Written by: Dr. Terence McIvor, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In order to fully understand or grasp the technique of using hypnotic language patterns (HLP) in sales writing and direct person-to-person sales, we must first look into Neurolinguistic Patterns and how neurolinguistics is used in everyday life around us.
What is Neurolinguistics?
By definition, Neurolinguistics is the branch of linguistics dealing with the relationship between language and the structure and functioning of the brain.
Neurolinguistic programming is used extensively in everyday life around us; in sales and marketing, conversationally, in retail, real estate, and even in our relationships.
Developed by Richard Bandler and John Grinder in the 1970s, Neurolinguistic programming became a psychological method of teaching people techniques in better communication thus leading to successful interactions within their working or personal life.
NLP teaches you techniques and methods not only in communication and linguistics but also ways in which to change a negative thinking pattern or bad habit into a positive path or healthy habit within your subconscious first, which then manifests through that person on a more conscious and aware level.
How is Neurolinguistics and Hypnotic Language used in Sales?
NLP is used frequently in sales and advertising. We come across it in supermarkets when we are buying a particular coffee brand over another or in retail when we buy our jeans from one store and not the one next door.
For successful sales using NLP, there has to be certain steps followed for the most lucrative outcome as discussed in depth in The Sales Doctor’s eBook ‘The Power of Branding & Innovative Sales’. Firstly, Rapport must be established between the seller and the customer. Ways in which this rapport is established include techniques such as matching and mirroring the customers’ body and vocal language, making use and repetition of keywords, and even matching the customers’ tone of voice or breathing patterns.
The idea of that may seem strange to some but by doing this you are forming a connection with the customer that not only makes them feel comfortable to be communicating with you but also makes them more receptive to what you are saying or selling to them as they are relaxed and not guarded.
Once rapport is successfully established the seller will start with some questions. This is where the NLP truly shines through. Using the correct words and phrases and at the right time in the conversation will heavily impact on whether or not you will make a successful sale.
For example, you have a product that you are presenting to a customer and you want to communicate with the customer via the product in a way that provokes positive emotions. To do this you will use words such as Refresh, Exciting, Happy, Believe, and Thrive. All these words have positive emotions attached to them and that is exactly what you are trying to tap into, the customers' positive emotions.
Another example is if you want to create excitement through a product. You wouldn’t simply tell the customer that ‘this product is exciting, you should buy it.’ NO! You will make use of ‘magic words’ as shown above.
You would create almost a story around it with words that evoke excitement such as imagine, upcoming, one of a kind, limited time, amazing, fantastic. All these words evoke a feeling of anticipation or excitement. Selling is not solely presenting the product but more so creating a story behind it that heeds the needs of the customer and shows them exactly why they need YOUR product in their life, why YOUR product is the one for them, and why they should buy from YOU and not your competitor.
What is Hypnosis?
By definition, Hypnosis is a human condition which alters attention levels, peripheral awareness, and human response capacity to make a person more suggestible and impressionable. It is a trance or sleep-like mental state in which the person experiencing the hypnosis will have increased concentration and attention. While in this mindset a lot of people have reported to have felt sleepy or zoned out which is not exactly the reality. The reality is that this person is in a state known as ‘Hyper-awareness’.
There are multiple different ways in which hypnosis can be carried out and for many different reasons. Hypnosis can be carried out by a licensed physician, there are many online tools such as music or recorded voices which can be used and people have also taken up self-hypnosis in which a person self-induces a hypnotic state upon themselves. It has been known to be used in psychotherapy to treat patients with conditions such as anxiety, depression, and PTSD. It has also been used physiologically as a method for pain management.
What are Hypnotic Language Patterns?
A Hypnotic Language Pattern is used to guide a person into a trance-like state by using a set of linguistics patterns and phrases to achieve the desired results.
What is an Example of HLP in Everyday Life?
As a salesperson, your spoken language is an invaluable tool which has the potential to be very hypnotic when used effectively and in the correct manner to elicit a desired response or reaction from a customer.
As a simple example of how language can be hypnotic, one which we have all experienced either as children or adults can be seen within a children’s bedtime storybook.
When you think of a children’s storytime before bed the scene is serene. The book is read in a soft tone of voice, it is a gentle read to lure the child into the story and place them in a state of concentration to guide them toward a peaceful slumber.
Repetition is frequently used in these stories, with words such as ‘relax’, ‘sleep’ ‘rest your eyes’, being used over and over, planting the seed in the child’s head that they should do the same.
You will notice that a lot of stories in relation to children’s bedtime use animals as their main character and they tell stories of how they are going to sleep or getting ready for bed. This is a technique which allows the child to use abstract thinking and relate themselves to the story without explicitly being told it is their bedtime. By having the story of ‘The Sheep who went to sleep’ read to them with the use of the hypnotic language patterns laid out in front of you in a soft tone, the child has become highly suggestible in their concentrative state and related themselves to the Sheep who went to sleep, thus on most occasions, drifting off into a deep sleep themselves.
