how to use influence compliance and NLP
NLP by the way is neuro linguistic
programming and it's really speaking to
a person's subconscious mind so if you
imagine our minds like a pyramid or like
an iceberg let's use an iceberg it's a
better better analogy your mind is an
iceberg what you see sticking out of the
waters but like 10 12 15 percent the
majority of that iceberg the majority of
your mind is below the surface of the
water right and because of that what's
really neat is your subconscious mind
all that stuff below the surface of the
water is recording and processing NLP
speaks to the subconscious mind neuro
linguistic programming speaks at a
subconscious mind and it gets the
conscious mind the stuff above the
surface of the water to take action
right so imagine if you could use some
influence tricks some compliance tricks
and some NLP tricks to get a prospect to
like you more to trust you more to want
your services more to be willing to pay
you now and not have to think about it
and to be willing to pay for your
highest price programs I mean that
really is the perfect client right well
as it turns out you can manufacture this
and this is what influencer experts have
been teaching and doing for a long time
now here's what's funny English is a
second language for me English is a
second language for me so for someone
like me to understand and to be able to
use this stuff means that anyone else
can do it as well so I don't want you to
think that influence and compliance NLP
is a tough thing listen I was six years
old when we came to the United States
foreigner we were broke we were poor
many of you know my story I didn't speak
English I've got a DD and OCD they put
me on ritalin and adderal and all types
of drugs to control my my behavior and
the reality is that I am able to
understand and apply influence
compliance NLP and so if I can do what I
want to make sure that you understand
that you can do this as well it's it's
really not rocket science now I should
tell you this though in the wrong hands
this stuff is deadly so in the hands of
cults and pickup artists and con men
this stuff influence you know NLP is
pretty deadly because it is the fastest
to take a stranger and get them to
comply with what you want so when you
really think about it it's pretty could
be pretty evil in the wrong hands right
and this is really what cults use by the
way when they indoctrinate and isolate
people and turn them into cult members
but of course we're not going to use it
for bad and evil we're going to use this
for good to sell people something that
they want you know fitness programs
health programs whatever it is and if
you're watching this and you you're in
the make money space and you want to
teach people how to sell real estate or
whatever you know this works for that as
well but I'm going to speak specifically
to fitness professionals trainers who
own gyms and boot camps and who want to
use compliance NLP and influence to
really sell easier sell their best
programs to their clients and of course
to make the process kind of objection
free I hate dealing with objections like
I need to think about it I need to go
talk to my spouse or or let me go crunch
the numbers right or I don't have the
time all those things happen because the
person feels that they don't quite trust
you and there is no like and they have
no sense of urgency towards the product
well what if I can actually teach you
how to overcome all that stuff right and
that's what we're going to talk about
today here so what you need to know
about us humans right let's start there
what do you need to know about as humans
well it's pretty simple actually how we
explain things determines how people
understand things right and so I just
read a study recently that the number
one problem in all relationships whether
it's a workplace relationship or a
marital relationship or spouse
boyfriend/girlfriend whatever
relationship is communication and so
it's it's interesting to know that you
know how we explain things determines
how people understand things and you
need to know that because if you don't
explain things correctly they are going
to understand it as a risk in other
words if you explain getting fit as
something that is painful that's time
consuming and expensive they're going to
understand it as a high risk and low
chance of
as process and therefore they're going
to give you an objection so it's really
important to explain things right
and you also need to understand that how
people perceive things determines their
buying behavior so their perception of
you of your gym or bootcamp of the
actual workout experience of the people
that they worked out with all those
things all those perceptions determine
their buying behavior so if your breath
smells right if your breath that's the
reality if you're talking to them and
your breath smells that determines their
buying behavior if there's a light bulb
out that determines our buying behavior
if you have five battle ropes but one of
them is tattered so it's not being used
that is a perception that you are broke
and you are unwilling to maintain your
gym and therefore it devalues your
service see and then you go man why do I
get that objection or why are they
saying it's so expensive man I'm I'm
certified I've got a degree in
kinesiology I've got precision from
precision nutrition certified I've got
