How I used NLP language patterns in marketing my product to new markets.
After attending 1997 NLP Master Practitioner Training by Richard Bandler and John La Valle, I (Steve Boyley) began using NLP to gain more customers for a company of mine. The program was very successful.
My home based company in North Western Canada, supplies large lumber and plywood manufacturing plants with GetaGrip!™ It helps their transfer rolls grip the lumber at high speeds. My company had done quite well for 5 years, dealing with customers within a 7 hour driving radius. These customers consume a logging truck load of logs in minutes and turn it into finished lumber using high tech robotic machines full of furiously spinning laser guided saws. In 1998, the lumber industry began the worst downturn in profits it has ever seen.
I had to do something fast. Customers with less money to spend, meant we were going to need more customers. It’s very expensive to send a salesperson out to call on each customer with the sample and pictures, it often takes hours just to drive from one to the next. So I began a 12 month program of sending a smaller sample, one just the right size to be a pen holder, along with color copies of the pictures, to appropriate people at every major lumber and plywood manufacturing plant in North America! The salesperson stayed home on the phone to follow up on the mailings as they went out.
The ‘follow up script’ immediately overcomes the main doubt a prospect may have, “Will this stuff work?”, and moves the prospect to “Where am I going to put this GetaGrip!™?”.
Results: From 80% local market penetration to 61% North American market penetration, within 12 months. About 80% of those became repeat customers that continue buying over the phone today.
Here’s the script:
represents where the prospect is likely to speak.
(Gain vocal rapport during introductions)
I sent you a sample and photos of GetaGrip!™
You do have it handy, have a moment, to look at it?
Do you, have it in hand, right now?
Good! You grab hold of it, you feel good, traction between your hand and the GetaGrip!™ lets, you know it works.
You look at the pictures you’ll see places, you know, where GetaGrip!™ is needed.
(Discuss GetaGrip!™ applications to optimize operations)
When you do want GetaGrip!™, on your rolls, we have a calculator that will calculate materials, labor time, and most importantly… roll speed. Just tell me, the roll diameter?
How many, feet or inches of GetaGrip!™ they need?
And the number of, rolls you are doing. Now, or whenever, you are ready.
(Begin order process).
Oh! And that sample? Works great as a pen holder on your desk! When someone comes in with a problem, as they often do, just toss it to them and tell them to GetaGrip!™