Selling with NLP

“Superselling”

Course Objectives

• Foundation level comprehension of selling with NLP

• How to understand more about your prospective client in five minutes than you would in two weeks!

• Predicting how your client will buy

• Learning how clients sell to themselves

Course outline

• NLP explained• The Psychology of Buying and Selling

• How People Buy – Seeing Your Client Through Your Clients Eyes

• Establishing Rapport – The Key to big money• Creating Magic: Techniques for a successful sales strategy

• Effective Listening• Verbal Techniques That Build Trust• Mirroring – Building Trust non-verbally• Eliciting Outcomes – discovering your clients strategy• Pacing and Leading• Cashing Objections• Closing Successfully

NLP - background

• Neuro-Linguistics Programming – the study of natural ‘behaviour’ and ‘instinct’ and its meaning and interpretation by others

• It is a subtle yet powerful tool for communicating with people effectively

• Founded by Richard Bandler and John Grindler after extensive study of world-leading therapists and the behavioural patterns between them and their clients

• Clarifies and explains how ‘trust’ is achieved in these, the most sensitive of areas relating to personal communication i.e. therapy

• Applied and developed to the sales process by Kerry Johnson who worked with and studied NLP-based behavioural processes present in ‘super-sellers’ ($1m p.a. + earners)

How People Buy – Seeing your client through your clients eyes…

“People buy trust first, products second”

If trust is present….

• Clients are more receptive to suggestions

• Give more time to a salesperson

• Schedule appointments earlier in the day

• More likely to open up

• Discuss needs and buying habits

• Inform salespeople about future plans

VAK Questioning – an exercise

• 30 questions• Answer HONESTLY• Score 3 for most appropriate, 2 for next and 1 for

the least• Write 1,2 or 3 in the box• If you can’t decide between two choices score each

one with a 3 and the third with a 1• Add up your scores at the bottom• 15 minutes

Mental Maps – Perceiving the world around you

• People have 3 basic methods of perceiving the world around them• VISUAL – Those who ‘see it’• AUDITORY – Those who ‘hear it’• KINESTHETIC – Those who ‘feel it’

• We all have a dominant preference of perception – the most natural way in which we perceive

• A person doesn’t ‘choose’ which map he or she uses as a ‘preferred’ way to communicate NATURALLY

• If you can ‘read’ people’s mental maps• Very powerful tool• Literally understand how your clients are thinking• Learn to communicate to clients the way your clients communicate to

you!!• You can adapt your style of communication to gain effect and

understanding

The Visuals

Visuals

• ‘See’ things happening• Makes pictures/images in their mind• Understand things better when they see it• Turn everything you say into pictures• Have great visual memories• Can describe how things look in detail• Remember colours, shapes and forms• Think in images when ‘fantasizing’ about the future• 35% of us are visuals

Recognising ‘visuals’…

• They say ‘visual’ things• Can you show it to me?• I can see what you’re saying• Looks good to me

• They use visual predicates• See show bright picture clear look

Envisage view perceive illustrate Highlight focus reflectwatch preview survey perspective

• Appearance is important e.g.• Tie too short• Shoes not shining• Black belt with brown shoes• Office not tidy/striking/impressive enough

• Maintains good eye contact• Good with directions• Good visual memories• Higher/faster-pitched voices• Email rather than phone call• A visual will get distracted if something is visually off = harder time getting their attention

Eye Movement in the visual mode

• Visuals do 3 typical things with their eyes when thinking• UP and to the RIGHT = Creating images, thinking about

the future…’what will my boss’s face look like if I buy this product?’

• UP and LEFT = thinking about the PAST…’the last time I changed supplier my boss flipped’

• Look straight ahead and then ‘unfocused’ = translating words into images…’slow down a bit whilst I picture this’

Try this out

• IF you think you have a VISUAL on your hands ask them a PAST or PRESENT question using visual predicates e.g.…• ‘Looking back, what was the reason you last changed supplier?’• What improvements would you envisage a new supplier

delivering to your business?’

