The New Model of Selling: NEPQ vs. The Old Model

Introduction

• Audience: Salespeople, entrepreneurs, business owners, sales managers, coaches, consultants.
• Purpose: To introduce and explain the New Model of Selling (NEPQ - Neuro Emotional Persuasion Questions), as opposed to the traditional model.

Traditional (Old) Model of Selling

• IA Model (Attention, Interest, Desire, Action)
  • Building Rapport (10%): Asking predictable, fake rapport questions (e.g., “How’s your day?”); interpreted as insincere by prospects.
  • Surface-Level Questions (10%): Logical-based questions that don’t tap into emotions (e.g., “What keeps you awake at night?”).
  • Features and Benefits (50%): Presentation focused on the product/service being the best; similar to many sales pitches.
  • Closing and Objection Handling (30%): High-pressure tactics leading to emotional rejection.
  • Numbers Game: Aims for many attempts for a few yeses; leads to burnout and high attrition.

The New Model of Selling (NEPQ)

• Neuro Emotional Persuasion Questions
  • Objective: Move from price-based to results-based thinking.
  • Stages of NEPQ:
    • Connection Questions: Disarm the prospect and lower their guard, focus on getting them to emotionally open up.
    • Problem Awareness: Help prospects discover problems they didn’t know they had.
    • Solution Awareness: Get prospects to see the benefits and results of the solution.
    • Consequence Questions: Highlight potential future pains if issues aren’t resolved, driving urgency.
    • Future Pacing: Visualize a better future where problems are solved and set up the next steps.

Building Trust and Engagement (85% of the sales conversation)

• Disarming the Prospect: Avoid predictable phrases; use NEPQ connection questions to let their guard down.
• Results-Based Thinking: Shift focus from costs to results and the benefits of the solution.
• Finding Hidden Problems: Ask questions that lead the prospect to discover problems they weren’t aware of.
• Prevention of Objections: Address potential objections during the conversation, reducing resistance.
• Future Pacing: Lead prospects to imagine how life/business will improve post-solution.
• Presenting Solutions (10%): Align the presentation with the prospect’s specific needs and desired outcomes.
• Commitment to Next Steps (2-5%): Simplify the closing process by focusing on small commitments and solutions.

Practical Examples and Industry Applications

• Outbound and Inbound Leads:

  • Example for Outbound Leads: Use NEPQ connection questions to dive into the prospect’s motivations.
  • Example for Inbound Leads: Frame the conversation around solving their specific problems and goals.

• Various Industry Applications (HVAC, Financial Services, Auto Dealerships, SaaS, Home Improvements, Health Insurance): Tailor NEPQ components to the unique needs and language of each industry for relatable and effective communication.

Tonality and Delivery

• Verbal and Non-Verbal Cues: Use tone to show concern, curiosity, and expertise, building trust.
• Engagement: Maintain a calm, detached, and authoritative presence to trigger curiosity and openness.

Validate and Cementing Change

• Consequence Questions: Drive urgency by highlighting the risks of inaction.
• Overcoming Resistance: Use empathy and concern to frame genuine consequence and need for change.
• Commitment Questions: Ask for micro-commitments to progress in the sales process.

Conclusion

• Advantages of NEPQ: Building deeper trust, addressing hidden problems, preventing objections, and making closing a natural and comfortable process.
• Learning and Training: Emphasize the importance of ongoing training and refinement of NEPQ skills to improve sales effectiveness.

Key Takeaways

• Sell based on results, not features.
• Build trust through empathy and understanding.
• Address hidden problems to establish greater need and urgency.
• Use conversational tonality to engage and convince prospects.