You don’t need to be a marketer to think about your personal brand.  Each and every one of us conveys a unique brand that influences how we interact with and are perceived by others.  This outward brand encompasses your actions, behavior, appearance and every other element that makes you a unique, separate person – creating the person others see us as (even if we see ourselves differently).

Now, unfortunately, whether or not you’ve been proactive about managing this brand doesn’t matter.  Each of us has a personal brand that influences how persuasive we are and how successful we’ll be, which is why it’s so important to manage your personal brand consistently.

The first step in managing your personal brand is determining how others view it.  To do this, we can use an NLP technique known as “Perceptual Positions”.

Essentially, perceptual positions allows you to review a past interaction or plan for a future exchange by examining the events that occurred from three different viewpoints – your own, your partner’s and a detached third-party.  Let’s go through an example to see how this process can be applied to real-life situations in order to more fully understand the power of perceptual positions.

Suppose you work as a salesperson and recently had a meeting with a potentially high-level client to discuss the advantages your product or services bring to the table.  Up until this point, you haven’t managed your personal brand at all, so you have no idea how your actions and personality were perceived by this new client.

To start, review the meeting in your mind, paying particular attention to your behavior.  Try to remember the things you said, as well as the tone you said them in?  Were you authoritative or timid?  Did you clearly state your points or did you stutter and stammer your way through your sales pitch?

In addition, create a detailed image in your mind’s eye of your body language and physical posture.  How did you sit in the meeting?  Were your shoulders rolled back in a confident posture, or were you slouched over in your chair?  Did you maintain eye contact, fidget with your fingers or engage in any other behaviors that would give your client clues to your personal brand?

At this point in the process, try not to apply judgments to the elements you uncover.  Don’t berate yourself if your words or behaviors weren’t in line with what you’d like your personal brand to be.  Instead, simply try to become more aware of how you’ve behaved in the past and how that’s strayed from the image you’d like to convey.

The next step in the process is to go through the meeting again in your mind, but this time from the perspective of your client.  Envision yourself looking through his eyes throughout the entire interaction – from the time “you” walk in the door until the meeting closes with a handshake.

Now, from this new perspective, how do you regard the person sitting across the table from you?  Has he effectively persuaded you to purchase his product or service?  If yes, which specific behaviors made you feel you could trust him?  And if not, which elements led you to avoid closing the sale?  As the client in this situation, do you feel that the salesperson took your needs and considerations into account?

Finally, go through the scenario a third time, this time imagining yourself as an impartial third-party observing the scene.  As you have no connection to either the salesperson or the client, you can observe their interactions in order to understand more about the personal brand each party is conveying.

Once you’ve completed the exercise, take a moment to evaluate your behaviors and interactions as part of your overall brand.  For example, were you:

• Enthusiastic or soft-spoken?
• Straightforward and direct, or metaphorical in your language?
• Submissive or aggressive in your body language?
• Fidgety in your mannerisms or still?
• Dressed in a way that’s appropriate to your business level?

Each of these elements – and many, many more – play a role in developing your personal brand and determining how persuasive it is.  If any of the elements you uncovered in your perceptual positions exercise run counter to what you’d like your personal brand to be, you can consciously try to improve specific characteristics of your appearance, behavior or language in future interactions.

Generally, you’ll find that it’s easier to start by applying perceptual positions to interactions that have occurred in the past.  However, as you get more advanced with this technique, you’ll be able to project these three viewpoints onto future situations as well, enabling you to model the behaviors you’d like other people to see as part of your personal brand.

Image: Stefano principato

In many cases, winning a sales contract often comes down to one simple fact – are you and the benefits of your product more memorable than all the other people pitching your prospect?

Think for a second about how it must feel to work as a purchasing manager.  The second you so much as think about buying a new product, you’re immediately hit with several different sales messages, all from people who are as eager to close the deal as the next guy.  Heck, you don’t even have to be looking to buy something for the number of incoming cold calls to make you want to put your phone straight to voicemail and call it a day!