• Look for subtle eye movements to confirm

Auditories

Auditories….

• Listen to the way you say things/things sound• Get more information from the WAY you are saying

something – voice pitch, pace, timbre, intonation, passion

• Will trust you more based on what you are saying and how you are saying something

• Often say things they don’t mean to say – they need to hear the words in order to understand them…then it’s too late!

• Speak rhythmically and deliberately to sound right• Talk/mumble to themselves out loud

Recognising an auditory

• Preference for auditory sayings and predicates• Don’t take that tone with me• Sounds ok to me• That rings a bell• Tell me more about….Speak express mention resonate remark accent hear static

inquire• Around 25% of us are auditories

Eye movement in the auditory mode

• Three basic movements

• Eyes LEFT = past

• Eyes RIGHT = future

• Eyes DOWN and LEFT = processing what you are saying…so slow down!

Kinesthetics(or ‘kinos’)

Kinos….

• FEELS it!• Gain information from touch, gut instincts, hunches• Make quick judgements about people • Need to get a good feeling about you before they trust you• Talk about family a lot / are interested in the ‘personal’ areas• Are tactile – people, products, brochures, business cards!!!• Take a little longer to react – it takes longer to translate into a feeling than say

a picture (visual) or sound (auditory)• Make frequent pauses in conversation with ‘mmmm’ or ‘uh’ – they are trying

to connect with a feeling about something• Play with things when you are talking to them!!!!• More aware of temperature change in a room (you will lose their concentration

if too hot or cold).• WANT you to accept their hospitality e.g. coffee in a meeting – it makes

THEM feel good/appreciated• 40% of us are Kinos

Recognising a Kino

• They say ‘feeling’ things and use kino predicates• ‘This proposal doesn’t feel right’• ‘How does that idea grab you?’• ‘Let’s touch base later’• ‘I can’t get a handle on this problem’

Grasp Hit Suffer Tackle Know Instinct Intuition Affect Impress Pressure

Eye Movement for Kinos

• DOWN and RIGHT = accessing feelings

Workshop

• In pairs ask you partner to describe their last holiday to you – they must talk for ONE minute• What they could see from their hotel window etc• What the atmosphere in the place was like• What they recall hearing

• Note down which eye movement is dominant• Note which predicates they use and the ones you

believe they are most comfortable with (VAK)• Write down what you think they are

Establishing Rapport

What is rapport

• Bridge that helps the person you are communicating with find meaning and intent in the things you say

• It helps people feel comfortable with you and what you are saying

• Makes a client feel that what you are saying/showing/expressing is aimed right at THEM, their particular needs and desires

• We can use basic NLP practices to support the establishing of rapport

Selling to VISUALS

• Communicate in their preferred mode using visual predicates• Look, see, visualise, picture, etc

• Use statements and phrases that mirror their mode• Can I show you what I mean• Can you see how that would benefit your business

• Use visual aids• Pictures, graphs, brochures, bar charts• Draw pictures – flow charts, diagrams

• Use your hands – paint pictures in the air

Selling to Auditories

• Communicate in their preferred mode using auditory predicates• Hear, sound, resonate, etc

• Use statements and phrases that mirror their mode• What would your boss say if……• How does that sound to you?

• Use auditory references / aids• Testimonials – what people have said about your company• Create the future in sound – ‘imagine what people would say if you

managed to……’• When handling brochures, samples, etc, give them a few seconds

and then explain to them what they are experiencing/should be looking at/for

• Use your voice – change pace, tone, passion, sincerity, intensity around key subject areas

Selling to Kinesthetics

• Communicate in their preferred mode using Kino predicates• Feel, touch, grab, etc

• Use statements and phrases that mirror their mode• How did it feel to secure that contract?• Can I just touch on something you mentioned earlier?

