逍遥右脑 2010-03-13 07:51
Hypnosis has been a taboo word for far too long. And many people see it in a mystical light. Yet what they do not realize is that hypnosis is a naturally occurring state experienced by everyone every single day. And it is only in recent times, that business professionals have discovered the power of hypnosis and boosted their sales and their businesses.
一直以来，"催眠"这个词都似乎很忌讳，也有些人觉得催眠很神奇。然而，人们不知道催眠其实是日常生活中经常体验到的一种自然发生的状态。近年来，一些商业高手发现了催眠的力量并开始用它来让自己生意兴隆。
So what specifically is hypnotic selling? It is a process to trance your prospect with the product or service you offer as the solution to their need or want. If you are wondering if this is manipulation, it is not. To successfully become a hypnotic salesperson, it is imperative to have the customer s interest at heart. Your focus should congruently be on servicing the customer rather than just closing the deal.
那么什么是催眠式销售呢？催眠式销售就是催眠你的潜在顾客，并使你的产品或服务满足他们的需求和欲望。这并不是一个操控的过程。要成为一名成功的催眠式销售高手，先要把顾客的需求放在心里，焦点必须放在服务好你的顾客而不是仅仅成交。
KNOW YOUR PROSPECT 了解潜在顾客
Hypnotic selling works because it helps you listen and pay attention to the prospect in an entirely new way. You begin listening to not only their word choice, but also the type of language they use. The reason for success with this type of sales approach is because it was modeled after successful salespeople. It is exactly what top performers are already doing. So this takes the guesswork out of it and gives you specific tools and strategies to integrate into your own selling style.
催眠式销售之所以有效，是因为你用一种全新的方式聆听和专注于你的潜在顾客。你开始懂得不仅听他们说的内容，还要会听他们所用的语言模式。这种销售方式成功的原因是因为模仿于顶尖的销售精英，那些拥有最佳销售业绩的topsales们已经在这么做了。所以，你不用怀疑，现在你有了具体的工具和策略，请把它们整合成你自己的销售风格吧。
YOUR PROSPECT S LANGUAGE 观察潜在顾客的语言
Let s take a closer look at the three possible types of language a prospect might use. Even though I ll explain them as individual types, it is important to note that we incorporate all three styles, just at different times. When you reflect back the client s language, you create immediate rapport. Also, learning a prospect s individual style gives you keen insight into their model of the world, which then allows you to tailor your presentation.
让我们来仔细观察一下潜在顾客可能会使用的三种语言模式。即使我分别解释，但请注意，只是依次说明，而我们必须把三种结合起来。当你回应客户说的话，就会产生亲和感。而且，了解客户不同的模式使你可以敏锐地洞察他们的世界，并让你可以好好组织接下来的产品陈述。
"The Visual Prospect" 视觉型客户
When you hear words like "see, appears, looks," or phrases like "picture this, looks clear, bright future," these are all visual words. This means we are accessing images in our minds to make sense of the words. These images may be still or in a movie-like sequence. They might be bright or dim, clear or fuzzy, in color or black and white. This kind of prospect will probably move and speak quite rapidly.
当你听到像"看见、看着、出现"这些词，或像"画出来、看上去清楚、看上去明亮、看上去蛮远"等短语，都是视觉型的词语。这说明我们正在头脑中用图像来理解这些词语。图像可能是静止的，也可能像电影那样是动态的。图像可能明亮也可能暗、可能清楚也可能模糊、可能是彩色也可能是黑白。这类客户好动而且语速比较快。
"The Auditory Prospect" 听觉型客户
There may be times when hear words like "listen, sounds, clicks," or phrases like "sound okay, listen to this, rings a bell," these are all auditory words. Here we are accessing sounds to make meaning of the words we hear. These sounds may be loud or quiet, clear or muffled, high or low pitched, pleasant or unpleasant in tonality. This prospect will speak more melodically.
我们有时会听到对方说"听、声音、嘀嗒"，或"听起来不错、听听这个、铃响了"，这些都是听觉型词语。这时我们是用声音来表示词语的意思。这些声音可能大声可能小声、可能清脆可能较闷、可能高亢可能低沉、可能悦耳可能难听。这类顾客说话会像唱歌一样富旋律感。
"The Kinesthetic Prospect" 感觉型客户
Sometimes you may hear words like "feel, grasp, grip, hold," or phrases like "take hold of, heavy feeling, or gut response," these are all kinesthetic or feeling words. This means we are accessing our feelings to make sense of the words. These feelings may be heavy or light, cool or warm, pressured or tingling, moving or still. This kind of prospect will speak and move quite slowly as he or she feels each word.
