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In this issue of The Sales Buzz

To read, see, or consider, the full newsletter open Back issue the Sales Buzz.

Recognizing the 3 modalities so we can use them

Last week we looked, talked about, and thought of how to recognise and read the different modalities the customer was using as they processed the information.

To get the full lesson open Last week's issue of The Sales Buzz.

When you're up to date - Ready to click on - You can see the next, and best part of the NLP sales training. How to use what you have now seen how to read.

You've read how they're thinking

Now you know how to spot how a buyer is processing the information you are telling and showing them, you can start to use it.

A brief example

I was managing a telesales team for a cable TV provider. While listening in to a young lady trying to sell premium movie packages to a customer, I heard how they were both thinking.

The Sellers modality

The seller was in hearing, verbal, modality. A good sales call with a nice prsentation of the benefits of the service. She was talking at average speed, using words related to talking, reading, and auditory modality.

Phrases that began:

Let me tell you...
Listen to this...
Talking of which...

It was easy to spot. She was processing the sales and product information she had in her mind, and in the literature in front of her, with self talk, her mind's voice, and with sounds.

The Buyer's modality

The buyer responded slower than average, as if considering the proposition. He used phrases such as:

I'll think about it...
Considering how...
Well when you think about it...

Often a deep outletting of breath before replying.

He was in feeling modality, using his feelings to take in the information and make decisions.

How we won the sale

The package was the right one for the customer. It was well presented and there were plenty of benefits for the buyer. But the buyer kept raising small objections. He paused when she tried to close the sale, and she just couldn't get over this small obstacle to the sale.

I wrote on her note pad in big letters:

She suddenly remembered the sales training. She re-phrased her sales presentation and used words related to the feeling modality.

I think you would...
How does that feel...
Imaging how...

Same benefits, same presentaion structure, but the communication matched the way the buyer was processing. They were on the same wavelength.

Added to this, she slowed down her breathing, left pauses for the buyer to consider her proposal, and really built rapport with her customer. ...And yes she got the sale..

They talk fast, think in pictures, and want you to do the same.

Look at your buyer ...unless you work in telesales, then you have to build a picture based on what you hear..

If you have a buyer that is obviously making pictures to process the information you give them, where are they looking. The classic actions are to look upwards. Usually to one side depending on if they are picturing the past or the future ..but that's training for a later newsletter..

They could fix a glazed stare forwards. Whatever it is you will now know about it, see it. They may talk fast because they don't have to think of the words, they just talk about the picture.

If they can see a problem ...and they literally do SEE the problem ... they can talk about it in detail because it is there, in front of their mind's eye.

You use the same process they are using.

You think in pictures, and you talk in picture related words. You keep the conversation going at a good speed. Talk too slow and you'll bore your buyer.

Use a demonstration, a sample of what you sell, show them what they will have. There's no point just talking about it, they want visual. If you're selling stone pathways and drives, take them outside and show them where the new drive will be.

Don't worry that there is nothing there now, they'll make it up in their mind. they will build a mebtal picture, with your help. Work with them as they walk around their mental plan.

Ask them to:
Picture what it will look like.
Paint me how you would like it to look.
Plan your ideal finshed scene.

Get it right and they will walk around the flower beds they have put there in the mental image.

If you are in an office use pictures and colorful brochures. I know many sales people that take their own photographs of their products if they don't think the ones on the company brochures are visually good enough.

This is especially true of technical sales literature. Your buyer may still need visual stimulation. Take some phots and show them on your lap top.

What I am going to tell you now is difficult to prove. It's difficult to measure, and I can't quantify the results. But I have seen the difference it can make to the communication and sales presentations for my sales people.

Have you ever seen a really good example of someone making internal pictures when you talk with them?

There are some people that look right up to the sky and roll their eyes up into their head, as if looking into their mind.

With less exagerated examples there may be a slight upward look, or even just eye level and a slight upward roll of the eyes.

Use your visual sales aids

If you use a visual sales aid such as a sample, photograph, or brochure, you don't want to go against the process your buyer is using. You want to fit in with it.

I have seen sales people talk to buyers and when asked a question the buyer looks slightly upwards and makes internal pictures. The sales person gets them talking using visual modality words and phrases that works with the process.

Then when an object such as a picture or sample is used ..or even a contract to sign .. The seller places it down on the table.

Try this exercise

Either stood up or sat upright, make a picture of a bright happy event. A holiday, winning something good, or some really good experience

...There's no one else looking make it really good and personal...

Now drop your head and look at the floor while trying to keep this happy vision. You may still be able to see the picture, but often there is a change. The picture isn't as clear, you can't hold on to it, and the feelings associated with it become less.

Back to our sales pitch

You are about to start closing. You're building up the emotion of the buyer. They are making pictures to process the information and form their communication back to you.

You show them the perfect item for them. But you place it on the desk. They were looking up, or straight ahead, as you were in the last exercise. Now they have dropped their eyes, and are looking, and feeling, down.

There's a good chance the buying emotion you created has gone. They may even struggle to take in the visual image of the photo or sample. They don't see pictures down there, they see them higher.

It can cause a complete break in the rapport you have worked so hard to build. Do you want this change as you bring out the contract?

If you are sat opposite a buyer, that is looking up to make pictures, and you want to show them your new sample, stand up. Allow them to keep their gaze at the height that fits their visual processing.

Don't throw the contract on the desk. Hold it open across your chest so the don't have to look down to see it.

Pick up your lap top and hold it at head height for them as they look at the screen.

Have you ever thought about that before?

If not, fantastic, you have something new to try out, see if it works for you, and develop your sales skills to use it for better results.

You know what to say when you ask that important question now.

You close a sale by asking:

How does that look.
Do you see the advantages.
Can you picture yourself looking good in that.

Actions to make this training work

Go through your sales meeting with a customer. Go over it in your mind, and change all the words and actions to suit a buyer that is processing the information visually.

Look at your visual aids, if you don't have any get some, and make them even more visual, colorful, exciting.

Most of all start reading people.
Whenever you're talking to people, watching interviews on TV, observing people, read them. Are they seeing pictures, using their feelings, or in hearing mode.

Selling to buyer's that are using hearing and feeling modes

I hope you have found some interesting ideas ...found, is that a feeling or visual related word?

In the next issues we will look at how to sell to buyer's using the other modalities.

In the meantime work on what you know so far. Now your eyes are open to how people think and process information, you will see it all around you.

If you want to freak out your sales team or colleagues, point out to them when they are seeing pictures. Ask them a question, and if they look up, roll their eyes,or get that far away focus look, say to them,'I see you're seeing a picture to answer that question. It's worth it for the look on their face as they think you have seen inside their mind, well you have in a way.

That's my aim with The Sales Buzz Free Newsletter and with all the selling and career techniques on the sales training website. You can learn sales skills without spending huge amounts of money or ploughing through long boring books.

Pick up sales techniques and sales skills from wherever you can. You do not have to spend huge amounts of money to get the learn sales skills that are right for you. I present sales techniques that are:

Easy to learn sales skills
Short and to the point
Simple to put into action

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Mike from New York has sent in sales objections that are really topical in today's sales climate. With homes losing value, investments plunging, and job security on every buyer's mind, these sales objections can come up in any market.

Open the help overcoming objections page and put your sales sklls and experience to the test.

The Sales Buzz is the free newsletter for all sales people in all sales roles. If there is a topic you would like to see covered here use the contact form on the website and I'll get the best information, from working sales professionals, to learn sales skills and pass them on to you on this newsletter.

Wishing you the very best with your sales career.