New Model of Selling: Neuro Emotional Persuasion Questions (NEPQ)

Introduction

• Objective: Teach salespeople a new model of selling that enhances their ability to sell more effectively.
• Target Audience: Entrepreneurs, business owners, salespeople, sales managers, coaches, and consultants.

Old Model of Selling (IA Model)

• IA Model: Attention, Interest, Desire, Action.

• *Phases:

  • First 10%: Fake rapport-building with predictable questions like
    • "How's your day going?"
    • "Did you see the game last night?"
  • Next 10%: Surface-level questions/events.
    • "What keeps you awake at night?"
    • "What are your top challenges?"
  • Next 50%: Features and benefits presentation.
  • Final 30%: High-pressure closing and objection handling ("buy or die" mentality).

• Challenges:

  • High attrition rate for salespeople.
  • Emotional rejection and burnout.
  • Generates price-based objections and resistance.

New Model of Selling (NEPQ)

• NEPQ: Neuro Emotional Persuasion Questions.
• Goal: Flip the traditional model to spend more time building trust and emotional engagement.

Components of NEPQ:

1. Connection Questions:

   • Purpose: Disarm the prospect and lower their guard.
   • Focus: Shift focus from you to the prospect, make them talk about themselves.
   • Example: "So what was it about the ad that caught your eye?"

2. Situation Questions:

   • Purpose: Understand the prospect's current situation.
   • *Examples:
   • "What kind of coverage do you have now?"
   • "How long have you been with this plan?"
   • "What are you doing now to achieve XYZ?"

3. Problem Awareness Questions:

   • Purpose: Identify and expand on the prospect's problems, making them emotional.
   • Example: "What's causing you to feel like you might want to change this?"

4. Solution Awareness Questions:

   • Purpose: Understand what they've done to solve these issues and what their ideal solution looks like.
   • Examples:
     • "What were you hoping to achieve by doing XYZ?"
     • "How has that strategy worked so far?"

5. Consequence Questions:

   • Purpose: Find out the implications of inaction. Make them defend the need for change.
   • Examples:
     • "What happens if you do nothing about this?"
     • "What are the ramifications if this doesn’t change?"

Closing with NEPQ

• Micro Commitments:

  • Purpose: Gain smaller agreements that lead up to the final purchase.
  • Example: "Would it make sense to have another meeting to discuss this further?"

• *Commitment Questions:

  • Purpose: Get the prospect to confirm their interest.
  • Example: "Do you feel like this could be the answer for you?"
  • Process: After getting a positive response, guide them to the next steps.

Practical Examples

• Outbound Leads:

  • "Hey, it’s Jeremy from XYZ, looks like you recently responded to our ad about ..., right?"

• Inbound Leads:

  • "So what did you see in the ad that made you interested in learning more?"

• *Industry Examples:

  • Health Insurance: "What kind of coverage do you have, and how much are they making you pay?"
  • SaaS for Associations: "What aspects of managing awards are you looking to automate?"
  • HVAC: "What’s causing you to consider upgrading your heating and cooling systems?"
  • Car Dealerships: "What aspects of the car made you want to test drive it?"

• Final Sales Tips

  • Stay clear from price-based thinking, focus on results-based thinking.
  • Use appropriate tonalities to shift perceptions and engage deeper.
  • Build rank status to be seen as an expert and Trusted Authority.
  • Always be neutral and unbiased in the beginning to lower the prospect’s guard.
  • Understand the importance of social dynamics and situational status.