Hypnosis has been a taboo word for far too long. And many people see it in a mystical light. Yet what they do not realize is that hypnosis is a naturally occurring state experienced by everyone every single day. And it is only in recent times, that business professionals have discovered the power of hypnosis and boosted their sales and their businesses.
一直以來，"催眠"這個詞都似乎很忌諱，也有些人覺得催眠很神奇。然而，人們不知道催眠其實是日常生活中經(jīng)常體驗到的一種自然發(fā)生的狀態(tài)。近年來，一些商業(yè)高手發(fā)現(xiàn)了催眠的力量并開始用它來讓自己生意興隆。
So what specifically is hypnotic selling? It is a process to trance your prospect with the product or service you offer as the solution to their need or want. If you are wondering if this is manipulation, it is not. To successfully become a hypnotic salesperson, it is imperative to have the customer s interest at heart. Your focus should congruently be on servicing the customer rather than just closing the deal.
那么什么是催眠式銷售呢？催眠式銷售就是催眠你的潛在顧客，并使你的產(chǎn)品或服務(wù)滿足他們的需求和欲望。這并不是一個操控的過程。要成為一名成功的催眠式銷售高手，先要把顧客的需求放在心里，焦點必須放在服務(wù)好你的顧客而不是僅僅成交。
KNOW YOUR PROSPECT 了解潛在顧客
Hypnotic selling works because it helps you listen and pay attention to the prospect in an entirely new way. You begin listening to not only their word choice, but also the type of language they use. The reason for success with this type of sales approach is because it was modeled after successful salespeople. It is exactly what top performers are already doing. So this takes the guesswork out of it and gives you specific tools and strategies to integrate into your own selling style.
催眠式銷售之所以有效，是因為你用一種全新的方式聆聽和專注于你的潛在顧客。你開始懂得不僅聽他們說的內(nèi)容，還要會聽他們所用的語言模式。這種銷售方式成功的原因是因為模仿于頂尖的銷售精英，那些擁有最佳銷售業(yè)績的topsales們已經(jīng)在這么做了。所以，你不用懷疑，現(xiàn)在你有了具體的工具和策略，請把它們整合成你自己的銷售風(fēng)格吧。
YOUR PROSPECT S LANGUAGE 觀察潛在顧客的語言
Let s take a closer look at the three possible types of language a prospect might use. Even though I ll explain them as individual types, it is important to note that we incorporate all three styles, just at different times. When you reflect back the client s language, you create immediate rapport. Also, learning a prospect s individual style gives you keen insight into their model of the world, which then allows you to tailor your presentation.
讓我們來仔細觀察一下潛在顧客可能會使用的三種語言模式。即使我分別解釋，但請注意，只是依次說明，而我們必須把三種結(jié)合起來。當(dāng)你回應(yīng)客戶說的話，就會產(chǎn)生親和感。而且，了解客戶不同的模式使你可以敏銳地洞察他們的世界，并讓你可以好好組織接下來的產(chǎn)品陳述。
"The Visual Prospect" 視覺型客戶
When you hear words like "see, appears, looks," or phrases like "picture this, looks clear, bright future," these are all visual words. This means we are accessing images in our minds to make sense of the words. These images may be still or in a movie-like sequence. They might be bright or dim, clear or fuzzy, in color or black and white. This kind of prospect will probably move and speak quite rapidly.
當(dāng)你聽到像"看見、看著、出現(xiàn)"這些詞，或像"畫出來、看上去清楚、看上去明亮、看上去蠻遠"等短語，都是視覺型的詞語。這說明我們正在頭腦中用圖像來理解這些詞語。圖像可能是靜止的，也可能像電影那樣是動態(tài)的。圖像可能明亮也可能暗、可能清楚也可能模糊、可能是彩色也可能是黑白。這類客戶好動而且語速比較快。
"The Auditory Prospect" 聽覺型客戶
There may be times when hear words like "listen, sounds, clicks," or phrases like "sound okay, listen to this, rings a bell," these are all auditory words. Here we are accessing sounds to make meaning of the words we hear. These sounds may be loud or quiet, clear or muffled, high or low pitched, pleasant or unpleasant in tonality. This prospect will speak more melodically.