• Use Kino aids• Brochures, business cards, products –let them touch

• Try and be tactile• Accept hospitality• Include ‘personal’ information / personal sale

Selling to Groups

• Make sure you include all 3 modes• Visual – images, brochures, video clips• Auditory – verbal messages, customer testimonials, sounds• Kinos – physical participation e.g. ‘raise your hands if …’, hand

outs/samples etc, personal commitments/beliefs

• Switch modes throughout

Selling using NLP

• Imagine you are in a FIRST meeting with a prospective client

• You are asking questions to help determine which perception mode they favour

• In pairs create 5 questions (business or personal) that may help you determine their preferred mode

Workshop

• Produce 3 questions that use the 3 modes (1 each) that you want to ask of your client to establish their preference

• Produce 3 statements ( 1 each) that use the preference by way of response• Example

• How does our proposal look to you

• Can you see the benefits this proposal brings to your business

Workshop

• Create an opening statement/ paragraph / pitch about your company that encapsulates all 3 of the preferred modes

• The opening should be no more than 1 minute long

Effective Listening

Effective listening

• You cannot establish trust if you can’t listen• A conversation is a relationship• A good listener can shape a conversation/direction• Facts tell you 20% of what you need to know to sell• The other 80% comes from listening for

• Emotion• Clues• Secondary information• Things the customer doesn’t want you to hear

• When you first meet a client you shouldn’t go there initially to tell them anything you should go there to listen!

8 steps of active listening

• Value the speaker• Work at their pace and intelligence NOT yours

• Listen to what is not said• Read between the lines of facts and statement

• Try to hear the truth• Avoid the urge to take things personally – if your client tells you something it

is THEIR perception = the TRUTH to them• Limit the time you speak

• Research suggests 30 seconds is the max. before you invite any comments/affirmation

• Avoid the tendency to think about what you are going to say whilst they are talking

• Listen to your customers point of view• Even if you think they are wrong – stay FOCUSED and empathise

• Repeat your clients comments to make sure they know you heard what they said

• DON’T take extensive notes while listening

Listening Techniques

• Reflective Listening – used when you want to support the person to carry on talking i.e. affirmation that you are ‘involved’ in the conversation• “I’ve use ?/Lyreco for years and you/they have never let me down until now”• ‘Used us for years yeah? Ok!’

• Paraphrase – change the tone of the statement to suit you/positive or negative spin• “I’ve used ?/Lyreco for years and you/they have never let me down until now”• ‘It’s great that you’ve used us for years and experienced, like all of our customers, great

service from us apart from, on this occasion, this isolated occasion’• ‘It’s a shame for Lyreco that you’re experiencing poor service after years as a loyal

customer – you would have hoped that would be important to them’ • Shared – used when a ‘shared experience’’ and empathy is required rather than a series

of questions – it enforces that ‘you are not alone’• “I’ve used ?/Lyreco for years and you/they have never let me down until now• ‘Yes, regrettably you are not alone in this recent experience but I’m glad to say that, as

with our other clients who were affected, this problem has been completely cleared. Before I explain how is there anything else I need to be made aware of?’

• ‘Yes, I hear that it is a major problem for them that is effecting many many clients – it is certainly resulting in new business for us - we are happy to put their problems right for their customers. Tell me, how bad has it gotten for you/your business?’

Verbal Techniques

Key Word Reflection

• Key words are those that people use to indicate their preferred language e.g. technical, general, precise, detailed, financial

• Look out for key words when people speak• I want to get great service for my company and a very

competitive price• Make sure you qualify their definition – e.g. what is ‘great’

service, what is ‘competitive’• Use these words back in your communication with them NOT

your interpretation of these words• This proposal ensures you will receive a first class service and

at a competitive price for the product• This proposal, as you requested, ensures you will receive a

great service for your company and at a very competitive price

Marking out

• When people speak they will normally place emphasis around key words that are important to them; a kind of verbal punctuation.

