Master the Language of Sales KW046

Presenter Dianna Kokoszka Austin, TX President of MAPS Institute KWU International Master Faculty Author of 21 Books A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

Dianna Kokoszka

Austin, TX

President of MAPS Institute

KWU International Master Faculty

Author of 21 Books

A copy of this presentation is available for download at www.kellerwilliamsuniversity.com

Big Thinkers

Mindset Impacts Your Business 90% of your business is mental 10% of your business is skill

90% of your business is mental

10% of your business is skill

What Is the Language of Sales? Study of how words affect the brain to get an outcome Strategies which will cause your clients to be more inclined to work with you Method to build rapport quickly

Study of how words affect the brain to get an outcome

Strategies which will cause your clients to be more inclined to work with you

Method to build rapport quickly

There Are More Than 30 Language Patterns We will learn one language pattern and one technique which can be implemented today. The Language of Sales Coaching Program teaches 23 more over the course of six months.

We will learn one language pattern and one technique which can be implemented today.

The Language of Sales Coaching Program teaches 23 more over the course of six months.

Language Patterns Mirroring and Matching Commitment Embedded Commands Modal Operators Tie-Downs Presuppositions Awareness Adverb Automatic Temporal Approvals Conditional Binds Single and Double Binds Verbal Placing and Leading Pacing Implied Direct Level Shifting Future Pacing

Mirroring and Matching

Commitment

Embedded Commands

Modal Operators

Tie-Downs

Presuppositions

Awareness

Adverb

Automatic

Temporal

Approvals

Conditional Binds

Single and Double Binds

Verbal Placing and Leading

Pacing

Implied Direct

Level Shifting

Future Pacing

Language Patterns (cont.) Cause and Effect Conditional Binds Single and Double Binds Combinations What Specifically? Has there ever been a time …

Cause and Effect

Conditional Binds

Single and Double Binds

Combinations

What Specifically?

Has there ever been a time …

Your Brain Analyzes what’s going on around you Looks for instances where you have experienced similar items Searches for repetitious patterns (RAS) At 20 years old goes on autopilot “ I’ve been there … done that.”

Analyzes what’s going on around you

Looks for instances where you have experienced similar items

Searches for repetitious patterns (RAS)

At 20 years old goes on autopilot

“ I’ve been there … done that.”

P – T – F – A – R P – Programming leads to … A – Action which leads to … R - RESULTS T – Thoughts which lead to … F – Feelings which lead to …

Subconscious Mind R eticular A ctivating S ystem

R eticular

A ctivating

S ystem

Self-Talk Affirmations Get a partner Write 3 to 4 affirmations Say them daily Positive comments and thoughts Anchoring Happy feelings Happy times Negative comments or thoughts (on listing appointment)

Affirmations

Get a partner

Write 3 to 4 affirmations

Say them daily

Positive comments and thoughts

Anchoring

Happy feelings

Happy times

Negative comments or thoughts (on listing appointment)

Language Negative Language Empowered Choices I want I choose I wish I require I have to or should I can I can’t I will I need I have the resources You really make me angry I am responsible for my feelings It’s hard It is a challenge I haven’t mastered yet

Change the way you look at things AND the things you look at change.

Lessons of the Square Watermelon Japanese grocery stores are much smaller than US stores; no space to waste Watermelons take up a lot of space Farmers decided if watermelons were square, they would take up less space Most people would say this problem is impossible to solve

Japanese grocery stores are much smaller than US stores; no space to waste

Watermelons take up a lot of space

Farmers decided if watermelons were square, they would take up less space

Most people would say this problem is impossible to solve

Lessons of the Square Watermelon (cont.) The farmers did not assume this problem was impossible to solve They soon found out that by putting the watermelon in a square box while it is growing, it will take on the shape of the box

The farmers did not assume this problem was impossible to solve

They soon found out that by putting the watermelon in a square box while it is growing, it will take on the shape of the box

The meaning of communication is the response you get.

Results or Reasons

Mindset Remove the drama from your life Costs you time and money Ruins your emotions

Remove the drama from your life

Costs you time and money

Ruins your emotions

Objectives To master selling such that your words cause instantaneous action in others To build rapport quickly To have a positive frame of mind at all times To have you become a master at objection handling

To master selling such that your words cause instantaneous action in others

To build rapport quickly

To have a positive frame of mind at all times

To have you become a master at objection handling

Biggest Challenge EGO

EGO

Communication 7% is Words 38% is Tonality 55% is Body Language

7% is Words

38% is Tonality

55% is Body Language

One Technique Match speed of speaking and volume

Match speed of speaking and volume

Mirroring and Matching Tips Match physiology using subtle differences Match speech rate, volume, and tonality Use client’s favorite or important words (words they stress or use repeatedly) Match breathing rate Listen actively by restating what was said

Match physiology using subtle differences

Match speech rate, volume, and tonality

Use client’s favorite or important words (words they stress or use repeatedly)

Match breathing rate

Listen actively by restating what was said

98.5 104.5 Feel bad and you attract more bad things to you Feel good and you attract more good things to do What Frequency Are You On?