我們有時會聽到對方說"聽、聲音、嘀嗒"，或"聽起來不錯、聽聽這個、鈴響了"，這些都是聽覺型詞語。這時我們是用聲音來表示詞語的意思。這些聲音可能大聲可能小聲、可能清脆可能較悶、可能高亢可能低沉、可能悅耳可能難聽。這類顧客說話會像唱歌一樣富旋律感。
"The Kinesthetic Prospect" 感覺型客戶
Sometimes you may hear words like "feel, grasp, grip, hold," or phrases like "take hold of, heavy feeling, or gut response," these are all kinesthetic or feeling words. This means we are accessing our feelings to make sense of the words. These feelings may be heavy or light, cool or warm, pressured or tingling, moving or still. This kind of prospect will speak and move quite slowly as he or she feels each word.
有時候你可能會聽到像"感覺、抓住、抓緊、握著"或"牢牢握住、很重的感覺、心里感到"這些詞或短語，都是觸覺型或感覺型的詞語。這代表我們正通過感覺來理解這些詞句。這些感覺也許強烈也許輕微、也許清涼也許溫暖、也許是壓力感或發(fā)麻感、也許是固定也許是變動的。這類客戶說話比較慢，就好像在品味每一個字一樣。
TEN TIPS ON EFFECTIVE HYPNOTIC SELLING 有效的催眠式銷售的十個小錦囊
Executives and sales professionals alike always ask me what is the fastest way I can learn these skills aside from attending one of your Hypnotic Sales Trainings. And my reply is always the same; there is no substitute for training and getting the experience under your belt. However if there were ten tips that I would want to impart to you at a training or otherwise, it would be the following:
一些經(jīng)理和專業(yè)銷售人員總是問我，不上催眠式銷售課程是否也能很快地學(xué)會這些技巧。我的回答總是一樣：出了到課程里來親自獲得體驗，沒有任何替代的方法。不過，我倒是可以秘授十個課程中的小錦囊給你：
1. Find your own charismatic persuasion state. Before you ever approach a prospect make sure you are in an optimal state of mind. A quick mental exercise you can do is think of times when you were humorous, highly influential, enthusiastic, and confident, along with times when you were communicating effectively and absolutely certain about yourself. Step into a combination of these states before you take one step towards your prospect.
1.發(fā)揮你天賦的超級說服力水平。在你接觸客戶之前確保處在一種最佳的身心狀態(tài)。一個簡快的心理練習(xí)是，回憶過去你曾經(jīng)的幽默、極富影響力、激情、自信，還有你曾經(jīng)是多么確信地與人有效地溝通。在你邁進客戶的公司之前，先邁進這些結(jié)合起來的能量狀態(tài)里。
2. Step into their trance. When you go into a company you are stepping into their world, and their world has its own pace and its own rules. So make sure you meet them where they are. If it is a high energy place, increase your own energy level. If it is slow and laid back, slow down with them. This will allow you to step into the rhythm of their environment.
2.走進他們的催眠。當(dāng)你走進一家公司，你就走進了他們的世界，而它們的世界有他們自己的速度和規(guī)則。所以請保持和它們同步。如果那時一個高能量的地方，請調(diào)高你的能量水平。如果那里又慢又松散，你也跟著慢下來。這會讓你進入這個環(huán)境的節(jié)奏。
3. Establish Rapport. Once you meet your prospect, get rapport with them. Match and mirror their movements. Sit like they sit. Speak only as fast they speak. Surprisingly, people like themselves. And more importantly people like to see themselves in others. And by matching and mirroring, you are unconsciously saying to them, "I am as you are." However, be subtle with this process. Underplay it and they won t even notice it. Avoid matching or mirroring anything that is idiosyncratic to them such as a limp or a twitch. That kind of overt behavior might break rapport.
