The Psychology Of Selling
Kim Newman  <ul><li>Over 10 years experience in performance management </li></ul><ul><li>Over 10 years of senior managemen...
Colin Phelan  <ul><li>IN the region of 10 years of participation in the subject of NLP  </li></ul><ul><li>Qualified and Ce...
What is Selling  <ul><li>The Process of Influencing Others  </li></ul>
Why Master the ‘Power of Influence  <ul><li>Nothing has ever been sold that at some level the Buyer has not been Influence...
NWWAM <ul><li>Needs  </li></ul><ul><li>Wants  </li></ul><ul><li>Wounds </li></ul><ul><li>Authority  </li></ul><ul><li>Mone...
The Meaning of Communication  <ul><li>7% Words  </li></ul><ul><li>38% Tonality  </li></ul><ul><li>55% Physiology  </li></ul>
Through Words  <ul><ul><li>Predicates </li></ul></ul><ul><ul><li>Key Words  </li></ul></ul><ul><ul><li>Common Experiences ...
Through Tonality  <ul><li>Tone </li></ul><ul><li>Tempo  </li></ul><ul><li>Quality  </li></ul><ul><li>Volume  </li></ul><ul...
Through Physiology  <ul><ul><li>Matching & Mirroring through </li></ul></ul><ul><ul><li>Postures </li></ul></ul><ul><ul><l...
Representational Systems  <ul><ul><li>Visual  </li></ul></ul><ul><ul><li>Auditory  </li></ul></ul><ul><ul><li>Kinaesthetic...
Visual  <ul><li>Stand or sit upright with erect spine. </li></ul><ul><li>Eye movement generally around the top  </li></ul>...
Auditory  <ul><li>Eyes move from side to side. </li></ul><ul><li>Breath from the middle of their chest. </li></ul><ul><li>...
Kinaesthetic  <ul><li>Breath from the bottom of their lungs. </li></ul><ul><li>Lower pitched, slower, quieter voice. </li>...
Auditory Digital  <ul><li>Talk to themselves  </li></ul><ul><li>Learn things by making sense of them. </li></ul><ul><li>Ca...
10 Influencing Filters  <ul><li>The following preferences will provide a clear strategy for how you can Influence potentia...
1 Towards or Away From  <ul><li>Pain v Pleasure  </li></ul><ul><li>People do more to avoid Pain than they do to gain pleas...
2 Frame of Reference  <ul><li>Internal v External  </li></ul><ul><li>When presented with a decision do you look within you...
3 Possibility v Necessity  <ul><li>Necessity  </li></ul><ul><li>Will act if there is no option and generally to avoid Pain...
4 Relationship Sort  <ul><li>Matchers see Sameness  </li></ul><ul><li>Miss Matchers see Difference </li></ul><ul><li>Misma...
5 Attention Focus  <ul><li>Relating to Buyers Primary Focus </li></ul><ul><li>Self – Needing to understand what buying wil...
6 Completion or Process <ul><li>Understand whether individual is focused on the task being completed or ensuring the proce...
7 Convincer Strategy  <ul><li>How do they need to receive the evidence to decide to buy. </li></ul><ul><li>What is there L...
8 Generality or Specificity  <ul><li>Is the Buyers Focus </li></ul><ul><li>The Big Picture and Strategy  </li></ul><ul><li...
9 Past Assurances or Future Possibility  <ul><li>Very similar to Possibility or Necessity and time sensitive. </li></ul><u...
10 Cost or Convenience <ul><li>Whilst cost is always a factor it is not always the key  </li></ul><ul><li>Convenience and ...
Negotiation  <ul><li>The Agreement Frame  </li></ul><ul><li>Replace “but” with “and”. </li></ul><ul><li>&quot;Yes, and ….....
Values <ul><li>The emotional states that we believe are most important for us to either experience  or avoid. </li></ul><u...
Pain V Pleasure  <ul><li>People do more to avoid Pain than they do to Gain Pleasure </li></ul>
Emotion V Logic  <ul><li>People buy for emotional reasons and justify with Logic  </li></ul>
<ul><li>Rapport  </li></ul><ul><li>is  </li></ul><ul><li>King  </li></ul>
<ul><li>The 10 minute guide to  </li></ul><ul><li>Networking </li></ul>
Growth of Networks <ul><li>Shift occurred towards diverse networks </li></ul><ul><li>Key is…… </li></ul><ul><ul><li>To hel...
