The Five

Step Sales
Process
An NLP sales model
developed for
Hypnotherapist
 The Five Step Sales Process
Introduction

In today’s highly competitive market place, rising costs and shrinking

margins are placing your sales force under increased pressures. It takes
more than just the stars being aligned to win new business and retain
your existing client base with minimal price erosion. A perfect sale
demands the combination of sound business knowledge and a proven sales
process to deliver your pitch.

The five step sales process is powerful and proven sales methodology. It
equips the trained salesperson with a simple and systematic tool set that
can be adopted to suit any given sales experience.

This methodology instills within even the freshest face on your sales force
an intuitive characteristic. The sales person will better than ever before
understand exactly were they are positioned throughout the sales
interaction and be confidently prepared for the next step in making the
sale.

This methodology is the result of a fusion between traditional sales

functions and Neuro-Linguistic Programming (NLP) techniques. In short
NLP is the ability to use the language of the mind to consistently achieve our
specific and desired outcomes.

The individual components of the 5 steps sales process are as follows.

1. Rapport – Providing your customer with a feeling of comfort.

2. Ask questions - Be interested in your customer and understand how
best to service them.
3. Find a need – Extracting information to understand and qualify
your customers’ needs.
4. Link the need - Align the value of your product with the needs of
your customer. Be strategic.
5. Close – Confirm your sale.

Enjoy using the 5 Step Sales Process. When used correctly and practiced
often it will make your sales fun and easy and negates the need to be a
hard closer.

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Image of the Salesperson

One of the reasons why many people think salespeople as being pushy is
because of the image that a salesperson is the type that does not listen. Or
just talking over the top of people and not listing to what the concerns are,
they just want to get the sale at all costs.

The major reason why people feel uncomfortable about selling is because
they have an image of a salesperson that is that kind of crass, unfeeling
person.

The fact is, that peoples concerns have changed in response to the
salesperson and selling. Fortunately, there is a new discipline that allows
the salesperson to be more effective in selling.

The meaning of selling

First, lets examine the word “sell”.

The word comes from a Norwegian, “Selje”, and means “to serve”. The
word “sell” come from the verb “to serve”. So selling is really serving.

The type of selling in this course is about serving: it is not just about
selling, not just about jamming a product down someone's throat, as it
may end up as a sales. It requires you to listen to the client, rather than
trying to sell him without listening. The idea is to listen to them before
trying to sell anything. The key to selling is listening, and by listening
you serve. When a sales person actually listens to someone, they serve
him or her.

Know what you're selling

It is important to point out that there is a need to be able to see that what
you're selling is valuable.

You need to believe that it is so valuable, that you need to be willing to do

whatever it takes to have your client see how valuable it really is.
This knowledge generates enthusiasm, your enthusiasm, portrays that
your product is invaluable. It's worth much more then you're asking.

Then, you can ensure the client we see that too.

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Step#1: Establishing rapport

The first part of any sales engagement is to establish a level of rapport

with your customer.

The level of rapport I'm talking about may be more than you thought. To
master the skill of developing rapport, it's important to learn the abskill of
gaining “instant” rapport with anyone.

One time, I was en route to Vancouver and I had stopover in L.A. My

flight was two hours late on arrival in L.A, and I had missed my
connecting flight. I was desperate to get to my destination along with
everybody else on the plane. Once I had cleared customs, I knew that I
was one of many who had to get a connecting flight. The only way I could
make my destination was to build rapport with every single person I
could.

I went to the helpdesk and found two customer service personnel engaged
in domestic warfare with a queue of at least 60 irate passengers. I was not
going spend the night in L.A!

An airline attendant was traversing the line checking each person's

documents. I approached this person and matched and mirrored her. As
we started a conversation, I talked as I imagined she would talk in her
tone of voice and speed. Almost immediately, I saw her facial colour
change. I knew I had established rapport, and she said I'm going to do
whatever it takes to get you on that plane.

Within minutes I had 20 minutes to check in and make my connecting

flight and that’s where the fun really began, due to heightened security. I
got tagged for extra security. I had to build rapport again and again, with
everybody I came in contact with: other travellers in line, security guards
and airport staff to get myself through the line as fast as possible. I
managed to make the flight, with only seconds to spare.

