Notes on the New Model of Selling

Introduction

• Target Audience: Salespeople and entrepreneurs wanting to improve their selling skills.
• Purpose: Present the new model of selling called NEQ (Neuro Emotional Persuasion Question).

The Old Selling Model (IA Model)

Definition

• Old model known as Attention, Interest, Desire, Action (AIDA) or consultative selling.

Breakdown of the Old Model

• 10%: Fake rapport (surface-level questions like "How's your day?" or common weather questions).
• 10%: Surface-level questions regarding challenges and needs.
• 50%: Presentation of features and benefits of the product/service.
• 30%: Closing and objection handling.

Issues with the Old Model

• Emphasis on predictable questions leads to fake rapport.
• Focus on surface-level responses inhibits deeper emotional connection.
• Creates a numbers game mentality leading to burnout and high attrition in sales roles.

The New Selling Model (NEQ)

Definition

• NEQ focuses on building trust and understanding emotional drivers in the sales process.

Key Changes from Old Model to NEQ

• 85% of the conversation is spent on building trust and engaging the prospect emotionally.
• Shift from selling based on features to results-based thinking.
• Emphasis on problem finding and understanding deep-seated issues rather than surface-level problems.

Components of NEQ

1. Connection Questions: Disarm the prospect and shift focus from the salesperson to the prospect.
   • Aim to build rapport without sounding scripted.
   • Encourage deeper emotional engagement.
2. Situation Questions: Understand the prospect's real situation and help them recognize their current state compared to their desired state.
3. Problem Awareness Questions: Identify and articulate the root causes of the prospect's issues.
4. Solution Awareness Questions: Explore what the prospect has done previously to address their problems and what they envision as a solution.
5. Consequence Questions: Encourage prospects to defend their need for change and consider the implications of inaction.
6. Commitment Questions: Guide prospects to commit to the next steps in the sales process.

Importance of Trust and Emotional Engagement

• Trust is critical; people buy from those they trust to deliver results, not just because they like them.
• Effective sales conversations hinge on emotional connections and recognizing the tension between current situations and desired outcomes.

Conclusion

• Final Thought: The NEQ model presents a strategic shift towards focusing on emotional engagement and problem-solving.
• Encourages salespeople to adopt a more empathetic and consultative approach to selling.