Your network provides…. <ul><li>Sales through advocates </li></ul><ul><li>Advice and ideas </li></ul><ul><li>Suppliers and...
What are you known for? <ul><li>Clarify your message </li></ul><ul><ul><li>Avoid being just another marketing person </li>...
Develop your profile <ul><li>Look at others for inspiration </li></ul><ul><li>Find points of interest and show an interest...
Show your expertise <ul><li>Catch peoples attention and stand out </li></ul><ul><li>Show your knowledge and expertise </li...
Build credibility <ul><li>People need to believe in you before they refer you to others </li></ul><ul><li>Behave consisten...
Nurture your relationships <ul><li>Find people you connect with </li></ul><ul><ul><li>You will naturally connect with some...
Develop relationships <ul><li>Take time to really get to know people </li></ul><ul><li>Just giving your business card rand...
Actively help others <ul><li>Try to focus on other people not whats in it for you </li></ul><ul><li>Strive to help people ...
Be patient <ul><li>It takes time to settle in, time to develop relationships, time to get referrals and time to get work <...
<ul><ul><li>Thank  </li></ul></ul><ul><ul><li>You  </li></ul></ul>
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Power of influence

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Power of influence

  1. 1. The Psychology Of Selling
  2. 2. Kim Newman <ul><li>Over 10 years experience in performance management </li></ul><ul><li>Over 10 years of senior management coaching experience </li></ul><ul><li>Follower of peak performance coaching practices for over 10 years </li></ul><ul><li>Post Graduate Diploma in Performance Coaching for Business </li></ul><ul><li>Diploma in Life Coaching </li></ul>
  3. 3. Colin Phelan <ul><li>IN the region of 10 years of participation in the subject of NLP </li></ul><ul><li>Qualified and Certified NLP Practitioner </li></ul><ul><li>Qualified & Certified NLP Master Practitioner </li></ul><ul><li>Qualified & Certified Hypnotherapist </li></ul><ul><li>Member of the BBNLP (British Board of Neuro Linguistic Programming) </li></ul>
  4. 4. What is Selling <ul><li>The Process of Influencing Others </li></ul>
  5. 5. Why Master the ‘Power of Influence <ul><li>Nothing has ever been sold that at some level the Buyer has not been Influenced firstly to make that purchase. </li></ul><ul><li>To progress in PML we must all learn to Influence people to Buy from us. </li></ul>
  6. 6. NWWAM <ul><li>Needs </li></ul><ul><li>Wants </li></ul><ul><li>Wounds </li></ul><ul><li>Authority </li></ul><ul><li>Money </li></ul>
  7. 7. The Meaning of Communication <ul><li>7% Words </li></ul><ul><li>38% Tonality </li></ul><ul><li>55% Physiology </li></ul>
  8. 8. Through Words <ul><ul><li>Predicates </li></ul></ul><ul><ul><li>Key Words </li></ul></ul><ul><ul><li>Common Experiences </li></ul></ul><ul><ul><li>Values & Beliefs. </li></ul></ul>
  9. 9. Through Tonality <ul><li>Tone </li></ul><ul><li>Tempo </li></ul><ul><li>Quality </li></ul><ul><li>Volume </li></ul><ul><li>Origin </li></ul>
  10. 10. Through Physiology <ul><ul><li>Matching & Mirroring through </li></ul></ul><ul><ul><li>Postures </li></ul></ul><ul><ul><li>Gestures </li></ul></ul><ul><ul><li>Facial Expressions </li></ul></ul><ul><ul><li>Blinking </li></ul></ul><ul><ul><li>Breathing </li></ul></ul>
  11. 11. Representational Systems <ul><ul><li>Visual </li></ul></ul><ul><ul><li>Auditory </li></ul></ul><ul><ul><li>Kinaesthetic </li></ul></ul><ul><ul><li>Auditory Digital </li></ul></ul>
  12. 12. Visual <ul><li>Stand or sit upright with erect spine. </li></ul><ul><li>Eye movement generally around the top </li></ul><ul><li>Higher pitch, loud, fast, clear speech. </li></ul><ul><li>Breath at top of lungs. </li></ul><ul><li>Neat tidy and well groomed. </li></ul><ul><li>Not good at memorising verbal instructions </li></ul><ul><li>Predicates </li></ul><ul><li>See, Look, Appear. </li></ul>