If you practice the skills you'll develop the ability to achieve instant
rapport with anybody.

I had just finished doing some training on rapport and I was having lunch
with one of my students. We were going to a restaurant for lunch, and I
had roughly half an hour before an afternoon appointment when we
arrived at the restaurant. The girl behind the counter looked at the
schedule, and advised the table would be at least 20 minutes.

I said to myself, it's time to build rapport. Looking at my friend, I saw him
match and mirror her, so I decided to see what would happen.

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When she looked up at him, she went into rapport. Her facial colour
changed and she smiled and asked, do you want a table outside? We said
no, and she directed us to our seats immediately.

This is powerful stuff.

Most communication is outside of conscious awareness. 38% of all

communication is tone of voice, and to 55% is physiology. Only 7% of
communication is made up of the words we use. That means that there is
a tremendous opportunity for communicating outside of the normal
channels. And that is what rapport is all about.

The bases of rapport are that when people are like each other, they like
each other. When people are not like each other, they don't like each
other. When you like someone, you're willing to assist him or her in
achieving whatever he or she wants.

Speed of processing

The first element of rapport is how fast people move.

Have you ever noticed people tend to adopt a certain speed of movement?
They move at a certain speeds. It has to do with how they process
information, whether they process it visually, in an auditory way or
kinaesthetically.

That means that if you’re meeting with someone who is highly visual for
example, and you're not quite there, sit up in your chair, breathe from the
top of your lungs, and be excited. Or at least act in a way that matches
what they're doing.

On the other hand, if you’re meeting with someone who is more auditory,
you want to slow down a bit and moderate your voice.

More importantly, “listen, really listen” if you’re meeting with someone

who is kinaesthetic, slow waaaay doooown. Talk with them about feelings.

You change your voice tone so that it matches theirs, and really “get a
sense of it”.

Mirroring

The second element of rapport is physical mirroring of an individual’s

physiology: actually physically copying their posture, facial expressions,
key gestures and movements, and their eye-blinking.

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This will cause them to say subconsciously to their mind, “hey - he or she's
like me”! It's undeniable to the nervous system,

Voice

A further element is to match their voice: the voice, tempo, treble (quality
of their voice), and volume.

You can also match their key words. Perhaps they often say, “actually”.
You can use it in a sentence several times to say it back to them.

Breathing

The fourth element is to match their breathing. Actually pace someone's

breathing by breathing at exactly the same time as they do, matching
their breath in and out.

Chunk size

The fifth element is to match the size of pieces of information in their

speech.

To be a master communicator, you'll want to keep in mind that people are

best communicated with when you communicate with them in a way that
they process information.

Please remember as you begin to use these advanced means of

communication, that in another person’s mind, none of their modes of
operation are right or wrong. To them, that’s just how they operate.

In addition, you can match a person's predicates and predicted phrases.

Look at those now, and notice the words and phrases that people use in
each major representational system. People use different words and
phrases that actually reveal what's going on inside their heads. As you
begin to notice and use all of that, you can also ask questions.

Step#2: Ask questions.

The second step is to ask questions.

Of course, the first and second step will be going on at the same time. You
can be establishing rapport at the same time as you ask questions.

I don't mean you need to ask only one or two questions, I mean, ask
enough questions until you can see what the customer will buy. Ask them
questions that are relevant to what they are going to buy.

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As you ask questions, you should assume that they are going to buy
whatever it is you’re selling, and that all you need to do is ask enough
questions so that you can see how it is that they will buy.

This particular process of selling is a process of asking questions and

getting into one-on-one communication with your client. You get into one-
on-one communication through rapport, and by asking questions.

Interested Vs interesting

When you ask questions, you need to be truly interested.

You need to be interested, not interesting. The salesperson of yesteryear

was really interesting. He was a warm, razzle-dazzler, wore fancy clothes
and was really interesting. He was the kind of guy you might like to have
at a cocktail party, as he was such a showman.

You enjoyed the show, but would notice that you were not much of a friend
of his because he was too much. He never seemed interested in you. The
problem with the salesperson of yesteryear was that he didn't listen. He
didn't seem as though he was interested, even though he might have been.