all this information and knowledge to
help them get in great shape yet they're
devaluing me it's because of their
perception right so how people perceive
things and perceive you really do
determine their buying behavior and
finally how how you can influence their
understanding perception and behavior
right you need to know that that you can
influence people's understanding
perception and behavior and get them to
take the actions that they want which is
what I'm going to talk to you about
today now of course if we had like 10
hours to work together like I do with my
coaching clients we can dive deep and we
can role play and all that stuff but you
know in this 20 30 minute live cast I'm
going to give you the overview of
influence compliance and neuro
linguistic programming so that you get a
better understanding of how to get
people to take the action that you want
with the least amount of resistance and
the highest amount of outcome so let's
do this the four things that you must
have to get control compliance and
influence ready I like this you must
speak to the reptilian mind whoa whoa
whoa what does that mean speak to the
reptilian mind well really there's the
midbrain the neocortex in the reptilian
mind now that really matters much but
let me just explain it so the outside of
your brain is the neocortex the middle
part of course it's the midbrain and of
course deep deep deep inside is the
reptilian
brain that we have right this is like
our caveman brain this is what's
attached to our to our brain stem right
and the reptilian brain is what is in
charge of the fight-or-flight mechanism
the reptilian brain is what makes the
hair on the back of your neck stand when
you meet someone and something about
them just doesn't sit right with you
right that is a reptilian brain the
reptilian brain is what's always
scanning and looking for a problem so
think about this when you get a
brand-new prospect into your gym or your
business the very first thing that
they're doing even though they're
answering your questions hi how are you
I'm great yes I'm here to lose weight
yes I tried a personal trainer before oh
I've gone on diets before there is this
outside conversation that's happening
but there is a secondary conversation
taking place believe it or not in their
head and the reptilian brain is fully in
charge of that and it's scanning and
it's looking at your body language it is
looking at your posturing it is it is
looking at the facility it is looking at
the surroundings and saying are there
any red flags that tell me something
different than what this person's words
are telling me right that is a reptilian
brain and you have to understand the
reptilian brain they can't even control
it you can't control it the moment you
and I meet in person you're going to go
is he really the guy that he comes off
on on youtube or on Facebook live or
whatever or is he just some some guy
who's a con artist and who's trying to
take my money and sell me stuff your
brain can't help but do that because it
is wired for survival in that reptilian
brain especially is always scanning for
a threat or a potential crisis and so
when someone's thinking about giving you
money in exchange for a service even
though they're giving you all the right
answers verbally the secondary
conversation could very well be that
they don't trust you they don't like you
there's something that they're skeptical
about and if you don't catch on to that
or if you don't control that secondary
conversation then holy smokes
you are going to be putting yourself in
a really painful position in your
business so the other thing here is
you've got to learn to build desire now
people ask me well what is desire what
is desire consists of desire happens
when we anticipate a reward and a
positive outcome that's it that's the
higher right so people always asking
like okay so how do I get people to
desire what I want well first thing is
if someone comes into your gym and they
say they have 40 pounds to lose and
you're having them do an overhead squat
test to see their posterior chain
alignment you're not speaking to their
desired I mean let's just define desire
there it is right desire happens when
people anticipate a reward and a
positive outcome and so what is the
positive outcome they're looking for
they just told you they're here to lose
40 pounds right they've tried dieting
they're considering lap-band that
they've worked out before they've gone
on runs in the morning they've done the
treadmill they fasted nothing's worked
for them so they are in this place where
they are looking for a positive outcome
and if you're talking about posterior
chain and and lack of flexibility and
their glutes and their hips while
they're talking about the gain of or you
know the loss in this case of fat
there's a disconnect in the conversation
therefore there is no desire being
established so desire simply means are
they looking forward to the service and
the outcome that you are promising to
provide if they are not looking forward
to that reward and that positive outcome
then there's a disconnect and when
there's a disconnect and desire there's
a reluctance for them to give you money
you understand that I hope that makes
sense to you guys this is some
high-level stuff and all this stuff by
the way you're going to work into your
email marketing into your facebook
marketing you're going to work this into