  13. 13. Auditory <ul><li>Eyes move from side to side. </li></ul><ul><li>Breath from the middle of their chest. </li></ul><ul><li>Talk to themselves. </li></ul><ul><li>Easily distracted by noise. </li></ul><ul><li>Can repeat back what has been said exactly. </li></ul><ul><li>Like talking on the phone and listening to music. </li></ul><ul><li>Memorise by procedures and steps. </li></ul><ul><li>Sensitive to tone of voice. </li></ul><ul><li>Predicates </li></ul><ul><li>Hear, Listen, Sounds. </li></ul>
  14. 14. Kinaesthetic <ul><li>Breath from the bottom of their lungs. </li></ul><ul><li>Lower pitched, slower, quieter voice. </li></ul><ul><li>Move slowly and deliberately </li></ul><ul><li>Respond to touch and physical reward. </li></ul><ul><li>Stands closer than a visual person </li></ul><ul><li>Memorise by doing and walking through the steps. </li></ul><ul><li>Predicates. </li></ul><ul><li>Feel, touch, grasp. </li></ul>
  15. 15. Auditory Digital <ul><li>Talk to themselves </li></ul><ul><li>Learn things by making sense of them. </li></ul><ul><li>Can take on of other systems. </li></ul><ul><li>Precise factual language. </li></ul><ul><li>Predicates </li></ul><ul><li>Experience, think, understand. . </li></ul>
  16. 16. 10 Influencing Filters <ul><li>The following preferences will provide a clear strategy for how you can Influence potential customers to buy </li></ul>
  17. 17. 1 Towards or Away From <ul><li>Pain v Pleasure </li></ul><ul><li>People do more to avoid Pain than they do to gain pleasure. </li></ul><ul><li>For example </li></ul><ul><li>Would you do more to prevent someone stealing £1000 from you or earn £1000. </li></ul>
  18. 18. 2 Frame of Reference <ul><li>Internal v External </li></ul><ul><li>When presented with a decision do you look within yourself for the answer or look to external influences to give you the answer. </li></ul>
  19. 19. 3 Possibility v Necessity <ul><li>Necessity </li></ul><ul><li>Will act if there is no option and generally to avoid Pain although some people can operate towards pleasure in this way. </li></ul><ul><li>Possibility </li></ul><ul><li>Working towards Pleasure generally although can act due to the possibility of pain. </li></ul>
  20. 20. 4 Relationship Sort <ul><li>Matchers see Sameness </li></ul><ul><li>Miss Matchers see Difference </li></ul><ul><li>Mismatchers with Sameness </li></ul><ul><li>Matchers with Difference </li></ul>
  21. 21. 5 Attention Focus <ul><li>Relating to Buyers Primary Focus </li></ul><ul><li>Self – Needing to understand what buying will do for them specifically. </li></ul><ul><li>Others – Needing to understand what buying will do for company as a whole. </li></ul><ul><li>Data – Needing to see documented details of what buying will provide. </li></ul>
  22. 22. 6 Completion or Process <ul><li>Understand whether individual is focused on the task being completed or ensuring the process is concluded compliantly </li></ul>
  23. 23. 7 Convincer Strategy <ul><li>How do they need to receive the evidence to decide to buy. </li></ul><ul><li>What is there Lead Representational system. </li></ul><ul><li>Visual, Auditory, Kinaesthetic, Auditory Digital. </li></ul><ul><li>How often do they need to See, Hear, Feel or Read this information. </li></ul>
  24. 24. 8 Generality or Specificity <ul><li>Is the Buyers Focus </li></ul><ul><li>The Big Picture and Strategy </li></ul><ul><li>The project detail. </li></ul><ul><li>The big picture and then the detail. </li></ul><ul><li>The detail and then the big picture. </li></ul>
  25. 25. 9 Past Assurances or Future Possibility <ul><li>Very similar to Possibility or Necessity and time sensitive. </li></ul><ul><li>I.e. Are they interested in PML having being around for 12 years or are they influenced by current issues the outcomes portrayed. </li></ul>
  26. 26. 10 Cost or Convenience <ul><li>Whilst cost is always a factor it is not always the key </li></ul><ul><li>Convenience and comfort are often the key drivers for Influencing. </li></ul>
  27. 27. Negotiation <ul><li>The Agreement Frame </li></ul><ul><li>Replace “but” with “and”. </li></ul><ul><li>&quot;Yes, and …..&quot; </li></ul><ul><li>“ I agree and …..” </li></ul>
