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　　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.

　　一直以來(lái)，"催眠"這個(gè)詞都似乎很忌諱，也有些人覺(jué)得催眠很神奇。然而，人們不知道催眠其實(shí)是日常生活中經(jīng)常體驗(yàn)到的一種自然發(fā)生的狀態(tài)。近年來(lái)，一些商業(yè)高手發(fā)現(xiàn)了催眠的力量并開(kāi)始用它來(lái)讓自己生意興隆。

　　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.

　　那么什么是催眠式銷(xiāo)售呢？催眠式銷(xiāo)售就是催眠你的潛在顧客，并使你的產(chǎn)品或服務(wù)滿(mǎn)足他們的需求和欲望。這并不是一個(gè)操控的過(guò)程。要成為一名成功的催眠式銷(xiāo)售高手，先要把顧客的需求放在心里，焦點(diǎn)必須放在服務(wù)好你的顧客而不是僅僅成交。

　　KNOW YOUR PROSPECT 了解潛在顧客

　　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.

　　催眠式銷(xiāo)售之所以有效，是因?yàn)槟阌靡环N全新的方式聆聽(tīng)和專(zhuān)注于你的潛在顧客。你開(kāi)始懂得不僅聽(tīng)他們說(shuō)的內(nèi)容，還要會(huì)聽(tīng)他們所用的語(yǔ)言模式。這種銷(xiāo)售方式成功的原因是因?yàn)槟７掠陧敿獾匿N(xiāo)售精英，那些擁有最佳銷(xiāo)售業(yè)績(jī)的topsales們已經(jīng)在這么做了。所以，你不用懷疑，現(xiàn)在你有了具體的工具和策略，請(qǐng)把它們整合成你自己的銷(xiāo)售風(fēng)格吧。

　　YOUR PROSPECT　S LANGUAGE 觀察潛在顧客的語(yǔ)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.

　　讓我們來(lái)仔細(xì)觀察一下潛在顧客可能會(huì)使用的三種語(yǔ)言模式。即使我分別解釋?zhuān)�但�?qǐng)注意，只是依次說(shuō)明，而我們必須把三種結(jié)合起來(lái)。當(dāng)你回應(yīng)客戶(hù)說(shuō)的話(huà)，就會(huì)產(chǎn)生親和感。而且，了解客戶(hù)不同的模式使你可以敏銳地洞察他們的世界，并讓你可以好好組織接下來(lái)的產(chǎn)品陳述。

　　"The Visual Prospect" 視覺(jué)型客戶(hù)

　　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.

　　當(dāng)你聽(tīng)到像"看見(jiàn)、看著、出現(xiàn)"這些詞，或像"畫(huà)出來(lái)、看上去清楚、看上去明亮、看上去蠻遠(yuǎn)"等短語(yǔ)，都是視覺(jué)型的詞語(yǔ)。這說(shuō)明我們正在頭腦中用圖像來(lái)理解這些詞語(yǔ)。圖像可能是靜止的，也可能像電影那樣是動(dòng)態(tài)的。圖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。這類(lèi)客戶(hù)好動(dòng)而且語(yǔ)速比較快。

　　"The Auditory Prospect" 聽(tīng)覺(jué)型客戶(hù)

　　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.

　　我們有時(shí)會(huì)聽(tīng)到對(duì)方說(shuō)"聽(tīng)、聲音、嘀嗒"，或"聽(tīng)起來(lái)不錯(cuò)、聽(tīng)聽(tīng)這個(gè)、鈴響了"，這些都是聽(tīng)覺(jué)型詞語(yǔ)。這時(shí)我們是用聲音來(lái)表示詞語(yǔ)的意思。這些聲音可能大聲可能小聲、可能清脆可能較悶、可能高亢可能低沉、可能悅耳可能難聽(tīng)。這類(lèi)顧客說(shuō)話(huà)會(huì)像唱歌一樣富旋律感。

　　"The Kinesthetic Prospect" 感覺(jué)型客戶(hù)

　　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.