98.5

104.5

Feel bad and you attract more bad things to you

Feel good and you attract more good things to do

Exercise Work in pairs. Practice establishing rapport by mirroring and matching body language and speech patterns. Break rapport by using distracting activities like looking away, bored body language, rolling eyes, sighing, etc. Share feelings.

Work in pairs.

Practice establishing rapport by mirroring and matching body language and speech patterns.

Break rapport by using distracting activities like looking away, bored body language, rolling eyes, sighing, etc.

Share feelings.

Suggestion or Command Suggestion: an idea that makes you lean one way or another Command: a direct order to do something right now

Suggestion: an idea that makes you lean one way or another

Command: a direct order to do something right now

Suggestions / Commands You should list with me. Will you sign the contract? Could you think about listing with me? What are your thoughts on price? List with me. Sign the contract now. List with me tonight. Price it right.

You should list with me.

Will you sign the contract?

Could you think about listing with me?

What are your thoughts on price?

List with me.

Sign the contract now.

List with me tonight.

Price it right.

Embedded Commands One to four word groups Order you to do something Make sense on their own Call to action Create unusual patterns of language Force the unconscious mind to pay attention

One to four word groups

Order you to do something

Make sense on their own

Call to action

Create unusual patterns of language

Force the unconscious mind to pay attention

Embedded Commands Subtle suggestions delivered to the subconscious mind Deliver louder and lower with a downswing at the end

Subtle suggestions delivered to the subconscious mind

Deliver louder and lower with a downswing at the end

How do we interrupt the brain waves? Analogical markings Four steps to this Pause before the command. Downswing on the end of the command. Make the volume of the command louder. Pause after the command.

Analogical markings

Four steps to this

Pause before the command.

Downswing on the end of the command.

Make the volume of the command louder.

Pause after the command.

You’re Chuck Norris Let’s practice Karate chop Downswing

Let’s practice

Karate chop

Downswing

Embedded Commands Feel good Get excited Do it Sign the contract Buy this house Come to the office Decide tonight Get moving now Feel compelled Make a decision Say yes Do what I say You like me Set an appointment Extend the listing Work with me Act now Sign now Be honest

Feel good

Get excited

Do it

Sign the contract

Buy this house

Come to the office

Decide tonight

Get moving now

Feel compelled

Make a decision

Say yes

Do what I say

You like me

Set an appointment

Extend the listing

Work with me

Act now

Sign now

Be honest

Embedded Commands Follow my advice Send me referrals Trust me Like me Feel comfortable Agree with me Commit to me Hire me Listen to me Feel confident Buy now Believe me Sell now Sell this house Get started List now Do as I say Choose me Take action Price it right

Follow my advice

Send me referrals

Trust me

Like me

Feel comfortable

Agree with me

Commit to me

Hire me

Listen to me

Feel confident

Buy now

Believe me

Sell now

Sell this house

Get started

List now

Do as I say

Choose me

Take action

Price it right

Modal Operators Use before embedded commands to increase the effectiveness of the command. Act like indicators of what people think they should be doing.

Use before embedded commands to increase the effectiveness of the command.

Act like indicators of what people think they should be doing.

Modal Operators (cont.) Must Can May Try Will you Want to Intent to Able to Possible to Decide to Need to You could Have to Pretend to Have to Wish to Let me Choose to Should Ought to Suppose to Got to Allow me to You would

Must

Can

May

Try

Will you

Want to

Intent to

Able to

Possible to

Decide to

Need to

You could

Have to

Pretend to

Have to

Wish to

Let me

Choose to

Should

Ought to

Suppose to

Got to

Allow me to

You would

Embedded Commands: Examples Most people … DO WHAT I ASK … after I show them my track record. May I do that now? If you … LEARN THIS MATERIAL … you will be able to use it powerfully, and that will allow you to … FEEL GOOD … about your sales.

Most people … DO WHAT I ASK … after I show them my track record. May I do that now?

If you … LEARN THIS MATERIAL … you will be able to use it powerfully, and that will allow you to … FEEL GOOD … about your sales.

Embedded Commands: Examples (cont.) You can … Sign the Contract … at any time during my presentation … okay? Many FSBOs decide to … Hire Me … due to the fact that I get them more money than almost any other agent in Denver. By now … you can see I work differently than other agents.

You can … Sign the Contract … at any time during my presentation … okay?

Many FSBOs decide to … Hire Me … due to the fact that I get them more money than almost any other agent in Denver.

By now … you can see I work differently than other agents.

Most things take a minute to learn and a lifetime to master.

Most things take a minute to learn and a lifetime to master.

The Language of Sales There are 15 – 17 more patterns discussed in the Language of Sales Coaching Program. Come to the MAPS Booth to enroll! 2008 Winner of the Prism Award 2009 Winner of the Stevie Award

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