your sales presentation if you do any
kind of group closing if you do a
grocery store tour you're going to work
this into your grocery store tour right
all of this stuff because you're going
to start dropping hints at a grocery
store tour for example and you might say
something like hey guess what you might
have tried other diets before you might
have tried working with another personal
trainer before heck you might have even
considered getting lap band surgery but
I'm glad that you're here taking this
grocery store tour because my only
mission is to help you get your most
desired outcome so if you've got
anywhere from 20 30 40 50 pounds or more
to lose that is what I specialize in now
imagine if you have a group of people
around you who have weight to lose who
are taking this grocery store tour
just spoke to the secondary conversation
that was happening in their head right
there considering all these other
solutions and you just spoke to the
secondary conversation in their head
which is you've you're considering lap
band you've tried other diets you've
worked with a trainer before and none of
that has worked for you well I
specialize in fat loss and I'm going to
make it my number one priority as your
outcome right immediately you just
create a desire so you can do this on
every level you can do this on every
level
email marketing YouTube videos sales
presentation whether you're face to face
or in a group or even a grocery store
tour alright so just don't forget that
even when you do live cast like I do you
should speak to your clients or your
prospective clients and make sure that
your one speaking to that rep tell you
in mind and getting them to know like
and trust you right and number two
building desire all right let's move on
the third thing here is to build tension
why tension humans react best when there
is tension something at stake right so
tension happens when we think we might
lose something right or an opportunity
like an opportunity or an experience in
this case weight loss right weight loss
and firming and toning muscles and of
course better health so we have to
create tension and desire in order to
get our most desired outcome so how do
you create tension and desire again
let's go back to that grocery store tour
you might be touring people around and
you might say look you know I'm really
glad you guys are here taking this
grocery store tour my job is the teacher
how to read food labels and teach you
where to shop in the grocery store and
how to come prepared so that you don't
buy foods that are going to lead you to
obesity but I want you to know that at
the end of this presentation here in the
grocery store I'm going to invite some
of you to come and work out at my gym
for an entire week absolutely free and
if it's a good fit for you you're
welcome to sign up now I have to be
fully honest here and let you know that
our gym is 98% packed and we're looking
for four more clients and that's it we
can't take on any more and by you saying
that positioning that you just created
tension you told them what you're about
to do with them in the grocery store
tour you told them all the benefits
they're about to gain you told them what
you specialize in right and then you
said at the end of this tour I'm going
to make you an offer but we can only
take on four people because we are 98%
and by doing this you're creating a
sense of tension and you're creating
what's known is a fear of loss and
people don't like losing things we react
to that's why when there's limited
quantities available at your favorite
store of something people are rushing
right when they say hey there's five
big-screen TVs at Best Buy that are
going to be sold at at 30% off people
are rushing to get one of those five TVs
right
that's just how we react and so we have
to be able to take advantage of building
tension by having some sense of urgency
built into our presentations again you
can do that through email through a
grocery store tour when you're selling
them face to face in every single way
all right
and of course finally the fourth thing
is if you want to get control compliance
and influence and get them to take
action you have to ask for the sale if
you don't ask for the sale it's simply
not going to happen you know you can't
sit there and speak to the reptilian
mind give them an amazing workout and an
experience build a whole bunch of desire
and want and of course build a lot of
tension and fear of loss and urgency but
then if you never ask them for the sale
you're not going to get it they're going
to go okay well thanks you know they
might have even been interested in
buying
but sorry you didn't ask so I'm not
going to give you my money this actually
happened to me about three months ago
when I went and took a two-day course
with a publicist right it was pretty
much how to how to talk to a news crew
and how to go on like a daytime TV show
and and talk to a little banter back and
forth whatever talk to them right and I
knew I knew for a fact because I was on
this woman's website that she had a
process that she sold so I went to this
two-day thing I guess it was like a low
barrier offer right to day thing which
cost me like a thousand dollars and for
a thousand dollars I got to spend two
days and role-played and stuff with a
group of other people who were there
trying to learn the same stuff I was she
went through the whole process of