有时候你可能会听到像"感觉、抓住、抓紧、握着"或"牢牢握住、很重的感觉、心里感到"这些词或短语，都是触觉型或感觉型的词语。这代表我们正通过感觉来理解这些词句。这些感觉也许强烈也许轻微、也许清凉也许温暖、也许是压力感或发麻感、也许是固定也许是变动的。这类客户说话比较慢，就好像在品味每一个字一样。
TEN TIPS ON EFFECTIVE HYPNOTIC SELLING 有效的催眠式销售的十个小锦囊
Executives and sales professionals alike always ask me what is the fastest way I can learn these skills aside from attending one of your Hypnotic Sales Trainings. And my reply is always the same; there is no substitute for training and getting the experience under your belt. However if there were ten tips that I would want to impart to you at a training or otherwise, it would be the following:
一些经理和专业销售人员总是问我，不上催眠式销售课程是否也能很快地学会这些技巧。我的回答总是一样：出了到课程里来亲自获得体验，没有任何替代的方法。不过，我倒是可以秘授十个课程中的小锦囊给你：
1. Find your own charismatic persuasion state. Before you ever approach a prospect make sure you are in an optimal state of mind. A quick mental exercise you can do is think of times when you were humorous, highly influential, enthusiastic, and confident, along with times when you were communicating effectively and absolutely certain about yourself. Step into a combination of these states before you take one step towards your prospect.
1.发挥你天赋的超级说服力水平。在你接触客户之前确保处在一种最佳的身心状态。一个简快的心理练习是，回忆过去你曾经的幽默、极富影响力、激情、自信，还有你曾经是多么确信地与人有效地沟通。在你迈进客户的公司之前，先迈进这些结合起来的能量状态里。
2. Step into their trance. When you go into a company you are stepping into their world, and their world has its own pace and its own rules. So make sure you meet them where they are. If it is a high energy place, increase your own energy level. If it is slow and laid back, slow down with them. This will allow you to step into the rhythm of their environment.
2.走进他们的催眠。当你走进一家公司，你就走进了他们的世界，而它们的世界有他们自己的速度和规则。所以请保持和它们同步。如果那时一个高能量的地方，请调高你的能量水平。如果那里又慢又松散，你也跟着慢下来。这会让你进入这个环境的节奏。
3. Establish Rapport. Once you meet your prospect, get rapport with them. Match and mirror their movements. Sit like they sit. Speak only as fast they speak. Surprisingly, people like themselves. And more importantly people like to see themselves in others. And by matching and mirroring, you are unconsciously saying to them, "I am as you are." However, be subtle with this process. Underplay it and they won t even notice it. Avoid matching or mirroring anything that is idiosyncratic to them such as a limp or a twitch. That kind of overt behavior might break rapport.
3.建立亲和感。一见到客户就要马上建立亲和感。同步或镜像他们的动作，包括相同的坐姿、接近的语速等。有意思的是，人们都喜欢他们自己，尤其是喜欢在别人身上看到自己。通过同步和镜像，你在无意见对他说："我和你一样"。当然，这个过程必须做到细致入微、不露声色、不留痕迹。不要去模仿或镜像任何非正常的东西比如坡脚、抽搐等。这些过分的举动会破坏亲和感。
4. Bring them into your trance. When you feel you have established a fair amount of rapport, then it is time to bring them into your world. Get them to focus in on you, so they are no longer distracted by their surroundings. In the old days of hypnosis, a hypnotist would have you look at spiraling wheel. Hypnotic sales professionals create the same kind of trance like state with their presentations.
4.带他们进入你的催眠。当你觉得已经有了足够的亲和感，是时候带他们进入你的世界了。让他们集中注意力在你身上，他们就不会因环境而分心。老派催眠师在做催眠时会让你注视一个转轮。催眠式销售员在陈述产品时要创造一个同样的催眠状态出来。
5. Get them into a good state. As their attention fixates upon you, they might still be in the state of mind of their last activity. If it was a pleasant, that s fine, if not, then make sure you get them into a good state of mind (good mood). People make decisions inside of mental states. It is important to get your prospect into a great state of mind so when they decide to go with your product or service; they will always associate good feelings to that decision. This is the first rule to eliminate buyer s remorse.
5.引发良好状态。虽然他们已经完全在注意你，但他们有可能仍然停留在之前行为导致的心理状态当中。如果呢是开心的，没问题。如果不是，那你就要设法把他们带进好心情里面去。人们都是在某种特定心理状态中做决定的。让客户产生好心情是很重要的，这样一来，当客户跟你的产品或服务连接的时候，总是会联想到当初做决定时的美好感觉。这时消除购买懊悔的第一法则。
6. Find their emotional triggers. People buy with their emotions and justify and rationalize with logic. So it is imperative to discover their emotional reasons for buying. Is it to move away from the pain of not having your product or service (perceived benefit) or pleasure of having it? Or perhaps a little bit of both. Once triggers or hot buttons are discovered, hypnotic sales professionals utilize them to persuade the prospect to buying their product or service.