• They will do this even subtly so listen/observe carefully • They will emphasise the word through

• Pausing• Tone• Expression

• You are being invited to note the importance of this word – make sure you understand its meaning/definition, relevance and importance to the client• “I am looking for a COMPETITIVE price and great service for this

product” = emphasis on COMPETITIVE• “I am looking for a competitive price and GREAT service for this

product” = emphasis on GREAT

Persuasive Words

• These 15 words have been proven to provoke contact and meaning and are used frequently all over the world

• Use these words during conversation and presentation appropriately

• Use them in isolation or mixed for optimum impact

What are they?• Discover – evokes a feeling of opportunity and suggests a better life• Good – not dynamic but suggests stability and reduced/minimal risk• Money – everybody wants more of it and to spend less of it!• Easy – Again reduced risk• Guaranteed – Eliminates fear of decision making• Health – If your product promotes financial, emotional or physical

health• Love – people love love• New – If it’s new it must be better. Promise of improvement• Proven – Reliability and reduced risk• Results – return on our investment• Safe – reduced risk• Save – Money related• Own – sense of ownership is stronger than the sense of buying

something• Free – attention seeking• Best – nobody has anything better

Workshop - Persuasive Words

• A one minute intro to your company using the VAK communication preferences AND as many key words as you can

Reframing

• Reframing is the process of taking a negative or neutral situation an ‘spinning’ it to produce something more positive or useful e.g.• Our delivery won’t be with you until tomorrow afternoon

(negative)• I can confirm our delivery will be with tomorrow

afternoon (positive)• Every Irongate customer receives a dedicated account

manager (neutral)• We will appoint a dedicated account manager who’s job

function is to look after you and your account (positive)

Small Talk

• Small talk is an important part of establishing and building rapport

• Small talk should be biased towards the clients subject NOT yours (your small talk should compliment theirs not replace it!)

• FACT – women are more receptive to small talk than men

• REMEMBER that when you are dealing with a woman

• Men tend to get down to business first and then small talk later – that’s why its normally clumsy

Selling with metaphors• This is a direct way of tuning in to NLP preferred modes• Relate your subject to the preferred mode of the client (V-A-K) e.g

• I’d like you to see us and our competitors as the difference between a rusty old Austin Allegro and a brand new shiny Mercedes – both get you to your destination but one does it more comfortably, reliably, etc (make sure your visual metaphor has visual descriptive)

• The difference between us and our competitors is like imagining the difference you would feel playing Sunday football for your local pub on a freezing cold, wet morning on Hackney Marshes and scoring the winning goal at Upton Park in front of 30,000 people, on a sunny spring day and saving your club from relegation (and probable extinction!)

• The service we provide versus our competitors is like the difference you would hear between the Royal Philharmonic and Pete Doherty with a skiffle board both playing Vivaldi’s Four Seasons

YOU GET THE PICTURE!

Metaphors will….

• Gain attention of the listener – they demonstrate charisma, make statements and conversation more engaging /entertaining

• Simplify ideas – even the brightest people love simple, easy to understand concepts

• Draw of emotions of your client (VAK)• Be easier for your client to remember

Workshop

• In pairs produce 3 metaphors that compare your company’s service offering to your main competitors

• Try and use topical subjects

• You can be as ‘extreme’/ funny as you like

• Draw on primary VAK preferences as much as you can

Trust building – Non-verbally

Mirroring

• This is an indication of either very high rapport with a client OR a technique to increase it

• When people are enjoying each others company/conversation they will mirror movements naturally (as well as tone of speech, pace, etc)

• Adversaries will deliberately / sub-consciously oppose this• Mirror-matching can be used to ‘influence’ someone’s

reactions to you• Without speaking you can gradually gain / regain control of

the direction of the conversation • This is also a great way to detect seniority within a group as

the ‘leader’ tends to naturally dictate others postures and body movements – if this is definitely not happening you may be witness to a power/political struggle!!!