How Hypnotic Language Patterns are used in Sales
As mentioned above, building a rapport with a customer prior to even considering pitching or selling your product or services is key. Without this rapport, everything you suggest is going to be dismissed or not fully taken on board.
Let us consider what a therapist does with their client. A therapist’s role, prior to engaging fully with their patient is to put them at ease, both on a conscious and subconscious level. By assisting the patient in reaching a fully relaxed state and building this rapport they can make the patient more receptive to suggestions, advice, or guidance and also make the patient more likely to open up themselves and share their thought, wants, or needs.
This works the same way in sales. By using techniques such as matching and mirroring a client in their verbal and body language, repeating keywords or phrases and allowing them time to relax into the communication you have now opened the customer, making them more receptive to what you have it is you have to say and/or offer them.
The Double Bind
This technique is used very often in sales. The idea of a Double Bind is to provide the customer with what seems like a choice for them to make however either choice you have directed them to provide you with the outcome you are looking for.
An example of a double bind would be something like this:
‘Would you like to complete the sale here or in my office?’
This gives the customer a feeling of choice and control in the situation, however, whether or not they chose the forecourt you are currently standing in or the office environment the sale is still being completed.
By setting up what essentially is an illusion of choice you are increasing the cooperation of the customer.
Embedded Commands
As I mentioned above, an embedded command is a spoken sentence which has within its structure a hidden command.
As you read through this section you will notice how you become really interested in learning more about techniques and using these methods in everyday life and sales.
The above is an example of using an embedded command. Maybe you noticed it, maybe you didn’t, but within its structure, I gave you a command that your subconscious mind would recognise and react to.
The embedded command came in the form of three words ‘become really interested’. By doing this and forming the sentence in this structure I have told your brain to become excited about reading and learning. This is a very common and very effective skill to use in sales and it is used quite frequently. You may even begin to notice these more now that you are aware of them.
Storytelling
Circling back to the concept of storytelling; it is important to know that stories are not solely for children. Storytelling is a very effective technique used in closing a sale and if used successfully you are more likely to close the sale with the client.
What we mean when we talk about incorporating storytelling into your sale is not reciting a ‘once upon a time’ speech to your customer but instead taking their wants, needs, and desires and creating a story around your product that relates to these. It is not only about what you say to the client here but how you say it that makes it a powerful technique.
This method allows you to create excitement or a stronger desire in relation to the product as you tell the amazing story of how this product will change their everyday life, thus increasing sales percentages, customer engagement, and even repeat custom.
Both verbal and non-verbal language are the most powerful tools we all have at our disposal when it comes to sales. With many other companies fighting for the attention and retention of customers it is vital for the health and survival of your company that you do not exclusively rely on your product to sell itself.
By investing in your own selling skills by incorporating the techniques discussed in this blog, you will become more advanced and customers will gravitate toward you and your company rather than your competitors. Invest in your skills, take the time to adapt and learn, and the results in your bottom line and customer retention will speak for themselves.
Dr. Terence McIvor, Executive Contributor Brainz Magazine
Dr Terry McIvor is a thought leader in the areas of:
Leadership,
Sales Performance
Neuro Linguistic psychology
Critical Problem Solving and Research
Transformative Coaching
Successful Thinking Engineering
Hypnosis
Education
He has set up the Sales Doctor Coaching and Hypnotherapy Clinic to help not only salespeople and entrepreneurs, but other professionals who have been underperforming within their chosen occupations. Examples of these are Teachers, Lawyers, Doctors, and other professionals.
These professionals can avail of Neuro Linguistic psychological techniques to help them think more strategically so they can excel in their domain of practice. These techniques eradicate confidence and anxiety issues, negative thinking, phobias and much more. Clients can also avail of hypnosis to alleviate and eradicate these issues if they prefer.
Dr Terry is currently researching (using the meta analysis approach) how quantum mechanics of biochemical systems affect neural processing within the brain. He has embarked on this research so as to better understand the complete functioning of the mind and to convey this understanding to others, through his clinical work.
Dr Terry is a qualified e-coach and has a large international client base who wish to be coached online. He also travels to the client if they wish their sessions are face to face.
He has a diverse set of skills which he employs daily to improve the lives of people who have lost their way and who need direction to be the best that they can be.
Dr Terry is also the CEO and owner of the first accredited B-STEMM (Business, Science, Technology, Mathematics and Medical technical) Academy in Ireland where he educates students not only in Ireland but around the world. He set this up to address a worldwide shortage of business and STEMM graduates. Terry has a passion for helping people fulfil their potential so they can become a more confident and successful person. He was a leader of an international team of educational experts to set up an international public university in India, a 200 million dollar project. The university will have campuses both in India and around the world. It will open for classes this academic year and will provide scholarships for those students who do not have the financial means to pay for their education.
Terry earned his primary degree in Biochemical Sciences with Business and a PhD in Chemistry Education, he has also earned a number of postgraduate qualifications including a Postgraduate Diploma in Further and Higher Education.
Dr Terry is passionate about transformation and innovation, and he wants you to be successful, powerful and in control, so you can manifest your dreams and achieve your business goals, which will create a ripple effect in your personal life.
