HTA : Hyundai Training Academy
Hyundai Motor Company aims to grow with dealers, our great manpower resource. In this regard, HTA provides informative online courses on a variety of topics for HMC dealers around the world.
Here is Team Hyundai’s course recommendation for each month.
October HTA: How to Open Customer’s HEART!
NLP stands for ‘Neuro Linguistic Programing’, a technique that influences the process of human information processing and induces a change in behavior.
This month, we will learn how to open customer’s HEART using NLP through 8 episodes on Customer Conversation Skill.
After completing the course we will have mastered the secret to produce high results and capture the customer’s hearts with NLP!
Episode 1. Understanding the NLP
The human mind consists of 4% consciousness and 96% subconsciousness, NLP focuses on the subconscious believing that all potential and possibilities are inherent there.
The brain cannot hold every information, so it ‘deletes’ unnecessary details, stores limited parts of information, and ‘distorts’ it. It is then ‘generalized’ by the brain in its own way.
For Example: When the word apple is processed as a ‘language’ it can be interpreted as sweet, sour, fresh, red, delicious, ETC. Through NLP, the numerous characteristics related to the word apple can be deleted, distorted, generalized and eventually remembered as sweet.
NLP technique during communication with customers can influence their information processing and help them choose Hyundai cars.
Episode 2. Making a Good Impression with the NLP
Making a good first impression using the NLP technique means to make the customer feel safe on the subconscious level. The sales representative must give the customer the impression that the showroom is a familiar place.
First give the customer 10-15 seconds to relax when entering ‘Zone of Hell’ – the 2.5m2 area from the showroom entrance where the customers feel the most pressure. After giving the customer time to get used to the environment approach to greet them at a 45 degree angle.
Example of a Good Greeting: The following question gives a sense of familiarity unconsciously.
‘Hello ma’am, how may I help you?’ (x)
‘Have you been here before?’ (O)
Episode 3. Asking Precision Questions to Build Relationships with Customers
Ask open questions, instead of closed ones to better understand the customer’s character. Open questions are questions that allow someone to give a free-form answer and generally answers the question of who, what, when, where, and how. Closed questions can be answered with “Yes” or “No,” or they have a limited set of possible answers. It is important to continue the conversation with appropriate questions.
Look for a subject of common interest or similarity. Actively show that you are listening through nodding, rephrasing, summarizing, and questioning.
Utilize matching and mirroring techniques; copy their posture, gesture and facial expressions.
People unconsciously feel comfort and safety towards someone similar to them.
When the customer unconsciously follows your actions, it proofs that you are doing well.
Episode 4. Applying the Meta Model
When a customer shows a negative opinion on something you should avoid asking ‘why’. When people are asked ‘why’ questions they may feel like they are being attacked, leading them to become defensive. Correct distorted information with effective questions. This is called the Meta Model. Rephrasing questions to avoid direct and offensive questions.
Are you married? (X)
Are you looking to purchase a car for your family? (O)
Episode 5. Figuring out the Right Sensory System
People have 4 types of preferred sensory systems. Select the best-matching type of sensory system and apply the method to connect with customer.
Visual sense preference type mainly thinks of images or videos, so naturally, they use expressions associated with vision more often.
Auditory expression preference type use more auditory expressions such as listen, hear, speak, sing, noisy, and quiet.
Kinesthetic sense preference type often use expressions related to sense of touch.
Internal conversation preference type don’t show much emotion their tone is steady, and their sentences are short and simple. Descriptors such as consider, think, experience, understand, and concentrate are mainly used.
Pick the right sensory system for each customer.
Episode 6. Applying The Law of Mehrabian
Find out customer’s level of satisfaction through The Law of Mehrabian. A person’s message is 7% spoken words, 38% voice and tone, 55% body language.
Satisfied Customer: Pleased customers show their palms when talking, pulling forward, or give eye contact. If the customer shows signs of satisfaction move onto the negotiation stage.
Dissatisfied Customer: Displeased customers fold their arms, lean back or avoid eye contact. Something is making them uncomfortable. If a customer shows this type of gesture you need to focus on building the relationship, not the purchase.
Episode 7. Reframe Questions and Statements to Shift the Customer’s Thinking
Customer’s negative stereotype or bias can be soothed with reframing skills.
The three types of reframing skills:
Softening frame skills are less annoying to customers because you use softening frame ahead of questions or words. Use phrases such as ‘I understand’.
Agreement frame can be used to calm the disputive and aggressive energy of a customer. Use phrases such as ‘I agree’.
Empathy frame is when you sympathize with the customer before explaining to them. Use phrases such as ‘I realize’.
Reframing phrases used with open questions can shift a customer’s opinion towards something.
Episode 8. Connect Customers with the Vehicle through Emotions
Emotions are more influential than the rationale. Appealing to the customers’ emotions is more effective.
Identify the needs and wants then connect the vehicle’s feature with the lifestyle that customer’s want and make them imagine.
When the customer is mostly concerned about safety, it is important to not only emphasize the safety aspects of the car but also connect the car to the customer’s life. After thoroughly explaining the safety features of the car make the customer imagine how safe and secure it will be to ride their family and how their friends will envy them. This will connect the vehicle with the customer on an emotional level, making the purchase more likely.
The important thing is to connect the car with lifestyle that customer’s want/need and make them imagine.
Through NLP, we were able to learn effective greetings and ways of communication.
However, always keep in mind that the most important factor is not the technique but connecting to the customer’s heart!
To learn more about ‘How to Open Customer’s HEART’ visit https://hta.hyundai.com for detailed online courses.