Calibrating

• When / if the flow of mirroring has been noticeably broken you need to re-calibrate

• ANY subtle changes in mirroring are an indication that you are not achieving the right impact

• At this point slow down or stop and make sure, through questioning and affirmation, that the client is comfortable with what you are saying

Crossover Mirroring

• If you feel that direct mirroring is too obvious try this

• This is subtle mirroring of somebody’s movements e.g.• They cross their arms you cross your legs• They lean forward on their desk you lean forward onto one arm of

your chair• They touch their cheek you touch your shoulder

Voice Matching

• Same as physical mirroring but with your voice

• Take notice of their tone, pace, pitch, length of sentences – match them, especially in important areas

• Your customer is TELLING you how they prefer to communicate

Workshop - Mirroring

• Think of a problem you have

• Tell 2 people the problem and then ask their advice – mirror their movements and see how ‘involved’ or concerned they are about your problem

• Tell 2 others and do not mirror – in fact break rapport and see if they are as supportive / attentive

Eliciting Outcomes

Discovering Your Client’s Buying Strategy

Eliciting Outcomes has 5 elements

• Letting your client know what your own interest in the situation is• Determining your clients needs and wants• Translating into benefits• Finding out past buying patterns with the Instant Replay technique• Using the As If technique to uncover future expectations

Revealing your own interest

• DO NOT be afraid to let your client know what you would like to get from the deal / meeting/ conversation and why you are doing it• “I like to personally present company brochures as I like

to get a feel for/look at the person/company we might be dealing with” (or to hear what your opinion of this is first hand etc)

• Include personal as well as company goals and why these are important• “My company are focused on developing their business

within Leicestershire. Me, I’d like this deal to pay off my bookie!!!!”

Find out clients wants and needs

• There is a big difference between what a client wants and what he needs

• They will invariably tell you what they want but, only through questioning and probing will you determine their exact needs

• By ‘need-association’ you will ally your product / proposition to a far greater importance in their mind

• Example• “I want a pair of shoes please”• Needs? Comfort? Appearance? Use?

• This simple example has the same principles of any buying/selling situation

• Without exception you need to acknowledge and satisfy the buyers wants

• Once you have done that you need to determine the needs that sit behind the wants

• The simplest way to do this is base your questioning around the thinking“What does that ‘want’ mean to you?”

• Example• I want next day delivery• What does next day delivery mean to you? Why is it important?

What benefits will it bring?• I want next day delivery so that I can de-stock my cupboards• Why? What does that deliver for you?• I want to de-stock so that I don’t waste so much time and

money on managing my stock• If we free up that time and money what will that mean to your

business?• It will mean that I can concentrate on buying and managing the

new computer system we need• Ensuring you proposal is attached to the ‘need’ which makes it

much more powerful• As professional sales people we have the right and the NEED to

ask questions – don’t be shy of this EVER!

Instant Replay• People generally do not like change – buying patterns are no

different• Instant Replay is a way to concentrate the mind on the positive

aspects of previous decision making processes – this makes them remember the positive rationale behind their decision

• When presenting your offering emphasise the positive features that can be related to previous patterns of behaviour

• Example• When you last changed supplier what positive impact did that

have on your business?• Well we saved money, service improved and my life became

easier here• Later that day…..• My proposal demonstrates how we will save you money, improve

your service and make your life earlier• You can take this further by asking secondary VAK questions

such as• What positive impacts did you see?• What positive things did you hear from within the business that

pleased you?• How did freeing up your time make you feel?

As If

• This method allows you to probe a client when needs and wants are harder to uncover

• If instant replay isn’t working try this to get them to think about what outcome they would like to see ‘as if’ the decision to use you/ your product had already been made

• Use the VAK predicates when questioning• “Let’s assume its 6 months from now…..”

• In your VIEW what has happened to make you believe you have made the right choice?

• What TELLS you this was the right decision?• What’s happened to make you FEEL you got a good

deal?