The 80% rule applied to customers

It is interesting and you should know that roughly 80% of people you come
across regarding sales, have already made a purchase in their mind’s eye.

In order to agree to see you or to come into your office, they must have
already made internal representation of having your product or service.
They must imagine having bought or signed up.

The way to success at this kind of selling is to be a master of rapport, and

particularly interested in the people you talk to.

When I go and talk to people, they will tell me the most outrageous things.
I can run into somebody in an industry, who is in any kind of business,
and I will ask him or her what his gross sales are and what his profit
margin is, how is he going, and he will tell me!

You will want to put together a list of questions for your products. Get
your questions lined up. I'm really interested in business: I'm interested in
all kinds of business. So when I meet someone in the street, and they say,
well I am in this business or that business, I will ask what is the costs of
you goods, and what is your profit. Are you profitable, are you making
money, and how many hours per day do you work. I am personally
interested in what they are doing.

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In the same way, if you were talking to someone about a Hypnosis session
you need to ask questions like have you tried to change a behaviour
before?

Are they happy with the your life and the results you are getting?

Are you able to change your behaviour without effort?

How much time do you spend working on your weight or trying to stop
smoking?

What would happen to you once you are in charge of your life and
unconscious mind?

What happens is that you will be perceived as being really interested

about their business and needs (but that’s your job, and that is probably
why you are in it). The point is that you are interested.

The results of being interested - know when you are interested

The buyer will forgive almost anything.

When you're interested, and when you’ve achieved good rapport, the buyer
will forgive almost anything. That is not to say that you should do almost
anything, but the truth is that the buyer will forgive almost anything.

I have actually seen a salesperson who was interested, and they would say
things like, “I don't want to pressure you to do this, especially if you're
unsure you want this, but I think it is such a good thing for you to do”, and
they go out and put heavy pressure on them and the client buys.

So the first two steps are getting into rapport and asking questions. Be
interested, and theoretically the buyer will forgive almost anything.

In addition, while you're asking questions about your client, you will want
to ask them “Have you ever bought anything like this before, did you
really like it”?

What does this question do? You get your client making internal
representation of having bought something like what you're selling. Once
they have internal representation of something they bought in the past
(and especially if they liked it), then you can anchor it.

During this portion of the selling process, you'll want to be as precise as

possible. Your question should move the client towards greater precision
rather than towards ambiguity.

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You want your client out of trance, rather than in trance. There are times
when it is useful to have the client in trance. One of them may be, for
example, when you are linking value to the product, as in step four
(below).

To gain maximum knowledge about what your client specifically wants,

there are a number of questions that are appropriate to use at this stage.

First, ask yourself, how is this possible that they don't have it now? Is
there anything that prevents them from having it? Then ask:

1. What specifically do you want?

2. What did you see, hear and feel when you had it?
3. How will you know when you have it?
4. What will this outcome achieve for you, what will this allow you to
do?
5. Where, when, how and with whom do you want it?
6. Where are you now (with regard to having this)?
7. What do you need to get your outcome?
 Just suppose for a moment that you can have it
 Do you know anyone who has it
 Have you ever had or done this before?
8. What will happen in the “getting” of it (what will you gain or lose)
 What won't happen if you get it.
 What will happen if it don't get it.
 What won't happen if you don't get it

In addition, you will want to discover their mental program and values.

At this time, you will want to ask their direction, frame of reference,
finances and related products. In addition, you will probably want to
know their major criteria for making this purchase - all are valued around
the subject of their business.

If necessary, you may also want to know, the higher purpose of the current
interaction. If you do, then ask, what purpose does this serve? Or, for
what purpose?

Finally, you will also want to know their internal process strategies that
are active at this time, so you can utilise them later in the selling process.

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Step 3#: Establish Value

There are three parts to this:

1. Find a need or opportunity.

2. Establish the value of a solution
3. Link the need and a solution

We are assuming, by the way, that in the process of getting into

communication and becoming interested, that you will easily have
discovered what the buyer wants. For example, somebody walking into a
health and fitness centre will want to look better, live longer and be
healthier.
Clients seeking your advice may have a range of business challenges.

Are they aware that they have a unconscious mind? Did they know that
they have a choice?

What would happen if they stopped smoking? How much money are they
spending on smoking?