After being subjected to pitch after pitch, day after day, there are plenty of buyers out there who will simply make a decision to be done with the entire process – whether or not the option they’ve selected is truly in the best interests of their companies.  So if you want to increase your odds of being the solution these buyers turn to (no matter how engaged they are), you’ve got to make your pitch as memorable as possible.

One way to do this is with the use of “power words”.  These words appeal to different areas of our brains than most communication, causing pitches using power words to be “stickier” in the minds of prospects.  The following are a few power words for you to consider, as well as how you can use them in your sales pitches:

Power Word #1 – “Achieve”

People are motivated by very different things, but one of the strongest pulls is our desire to achieve.  It’s why we chase after sports trophies, good grades and high sales commissions – and it’s what makes this word so valuable in sales communications.  Showing your prospect how your product or service will help him to achieve his goals (not just what features it provides) will give you a leg up over the competition.

“If you’re anything like my other clients, I don’t doubt you’ll achieve a 100% return on your investment in as little as three months.”

Power Word #2 – “Choice”

In my last post, I mentioned how important choice is.  When we have access to different choices, we feel powerful – when we don’t, we feel threatened and insignificant.  So if you want to be more persuasive and make your prospect feel empowered by your product or service, consider phrasing your sales pitch in the form of a choice being offered.

“You have a choice – you can go with my solution, which guarantees a 50% improvement in sales, or you can go with my competitors who won’t do a thing to protect your investment.”

Power Word #3 – “Complete”

Ever bought a new toy or video game, only to get home and realize you don’t have the right batteries on hand?  Missing pieces can be frustrating, which is why most people are drawn to complete solutions. You can take advantage of this natural tendency by incorporating language that positions your product or service as a complete offering compared to your competitors’ solutions.

“The beauty of my product is that it’s a complete solution.  You won’t need to make any additional investments to achieve the benefits we discussed.”

Power Word #4 – “Critical”

For some reason, the word “critical” makes me think of astronauts and other life-or-death pursuits.  It’s an engaging, powerful word – when something is truly critical, it’s more than just important.  Plenty of peoples’ brains respond in the same way, making the use of this power word a great way to grab your prospect’s attention and hold it until your pitch can be completed.

“With the coming changes in your industry, it will be critical that you improve your systems if you want to stay on top.”

Power Word #5 – “Secure”

Security is another powerful motivating force – especially in this down economy.  With corporate budgets as tightly controlled as ever, the risk of misusing funds is a very real concern for many people.  When pitching high dollar products and services, emphasizing the security of your offering can be a great way to help hesitant prospects move closer to a deal.

“The money back guarantee we offer helps to keep your investment secure, so you never have to worry about losing money or taking a big risk.”

Power Word #6 – “Simple”

Remember that busy purchasing manager we were discussing earlier?  If he had to choose between two products – one of which that’s pitched based on its proven results and the other that’s sold on its simplicity – which do you think he’ll choose?  Keep in mind, busy people like simplicity, which is what makes this word so powerful in sales communications.

“Getting started with our product is simple – before you know it, you’ll be up and running!”

Power Word #7 – “Startling”

The word “startling” works in sales pitches for the same reason the National Enquirer continues to sell magazines week after week.  As humans, we’re fascinated by things that are different, so by calling attention to startling facts and figures about your industry or product lines, you’ll bury your pitch even deeper in your prospect’s mind.

“It’s startling, how many people will fall behind in your industry in the next few years.  That’s why we recommend launching now to prevent any unnecessary delays.”

Are there any words you’ve found to be particularly useful in your own sales pitches?  If so, share your recommendations in the comments section below!

Image: thinkpanama

In our last post, we took a closer look at whether hypnotism could be considered a valid NLP persuasion technique and found that yes; there are plenty of applications for this process in a sales setting.  The key to understanding why revolves around identifying the difference between traditional hypnosis – which attempts to command the subconscious after luring subjects into a more receptive state (and which isn’t effective on subjects with strong analytical minds) – and more subtle approaches.