　　有時(shí)候你可能會(huì)聽(tīng)到像"感覺(jué)、抓住、抓緊、握著"或"牢牢握住、很重的感覺(jué)、心里感到"這些詞或短語(yǔ)，都是觸覺(jué)型或感覺(jué)型的詞語(yǔ)。這代表我們正通過(guò)感覺(jué)來(lái)理解這些詞句。這些感覺(jué)也許強(qiáng)烈也許輕微、也許清涼也許溫暖、也許是壓力感或發(fā)麻感、也許是固定也許是變動(dòng)的。這類(lèi)客戶(hù)說(shuō)話(huà)比較慢，就好像在品味每一個(gè)字一樣。

　　TEN TIPS ON EFFECTIVE HYPNOTIC SELLING 有效的催眠式銷(xiāo)售的十個(gè)小錦囊

　　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:

　　一些經(jīng)理和專(zhuān)業(yè)銷(xiāo)售人員總是問(wèn)我，不上催眠式銷(xiāo)售課程是否也能很快地學(xué)會(huì)這些技巧。我的回答總是一樣：出了到課程里來(lái)親自獲得體驗(yàn)，沒(méi)有任何替代的方法。不過(guò)，我倒是可以秘授十個(gè)課程中的小錦囊給你：

　　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.發(fā)揮你天賦的超級(jí)說(shuō)服力水平。在你接觸客戶(hù)之前確保處在一種最佳的身心狀態(tài)。一個(gè)簡(jiǎn)快的心理練習(xí)是，回憶過(guò)去你曾經(jīng)的幽默、極富影響力、激情、自信，還有你曾經(jīng)是多么確信地與人有效地溝通。在你邁進(jìn)客戶(hù)的公司之前，先邁進(jìn)這些結(jié)合起來(lái)的能量狀態(tài)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.走進(jìn)他們的催眠。當(dāng)你走進(jìn)一家公司，你就走進(jìn)了他們的世界，而它們的世界有他們自己的速度和規(guī)則。所以請(qǐng)保持和它們同步。如果那時(shí)一個(gè)高能量的地方，請(qǐng)調(diào)高你的能量水平。如果那里又慢又松散，你也跟著慢下來(lái)。這會(huì)讓你進(jìn)入這個(gè)環(huán)境的節(jié)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.建立親和感。一見(jiàn)到客戶(hù)就要馬上建立親和感。同步或鏡像他們的動(dòng)作，包括相同的坐姿、接近的語(yǔ)速等。有意思的是，人們都喜歡他們自己，尤其是喜歡在別人身上看到自己。通過(guò)同步和鏡像，你在無(wú)意見(jiàn)對(duì)他說(shuō)："我和你一樣"。當(dāng)然，這個(gè)過(guò)程必須做到細(xì)致入微、不露聲色、不留痕跡。不要去模仿或鏡像任何非正常的東西比如坡腳、抽搐等。這些過(guò)分的舉動(dòng)會(huì)破壞親和感。

　　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.帶他們進(jìn)入你的催眠。當(dāng)你覺(jué)得已經(jīng)有了足夠的親和感，是時(shí)候帶他們進(jìn)入你的世界了。讓他們集中注意力在你身上，他們就不會(huì)因環(huán)境而分心。老派催眠師在做催眠時(shí)會(huì)讓你注視一個(gè)轉(zhuǎn)輪。催眠式銷(xiāo)售員在陳述產(chǎn)品時(shí)要?jiǎng)?chuàng)造一個(gè)同樣的催眠狀態(tài)出來(lái)。

　　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.引發(fā)良好狀態(tài)。雖然他們已經(jīng)完全在注意你，但他們有可能仍然停留在之前行為導(dǎo)致的心理狀態(tài)當(dāng)中。如果呢是開(kāi)心的，沒(méi)問(wèn)題。如果不是，那你就要設(shè)法把他們帶進(jìn)好心情里面去。人們都是在某種特定心理狀態(tài)中做決定的。讓客戶(hù)產(chǎn)生好心情是很重要的，這樣一來(lái)，當(dāng)客戶(hù)跟你的產(chǎn)品或服務(wù)連接的時(shí)候，總是會(huì)聯(lián)想到當(dāng)初做決定時(shí)的美好感覺(jué)。這時(shí)消除購(gòu)買(mǎi)懊悔的第一法則。

　　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.發(fā)現(xiàn)他們的情緒扳機(jī)。人們?cè)谫?gòu)買(mǎi)時(shí)伴隨著情緒以及正確、合理、合算的邏輯判斷。所以請(qǐng)務(wù)必找出他們的購(gòu)買(mǎi)情緒誘因。他們是在遠(yuǎn)離因未擁有你產(chǎn)品的痛苦或擁有你產(chǎn)品的喜悅（感覺(jué)到的價(jià)值）嗎？或兩者都有一點(diǎn)？一旦這個(gè)扳機(jī)或熱鍵被發(fā)現(xiàn)，催眠式銷(xiāo)售的業(yè)務(wù)員就要立即利用它來(lái)促使客戶(hù)采取購(gòu)買(mǎi)行動(dòng)。