3.建立親和感。一見到客戶就要馬上建立親和感。同步或鏡像他們的動作，包括相同的坐姿、接近的語速等。有意思的是，人們都喜歡他們自己，尤其是喜歡在別人身上看到自己。通過同步和鏡像，你在無意見對他說："我和你一樣"。當(dāng)然，這個過程必須做到細致入微、不露聲色、不留痕跡。不要去模仿或鏡像任何非正常的東西比如坡腳、抽搐等。這些過分的舉動會破壞親和感。
4. Bring them into your trance. When you feel you have established a fair amount of rapport, then it is time to bring them into your world. Get them to focus in on you, so they are no longer distracted by their surroundings. In the old days of hypnosis, a hypnotist would have you look at spiraling wheel. Hypnotic sales professionals create the same kind of trance like state with their presentations.
4.帶他們進入你的催眠。當(dāng)你覺得已經(jīng)有了足夠的親和感，是時候帶他們進入你的世界了。讓他們集中注意力在你身上，他們就不會因環(huán)境而分心。老派催眠師在做催眠時會讓你注視一個轉(zhuǎn)輪。催眠式銷售員在陳述產(chǎn)品時要創(chuàng)造一個同樣的催眠狀態(tài)出來。
5. Get them into a good state. As their attention fixates upon you, they might still be in the state of mind of their last activity. If it was a pleasant, that s fine, if not, then make sure you get them into a good state of mind (good mood). People make decisions inside of mental states. It is important to get your prospect into a great state of mind so when they decide to go with your product or service; they will always associate good feelings to that decision. This is the first rule to eliminate buyer s remorse.
5.引發(fā)良好狀態(tài)。雖然他們已經(jīng)完全在注意你，但他們有可能仍然停留在之前行為導(dǎo)致的心理狀態(tài)當(dāng)中。如果呢是開心的，沒問題。如果不是，那你就要設(shè)法把他們帶進好心情里面去。人們都是在某種特定心理狀態(tài)中做決定的。讓客戶產(chǎn)生好心情是很重要的，這樣一來，當(dāng)客戶跟你的產(chǎn)品或服務(wù)連接的時候，總是會聯(lián)想到當(dāng)初做決定時的美好感覺。這時消除購買懊悔的第一法則。
6. Find their emotional triggers. People buy with their emotions and justify and rationalize with logic. So it is imperative to discover their emotional reasons for buying. Is it to move away from the pain of not having your product or service (perceived benefit) or pleasure of having it? Or perhaps a little bit of both. Once triggers or hot buttons are discovered, hypnotic sales professionals utilize them to persuade the prospect to buying their product or service.
6.發(fā)現(xiàn)他們的情緒扳機。人們在購買時伴隨著情緒以及正確、合理、合算的邏輯判斷。所以請務(wù)必找出他們的購買情緒誘因。他們是在遠離因未擁有你產(chǎn)品的痛苦或擁有你產(chǎn)品的喜悅（感覺到的價值）嗎？或兩者都有一點？一旦這個扳機或熱鍵被發(fā)現(xiàn)，催眠式銷售的業(yè)務(wù)員就要立即利用它來促使客戶采取購買行動。
7. Become a storyteller. We all love stories. Through stories you can convince someone of anything because it is always done in a overt manner. Tell them stories of previous customers and how happy they were for using your service or product. Don t say it like a testimonial; instead share it with them like a drama. Watch some TV; drama sells! Hypnotic sales professionals are master storytellers.
7.學(xué)會講故事。我們都喜歡故事。在故事里你會相信某個角色的所有事情，因為故事總是用夸張的方式。講講你以往的顧客是用你的產(chǎn)品或服務(wù)是如何的開心滿意。別像念推薦信那樣講，要像舞臺表演那樣去分享�？纯措娨�，舞臺表演式銷售！催眠式銷售人員都是故事大王。
8. Be the first to bring up objections. When a prospect brings up a concern, it is called an objection. If you bring up the objection, then you can frame its positive attributes and make your product or service more compelling. Hypnotic sales professionals are quite familiar with the common objections associated with their industry, product, or service, and they prepare themselves ahead of time to inoculate their prospect from these objections.