showing how awesome she is at teaching
people how to get publicity at what to
do once you have that publicity to pitch
your book or your idea or your service
or your brand I mean she
amazing at what she does she even works
with a lot of big-time celebrities but
when she got to the end she goes okay
folks what we're wrapping it up does
anyone else have any questions and a few
people were like well yeah what if we
want to continue what do we do and she
was so I'm not sure about it I think
only one person signed up now I was on
the fence about it but if she said hey
look right now you have the opportunity
to sign up and if you do instead of
$4,000 a month we're going to charge you
$3,500 a month
for the next 12 months to be your
publicist I would have taken the offer
right her her deal is four grand a month
I would have easily taken four grand a
month if she just made that offer and
said and I promise to fight for you and
to go to bat for you and get you on as
many television shows radio shows and
print publications as possible but that
last piece of the puzzle wasn't there
that closed that asking for the sale
wasn't there and therefore I didn't buy
until this day even yesterday I was
still interviewing potential publicists
for my upcoming book man up which will
be released in 2018 writing it now but I
was interviewing publicist simply
because she did not give me the call to
action even though she did everything
else so it's really important to drive
home that call to action all right
factors that can kill or help a sale and
trust me there's a lot of these right so
you never want to act needy unsure or be
approval seeking never never never never
never right the moment you seem needy or
indecisive unsure or approval seeking
you start feeling giving them the
feelings of uncertainty you start
raising red flags the moment you seem
approval seeking or needy when you're
trying to sell your services and nobody
wants to work with someone who is kind
of coming off desperate right they want
to work with someone who says look I got
all the clients I need whether you sign
up or not doesn't much matter to me
other than the fact that I have a
mission and purpose to help more people
lose weight so I would love to have you
as a client
but when you have that level of
confidence and you build a velvet rope
around your business see now they're
going to want to get to the other side
of that velvet rope but if you come off
needy and unsure and approval seeking
that is a red flag for the reptilian
mind and that is when they go you know
what I need
home and think about it which is code
for you're a red flag and I don't want
to do business with you you also want to
make sure that every prospect
experiences a work out before the sales
consultation now I don't care that if
you're selling someone a low barrier
offer if you're selling someone a
fourteen-day 21-day a six-week trial
program or challenge that's cool man
they don't need experience of workout
that's a short-term program for a small
dollar amount right maybe a few hundred
dollars or a thousand bucks that's
nothing but if you want to sell someone
like a three five six thousand dollar
training package right they're going to
pay off over a year guess what you're
going to want to have them experience a
workout or two or three so the beautiful
thing about these low barrier offers is
that you could sell that to them before
they ever experience a workout but you
never want to offer them the long-term
program without them experience a
workout because it's the equivalent of
trying to buy a car and the salesman
trying to sell you that car without you
actually test driving it you might have
looked up the car online you might have
read the stats you might have read you
know the seen their ratings on Car and
Driver calm or whatever but at the end
of the day unless you get in that car
drive it around test the acceleration
test the brakes hear the stereo feel the
air-conditioning you are not going to be
in a place to commit financially right
the same thing applies here unless they
can actually feel and experience the
workouts they are not likely to buy a
long-term multi-thousand dollar program
from you so you also want to keep your
facility well-lit clean modern and
smelling nice why again we talked about
earlier that reptilian mind is always
looking for a red flag to get them to
say no thank you not interested need to
think about it so your job because even
though you might be telling them what
they want to hear right what they're
seeing maybe when you're there in your
gym is that the place is unlit or
there's cables everywhere I've seen this
before where I walk into a guy's gym and
beautiful gym but then right at that
front desk checking area there's a cable
sticking out of the front desk checking
area and there's a marker board over the
counter that's totally crooked and you
know they probably write their daily
stuff on there I suppose their workouts
or something but it was full-on cricket
well those things
don't matter to the owner because he's
probably thinking hey what does it
matter I'm here to train you and give
you a great workout what is a loose
cable or a marker board that's kind of
canted have anything to do with it
but the reality is how you do anything
is how you do everything and the
subconscious mind the reptilian mind is
always looking for those little