　　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.學(xué)會(huì)講故事。我們都喜歡故事。在故事里你會(huì)相信某個(gè)角色的所有事情，因?yàn)楣适驴偸怯每鋸埖姆绞�。講講你以往的顧客是用你的產(chǎn)品或服務(wù)是如何的開(kāi)心滿(mǎn)意。別像念推薦信那樣講，要像舞臺(tái)表演那樣去分享�？纯措娨�，舞臺(tái)表演式銷(xiāo)售！催眠式銷(xiāo)售人員都是故事大王。

　　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.先帶出異議�？蛻�(hù)表示出擔(dān)心，叫異議。如果是你自己先帶出異議，你就可以在上面構(gòu)架一些正面的屬性，令你的產(chǎn)品或服務(wù)引人入勝。專(zhuān)業(yè)的催眠式銷(xiāo)售員非常熟悉跟自己的行業(yè)、產(chǎn)品或服務(wù)有關(guān)的一般異議，并提前做好準(zhǔn)備給客戶(hù)打預(yù)防針。

　　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.展示交替遠(yuǎn)景。用你的故事畫(huà)一幅沒(méi)用你的產(chǎn)品或服務(wù)會(huì)怎么樣的圖畫(huà)。這又回到尋找情緒扳機(jī)。如果他們?cè)谶h(yuǎn)離沒(méi)用產(chǎn)品或服務(wù)的痛苦，則加深描述未來(lái)可能會(huì)發(fā)生的痛苦。如果他們享受擁有你的產(chǎn)品或服務(wù)的喜悅，則描繪一幅當(dāng)他們是用你的產(chǎn)品或服務(wù)的美麗畫(huà)卷。這時(shí)消除購(gòu)買(mǎi)懊悔的第二個(gè)法則。

　　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.感謝客戶(hù)并強(qiáng)化他們的決定�？偸且�確保感謝客戶(hù)，因?yàn)闆](méi)有他就沒(méi)有你。客戶(hù)是任何成功企業(yè)的生命線(xiàn)。接下來(lái)，建議他們?nèi)ズ屯�事朋友分享，趁他們還處在好心情時(shí)買(mǎi)下第二此購(gòu)買(mǎi)的種子。這時(shí)爭(zhēng)取轉(zhuǎn)介紹客戶(hù)的催眠方式。當(dāng)他們跟同事朋友分享體驗(yàn)后，有兩個(gè)結(jié)果會(huì)發(fā)生：第一，堅(jiān)定了他們選擇使用你的產(chǎn)品或服務(wù)的正確決定。第二，每次當(dāng)他們談到你、你的產(chǎn)品或服務(wù)就會(huì)自動(dòng)進(jìn)入這種好心情。而當(dāng)他們的同事朋友詢(xún)問(wèn)起這個(gè)好心情的由來(lái)時(shí)，你會(huì)獲得免費(fèi)知名度。這是消除購(gòu)買(mǎi)懊悔的第三條法則。

　　WHERE DO YOU BEGIN? 從哪開(kāi)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.

　　掌握催眠式銷(xiāo)售要踏踏實(shí)實(shí)從第一個(gè)小錦囊開(kāi)始。學(xué)習(xí)催眠式銷(xiāo)售的過(guò)程和吃西瓜一樣，一次只能吃一口。關(guān)鍵是要整合出你自己的風(fēng)格，不能像個(gè)機(jī)器人。每次學(xué)會(huì)一門(mén)技能都會(huì)增加你的資質(zhì)。

　　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?

　　實(shí)踐了每個(gè)小錦囊之后，你將會(huì)留意到銷(xiāo)售業(yè)績(jī)的明顯增長(zhǎng)、新老客戶(hù)人際關(guān)系的改善以及轉(zhuǎn)介紹客戶(hù)的增多�，F(xiàn)在你了解了運(yùn)用催眠式銷(xiāo)售的、擁有驕人業(yè)績(jī)的topsales們秘密，請(qǐng)考慮一下，這對(duì)你的價(jià)值是什么。想想一個(gè)客戶(hù)生命的價(jià)值，難道這些技能不值得你去探索嗎？

　　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這篇文章中使用了催眠式銷(xiāo)售的技術(shù)，你會(huì)要再讀多一遍！