8.先帶出異議。客戶表示出擔(dān)心，叫異議。如果是你自己先帶出異議，你就可以在上面構(gòu)架一些正面的屬性，令你的產(chǎn)品或服務(wù)引人入勝。專業(yè)的催眠式銷售員非常熟悉跟自己的行業(yè)、產(chǎn)品或服務(wù)有關(guān)的一般異議，并提前做好準備給客戶打預(yù)防針。
9. Show them alternate futures. Use your stories to paint them a picture of what it would be like to not have your product or service. This goes back to discovering their emotional triggers. If they are moving away from the pain of not having your product or service, then really be descriptive with this possible future. If they prefer to move towards the pleasure of having your product or service; then paint them a picture of how great it will be when they are using your product or service. This is the second rule to eliminate buyer s remorse.
9.展示交替遠景。用你的故事畫一幅沒用你的產(chǎn)品或服務(wù)會怎么樣的圖畫。這又回到尋找情緒扳機。如果他們在遠離沒用產(chǎn)品或服務(wù)的痛苦，則加深描述未來可能會發(fā)生的痛苦。如果他們享受擁有你的產(chǎn)品或服務(wù)的喜悅，則描繪一幅當(dāng)他們是用你的產(chǎn)品或服務(wù)的美麗畫卷。這時消除購買懊悔的第二個法則。
10. Thank them and reinforce their decision. Always make sure you thank them because without them you would not be there. Customers are the lifeline to any successful business. Plant a seed for their next purchase and while they are still in that great mood, suggest they share their experience with their associates and friends. This is a hypnotic way to ask for a referral. Two things will happen as a result of their sharing of their experience. First, it will reinforce their good decision about using your product or service. Second, they will automatically enter into this great mood every time they talk about you, your product, or your service. And when their friends or associates inquire about the great mood, you will get free publicity. This is the third rule to eliminate buyer s remorse.
10.感謝客戶并強化他們的決定�？偸且_保感謝客戶，因為沒有他就沒有你�？蛻羰侨魏纬晒ζ髽I(yè)的生命線。接下來，建議他們?nèi)ズ屯屡笥逊窒�，趁他們還處在好心情時買下第二此購買的種子。這時爭取轉(zhuǎn)介紹客戶的催眠方式。當(dāng)他們跟同事朋友分享體驗后，有兩個結(jié)果會發(fā)生：第一，堅定了他們選擇使用你的產(chǎn)品或服務(wù)的正確決定。第二，每次當(dāng)他們談到你、你的產(chǎn)品或服務(wù)就會自動進入這種好心情。而當(dāng)他們的同事朋友詢問起這個好心情的由來時，你會獲得免費知名度。這是消除購買懊悔的第三條法則。
WHERE DO YOU BEGIN? 從哪開始？
One begins to master hypnotic selling by starting with the first tip and really getting that down well. The process to master hypnotic selling is the same way you would eat a watermelon; one bite at a time. The key here is to integrate it into your own style, not to become a robot. Add your own flair once you have mastered each skill set.
掌握催眠式銷售要踏踏實實從第一個小錦囊開始。學(xué)習(xí)催眠式銷售的過程和吃西瓜一樣，一次只能吃一口。關(guān)鍵是要整合出你自己的風(fēng)格，不能像個機器人。每次學(xué)會一門技能都會增加你的資質(zhì)。
After you practice each tip, you will notice an apparent increase in your sales, improved relationships with old and new customers, and more referrals. Now as you are starting to understand the secrets of top performers using hypnotic selling, consider what it would be worth to you. Calculate the value of the life of a customer. Aren t these skills worth your investigation?
實踐了每個小錦囊之后，你將會留意到銷售業(yè)績的明顯增長、新老客戶人際關(guān)系的改善以及轉(zhuǎn)介紹客戶的增多�，F(xiàn)在你了解了運用催眠式銷售的、擁有驕人業(yè)績的topsales們秘密，請考慮一下，這對你的價值是什么。想想一個客戶生命的價值，難道這些技能不值得你去探索嗎？
If you aren t sure if I used hypnotic selling techniques throughout this article you may want to read it again!
如果你不知道我是否在這篇文章中使用了催眠式銷售的技術(shù)，你會要再讀多一遍！
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