indicators that say this person is not
worth what they're charging or they are
high-risk or you need to go home and
think about it so don't give them the
opportunity to give you resistance keep
your place well-lit clean maintained
smelling nice so that the first
impression is the best impression one
thing that also helps you immediately
turn a prospect who's maybe on a low
barrier offer into a raving fan pretty
quickly is by introducing that prospect
to fanatical clients right so if
someone's on a low barrier program and
today is day one of their workout if you
have five other clients in there working
out in a small group program make sure
to do an introduction don't just assume
that they're going to meet over time or
they're going to introduce themselves at
the end of the workout that may not
happen and this person might feel like
they're an outcast otherwise right but
if you introduce them to a client you
might say hey I want you to meet drew
drew is one of my favorite clients here
because drew brings the energy he works
out hard and he's lost 60 pounds in the
last 12 months mrs. Jones I also want
you to meet Rob I also want you to meet
Mary I also want you to meet whoever by
doing that doing that introduction all
of a sudden they feel like they're part
of a community and now those people your
clients who have been around for a long
time with you feel safe and comfortable
to sell that person on the value of your
services some of the best training
programs I've sold when I was selling
personal training in my germs
I would sell anywhere between four
thousand and eight thousand dollar
training packages and as soon as I got
someone and I took them on the gym floor
to train them for there's one free
personal training session before I close
them
I would then put them on a piece of
cardio equipment next to a client of
mine and I go hey I want you to meet my
client this is Susan she's been with me
for six months now Susan how much have
you lost and though Susan might say I've
lost 42 pounds in the last six months
great well while you're on this you know
treadmill for the next 15 minutes doing
this little program before you see me
here in my office so we can talk about
programs want a union Susan connect and
I'll just make that introduction and
I'll let them connect and go from there
and organically the closing starts
happening by itself this is not that I
was some amazing salesperson it was
simply because I knew that if I can get
people to feel comfortable with me know
like and trust me love my workouts and
feel as though they're part of a family
by meeting some fanatical clients that
the selling process would be a
no-brainer
of course the follow-up is so important
this can absolutely help the sale you
want to follow up trial workouts
especially low-barrier offer workouts
with praise text messages emails and
Facebook messages right think about it
client just worked out for their first
time they've never worked out before or
they haven't worked out for a decade
they're probably going to be sore the
next few days as soon as they walk out
that door maybe in the next 10 minutes
after that I'm going to text them and
I'm going to say hey just want to let
you know you really brought the energy
I'm so glad that you're here working out
and I can't wait to have you as a client
for the next year or so where we can
really make an impact in your life by
the way you might be a little slow over
the next few days that's totally normal
can't wait to see you for your next
workout send right you can do that via
email text Facebook message anything to
give them praise and let them know that
they did good that you appreciate them
and you can't wait to continue to work
with them for the long haul and this
builds more commitment builds more
desire and guess what it builds
appreciation the more appreciated we
feel as humans the more likely we are to
do business with someone who made us
feel appreciated make sense and of
course you want to look and act the part
that's right you want to look and act
apart and you know some some trainers
hate when I call them out on this but
listen man if you have twenty thirty
forty pounds to lose and I've seen
plenty of trainers gym owners who have
the weight to lose you're not living an
authentic life and if you're not living
an authentic life you don't look the
part you don't feel the part you're not
going to be able to fake it trust me
that rep tell you in mind they're
scanning and all they're thinking is wow
this person looks like they don't live
what they practice do I really believe
in them do I really want to commit my
time to them do I want to commit money
towards their program right and that's
your reputation we're one of the very
few industries that how we care
ourselves how we look how we act our
attitude and energy all determine the
outcome of the prospects purchase or not
right and so you got to look in feel the
part you got to act the part you got to
be the part you got to be authentic and
if you can't I'm tellin you're not going
to make it in this industry I'm not
saying you should be stage ready you
shouldn't be in a bikini especially if
you're a guy but hey I don't judge if
you want to be in the bikini be my guest
you shouldn't be in a bikini or speedo
get ready to get on stage but you
certainly should look fit and active and
have a positive attitude that is our
calling card and that is your reputation