Using NLP in Sales

Many moons ago I came across NLP.  It seemed to be used by people who were positive, had a great mindset, resilient and accountable. So I started to investigate and incorporate some of the techniques. (then I went on to do the 3 programs that then took me to being a Trainer of NLP, certified by the American Board of NLP) so I could help others understand themselves and help them communicate more effectively. Neuro-Linguistic Programming (NLP) is a powerful approach to communication and personal development that has been used for decades in various fields, including sales. NLP offers a framework for understanding how language and behavior affect our thoughts, feelings, and actions. By mastering the principles of NLP, salespeople and leaders can become more effective communicators, build stronger relationships, and achieve greater success in their careers. In this blog post, we will explore three key areas where NLP can be applied in sales for leaders and salespeople.

1. Building Rapport

Rapport is the foundation of any successful relationship, whether it’s a personal or professional one. In sales, building rapport with potential customers is essential to establishing trust and creating a positive buying experience. NLP offers a range of techniques to build rapport quickly and effectively. One of the most effective techniques is matching and mirroring, which involves mirroring the behavior and body language of the person you are interacting with. For example, if your prospect is leaning forward, you can lean forward as well. If they are speaking slowly, you can adjust your pace accordingly. This technique can create a sense of familiarity and trust between you and your prospect. A study conducted by Heslin and Meyers (2009) found that rapport building through mirroring and matching led to increased trust and cooperation between parties involved in a negotiation. In addition, a study by Mann (2015) found that matching and mirroring techniques improved customer satisfaction and led to increased sales. To be clear, if you  ARE in rapport there is simply no need to match and mirror at all.  So, the question probably should be ‘how do I get into rapport’ (without forcing it).  Care about the other person, research and do your homework. Have your intent to help them. When that happens you naturally are in rapport.  In 30 years of sales I’ve only had to use this match and mirroring once in business and that’s when I was not in rapport (no connection whatsoever) and due to the nature of what I had to do I had to be. Ah and one other time to get an upgrade on a flight when 10 people ahead of me also asked. 😉

2. Persuasive Language

Effective communication is essential to persuading people to take action. NLP offers techniques for using language that are designed to influence and persuade people to take a desired course of action. One of the most effective NLP techniques for persuasive language is the use of presuppositions. Presuppositions are statements that assume the truth of something without stating it directly. For example, saying “When you decide to purchase our product” presupposes that the customer will eventually decide to purchase the product, rather than if they will. This technique can be used to guide the conversation towards a desired outcome and increase the likelihood of a sale. Research conducted by Grist and Hesketh (1994) found that the use of presuppositions in sales interactions led to increased customer commitment and motivation to take action. Additionally, a study by McLane (2018) found that the use of presuppositions in email marketing led to increased open rates and click-through rates. As it is with all things, one size doesn’t fit all. If your client isn’t sold on the value of what you have to offer this will not only fall flat on it’s face it will also damage the relationship as they will think you are arrogant, so observe and adapt!

3. Overcoming Objections

Salespeople often face objections from potential customers, which is normal and a clear buying signal that the client needs more information. NLP offers techniques to help salespeople overcome objections and build trust with customers. One of the most effective NLP techniques for overcoming objections is reframing. Reframing involves shifting the perspective of an objection to a positive aspect of the product or service being sold. For example, if a customer objects to the price of a product, (say the product is 15% higher than a competitor, most sales people focus on that ‘issue’  and put their energy into it- but if that sales persons product outlasts the competitors by 6 months then the price is cheaper than the competitors) the salesperson needs to see the value and ‘own it’ and then would need to practice how to deliver this information so that it lands with the client in the right way Research conducted by Tobin and Jones (2018) found that reframing objections led to increased customer satisfaction and reduced the likelihood of losing the sale. Additionally, a study by Mink and Tobin (2019) found that reframing objections was an effective strategy for reducing customer complaints and improving customer loyalty. Reframing is my favourite technique as you can guide the client to  see the situation through a different ‘lens’.  The steps to do this would be 1) be sold yourself 2) know all the objections 3) know how to deliver that objection – basically not to be smug about it  – the job of  a sales person is to educate and convert. Expect Objections, welcome them and see them as areas that the client needs clarity on. Overall, NLP is a powerful tool for sales leaders and salespeople to communicate more effectively, build stronger relationships, and achieve greater success. By mastering sales and adopting some principles of NLP and applying them in your sales interactions, you can achieve greater success and help your customers make informed decisions that benefit them in the long run. Finding out more about people: Read about our Situational Leadership program here  >>> Read: Enabling your team to read personality types to sell more >>>

Piece written by Charmaine Keegan,  author of over 20 eBooks, is a sought-after guest speaker, panellist, and keynote. She is a Certified Trainer Extended Disc System, of Situational Leadership, of NLP (how we operate), Hypnotherapy (unconscious communication) and Timeline Therapy (recognising your beliefs about sales and money – and recognising that of your customer). She has studied the psychology of human behaviour and is considered an absolute authority and true expert on sales techniques. She has ‘walked the walk‘ so her content, programs and key notes are highly practical, relatable and focused on results.

Smarter Selling is sales and mindset coaching for high performing leaders and teams