Maybe they are spending money on diets and the gym but not following it.
So you can ask, what would happen if you had the motivation to eat the
right foods and exercise?

So, the process of establishing value begins with finding a need or

opportunity that your product or service can fill. Assuming that you have
discovered a need or opportunity in the process of asking questions, you
then establish the value of a solution to the problem, or opportunity.

Finally, you need to link the value of the product or service to their need.

This is a really important step. The way I like to ask questions, by the way
is, “Can you see any value for you in it”?

Suppose you have someone that would like to book a session with you.

However, he does not think he will get the result or their partner will not
allow them to spend the money. You can say would you see value in have a
agreement that guarantees a result, would you partner or you be willing to
invest in your health with a guarantee?

Simply by putting it this way you overcome the fear that it might not
work, in the clients mind.

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Or you could say, “why don’t you let talk to your partner so I can help
them understand the benefit of the session”!

The result you will be able to establishing value with them.

Once you have established the value, you’re almost done.

The moment they see the value, you'll want to anchor it. Set up the
anchor linking the two.

In fact, you've closed already, but the close is so inconspicuous that it

almost goes unnoticed. “Can you see any value to you in wanting to do
this”? It is so inconspicuous, it is really a marvellous tool.

In addition, you will want to use the conditional close and tag question,
which will cover in step 4

Step #4: Close - ask for the sale

Once you find a need or an opportunity, establish the value of a solution,

link the need and the solution and you’ve anchored it, then close.

There are a number of tried-and-true techniques for closing, and we will

include here a few of our favourite procedures, using the way you would
ask for the order. These are just ways of asking for an order that seem to
work.

The Order Blank Close

The first simple technique involves filling out your order form, the order
blank close.

If you’re using an order blank that means that you're filling it out as you
ask the question on the form, “what is your mailing address”? So, the
minute your client sees value, the form is filled out and the next question
would be “how many staff do you have” or “the agreement takes about 6 to
8 weeks would you like us to get it under way this week or next week ”?

For most successful salespeople, and all the good ones I know, if they need
an order blank when they are selling, will have it ready with them, and
the minute they get a buying signal they will get it out and start filling it
in.

I do that myself: the minute I see interest, I will fill out the agreement.
The minute that I have ask question that makes a difference between
them buying or not, I get out the agreement form.
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The alternative choice

You may have noticed that we asked a question above that did not allow
for a “no” answer.

Called the alternate choice closing question, this question assumes a” yes”
is the only possibility. It also called the double bind. In using this close,
always give somebody an alternate choice when you are giving him the
opportunity to buy something.

What that means is that when the buyer says, “the only time I can see you
is on the weekend”, you say, “would this Weekend do or next weekend be
better”? The really professional salesperson will always give somebody an
alternative choice.

The alternative choice is also good, by the way, if you're trying to make an
appointment: “When can I come and see you and go over the agreement
with you? How would you feel about Thursday at 2pm, or would Friday at
3pm be better?”

You always give him an alternative choice. The answer to either of these,
is yes.

I want to think about it

There is one more close that I want to tell you about, and this is really
important.

It's the way you handle the ”I want to think about it” response. It’s the “I
want to think about it” close.

Or, “I want to talk to my partner”. That's not really an objection because

it’s not specific. What they’re trying to do is to buy some time, so they don't
have to make a decision right now.

In direct mail, advertisers have discovered that if you don't act on the
piece of direct mail within five minutes it never got to you. It's true. In
selling, the client will go cold if you let them think about it for long
enough.

I would say that once you're in a meeting or having a conversation, and

once you've established value, then there are a couple of things you can
say about “I need to talk to…” and I need to think…”

The first thing you say is “well, are you in favour of it? That is the
question. You ask him that because if you’re talking to someone who is
going to talk to someone else about whether or not he should buy the
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product, if he’s not in favour of it, then how will it help you for him to go
and talk to them?

Now, if he is in favour of it, then you say, “go ahead and talk to your
partner”. Once they are in favour of it then say, “great, go ahead and talk
to your partner and take it from there. Even better than that would be if
you're in favour of it then let all three of us get together so we can talk
about it together”.

So in other words, get permission to come and talk to their partner with
them, don’t let them go and do it alone. Ask them “can you arrange a
meeting here with you and your partner”? Get together with them.