Pacing and Leading

Bringing your clients to the point of buying

Nonverbal Pacing

• We have seen that mirroring is a nonverbal way of establishing rapport

• Nonverbal Pacing is the practice of knowing when to initiate a break in rapport and draw your client to your agenda

• When you ‘sense’ the moment is right to take control of the situation you initiate the body movement

• IF you client mirrors YOU the chances are they are responding to your initiative and are open to what you have to say

• IF you break rapport and they do not mirror you then go back to rapport processes

Verbal Pacing

• Verbal Pacing again is an extension of maintaining rapport and influencing the agenda

• The key is to first make ‘agreeable’ or non-confrontational statements that ‘compliment’ or acknowledge the client and then follow up with the harder parts

• NOT using pacing is confrontational• YES-BUT approach

• “YES, I agree with you that we are a little more expensive than ABC Ltd for those products BUT we are able to offer a much better and consistent quality of service which, as you’ve said earlier, is the primary reason we are here in the first place

• YES-AND approach• “YES, we are slightly more expensive than ABC Ltd AND as a result

we are able to deliver much higher levels of service…..”• NON-PACING

• “That’s because our service is better” !!!!!!!!!!!!

Breaking Rapport

• Breaking rapport is useful when you need to get back on track (e.g. when a customer goes off in a direction and you can’t stop them)

• You need to OPPOSE their body positioning and movements as much as you can

• This may need to be done several times• Each time that your break hasn’t worked go back to MIRRORING

and then break rapport again• Remember, once you have regained control, to pace the client with

complimentary observations/ statements about the subject area you wish to cover so that rapport is re-established in YOUR chosen area

• Example• “Going back to that comment you made earlier about X, I’m really

interested to learn more about how you made that decision and how well it worked for you at the time

Anchoring

• Anchoring is a non-verbal way of attaching a positive or negative gesture to a body movement

• By attaching an anchor you are re-enforcing the positive / negative impact of future statements

• Attach an anchor to an obvious statement or fact• Re-use that anchor to non-verbally emphasise its

importance in other subject areas• Example – your customer’s main issue with his printer is

his requirement to order all his stock up front• CUSTOMER - “Yes, we lost £20,000 of stock write-off

(YOU put your hands on head) by ordering 12 months print in one go” (the main issue in the customers mind)

• YOU - “Whilst our service will eliminate your exposure to write-offs what you don’t want to be exposed to, of course, are the headaches (hands on head) that come with bad service

Stealing Anchors

• Observe your customer for 4 or 5 minutes and see if they have particular ‘anchors’ when emphasising key subjects or words that have significant meaning to them

• When you want to emphasise a point of yours use the same anchor as them – you will find them more receptive!

• Example• Widen eyes• Raise eyebrows• Hands behind head• Rub hands• Touching face• Scratching chin• etc

Closing Successfully

A matter of attitude

When and why to close

• Close when your client wants to buy not when you want to sell• Watch for verbal and non-verbal buying signals

• The best time to close is after successfully handling an objection• Buyer is in a positive mind set with you

• Expect to close a sale a minimum of 3 times each sale• Don’t give up. Re-state, probe, maintain rapport

• Transfer a sense of ‘buying urgency’ to your buyer• There is only a 5 percent chance of you getting the deal later

if you miss the opportunity to close there and then• Don’t forget – a close is a commitment not necessarily an

order! Get a commitment!

Buying Signals

• Verbal• “looks good to me”• Asking lots of questions• Change in voice tone • Inviting someone else into the meeting for opinion

• Non-verbal• Positive posture – leaning forward• Concentrated attitude on you• Slow head nod• Extensive pupil dilation• Buyer possessiveness – holding on to a brochure or sample and

reluctant to let it go• VISUALS – unfocused• AUDITORIES – down and left• KINOS – down and right

Thinking about whether to buy

Conclusion

• Selling is a tough gig• We can simplify it by acknowledging that really

successful sales people have an ability to interact with people

• Positive interaction begins and ends with positive rapport and truly understanding your customers and their wants and needs

• In a world where we sell products and services that are not unique, NLP will help you develop a greater chance of creating and sustaining customer rapport

• Greater rapport will increase your chances to sell• Try it – you’ll be amazed!

