TLDR;
This video explains how to use neuro-emotional persuasion questions (NEPQ) to improve sales performance with outbound leads. It contrasts ineffective, traditional sales approaches with a more skilled, psychology-based method that focuses on understanding and addressing the prospect's underlying needs and thought processes. The video emphasizes deframing prospects from cost-based thinking to results-based thinking, using specific tonality, verbal pauses, and neutral language to build trust and encourage prospects to qualify themselves.
- Avoid sounding like a typical salesperson by varying tonality and using verbal pauses.
- Focus on the end result and benefits for the customer.
- Use connection questions to disarm prospects and understand their motivations.
Introduction: The Right and Wrong Way to Approach Leads [0:00]
The video starts by highlighting the difference between playing the numbers game in sales, which involves contacting a high volume of leads with a generic script, and adopting a skills-based approach that significantly reduces the need for mass outreach. It addresses the common scenario where salespeople using the same script achieve vastly different results, suggesting that the key lies in the approach and skills employed rather than just the script itself. The presenter aims to show the wrong way to approach leads so viewers can identify and correct these patterns in their own sales techniques.
The Average Salesperson's Approach: What Doesn't Work [1:33]
The average salesperson typically initiates contact by stating their name, company, and the reason for the call, often asking if it's a good time to talk or if the prospect has a few minutes. This approach tends to trigger the prospect's defenses because it sounds like a typical sales pitch. People have developed a natural resistance to sales tactics, and these predictable questions reinforce negative perceptions.
Why Traditional Approaches Fail [2:56]
Traditional sales approaches often fail because salespeople either sound too excited or too monotone, triggering the prospect's defense mechanisms. When salespeople immediately focus on their products or services, they prioritize their solution over the prospect's needs. Asking "Is this a good time to talk?" almost always results in a "no." Similarly, asking for "two minutes" is perceived as dishonest, damaging trust. Asking "How are you doing today?" is seen as insincere, failing to build genuine rapport. These predictable questions lead to prospects becoming defensive, often resulting in them saying they are busy or not interested.
The Numbers Game and Qualifying the Prospect [7:28]
Many salespeople fall into the trap of playing the numbers game by readily agreeing to call back later when a prospect says they're busy, effectively entering "chase mode." This approach involves qualifying to the prospect, which is counterproductive since the prospect is the one with the problem that needs solving. Asking generic questions like "What challenges keep you awake at night?" is also ineffective because prospects are used to these questions and often push back. Being defensive and justifying your product or service only increases resistance, especially when claiming to be the "number one" company, as most prospects don't believe such claims.
Introducing NEPQ Connection Questions [12:45]
The video introduces Neuro-Emotional Persuasion Questions (NEPQ), rooted in behavioral science and psychology, designed to help salespeople connect with prospects on a deeper level. The first step involves using a familiar tone and verbal pauses to pique the prospect's curiosity. For example, saying "Yeah, it's James... James Miller with XYZ company" creates a sense of familiarity. Following this, remind the prospect why you're calling by saying, "You asked us to call you back," and then reference the end result they were seeking when they responded to the ad.
Deframing and Reframing the Prospect's Mindset [17:56]
Every prospect has a frame, or way of thinking, often centered on "How much is it going to cost?" The goal is to deframe them from this cost-based thinking and reframe them into results-based thinking. This involves shifting their focus from price to the value and outcomes they seek.
Second Connection Question: Understanding the Prospect's Motivation [20:29]
The second connection question aims to understand what specifically caught the prospect's attention in the ad. By asking, "So when you saw the ad where they were going over X, Y, and Z, what was it that they were talking about that caused you to want to look into this further?" you maintain a neutral tone and encourage the prospect to reveal their motivations without feeling pressured. This approach helps disarm the prospect and encourages them to let their guard down.
Third Connection Question: Establishing a Status Frame [23:15]
The third connection question involves establishing a status frame by downplaying the call's importance and focusing on understanding the prospect's current situation and desired results. For example, "The first part of this call is pretty basic; it's really more for us to find out kind of what you're using now for blank and the results you're getting from that compared to maybe where you're wanting those to be, to kind of see what that gap looks like, and then towards the end of the call, if you feel like, hey, this might be what you're looking for, you know, we can talk about possible next steps. Would that help you?" This neutral language avoids triggering resistance and keeps the prospect engaged.
Fourth Connection Question: Encouraging the Prospect to Qualify Themselves [27:14]
The final connection question encourages the prospect to qualify themselves by revealing their hopes and expectations. By asking, "Just so I understand, what were you hoping could possibly happen by working with us?" you prompt the prospect to articulate their desired outcomes. This shifts the dynamic, making the prospect more engaged and open to discussing their needs.