jeff hoffman's inbound 2014: sales secrets for marketers: boost engagement with nlp

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Jeff HoffmanMJ Hoffman and Associates, LLC.

YOUR SALESMBA™

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About Jeff Hoffman…Over 25 years of entrepreneurial and sales excellence.Programs based on 2000+ hours of research & development.F500 client roster includes BT, Deutsche Bank, Dow Jones, Gartner, Google, Intuit, salesforce.com, SAP, Symantec, and UPS. Featured in Inc. Magazine, Fortune Small Business, ComputerWorld, SellingPower, Sales and Marketing Magazine, and Training Magazine.Top-rated content appears on Apple’s iTunes and Monster.com2006 & 2007 Finalist for Selling Power’s Sales Excellence Award for Sales Training Program of the Year and 2006 Finalist for American Business Award for Best Sales Trainer.Delivers popular Global Sales Development Series at MIT/Sloan and the Harvard Business School.Techniques have been taught to thousands in 2 countries over 6 continents.

Background

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What are the shared qualities of top salespeople?• 100% acceptance of responsibility for all results• Do not take “NO” personally• Intensely goal-oriented• Above-average ambition, will-power, and determination• Impeccably honest with themselves and customers• Ability to approach strangers, even when uncomfortable

- Harvard Business School study, 2002

Background

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“I gave her a ring last night.”

NLP

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What are the basic assumptions of NLP?Master Communicators…

• Clearly held goals and outcomes• Know what they want• Are very skilled at interpreting non verbal responses

immediately• Flexible, willing to modify their behavior accordingly• Enjoy the “challenge” of difficult relationships

NLP

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• Developed in early 1970s at University of Santa Cruz in IS, Math, and Linguistics

• Dr John Grinder and Richard Bandler later applied its roots to psychotherapy

• A model of how humans communicate• Practiced worldwide in public and private sector including

business communication, management training, corporate and labor negotiation, law, childhood and secondary education, psychology, sales, marketing, law enforcement, professional athletics.

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NLP

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I make important decisions based on…A) My gut feelingsB) The options that sound best to meC) What looks right to me

A successful meeting is one where the attendees…A) Illustrated the clear points clearlyB) Articulated a sound argumentC) Grasped the tangible issues

ExerciseTHE VAK TEST

V = _____ A = _____ K = _____

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(cont.)

People know if I am having a good or bad day by…A) The way I dress and my overall appearanceB) The thoughts and feelings that I shareC) The tone of y voice

If I disagree with someone, I am most influenced by…A) The sound of the their voiceB) How they look at meC) a lack of a connection with their feelings

When outside, I am very aware of…A) The sounds and noises around meB) The wind and the warmth of the sun on my faceC) The colors and shapes of my surroundings

Exercise

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A Sensory Language Primer

TWO basic types of language:

Sensory – Visual, Auditory, Kinesthetic, (Olfactory, Gustatory)Non-Sensory – Neutral or “digital”

“Analyze, answer, ask, benefit, capability, change, choose, credible, decide, engage, experience, evaluate, idea, interest, know, learn, need, process, qualify, quantity, result, service, understand, use, utilize…”Non-sensory words fail to stimulate sensory activity.

NLP

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A Sensory Language Primer

Visual People

Usually talk fast & use their bodies to communicateEnjoy visual images, symbols, design – seek attractive designed environments

THEY: “I don’t see that as a problem;” “This appears to be….” “It is crystal clear…”YOU: “I want to show you something.”

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NLP

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A Sensory Language Primer

Visual Language…

“Aim, appear, blind, blush, bright, brilliant, clear, cloudy, dark, diagram, dim, draw, dull, envision, examine, fade, focus, foggy, gaze, glance, glare, gleam, glimpse, glow, hazy, illuminate, illustrate, image, inspect, light, look, magnify, murky, notice, observe, perspective, picture, reflect, reveal, scan, see, show, sparkle, stare, view…”

NLP

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A Sensory Language Primer

Auditory people

Moderately paced with little body movementEnjoy music, drama – tune into sound and noise levelsTHEY: “Let’s hear how this sounds” “It’s clear as a bell” “Tell me more…”YOU: “Let’s hear how this sounds”

NLP

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A Sensory Language Primer

Auditory Language

“Articulate, amplify, argue, boom, bark, call, chatter, command, dictate discuss, echo, express, harmony, listen, loud, narrate, noise, orchestrate, profess, rave, resonate, ring, say, sing, sound, static, tune, tell, voice…”

NLP

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A Sensory Language Primer

Kinesthetic People

Slower paced and active listenersTHEY: “I am more comfortable with…” Athletics, working with materials, feels out a comfortable environment

“I have a grasp on the situation…” “It feels right to me..”

YOU: “I would like to walk you through something.”

NLP

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A Sensory Language Primer

Kinesthetic Language

“Absorb, attach, attack, balance, bend, bounce, catch, cold, concrete, comfortable, connect, cool, cut, draw, electric, fall, feel, firm, flush, fumble, grab, grasp, hard, heavy, hold, hot, irritate, link, massage, merge, point, pressure, resist, seize, sense, steady, stretch, strike, tackle, throw…”

NLP

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Eye MovementsNLP

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Internal Application

• Live business meetings and presentations• Prepare with VAK stimuli to see, hear and hold• V – location, brightness, colors, powerpoint• A – volume, circle or theater style, breakouts, conf an additional speaker• K – demos, models, documents

• Conference calls• Physically engaged• Clearly define a 3 point agenda• Solicit a mix of responses• Slow down• Preface your points with prepared VAK intros• Use names and photos (f you have them.)

NLP

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External application

• Meetings

• Negotiation

• Networking and interviewing – use of a personal commercial

NLP

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MJ Hoffman and Associates, LLC.

60 State Street, 7th FloorBoston, MA 02109

www.mjhoffman.com

@mjhoffman.com

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