Specifically, the techniques that are most useful from an NLP standpoint are those that are tied to the theory of Ericksonian hypnosis.  Instead of barging into the mind and attempting to command the subconscious, point-blank, Ericksonian hypnosis succeeds by implanting stories and suggestions that convince the subject to reach the conclusions the hypnotist intended.

Technique #1 – Isomorphic Metaphors

As we discussed in the last article on this subject, isomorphic metaphors are stories that are told with the hope that the subject will put himself into the fable and apply the lessons learned to himself.  The classic example used to teach this principle in an NLP setting is the story of “The Boy Who Cried Wolf”, which is told to children to persuade them not to lie.

As this example has no bearing on the sales process, we need to come up with other examples of isomorphic metaphors that can be used to illustrate a point.  One way to do this is with the story of a client who should have used your product or service in the first place.  Since most prospective customers will ask you about your current clients or projects, consider saying something like the following:

“I’m working with a client now, who had hired [Competitor Name] before he came to me.  It’s a shame – he’s behind schedule and over budget right now, and he could have prevented all of these costly delays if he had just come to me in the first place.”

Through the use of a story-like metaphor, you’re essentially implanting the idea into your client’s mind that he should hire you now in order to avoid the delays and extra expenses involved in hiring your competitor.

Technique #2 – Embedded Commands

The second Ericksonian hypnosis technique we discussed in our last article was the idea of “embedded commands” – statements that are innocently hidden in larger sentences, but which have the effect of nagging at the subconscious until they can be fulfilled.

This process translates incredibly well to selling, but it can take some practice before you feel comfortable using embedded commands successfully in person.  To get the hang of it, practice the following phrases at home before attempting to use them in a live selling setting:

“You should work with me in order to reduce your costs by 20% or more.”  (embedded command – “work with me”)

“You can relax now that I’m here to help solve the problems you’re facing.” (embedded command – “relax”)

“Read each word of this presentation, and you’ll see how I can help your business grow.” (embedded command – “read each word”)

Ideally, embedded commands should be short (think no more than 2-4 phrases) and should be spoken in a confident manner.  If you warble while delivering your embedded commands, the effect won’t be nearly as pronounced – which is why it’s so important to practice these techniques ahead of time.

Technique #3 – Phrase Repetition

In order for hypnosis techniques to be effective, your prospect must be in the right frame of mind – which, unfortunately, few people are when entering a sales pitch!

Think about how you respond when you’re forced to sit through someone else’s sales presentation…  You automatically become defensive and resistant – searching for any way possible to reject the person’s pitch.  Since this type of mindset isn’t useful for our sales purposes, it’s essential that we get our prospects to relax before they’ll be willing or able to consider our proposals.

One way to do this is through a technique known as phrase repetition.  By repeating the same fragments of speech several times, we implicitly give the prospect’s mind permission to wander – after all, if we’re already repeating things, the conscious mind can likely take a break without missing anything important.  Once the prospect has allowed his mind to wander, we’re better able to address the subconscious and engage prospects on a less rational, more intuitive basis.

Consider the following example:

“We provide development solutions written by developers, for developers.”

Not only does the phrase repetition here drive home the benefits of this particular product, its meter and use of repetitive words also helps to distract the conscious mind and induce a semi-hypnotic state.

Obviously, it’s important to use caution when integrating hypnosis techniques into the sales process as tactics that stray too far into the realm of “mind control” are highly unethical.  However, by employing these techniques sparingly and in appropriate situations only, you can substantially improve your chances of making a memorable sales pitch and closing the deal.

