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Improving Sales and retention using NLP
What is your role? What is your motivation/intention?
· Sales Team
· Fitness Team What NLP can offer
1) Use hypnotic language patterns with the intention of selling more memberships
2) Use Rapport with the intention of improving communication leading to increased sales
3) Use Values Elicitation, Metaprograms, and Rapport with the intention of understanding member more fully, leading to increased sales and retention. #3 depends on organisations willingness and ability to close the gap between what the sales team promise and the service that the fitness team deliver · What are the factors affecting willingness and ability?
· What needs to happen?
· Closing the gap
1) Values Elicitation What is important to you about your Health and Fitness?
Why is that important? This will inform you about people’s motivations for seeking out your service and better understand what they want. Asking people what their goals are is less revealing. Understanding people’s values gives you an insight into where they are at as opposed to where they would like to be. Without this information goal setting is meaningless. The majority of people are focussed on what they don’t want (Away From Motivation) and until they can shift their focus to what they do want (Towards Motivation) they will organise their behaviour in such a way that means they continue to get what they don’t want. In other words they will be unable to organise their behaviour in a way that allows them to achieve their weight loss goals for example which has massive implications for retention. Being able to identify Away From motivation at the point of sale has two advantages 1) Sales staff can use this in establishing rapport with the individual 2) Sales Staff can pass this information on to Fitness Staff who can then target this member and help them to shift their focus from what they don’t want, eg to be overweight to what they do want eg to be slim.
2) Metaprograms Metaprograms are deep-rooted values that determine the way you approach life, sometimes referred to as intrinsic values, as opposed to those that you accumulate as a result of your life’s experiences. Metaprogrammes are the source of your core motivations and behaviour patterns. They are easily recognisable as programmes because they show themselves as patterns in what you say, how you say it and what you do. Options/Procedures
In Time/Through Time
Internal Frame of Reference/External Frame of Reference
Detail/Global
Feeling/Thinking
Sameness/Difference Being able to identify the different metaprogrammes that people run has implications for #2, matching people’s metaprogrammes, both in terms of language and behaviour, is an integral part of doing Rapport well. Again, if sales staff were able to pass this information on to Gym staff, the service offered to members could be tailored which will have a positive impact on retention. 3) Rapport Body Language, Matching and Mirroring 55%
Language Tonality and Tempo 38%
Language Words 7% In seeking to effectively establish Rapport for both #2 and #3 need to be more sophisticated. We can identify whether somebody is Away From or Towards motivated, and the metaprograms that people use and reflect these back. Additionally we can identify whether an individual is Visual, auditory or kinaesthetic and reflect this back. Increased Rapport will necessarily lead to increased sales and more effective practise on the gym floor.
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Contributor's Note
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You seem to have a good command over NLP
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This intel was contributed by Pam Rigden
Pam Rigden
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May, 2012
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