Using NLP techniques to boost sales skills in the field

NLP in the workplace is a concept that is growing in popularity. Its focus on improving communications, replicating excellence and changing thinking, behaviours and attitudes[1] make it a clear partner for business success. One area in which NLP can make a particular difference is sales and business development. After all, sales is all about communications – negotiating, persuading and informing. It is also based on trying to get potential customers to change their thinking about the product or service you are selling, and to alter their behaviours by buying into it.

Sales requires a number of special communications skills. For example, establishing what the customer needs through effective questioning, active listening, building up trust and rapport and overcoming any resistance or objections. It is also necessary to influence and persuade your potential customer to choose what you have to offer – all important soft skills that can be enhanced by using NLP techniques[2].

Building trust, strengthening relationships

As with any human interaction, the more of a rapport that a salesperson can build up between themselves and their audience, the more likely it will be that there will be mutual trust and respect. Creating rapport leads to an increased ability to influence others and help them feel comfortable around you[3]. It can be done by finding common ground, looking for meaningful connections and establishing a sense of familiarity and reassurance during the conversation. Several NLP techniques help with this, including mirroring the other person in speech patterns and gestures and paying close attention to body language to find out what they may be thinking or feeling about the interaction.

You can also use what you know about body language to control how you are coming across. For example if you know that you are feeling nervous, pay attention to your regular ‘give-away’ signs and work out how to exude a calmer, more reassured vibe. Persuade people of your integrity and interest by using active listening, confident body stances, encouraging facial expressions, open gestures etc. Use visualisation techniques to imagine how your body language might look in the event of a successful sales negotiation and replicate that in your next interaction to turn imagined excellence into reality.

Overcoming objections and resistance

This is where the changing behaviours and beliefs aspect of NLP theory comes into play. By knowing how to redirect negative statements and beliefs into positive outcomes, you can often reverse what is looking like an unsuccessful sales pitch and get things back on track. One powerful technique that helps with this is reframing. One of the main components of NLP (along with pattern interrupting), reframing looks at how we can learn to change our own habits and responses, emotional and otherwise, to a situation[4].

While we may not be able to influence the situation itself, or its outcome, we can alter how we react to it and feel. In the case of someone expressing an objection during a sales pitch, we do have to accept their viewpoint and concern, but that doesn’t mean we can’t change how we react and behave ourselves to try to change their mind. Understanding how the other person is feeling can be a huge help with this – once we know why they are objecting, it is much easier to form a compelling argument to the contrary that really resonates with them. Much better than simply giving a generic answer back as part of well-practised, non-personalised and potentially irritating sales patter.

Discovering customers’ needs

NLP techniques such as active listening and sensory acuity (the ability to notice and be aware of other people’s conscious and sub-conscious reactions and responses[5]) help us identify what potential customers need. These techniques also help sales people find the right form of communications to persuade customers that they can supply the missing pieces. Once an audience knows that you can help them fulfil one or more of their needs, the sales battle is all but won.

So, how do you know which of your customers’ needs are paramount? There are many models that can help with this, including Maslow’s well-known Hierarchy of Needs[6]. This model takes a pyramid and places human needs on it in order of their importance. It starts with the most important, fundamental things that are needed to survive on the first and largest tier, such as food and drink, shelter, clothing and sleep. Next, comes physical safety, gainful employment, property and resources. Taking third place is love and belonging through friends, romantic partners, family and meaningful connections. Finally, the two sections at the top of the pyramid are about esteem, respect and recognition – and finally, self-actualisation and a desire to become all that a person can be.

Knowing, therefore, what drives people and the order in which their needs must be met enables the savvy salesperson to use persuasion and influence to present their offering at its very best. Add to that the other NLP techniques of reframing, pattern interruption, active listening, body language and creating rapport, and you will have a pretty powerful set of sales skills at your disposal. Go ahead – why not give some of them a try next time you find yourself having to sell a product or service or work on new business development?

[1] Source: NLP for Business Success, Jeremy Lazarus, published 2013, pp 12-14.

[2] Source: https://www.theknowledgeacademy.com/blog/how-is-nlp-useful-in-successful-selling/. Accessed 29 June 2023

[3] Source: NLP for Business Success, Jeremy Lazarus, published 2013, pp 60-67

[4] Source: https://nlpyourself.com/nlp-reframing/. Accessed 29 June 2023.

[5] Source: NLP for Business Success, Jeremy Lazarus, published 2013, p 287

[6] Source: https://www.simplypsychology.org/maslow.html. Accessed 29 June 2023