• The rest is up to you

Questioning / probing techniques

Questioning structure

General / Intro / Rapport

Targeted/Primary

Focal

General / Intro / Rapport• S

• E

• Q

• H

• I

• M

• S – Status• E – Equipment• Q – Quantity• H – History• I – Improvements• M – Motivations

FO

CU

S‘HIM’ SheetHistory

What did they do beforeWhy

What were experiencesImprovement

What would they have done differentlyWhat do they want to ensure doesn’t happen againWhat do they want to ensure DOES happen again

Motivation – commercial AND personalWhat sits behind their reason (a) to buy at all (b) to buy from their current/next supplier

SEQHIM• Status

• So Fred, you are responsible for …….• Do you work within a team of ‘buyers’ etc• Who else is involved in the decision making process for …..• If we progress who else am I likely to be meeting with

• Equipment• Is it just GOP you are responsible for or other areas• Who’s responsible for FM, Print, Etc

• Quantity• How much of X do you buy each month, week, year

• History• Fred / personal• Purchasing• Company

• Improvements – what would you expect/ like to see by way of improvements in….• Supply chain• Current supplier(s)• Company/organisation/ dept• Job / function / role

• Motivation• What are the most important things to you/your business in this area/at the moment/

this year• What would be the benefit of x improvements• Why do it?• What’s your brief/ role/ expectations• What would be consequence(s) if not improved i.e. how important is it

Targeted / Primary• There are the KEY areas you need to uncover/question that

you will enable you to sell your proposition• Your questions should investigate the impact and

improvements you can deliver in 6 focal areas• PRODUCTS• EXISTING SUPPLY CHAIN• PERSONAL • SERVICE• INTERPERSONAL• COMPANY / COMMERCIAL

• When asking PRIMARY questions you need to make sure you truly understand the answer and what’s behind the answer

• It also presents the opportunity to bring in an early ‘close’

PEPSI-CO

QUERY - A simple technique

• Q – Question

• U - Understand

• E - Expand/Explain

• R - Respond/Reply

• Y - YES

Example - suppliers

• Q – How many print suppliers do you currently have • U – So 3 suppliers cover ALL of your print needs?• E – why have you settled/decided on 3? What was

behind this decision? Was it yours? Etc. Etc.• R – so am I right in saying that I should be focusing on

how we can reduce the number of suppliers• Y – am I therefore right in surmising that as far as your

supply chain is concerned this is the most important factor?

• And then discuss the others – PEPSI-CO- – in order of importance to client

Focal areas – PEST Control – what

motivates?• It is important that we try and maintain an element of control in the sales

process through effective questioning• IF we have obtained a list of importance in the decision making process we

should look to the impact and benefits behind their importance i.e. MOTIVATORS

• Motivators are either commercial, personal or, more likely, a combination of both

• We HAVE to know what the benefits/impacts are for the business and the individual should improvements be achieved or the impact if not if we are to deliver our proposition effectively

• Are these motivators MUST HAVES or WOULD LIKES?• Use PEST to dig deeper• Knowing motivators will enable you to focus your proposition and control the

proposal process

PEST – multiple levels of motivation

• P – Primary• Look at the PRIMARY motivators in order of importance• Are you able to clearly and concisely demonstrate a knowledge of the primary motivator• Can you readily match your proposition to this motivator

• E – Expansion• Do you have all the facts around the main motivators for the importance of this• If not ask some more questions• Does this make sense/align from a client company/personal goal perspective?

• S – Secondary• What would be the other COMMERCIAL benefits/motivators to achieving this being

achieved?• Who else would benefit?

• T – Tertiary• What about the personal motivators?• What’s in it for the person?• Even if the motivation is not personal then a personal motivator SHOULD be volunteered

Workshop

• Top 3 Prospects / target clients• What are the HIM aspects of the accounts• Does your proposal / approach satisfy the PEPSICO process? If not

what’s missing?• Motivators – do you know, through PEST, all the possible motivators

in that prospect?