The other thing that you can do is that if they have to talk to somebody,
then still write up the agreement. For example, they say “well I certainly
want to do business with you and get a agreement in place but need to
talk to my wife because she always makes decisions with me”. That may
be real, but it may not be real. Then you say, “let’s write up the
agreement and put it down that this agreement is cancelled if your wife
won't let you do it”.

If you are asked a question

If the client asks you a question, and the answer is yes, don't say yes.

Always answer a question with another question. For example, the client
says, “can I you have talk to my partner”? You say, “would you do the
agreement with us if we talked to your partner? If the answer is yes, then
he has bought. If he says no, then ask, “what would it take for you to do
the agreement”?

Request for a Quote (which is a put off)

Here are also some questions that you can ask to get you beyond the
request for a proposal or quote:

1. In addition to you, who are the other decision-makers who will be

involved in the decision?
2. When can they get together to listen to the presentation or
proposal?
3. What do the others want? Can we talk to them and get their input
first, before creating the proposal?
4. Assuming all is okay, when do you want the proposal?
5. What would have to happen to make them feel good about being
present at your presentation?
6. Our experience shows us that our proposal will generate a lot of
questions, which allow us to customise a presentation to you.

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Shut up

By the way, do you know how important it is to shut up when asking a

closing question?

Let's go back and define a closing question, because I've gone through the
process of closing. A closing question is any question that when asked,
elicits the response “yes”.

That's any question. As you can see, actually establishing value is a

closing question - it’s a trial close. It’s an inconspicuous trial close.

So when you ask a closing question, you should always, the minute you
have asked it, shut up. You should not talk until they’ve had the
opportunity to say something. This concept comes from J. B. Douglas
Edwards, one of the world's foremost sales trainers up until his death in
the ‘70s.

Become a lover of people’s behaviour. I just love the space that’s in-
between the closing question and the buyer’s answer.

Most sales people of yesteryear were fast talkers and didn't give the people
that space. But when you give them the space, the bigger the space, the
bigger the hole they fall into. That's why the salesperson needs to shut up
the minute they’ve asked the closing question. If you don't, you are not
creating the space for them to fall into.

That absolute silence becomes the nothingness, the vacuum, as it were,

that sucks in their buying tendencies. So, it's a very exciting space, the
space of shutting up after you’ve asked the closing question.

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Step #5: Handling the objection
By:

 Ignoring it and going to Step 3

Or
 Answering it and going to Step 3

There are two ways of handling objections that come up. You can either
ignore the objection, which is usually what happens the first time, or you
can answer the objection.

Re-establish value

In either case, you go to Step 3. If you ignore the objection then go back
and establish value. If you answer the objection go back and establish
value.

Here’s how it works.

The client says yes, I can see some value. You say “great, lets sign your
company up for the payroll solution. He says well, gosh, I can't afford it
right now, or whatever. Then, either you answer the objection or you
carry on ignoring it.

One way I would ignore it is, when he says well gosh, I don't have the
money, you say, well a moment ago, you told me you saw value in having
someone else worry about organising payroll tax and rosters. That will
either get you a sale or another objection to deal with. That's the job of the
salesperson.

The job of the salesperson, moving the buyer resistance to

objections

I usually ignore the first objection because the first objection is usually not
the real objection.

Lets talk for a minute about buyer resistance, and getting the client ready
to want to buy what you're selling.

Between wanting to buy what you're selling, which is there, and buying,
which is here, there may be a whole lot of resistance. If you are just being
interesting, you may not be interested enough (or able because of lack of
rapport) to get him beyond his resistance, and so the unspoken resistance
will never be verbalised. You need to be interested enough to get him
beyond his resistance.

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That's why I usually ignore the first objection - because the first thing that
comes up is usually not the real objection. The first objection is usually
not the reason why they are not buying. So, you need to move your client,
beyond his resistance into verbalising the real objection. One way is to
ignore the objection.

Answer the objection

You can choose to answer the objection, that is, if you think the objection
is significant, you should answer it.

Here are the four objections that there are to anything, and there are only
four:

The only four objections

1. I don't have enough time

2. I don't have enough money
3. It won't work for me
4. I don't believe you

Those are the only four objections there are to anything

To overcome objections, simply revisit the value.

