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Sales and Neurological Levels
by Patrick Porter
Published on this site: April 27th, 2006 - See
more articles from this month
Logical levels? What is that, you might ask? It is a model
created by Robert Dilts, a pioneer in the field of neuro-linguistic
programming (NLP) after studying Gregory Bateson (1904-1980).
Some believe that Bateson will before long (presumably in
the 21st century) come to be recognised posthumously as "another
Einstein of the 20th century" or even as beyond him.
Bateson part Anthropologist, Social Scientist, Cyberneticist,
was one of the most important social scientists of this century.
With this background in mind, Dilt's created a learning model
called "Neorological Levels." My persupposition
in this article is that, in the consultive sale you uncover
the need. This is the first level in the nuerological levels.
If the person you are selling to doesn't live in the "envorionment"
where your product of service is needed, you will not get
any further.
Once you have uncovered the "need" for your service.
Your customer will start to evaluate your behavior. This is
where the skills of rapport come in. Your prospect will evaluate
how consistant are you with your method of delivery. This
can be real or synthetic as NLP teaches. You can match body posture,
tone and tempo and even breathe like they do. But this will
only work for small ticket items. When selling as a consultant,
your true nature will be revealed. This is where the skilled salesperson is head and shoulders above the rookie. You can't
fake it while your making it. In fake, it is better to lay
your cards on the table and let them know you are a rookie.
You will then be using this logical level of behavior to your
advantage. People by their very nature want to help. They
will help you close the sale.
Once you have worked through the first two levels of environment
and behavior, you will start interacting with their beliefs
and values. If you are positioning your product in alignment
with their values, it will fit into their beliefs. The natural
salesperson does this by nature. The prospect is using words
like challenge, freedom or flexibilty. Each of these words
are hot buttons for that person and they also relate to their
beliefs and values. You would do well to listen for these
words I term Impact words in my book, "Awaken the Genius."
As you iteract on these first three levels in sales, you are
getting to know one another - figuring out if you can do business
together.
As you understand this level of learning, you will ask questions
to educate and lead the prospect. Hence, to do this, you should
be using the ABC of sales. Always be closing. This allows
you to know if they have the capacity to make the decision to buy or not. Which is the next level. If they are
not the decision maker you should work to empower them to
get that person or group involved.
Once you have everyone who will be making the decision involved,
it is time to ask the need-payoff questions. This is a series
of questions that once the prospect answers them they are
identifying with your product or service. Identifying is the
next step in the logical level process. If they don't have
the need they will not identify. If they don't think they
or their company can demonstrate the behaviors necessary they
will not identify. If your product or service is not in alignment
with their values and beliefs they will not identify.
That means, it is your task in the sales setting to get these
four specific areas to align and it will move your prospect
beyond identifying and they will become part of your sales
force - helping to refer family members, business associates and staff members and it all started with the idea of educating,
enlightening and motivating them to buy your product or service.
Dr. Patrick Porter is an entrepreneur,
award-winning author, and motivational speaker. His electrifying
keynote speeches and seminars deliver the real life, nuts
'n bolts concepts. For more information go to: http://www.PatrickKPorter.com
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