Image: Joe Dee 2010

Although the phrase “hypnosis” often triggers images of stage magicians, waving pocket watches back in forth in order to con audience members into barking like dogs or clucking like chickens, there’s no arguing with the fact that the concept is taken seriously by plenty of sales people and business leaders.  So to truly understand whether or not hypnotism has value as a persuasion technique, we need to first push past these mental stereotypes to uncover the true definition of “hypnosis” and how it really works.

“Traditional hypnosis”, as it’s referred to in NLP circles, involves the process of making suggestions to the subconscious mind.  Typically, the process begins by helping targets achieve the right state of mind in order to be receptive to these commands, which may be done through relaxation techniques and focusing exercises (hence, the commonly used pocket watch stereotype referenced earlier).  Once this trance-like state has been achieved, subjects may become more uninhibited or suggestible, causing them to be more receptive to new thoughts or requests.

However, if this all sounds “new agey”, be aware that there’s actually quite a bit of scientific research to back up the physiological changes that occur when subjects enter a hypnotic state (whether through the encouragement of others or through highly-engrossing activities like reading or meditating).  Researchers have been studying the process of hypnosis for years, although only recently have technological advances allowed these scientists to understand what occurs within the brain during hypnosis.

According to these hypnosis researchers:

“In some studies, EEGs from subjects under hypnosis showed a boost in the lower frequency waves associated with dreaming and sleep, and a drop in the higher frequency waves associated with full wakefulness.  Researchers have also studied patterns in the brain’s cerebral cortex that occur during hypnosis.  In these studies, hypnotic subjects showed reduced activity in the left hemisphere of the cerebral cortex, while activity in the right hemisphere often increased.”

Based on the results of these researchers, whose data indicate changes in the areas of the brain associated with wakefulness, logical reasoning and inhibition, we can conclude that hypnosis is a very real phenomenon.  But does this mean that the practice can be successfully used as an NLP technique designed to increase sales or promote other positive changes?

Obviously, you aren’t going to walk in to a potential client’s office, whip out a pocket watch and start swinging it until he’s signed on the dotted line.  Not only would that be incredibly difficult to pull off, it’d be unethical to coerce a prospect into doing business while under hypnosis.

Instead, where hypnosis has value as an NLP technique is through a process known as “Ericksonian hypnosis.”  The goal of Ericksonian hypnosis (named for its developer, Milton Erickson) isn’t to access the subconscious mind and manipulate it directly – a process that rarely works on those with highly critical, analytic minds.  Instead, Ericksonian hypnosis attempts to embed stories and metaphors into the unconscious in order to implant ideas while bypassing logic and reason filters that would otherwise prevent traditional hypnosis from occurring.

Within the field of Ericksonian hypnosis, there are two particular techniques that can be useful from an NLP perspective – isomorphic metaphors and embedded commands.

Isomorphic metaphors are created by telling prospects a story that enables them to connect with the main character and identify with the lessons this character learns.  Children, for example, are told the story of “The Boy Who Cried Wolf” with the implicit understanding that a similar fate will befall them as did the poor boy in the story if they make the same mistakes.  Because this story is relayed as an isomorphic metaphor, it’s able to penetrate the subconscious and ultimately be more effective than simply telling children not to lie.

Embedded commands are another powerful NLP technique that allows you to address the subconscious directly and implant the desire to perform a specific action.  For example, if you told a sales prospect, “I know you’ll want to buy right away once I share these benefits with you,” his subconscious may pick up on the phrase, “buy right away”, implanting an unconscious desire to fulfill this request as soon as possible.

Although both of these techniques use elements of hypnosis to achieve their ends, they work on a far more sophisticated level than what most people envision when they hear the phrase, “hypnosis.”  It is these techniques – not the “blunt force” battering of the subconscious mind with commands, as in traditional hypnosis – that have the best potential for use in the sales world.

In our next article, we’ll take a closer look at how specific elements of Ericksonian hypnosis and NLP (including both isomorphic metaphors and embedded commands) can be used to influence the sales process, leading to happier clients and more sales overall.

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