Through our experiences we have developed an internal representation system or how we process information in an attempt to understand something. Some people understand through sight, some sound, some feeling, and some self-talk. Once you understand a customer’s internal representational system or their precise way of thinking, you can structure your message to “fit” the way the customer processes the information for understanding and acceptance when you use the appropriate language to match a customer’s internal representational system. This system or process will be used to make every decision they make throughout the day. So, in order to have a more compelling sales message, you must present your message within the customer’s representational system to have the greatest impact or run the risk of your message falling on deaf ears. The customer may appear to be patiently listening to you when in reality they are either half listening or not paying attention at all.
So, changing just one word can have a tremendous impact on your sales call.
This model of communication is the most cutting edge communication model in the market place today. It is an advanced system of language patterns that you can use for increased communication effectiveness and persuasion. It gives you the tools to easily make changes to your sales interaction that create a more compelling sales presentation.
It focuses on thought processes and what’s going on in the customer’s mind; how those gears are turning in their head when you’re presenting information to them.
As stated earlier, you will use pictures, sounds, feelings, smells, tastes, or self-talk, which is your internal representation to understand information and make every decision. Your customers will too.
I want to focus on just four of the six: pictures, sounds, feelings, and self talk since they are the main perceptual modes used for decision-making.
- The first one is pictures or the visual perceptual mode. The visual perceptual mode can be identified by the predicates or descriptive words they use when describing their situation or needs. They will use words like see, show, looks, imagine, and clear. These words go to sight and indicate that the customer is processing this particular information or experience in the visual perceptual mode.
- The next one is hearing or the auditory perceptual mode. The auditory perceptual mode can be identified by the predicates or descriptive words they use when describing their situation or needs. They will use words like tell, discuss, sounds, say, and hear. These words go to hearing and indicate that the customer is processing this particular information or experience in the auditory perceptual mode.
- The next one is feeling or the kinesthetic perceptual mode. The kinesthetic perceptual mode can be identified by the predicates or descriptive words they use when describing their situation or needs. They will use words like feel, grasp, handle, walk, and comfortable. These words go to feeling and indicate that the customer is processing this particular information or experience in the kinesthetic perceptual mode.
- The last one is self-talk or the auditory digital perceptual mode. The auditory perceptual mode can be identified by the predicates or descriptive words they use when describing their situation or needs. They will use words like seem, sense, convinced, experience, and think. These words go to hearing and indicate that the customer is processing this particular information or experience in the auditory digital perceptual mode.
Further, the auditory digital perceptual mode is the only perceptual mode that is the digital component of our thinking process. We use it to make sense of things. That is why we talk to our selves. The other perceptual modes are referred to as analog components of the thinking process. That means they can be perceived by the senses: see, hear, feel, smell, and taste. Whereas, the auditory digital perceptual mode cannot be perceived by the senses. For example:
- Seem: It either seems that way or it doesn’t.
- Know: You either know or you don’t know.
- Experience: You either have it or you don’t.
One critical point to keep in mind about the importance of matching the customer’s perceptual mode is that when you do match their perceptual mode they open up and just start talking to you. So, by having asked key questions of the customer or prospect about their needs, their situation, and/or what’s important to them when making a decision, then paying close attention to how the customer or prospect responds rather than what they actually talk about, the customer or prospect will reveal their pattern of thinking for understanding and acceptance of your sales message.
If a brief conversation about how to improve your sales team’s effectiveness would be valuable please call J.P. Thompson at (888) 821-6656 or drop me a line at jpt@ascenticg.com
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