SALES SECRETS FOR MARKETERS: BOOST ENGAGEMENT WITH NLP - JEFF HOFFMAN | President, MJ Hoffman and Associates How does your audience want to connect with you? Do they prefer to read Blog posts or listen to podcasts? Are hands-on user conferences their preferred method of engagement? For decades, 1000s of professionals have studied the impact that NLP (Neuro-Linguistic Programming) has on communication. Seasoned salespeople favor this technique as a non-traditional way to reach individual customers with great success. In this session we will look at the Visual, Auditory, and Kinesthetic buyer through a marketing lens, and explore ways to engage people immediately with a fresh, laser-focused content strategy.

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YOUR SALESMBA™
Jeff Hoffman
MJ Hoffman and Associates, LLC.

2. About Jeff Hoffman…
Over 25 years of entrepreneurial and sales excellence.
Programs based on 2000+ hours of research & development.
F500 client roster includes BT, Deutsche Bank, Dow Jones, Gartner, Google,
Intuit, salesforce.com, SAP, Symantec, and UPS.
Featured in Inc. Magazine, Fortune Small Business, ComputerWorld,
SellingPower, Sales and Marketing Magazine, and Training Magazine.
Top-rated content appears on Apple’s iTunes and Monster.com
2006 & 2007 Finalist for Selling Power’s Sales Excellence Award for Sales
Training Program of the Year and 2006 Finalist for American Business Award
for Best Sales Trainer.
Delivers popular Global Sales Development Series at MIT/Sloan and the Harvard
Business School.
Techniques have been taught to thousands in 2 countries over 6 continents.
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Background

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What are the shared qualities of top salespeople?
• 100% acceptance of responsibility for all results
• Do not take “NO” personally
• Intensely goal-oriented
• Above-average ambition, will-power, and determination
• Impeccably honest with themselves and customers
• Ability to approach strangers, even when uncomfortable
- Harvard Business School study, 2002
Background

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“I gave her a ring last night.”
NLP

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What are the basic assumptions of NLP?
Master Communicators…
• Clearly held goals and outcomes
• Know what they want
• Are very skilled at interpreting non verbal responses
immediately
• Flexible, willing to modify their behavior accordingly
• Enjoy the “challenge” of difficult relationships
NLP

6. • Developed in early 1970s at University of Santa Cruz in IS,
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Math, and Linguistics
• Dr John Grinder and Richard Bandler later applied its roots to
psychotherapy
• A model of how humans communicate
• Practiced worldwide in public and private sector including
business communication, management training, corporate and
labor negotiation, law, childhood and secondary education,
psychology, sales, marketing, law enforcement, professional
athletics.
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NLP

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Exercise
THE VAK TEST
V = _____ A = _____ K = _____
I make important decisions based on…
A) My gut feelings
B) The options that sound best to me
C) What looks right to me
A successful meeting is one where the attendees…
A) Illustrated the clear points clearly
B) Articulated a sound argument
C) Grasped the tangible issues

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(cont.)
People know if I am having a good or bad day by…
A) The way I dress and my overall appearance
B) The thoughts and feelings that I share
C) The tone of y voice
If I disagree with someone, I am most influenced by…
A) The sound of the their voice
B) How they look at me
C) a lack of a connection with their feelings
When outside, I am very aware of…
A) The sounds and noises around me
B) The wind and the warmth of the sun on my face
C) The colors and shapes of my surroundings

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A Sensory Language Primer
TWO basic types of language:
Sensory – Visual, Auditory, Kinesthetic, (Olfactory, Gustatory)
Non-Sensory – Neutral or “digital”
“Analyze, answer, ask, benefit, capability, change,
choose, credible, decide, engage, experience, evaluate,
idea, interest, know, learn, need, process, qualify,
quantity, result, service, understand, use, utilize…”
Non-sensory words fail to stimulate sensory activity.
NLP

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A Sensory Language Primer
Visual People
Usually talk fast & use their bodies to communicate
Enjoy visual images, symbols, design – seek attractive
designed environments
THEY: “I don’t see that as a problem;”
“This appears to be….”
“It is crystal clear…”
YOU: “I want to show you something.”
NLP
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A Sensory Language Primer
Visual Language…
“Aim, appear, blind, blush, bright, brilliant, clear, cloudy, dark,
diagram, dim, draw, dull, envision, examine, fade, focus,
foggy, gaze, glance, glare, gleam, glimpse, glow, hazy,
illuminate, illustrate, image, inspect, light, look, magnify,
murky, notice, observe, perspective, picture, reflect, reveal,
scan, see, show, sparkle, stare, view…”
NLP

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A Sensory Language Primer
Auditory people
Moderately paced with little body movement
Enjoy music, drama – tune into sound and noise levels
THEY: “Let’s hear how this sounds”
“It’s clear as a bell”
“Tell me more…”
YOU: “Let’s hear how this sounds”
NLP

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A Sensory Language Primer
Auditory Language
“Articulate, amplify, argue, boom, bark, call,
chatter, command, dictate discuss, echo, express,
harmony, listen, loud, narrate, noise, orchestrate,
profess, rave, resonate, ring, say, sing, sound,
static, tune, tell, voice…”
NLP

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A Sensory Language Primer
Kinesthetic People
Slower paced and active listeners
THEY: “I am more comfortable with…”
Athletics, working with materials, feels out a comfortable
environment
“I have a grasp on the situation…”
“It feels right to me..”
YOU: “I would like to walk you through something.”
NLP

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A Sensory Language Primer
Kinesthetic Language
“Absorb, attach, attack, balance, bend, bounce, catch,
cold, concrete, comfortable, connect, cool, cut, draw,
electric, fall, feel, firm, flush, fumble, grab, grasp, hard,
heavy, hold, hot, irritate, link, massage, merge, point,
pressure, resist, seize, sense, steady, stretch, strike,
tackle, throw…”
NLP

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Eye Movements
NLP

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Internal Application
• Live business meetings and presentations
• Prepare with VAK stimuli to see, hear and hold
• V – location, brightness, colors, powerpoint
• A – volume, circle or theater style, breakouts, conf an additional speaker
• K – demos, models, documents
• Conference calls
• Physically engaged
• Clearly define a 3 point agenda
• Solicit a mix of responses
• Slow down
• Preface your points with prepared VAK intros
• Use names and photos (f you have them.)
NLP

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External application
• Meetings
• Negotiation
• Networking and interviewing – use of a personal
commercial
NLP

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MJ Hoffman and Associates, LLC.
60 State Street, 7th Floor
Boston, MA 02109
www.mjhoffman.com
@mjhoffman.com
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Contact Us…