6.发现他们的情绪扳机。人们在购买时伴随着情绪以及正确、合理、合算的逻辑判断。所以请务必找出他们的购买情绪诱因。他们是在远离因未拥有你产品的痛苦或拥有你产品的喜悦（感觉到的价值）吗？或两者都有一点？一旦这个扳机或热键被发现，催眠式销售的业务员就要立即利用它来促使客户采取购买行动。
7. Become a storyteller. We all love stories. Through stories you can convince someone of anything because it is always done in a overt manner. Tell them stories of previous customers and how happy they were for using your service or product. Don t say it like a testimonial; instead share it with them like a drama. Watch some TV; drama sells! Hypnotic sales professionals are master storytellers.
7.学会讲故事。我们都喜欢故事。在故事里你会相信某个角色的所有事情，因为故事总是用夸张的方式。讲讲你以往的顾客是用你的产品或服务是如何的开心满意。别像念推荐信那样讲，要像舞台表演那样去分享。看看电视，舞台表演式销售！催眠式销售人员都是故事大王。
8. Be the first to bring up objections. When a prospect brings up a concern, it is called an objection. If you bring up the objection, then you can frame its positive attributes and make your product or service more compelling. Hypnotic sales professionals are quite familiar with the common objections associated with their industry, product, or service, and they prepare themselves ahead of time to inoculate their prospect from these objections.
8.先带出异议。客户表示出担心，叫异议。如果是你自己先带出异议，你就可以在上面构架一些正面的属性，令你的产品或服务引人入胜。专业的催眠式销售员非常熟悉跟自己的行业、产品或服务有关的一般异议，并提前做好准备给客户打预防针。
9. Show them alternate futures. Use your stories to paint them a picture of what it would be like to not have your product or service. This goes back to discovering their emotional triggers. If they are moving away from the pain of not having your product or service, then really be descriptive with this possible future. If they prefer to move towards the pleasure of having your product or service; then paint them a picture of how great it will be when they are using your product or service. This is the second rule to eliminate buyer s remorse.
9.展示交替远景。用你的故事画一幅没用你的产品或服务会怎么样的图画。这又回到寻找情绪扳机。如果他们在远离没用产品或服务的痛苦，则加深描述未来可能会发生的痛苦。如果他们享受拥有你的产品或服务的喜悦，则描绘一幅当他们是用你的产品或服务的美丽画卷。这时消除购买懊悔的第二个法则。
10. Thank them and reinforce their decision. Always make sure you thank them because without them you would not be there. Customers are the lifeline to any successful business. Plant a seed for their next purchase and while they are still in that great mood, suggest they share their experience with their associates and friends. This is a hypnotic way to ask for a referral. Two things will happen as a result of their sharing of their experience. First, it will reinforce their good decision about using your product or service. Second, they will automatically enter into this great mood every time they talk about you, your product, or your service. And when their friends or associates inquire about the great mood, you will get free publicity. This is the third rule to eliminate buyer s remorse.
10.感谢客户并强化他们的决定。总是要确保感谢客户，因为没有他就没有你。客户是任何成功企业的生命线。接下来，建议他们去和同事朋友分享，趁他们还处在好心情时买下第二此购买的种子。这时争取转介绍客户的催眠方式。当他们跟同事朋友分享体验后，有两个结果会发生：第一，坚定了他们选择使用你的产品或服务的正确决定。第二，每次当他们谈到你、你的产品或服务就会自动进入这种好心情。而当他们的同事朋友询问起这个好心情的由来时，你会获得免费知名度。这是消除购买懊悔的第三条法则。
WHERE DO YOU BEGIN? 从哪开始？
One begins to master hypnotic selling by starting with the first tip and really getting that down well. The process to master hypnotic selling is the same way you would eat a watermelon; one bite at a time. The key here is to integrate it into your own style, not to become a robot. Add your own flair once you have mastered each skill set.
掌握催眠式销售要踏踏实实从第一个小锦囊开始。学习催眠式销售的过程和吃西瓜一样，一次只能吃一口。关键是要整合出你自己的风格，不能像个机器人。每次学会一门技能都会增加你的资质。
After you practice each tip, you will notice an apparent increase in your sales, improved relationships with old and new customers, and more referrals. Now as you are starting to understand the secrets of top performers using hypnotic selling, consider what it would be worth to you. Calculate the value of the life of a customer. Aren t these skills worth your investigation?
实践了每个小锦囊之后，你将会留意到销售业绩的明显增长、新老客户人际关系的改善以及转介绍客户的增多。现在你了解了运用催眠式销售的、拥有骄人业绩的topsales们秘密，请考虑一下，这对你的价值是什么。想想一个客户生命的价值，难道这些技能不值得你去探索吗？
If you aren t sure if I used hypnotic selling techniques throughout this article you may want to read it again!
如果你不知道我是否在这篇文章中使用了催眠式销售的技术，你会要再读多一遍！