  28. 28. Values <ul><li>The emotional states that we believe are most important for us to either experience or avoid. </li></ul><ul><li>Values determine the direction of your life. </li></ul><ul><li>If you consistently meet a persons value’s congruently you will achieve maximum Influence on them. </li></ul><ul><li>People usually have one Positive Value which they must experience </li></ul><ul><li>And one Negative which they will do the most to avoid. </li></ul>
  29. 29. Pain V Pleasure <ul><li>People do more to avoid Pain than they do to Gain Pleasure </li></ul>
  30. 30. Emotion V Logic <ul><li>People buy for emotional reasons and justify with Logic </li></ul>
  31. 31. <ul><li>Rapport </li></ul><ul><li>is </li></ul><ul><li>King </li></ul>
  32. 32. <ul><li>The 10 minute guide to </li></ul><ul><li>Networking </li></ul>
  33. 33. Growth of Networks <ul><li>Shift occurred towards diverse networks </li></ul><ul><li>Key is…… </li></ul><ul><ul><li>To help others which…. </li></ul></ul><ul><ul><ul><li>Grows your relationships </li></ul></ul></ul><ul><ul><ul><li>Grows your reputation which….. </li></ul></ul></ul><ul><ul><ul><ul><li>Attracts people, opportunities and business to you </li></ul></ul></ul></ul>
  34. 34. Your network provides…. <ul><li>Sales through advocates </li></ul><ul><li>Advice and ideas </li></ul><ul><li>Suppliers and Partners </li></ul><ul><li>Inspiration and Support </li></ul>
  35. 35. What are you known for? <ul><li>Clarify your message </li></ul><ul><ul><li>Avoid being just another marketing person </li></ul></ul><ul><li>Stand out by knowing your niche </li></ul><ul><li>Have an ‘elevator pitch’ </li></ul><ul><ul><li>30 second summary of what you do </li></ul></ul><ul><ul><li>A PML elevator pitch has been drafted </li></ul></ul><ul><li>Practice by regularly speaking to people in different environments </li></ul>
  36. 36. Develop your profile <ul><li>Look at others for inspiration </li></ul><ul><li>Find points of interest and show an interest </li></ul><ul><li>Avoid controversial discussion topics </li></ul>
  37. 37. Show your expertise <ul><li>Catch peoples attention and stand out </li></ul><ul><li>Show your knowledge and expertise </li></ul><ul><li>Add value to discussions </li></ul><ul><li>Join clubs and groups </li></ul>
  38. 38. Build credibility <ul><li>People need to believe in you before they refer you to others </li></ul><ul><li>Behave consistently </li></ul><ul><li>Give and receive testimonials </li></ul><ul><li>Actively advocate others </li></ul>
  39. 39. Nurture your relationships <ul><li>Find people you connect with </li></ul><ul><ul><li>You will naturally connect with some people more than others </li></ul></ul><ul><ul><li>That’s OK </li></ul></ul><ul><ul><li>Combine different activities to: </li></ul></ul><ul><ul><ul><li>Use search tools and attendee lists for events to find out who you might connect with </li></ul></ul></ul><ul><ul><ul><li>Where you can read peoples profiles and get a feel for people before you meet them </li></ul></ul></ul><ul><ul><ul><li>Go to events to meet people </li></ul></ul></ul>
  40. 40. Develop relationships <ul><li>Take time to really get to know people </li></ul><ul><li>Just giving your business card randomly to people rarely works </li></ul><ul><li>Ideally face to face </li></ul><ul><li>Focus on understanding who they are, what they do and what they seek </li></ul>
  41. 41. Actively help others <ul><li>Try to focus on other people not whats in it for you </li></ul><ul><li>Strive to help people where you can </li></ul><ul><li>Become known as a giver not a taker </li></ul><ul><li>Help contacts and strangers with what they seek; generally knowledge and connections </li></ul>
  42. 42. Be patient <ul><li>It takes time to settle in, time to develop relationships, time to get referrals and time to get work </li></ul><ul><li>Plan to build your network over a period of time </li></ul><ul><li>Both your relationships and reputation take time to build </li></ul><ul><li>Learn from everyone you meet </li></ul>
  43. 43. <ul><ul><li>Thank </li></ul></ul><ul><ul><li>You </li></ul></ul>
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