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Sales INsider To close more sales, open your mind with NLP... by Kim Sheeter Business was awful and Debra Taylor was losing sleep. She just wasn't closing any sales. The 29-year-old manufacturers rep remembers stumbling across an infomercial late one night. Tony Robbins promised unlimited power with the purchase of a set of tapes. The self-help on sale was based on something called Neuro-Linguistic Programming. With several motivation seminars already under her belt, Debra doubted one more would help, but she did make note of the title of two bestsellers by Robbins, Unlimited Power and Awaken the Giant Within. She didn't think about Robbins or his powers again until she met a friend for lunch a few weeks later. "I knew Lori's company was having layoffs so I wanted to cheer her up. Usually, she gets pretty worried, but she seemed very calm and focused. When I asked her about it, she told me she had attended a workshop on NLP. She claimed she had better control of her moods. It sure seemed to be true. Somehow she even made me feel more relaxed. I was ready to learn more about NLP." Lori referred Debra to Daniel Olson, an Orlando trainer who offers an introductory NLP workshop. Ironically, Olson studied under the same teacher as Tony Robbins, NLP's co-creator, John Grinder. Debra called Olson and signed up for a class. She laughs, "I still wasn't exactly sure what NLP was all about, but I figured compared to Tony Robbins, this guy was a real bargain." (Truer than she knew. According to the company that produces his infomercial, Robbins has grossed more than $150 million in tape sales. As a motivational speaker, he can command $75,000 an appearance.) So what makes NLP so popular? Neuro-Linguistic Programming is definitely a mouthful. And a brain-full. "Neuro" refers to the brain. "Linguistic" refers to how we use language. "Programming" is a term borrowed from behavioral science and the world of computers. The abbreviation "NLP" is still easier than a definition. "NLP teaches you to be aware of how verbal and nonverbal language effects your brain, your nervous system and your subconscious," says Olson. "It gives you an elegant way to make dramatic changes quickly." So what do you actually "do" when you practice NLP? First, you find out how you operate your brain, which is easier than it seems because there are only three basic choices. You are primarily visual, auditory, or kinesthetic. We reveal our preferences by our choice of language, how quickly we speak, the voice range/tone, the location of the breathing (high in the chest vs. low in the chest) and the movement of our eyes. With practice, it's easy to pick out a kinesthetic, spot a visual, or sound out an auditory thinker. This is a theory Debra could put to the test right away. "I found out I am definitely kinesthetic--- I have to go into sensations and feelings to know what I think. Both my boyfriend and my boss are highly visual -- they think in pictures. A lot of my customers are auditory -they want me to answer a lot of questions and provide written information." She continues, "Just recognizing these basic differences has helped me. It's simple, but it's really powerful. I started building my sales back up as soon as I learned to really notice how my customers wanted to be sold. When you can read a person, you know exactly what the person needs from you to make a decision. Debra is now continuing her training in order to be certified. "I've made good contacts in my classes. I like practicing the techniques with other sales people, lawyers, financial advisors and teachers. We all want to be mind-readers like Daniel!" Debra feels NLP gives her an edge, yet is still respectful of other people. "When you are in rapport with someone -- breathing with them, thinking the way they do -- you aren't using them, you're making them feel understood at a very basic level. Changes happen in you, and that's what people respond to." Olson agrees, "You could say NLP is an unfair advantage in the positive sense, because you can set people up to succeed. If you don't approach communication with sincere respect, you can't build trust and rapport and you won't get what you want." Olson has been helping people get what they want freedom from smoking, phobia cures, even an improved golf swing--- since 1982. He has worked as a corporate consultant, sales trainer, and with private clients. "I give people the tools to make changes, coupled with inner changes in attitude to make their changes stick." The easygoing Iowan doesn't seem to have much in common with the flamboyant Robbins, who challenges his students to walk on hot coals. Olson prefers to use sly humor and wordplay to make his points. "Naturally, I want every workshop to be useful, but I also want people to have fun. You learn when you're relaxed, even though we're encouraged to believe otherwise." His work has been featured in The Orlando Sentinel, Success magazine, and on radio and television. Olson has seen NLP steadily gain mainstream acceptance. "People who are a little confused by the theories at first are quickly won over by the results." The U.S. Government reportedly uses NLP as part of accelerated learning programs, and the techniques are finding their way into corporate training programs. Olson thinks the time is right for NLP. "Our communication skills are finally catching up to our communications technology. People are realizing that it's time to pay attention to the real messages we send each other." Olson offers
sales training and success coaching using NLP. Email Daniel at [email protected] Reprinted permission of SalesINsider (1995) |
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