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Persuasive Seller, NLP, Cole Hatter, Donald Kelly

TSE 371: How To Become A More Persuasive Seller

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

Persuasion Skills Black Book by Rintu Basu

SPIN Selling by Neil Rackham

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Join TSE Hustler’s League for $1.00

Donald Kelly, The Sales Evangelist Podcast, Kurt Mortensen

TSE 366: Turning A No Into A Yes

Kurt Mortensen, Donald Kelly, The Sales EvangelistBreaking news! Trust is an all-time low among consumers right now.

And that’s pretty understandable with the overwhelming amount of information out there today and our customers being more well-informed even before they buy something.

The huge, huge challenge, therefore, is how do you master the art and science of persuasion and influence?

Today’s guest, Kurt Mortensen, author of the book Maximum Influence, takes us into the world of persuasion and influence and how we can improve on those skills necessary for generating sales.

Here are the highlights of my conversation with Kurt:

Kurt’s coolest sales experience as a customer at a suit store

Biggest mistakes people make when persuading someone:

  • It’s not about the closing skills.
  • Things have changed dramatically in the world of persuasion
  • Trust is in an all-time low
  • Access to information has changed everything
  • Seller vomits all over the prospect.
  • You go into the situation and you overwhelm the prospect with too many information
  • Talking too much, too friendly and too fast
  • Cheesy, outdated content

Causes of the big decline in trust in sellers:

  • People are more skeptical than ever before
  • Being bombarded with over 5,000 persuasive messages a day
  • Having access to more information

Strategies for Selling with Power:

  1. Adapt to and understand the prospect.

Studies show that when people like you and trust you, you have an 88% chance of persuasion.

  1. Help them persuade themselves.

Not only do you have to persuade them in the way they want to be persuaded but you also need to help them persuade themselves which is another important to your success.

Is rapport-building still important?

Initially no, eventually yes.

Teach them something new, different, and creative or something’s going to help them how you’re going to serve them upfront that they’ve never thought of before, that opens the door to having a need.

Once you’ve created a need or want, then you can build rapport and work through that.

How to start persuading today:

  1. Think about your image (clothing, color, website, brochure, etc.)

Up to 95% of persuasion involves a subconscious trigger. You will be judged for the first 30 seconds whether they’re going to buy from you or not. Emotional subconscious things have a bigger effect than logic salespeople use.

  1. Ask the right questions and listen.

Great persuaders ask three times more questions. They are consultants rather than salespeople.

  1. Change some of the verbiage.

Change the word “sales” to “consultant” to reduce resistance and empower salespeople to be consultants.

  1. Pause. Listen. Reply.

Salespeople hear the same objections over and over again so they tend to cut the person off and give them the answer which triggers arrogance.

  1. Verbal packaging

Every word you use will attract or repel people – contract vs. paperwork, sign here vs. endorse this, etc. Be careful with using words that freak your prospects out.

6, Learn more tools.

There are more tools you need to adapt and get them to learn how to sell with power. You’re not as good as you think you are and your people skills not as fine-tuned as you think. People don’t trust you as much as you think. Open your eyes to these to realize you need to change some things.

More laws of persuasion:

  • Foot In The Door technique (FITD)
  • Break down what you’re asking for into smaller yes’s to double the amount of sales you get
  • Go for the easiest yes’s first to make compliance much easier

Kurt’s Major Takeaway:

Sales is awesome. Have fun. You have a moral and ethical obligation to persuade people into salespeople. Develop your sense of humor. Humor and influence have an incredible correlation. Making your prospects smile can change everything as it changes their mood.

Episode Resources:

Check out Kurt’s books:

Maximum Influence

Persuasion IQ

Laws of Charisma

Listen to Kurt’s podcast at to learn about the latest science and art  of persuasion and influence.

Get a free audiobook download and a 30-day free trial at with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Join Today For $1.00

Donald Kelly, The Sales Evangelist, TSE Hustler's League