In Sales Training

Persuasive Seller, NLP, Cole Hatter, Donald Kelly How do you become a persuasive seller? You need to understand that there’s so many dynamics involved in selling that it’s not just about what you’re selling but HOW you’re selling. Today, we have another awesome guest, Cole Hatter, who’s going to share with us tons of valuable, interesting, practical information that you absolutely need to know to turn yourself from being average to effectively persuasive.

Cole Hatter is an entrepreneur, investor, author and award-winning speaker where he has sold over a $100 million from stage in the last four years alone. He started as a real estate investor in 2005 and today, he owns several different companies from several different industries. Cole is the founder of Thrive: Make Money Matter, an annual 3-day conference designed to teach entrepreneurs how to dominate in business and in life.

Here are the highlights of my conversation with Cole:

Things to consider with spoken copy:

  • How to put phrases together
  • How to frame ideas
  • How to pace leads and frame a price
  • How to sell 90 degrees where customers don’t feel like they’re being sold
  • Be able to persuade your prospects.
  • Lead them, guide them, and make them the one to make the buying decision in person or on stage.

Biggest mistakes in doing webinars:

  1. Using words that are big no-no’s
  2. Negative presuppositions – something you presuppose of someone else
  3. Selling at zero degree

The Do’s and Don’ts of Word Smithing:

  • Use words like investment and tuition over price, cost, or fee.
  • Don’t use words that have negative connotation.
  • Spend time researching, practicing, and using it at a high level.

Understanding the use of NLP (Neuro Linguistic Programming) in selling:

  1. It’s not manipulation but the power of suggestion

Use words that give compliments and that describe them doing what you want them to do.

  1. Pick up a great book.

Check out the Persuasion Skills Black Book by Rintu Basu.

  1. Don’t ever sell something you don’t believe in.

The only thing you’re selling should be something you know will make the person’s life better.

If you know that this person, by investing their money in whatever you’re selling, that their life will benefit from it, then it’s your responsibility to get them to take action to improve their life.

  1. Be careful with using presuppositions.

Presuppositions can be very powerful as they are double-edged swords. Turn negative presuppositions into positive ones. Make sure you’re recognizing the attributes in them that will make you move forward with your product.

Examples of negative presupposition:

“You probably hate your job or are not making enough money.”

“You’re probably not living your desired lifestyle.”

Examples of positive presupposition:

“By clicking action, you’ve told me that you’ve taken action and you’re going all in.”

“You’re an action taker or someone who wants to get ahead in life, so now is your chance to do that.”

“You’re looking for the next opportunity to learn something to immediately implement.”

  1. Selling at 90 degrees: The power of framing

Create frames so you have them to get a predictive result. Talk about a problem and a solution that points to your product that makes your prospect want to buy your product. Once you’ve framed the prospect to acknowledge the problem, learn how to frame the price. Preparation is key. You just don’t wing this. You have to build frames on purpose, not accidental. It’s almost scripted. Come up with several different frames you can use with your prospects.

Cole’s Major Takeaway:

Research, learn, and practice.

Episode Resources:

Connect with Cole Hatter @colehatter on Snapchat, Instagram, Twitter and Facebook.

Join the Thrive Conference happening on October 28-30, 2016 in San Diego, California. To learn more about it, visit www.attendthrive.com.

Persuasion Skills Black Book by Rintu Basu

SPIN Selling by Neil Rackham

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