Answer to Time.

If they say that they don’t have enough time for a meeting or a
conversation to go over the agreement, explain that once they have thire
life in order and a no longer stress they will have more time.

If they don't have enough money

Find out how much is too much for the coaching session and talk about
how much they could save with better health.

It won’t work for me

It won't work for me.

It will work for everybody else in the world but it will not work for me, eg.
it won't work for me to have a work choices agreement. This is similar to
“I don't believe you”. These two might also be called “I don't need it”, or “I
can see the value in it and it won't work from me”, for whatever reason.

Then answer the customer using happy customer for example. For
instance, we could say to the customer, I have one client, George, who was
scared his staff would leave. In fact, he thought that his staff where
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irreplaceable. Until once, he realised he was able to pay his key staff what
he thought they would be worth to make sure they stayed. He was so
excited that she couldn't wait to tell them!

Objections can be answered by naming specific people who bought the

service or product, are using it and are happy with it. You can go down a
list of names of the people who got it and say well, you know, Robert he
thought the same thing, but he was over talking to Mel, and he has just
come back from industry meeting with some other Hotels that signed up
and they just love the work we did. Would you like to call him and ask?

How to handle an objection

We are talking about the only four objections.

Now let me talk about the way to handle an objection. So, this is “how to
handle an objection” which is a little different then the actual answer.
What I have done is given you the four objections and the answers, and
now I want to talk about how to handle an objection.

The wrong way (how not to handle an objection) would be “Why you
stupid! The agreement will cut down on penalties, so you will save on
weekend trading”.

The right way to handle the objection is this: actually, I'm going to show
you how much money you are going to save per hour again compared to a
regular award you are currently paying.

1. Listen fully

2. Actually, in the second step I often act a little bit surprised. So, I
am going to call step number 2 “Surprise”, because, remember, you
have already established value.

So, if you’ve established value, you are surprised that he would

have an objection. So what you do is repeat the objection so that
Step 1 is surprise. That is your reaction. So I'll put that in
parentheses (repeat the objection). He would say something like,
well gee I don’t have the time. “You have the time?” Just like that.
You feed be objection right back to him.

Now, I will also tell you that the problem with most salespeople.
They don't really listen to what the client is saying to hear the
objection. But if you listen totally then you will hear things that are
not verbalised. If you pay full attention and listen to the objections,
you will hear the non-verbalised resistance.
So that is why you repeat it, and then you say, “you mean that is
the only reason you are not buying? So he goes, well, I've just don't
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 have enough time. “You don’t have enough time”? And he goes
that's right.

3. Say, you mean that's the only reason you're not buying? Now he can
either say yes or no. See what this does - it brings out the real
objection. If it is a fake objection, if he says, yes, that's the only
reason why I'm not buying, you have got him because you know you
can answer the objection. So you say “ oh, you mean that's the only
reason you're not buying” and he says “yes”.

4. The Fourth step is (and it's ok to skip this step), “if I could show you
how to have the time, would you buy? That also smokes it out, if it
is a false objection. So this is just a process for smoking out that
false objection and identifies the real one.

But if he said that’s the only reason and you have answered it, that
leaves him with nowhere to go doesn't it? He has literally got
nowhere to go, but to buy.

5. The fifth step is to answer the objection as above and go right back
to establish the value. That is Step 5: go right back to establishing
the value.

So it would work like this objection, “I don't have enough money”

You don’t have enough money? Oh, you mean that's the only reason why
you're not buying.

“Yes”.

If I could show you how we could get your payroll sorted out for a fraction
of what it costs now would you be interested?

Why yes, I certainly would.

Well, I would be happy to show you the online system many companies
have already singed up like…List

Oh okay, I will by it.

You go right back to establishing value, and you say, “so you can see any
value in being able to remove the desire to smoke or can you see how being
in control of your mind will allow you results”?

The five step sales process was developed by Dr Tad James, from Tad
James Company. This program was developing specifically for Graduates
looking at using the 5 step sales process in the context of Hypnosis and
coaching. Adapted by Brad Greentree NLP Master practitioner and
trainer.
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 Copy right Onda PTY LTD 2011

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