Have you ever heard of Neuro-Linguistic Programming (NLP)? Generally, those who start in the sales area end up being introduced to this line of study sooner or later.
In the last 15 years, we have seen very large dissemination of the ideas proposed in the 70s by Richard Brandler and John Grindler. Today, one of the most famous speakers in the US, Tony Robbins, is an NLP writer and coach, with several best-sellers.
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- And why has NLP become so famous in the professional field and especially in sales?
- Anchoring or Anchors
And why has NLP become so famous in the professional field and especially in sales?
Its creators believed, from the beginning, that just as you can change your routine and copy the hobbies of someone you admire, it would also be possible to model your mindset and behavior to act similarly or equal to icons of success.
In this way, you can also acquire exceptional traits, such as the oratory of John F. Kennedy or the authority of Martin Luther King.
Since then, NLP has been adapted to various sectors, from politics to more specialized branches, where human interaction is crucial in achieving results, such as in Sales.
The techniques proposed by Neurolinguistic Programming were adapted or inserted at the right times in each salesperson’s process, in order to take advantage of their maximum potential and achieve the best results.
And what are these techniques? Well, today we are going to cover two introductory NLP techniques that can help you in your daily life.
In English, it is known as Mirroring, and it is a technique used naturally by very charismatic people. The human being has a natural tendency to value their peers, so it is so common to see groups of friends with similar behavior as similar garments and even lined up ideas.
By analyzing the behavior of extremely persuasive public figures, several NLP researchers have come to the conclusion that (a coincidence) it was a natural tendency of these people to “copy” body language, speech, and, oddly enough, even breathing rhythm. and heartbeat.
The amazing thing is that this mirroring technique is more natural than you think, but it is only well used by people considered popular or attractive. Going deeper into the studies, a great proof of the value of Mirroring is precisely the fact that people with behavioral disorders and who cannot adapt to society have much more difficulty in finding patterns and mirroring them, which further away from social life.
Psychopaths or sociopaths, for example, are able to mirror the behavior of other people so well on some occasions that they are often described using words like “magnetism” or “irresistible”, but at the same time, they feel internally displaced from the rest of society and have a mindset very different from the common one, separating right from wrong in an unacceptable way to what is imposed by our laws and nature.
The importance of mirroring, then, lies in creating what is called rapport (which, I believe, almost every salesperson has heard of). By modeling your own behavior to mirror your interlocutor (or lead, for example), you can create a much deeper connection and, consequently, increase the trust that exists in the relationship.
As every good salesperson knows, rapport, or the customer’s trust in you, is essential to ensuring a sale and the best profit margin possible.
This technique is much easier to be used in field sales since there is direct contact with the customer. However, even if contact is made over the phone, you can still adapt your speech, tone of voice, and even speed of speech when negotiating with a customer.
If you want to read a little more about mirroring, I also advise you to read about Body Language, which can help you to predict certain behaviors during a negotiation and not mirror inappropriate postures, which can hinder you in closing your negotiations.
I recommend the two books below to anyone who wants to understand more about the subject:
- The body speaks
- Unraveling the Secrets of Body Language
Anchoring or Anchors
Creating anchors, or Anchoring is the association of different subjects or behaviors, that is, you can associate your product with an optimistic feeling in the head of your lead or prospect.
In NLP, anchoring acts as a trigger to help you get into a positive emotional state, which is your internal use, or to activate certain behaviors in other people.
This is unconscious human behavior. Just think of something you don’t like to do but that happens frequently in your life, like generating monthly reports on your sales. Whenever your boss asks you to do such reports, the day seems to be a little worse, even though it’s wonderful weather outside, doesn’t it? Or when your wife/husband says he wants to go to that relative’s house you don’t like, for example.
Unconsciously, your mind relates a situation to a certain feeling, and your behavior is affected at the same time.
That’s why many companies take their customers or lead to expensive dinners or trips, all paid, and try to offer the best experience possible, so that feeling becomes an association with the service or product you offer.
In some branches, this is even easier to see or do. Virgin Airlines, for example, is recognized for offering a differentiated travel experience to its customers and, as such, brand recognition is very high.
Closer to our reality today is the difference in experience between a taxi ride and an Uber ride. For those who have had the opportunity to experience the two and compare them, you know that it is very difficult to go back to riding a taxi after the treatment received in Uber cars.
And how can you do this during a negotiation? For those in the field of field sales, generating rapport is the first step, otherwise creating anchors becomes very complicated, since there is no openness or intimacy for it.
Once you have a connection, all that’s left to do is have a well-crafted sales script that creates positive associations with your product or service. The simplest way, which is still improved through training, is to understand exactly the customer’s problem and solve it, or at least demonstrate a situation in which you solved the same problem for another customer, making clear the benefits generated and describing the situation in detail.
Do you already use NLP in your sales pitch? Comment below what are techniques you use or the doubts you have about the subject.
PS: If you’d like to dig deeper into the subject, I recommend Anthony Robbins’ bestseller: Power Without Limits .