic

People buy for emotional reasons and justify with Logic

Rapport is

King

The 10 minute guide

to Networking

Growth of Networks Shift occurred towards diverse

networks Key is……

To help others which…. Grows your relationships Grows your reputation which…..

Attracts people, opportunities and business to you

Your network provides…. Sales through advocates Advice and ideas Suppliers and Partners Inspiration and Support

What are you known for? Clarify your message

Avoid being just another marketing person

Stand out by knowing your niche Have an ‘elevator pitch’

30 second summary of what you do A PML elevator pitch has been drafted

Practice by regularly speaking to people in different environments

Develop your profile Look at others for inspiration Find points of interest and show an

interest Avoid controversial discussion

topics

Show your expertise Catch peoples attention and stand

out Show your knowledge and

expertise Add value to discussions Join clubs and groups

Build credibility People need to believe in you

before they refer you to others Behave consistently Give and receive testimonials Actively advocate others

Nurture your relationships

Find people you connect with You will naturally connect with some

people more than others That’s OK Combine different activities to:

Use search tools and attendee lists for events to find out who you might connect with

Where you can read peoples profiles and get a feel for people before you meet them

Go to events to meet people

Develop relationships Take time to really get to know

people Just giving your business card

randomly to people rarely works Ideally face to face Focus on understanding who they

are, what they do and what they seek

Actively help others Try to focus on other people not

whats in it for you Strive to help people where you can Become known as a giver not a taker Help contacts and strangers with

what they seek; generally knowledge and connections

Be patient It takes time to settle in, time to

develop relationships, time to get referrals and time to get work

Plan to build your network over a period of time

Both your relationships and reputation take time to build

Learn from everyone you meet

Thank You