By Geoff Wade - Onirik

It’d make a big difference to your sales if everyone on your team was a top performer. If you look at most sales training programmes they involve traditional teaching and learning of what the top performers do. There is a better approach to ‘modelling’ these exemplars.

Unconscious learning is something that we have done as children. The ‘naïve’ analysis free learning state that young people utilise to learn and step directly to unconscious competence (bypassing the conscious learning steps) is an example of modelling. As we mature we gradually replace this modelling ability with conscious information gathering and analysis. It is in response to this adult learning approach that we have the traditional classroom conscious learning approach that develops conscious incompetence and leads on (with practice) to conscious competence and unconscious competence.

In the field of NLP modelling has two meanings. It can involve a suitably trained adult individual using an analysis free learning state to model exemplars to learn a new skill for themself. It can also involve a master practitioner of NLP modelling exemplars in order to create useful descriptions of their abilities so they can be learned by others. Which ever - the purpose of modelling is to transfer the ability of exemplars (e.g. top sales performers) to someone who needs or wants the ability of the exemplars in a manner that quickly develops unconscious competence. In sales, done effectively, modelling can deliver significant performance improvement.

The traditionally held understanding of modelling in sales is that we take whatever a successful person does and teach it to other people using the conscious learning strategies. Unfortunately this traditional view of modelling embodies a slow three step learning process and three errors and assumptions that limit success.

The three step learning process from conscious incompetence to conscious competence to unconscious competence is usually slow (taking some weeks of daily practice) and characterised by negative demotivational feedback (repeated failure to achieve the desired outcome until the skill is developed). The process does not sustain itself.

The first error is that traditional sales models are usually based on only one super sales person. The second error is that traditional models focus on observed behaviour content (e.g. word for word use of the guru’s opening script/line) rather than behaviour patterns. The third error is that models are generalized. Attempts are made to apply them in many situations when they may work best in limited contexts (e.g. the guru’s approach to transactional sales of tangibles is translated to complex sales of intangibles).

Successful sales models must be built from at least three exemplars so that the modeller can isolate successful sales patterns from personal content and idiosyncrasies. Successful sales models must also go beyond just externally observable behaviour to incorporate the normally hidden internal thinking processes and supporting beliefs and values (or mental state). And finally effective models must include a description specifying the contexts and situations in which the models work best and those where they don’t apply.

NLP based modelling addresses all three errors and can build models that lead to extraordinary performance improvements for existing staff and a very short learning curve for new hires. The process of codifying NLP models is far more sophisticated than I’ve described here. It normally requires a skilled master practitioner with at least 50 days of training to master the competencies required to elicit and develop NLP models. However, any person can learn an NLP sales model.

Onirik has conducted a number of modelling projects with clients. For one client our consultants observed and modelled a number of the organization’s top performing front-line sales staff, including the best performing salesperson with an average close ratio of 95%. Our trainers delivered the model to sales managers and front-line staff. Prior to our intervention the average close ratio was less than 15%. Within four weeks after the model training the average conversion ratio increased to over 70%.

So, investigate NLP based sales modelling as a means to move the performance of the 70% of your staff who are average performers to equal that of your top 15%.

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Geoff Wade is the Sales & Marketing Director of Onirik Pty Ltd. Onirik is a team of professionals focus on business value and measurable outcomes, as the reason for our clients to listen to Onirik. Onirik, together with their partner Brava, helps their clients get fast and lasting quantum leap improvements in revenue and margins. Onirik conducts research in selling skills, management, coaching, motivational leadership, the psychology of persuasion, effective business processes, and negotiation. They help clients implement the practical applications of the research and of NLP in sales, service, and management.

Web: www.onirik.com.au
Email: geoff.wade@onirik.com.au
Phone: +61 (2) 9004 7810