When Jeremy Miner, the CEO of 7th Level Communications, first started out in sales, he noticed something: nothing he was doing was working (similar to many salespeople’s first experiences). He, like us, had been taught many techniques from the old sales model and from so-called ‘sales gurus,’ but he wasn’t achieving the six figures a year that they said he could make following their techniques. At the same time, he was in college studying Behavioral Science and Human Psychology, and he was struck by how what he was learning about the human brain contrasted from what he had been taught in sales. He was studying how the brain makes decisions and how people are persuaded to do something. It was the complete opposite of the traditional selling techniques.
“I knew I wanted to succeed in sales. To do so, I knew I needed to take a giant leap outside my comfort zone. Following the status quo wasn’t going to work,” Miner said. “So, rather than just listening to the methods I had been taught, I decided I’d go in search of another sales training program with the behavioral science elements of sales. I searched… invested in many training courses… attended many events… and read many books. But none of them had the questions that I needed to ask to get my prospects to persuade themselves in a step by step sequence rooted in human psychology.”
So… he created it himself. “You may think that would’ve been easy, since I was studying behavioral science in school. Far from it! But as I continued my trial and error process, I eventually got to a place where I mastered the series of questions that I now call ‘Neuro-Emotional Persuasion Questions’ (more on these soon). And, the year I finally felt I had mastered it, I ended up making $2,370,485 dollars in the year in straight commission as a W-2 sales rep.”
Techniques That Took Jeremy Miner to $2.4 Million
Miner now teaches students around the world how to practice the new mode of selling, which means ditching the traditional model. He goes in depth into each of the neuro-emotional persuasion questions in his course. These questions are intended to help the prospect convince themselves that they need what you’re selling.
- Asking questions more than presenting. “I now tell my students that prospects should be the ones talking for about 80 percent of the conversation. To guide this, ask questions. “Engage, don’t tell” is one of the three main forms of communication that I teach in the new model of selling. The “Old Model’ of Selling DOES ask some questions. But, 99 percent of salespeople don’t ask the ‘right’ questions at the right time in the conversation. They just ask ‘surface’ questions which only get you the superficial answers from your potential customers.
Rather, it’s critical to ask specific, skilled questions that bring out emotion from your prospects on what their problems are doing to them. These could be what I call ‘problem awareness’ questions where you ask what problems they have, and how they’re affecting them. These are followed by ‘solution awareness’ questions, where you ask what they have done in the past about solving their problems, what has worked, and what hasn’t, which helps them view you more as a trusted authority who is there to help them, and not just sell to them,” Miner said.
- Helping the prospect recognize the consequences of not solving their problem. “Another type of NEPQ question that is particularly effective is what I call ‘consequence questions.’ Once you have established what the problem is and what the solution could be, it’s important that the prospect states out loud the consequences of not resolving their problem. In other words, they hear in their own voice what would happen if they don’t solve the problem (buy your solution) — what they’d be missing out on. Perhaps this would be lost social media exposure if they don’t purchase your social media organic reach service, or they lose a sense of safety if they don’t immediately purchase your security device system,” said Miner.
When they are the ones to say it out loud, they’re more likely to persuade themselves. Contrast this with if you filled in the blanks for them and said, “You’ll lose social media exposure if you don’t purchase this today.” The fact that you were the one to say it totally changes the effectiveness of the statement. Even if that’s completely true and they believe it, too, they don’t want to hear you tell them — they’ll likely get defensive and get off the call.
- Engaging and discovering in a helpful conversation.
So, it shouldn’t just be following a script or giving a pitch, but it shouldn’t just be asking questions, either. Rather, the best sales conversations work in a banter between salesperson and prospect. I call this ‘learning and discovering from each other.’ Imagine this like you’d talk with a friend who you had no intention of selling to. You ask your friend how business is going, and they complain about something related to what your business solves. So, you ask some more questions to understand more, then mention what you do. The equal playing field is your mutual curiosity to hear what the other has to say.
It shouldn’t be any different in a sales conversation. It shouldn’t be you shoving your product pitch down a prospect’s throat. That’s simply not what they want, and a great way to lose a potential sale.
To learn about Miner’s exact NEPQ process, visit his website: 7thlevelhq.com.
Beginner’s guide to ECN brokers: what they are, how they work, and are they right for you?
Choosing the right Forex broker is one of the crucial steps when starting your trading journey. No matter how much you invest in your education, how you monitor the fluctuations of the market, and how well you understand fundamental and technical analysis, at the end of the day, the platform you trade on will influence your bottom line. Whether it’s the spread or the commissions you pay, the Forex broker will, to a certain extent, determine how much you make from trading.
By default, most Forex brokers are STP brokers. STP stands for (Straight Through Processing), which means that they give you all the tools you need to trade and act as middlemen between the trader and the liquidity provider. STP brokers are the most common, and many people who do Forex trading don’t feel the need to replace them with something else. You can definitely grow your wealth by signing up for an STP broker, and if you are happy with your current broker, there is no need to change it just yet.
However, STP brokers do have their limitations, and there may come a time when the trader wishes to negotiate trading positions directly with liquidity providers, without a middleman. And that’s where ECN brokers come in.
What are ECN brokers?
Without getting too technical, an ECN broker gives traders direct access to liquidity providers so that they can negotiate their own prices. ECN stands for Electronic Communication Network – that’s the network they use to facilitate contact between the two parties, without getting in the way. Thanks to this direct contact, you get a series of benefits: you have more transparency, there are better trading conditions, price manipulation is limited, and you can even trade outside of normal hours. However, like most things in Forex trading, switching to an ECN network is a highly subjective choice. Before you say goodbye to your STP broker, you need to understand both the pros and cons of ECN brokers, if they can match your trading strategy, and, perhaps most importantly, how to choose an ECN broker that really stands by its promise.
Pros and cons of ECN brokers
Trade outside normal market hours
Compared to standard brokers, ECN brokers are more flexible, and they allow you to trade outside the regular market hours.
More favorable prices
Usually, with ECN brokers, you have tighter bid-ask spreads, which means that you can execute trades at better prices than usually available. Plus, trades are executed immediately because there is no middle man.
Although not all traders want to be anonymous, some do – particularly the ones who prefer making larger transactions. ECN brokers can offer that.
The broker won’t trade against you.
No matter if you win or lose a trade, the ECN broker still gets their commission, so they have no conflict of interest to work against you. STP brokers, however, can work against the client’s best interest by manipulating prices. Plus, the ECN broker will also give you access to real-time price information as well as the pricing history, so it’s virtually impossible to be fooled.
As beneficial as ECN brokers might be, they have their drawbacks, and these drawbacks will affect you if they don’t match your trading strategy. The most important con you should know about is that all the benefits of ECN brokers come at a cost – and a high one at that. ECN brokers ask for higher fees and commissions compared to regular brokers. These commissions are usually fixed, which can be a good thing, but if you execute a lot of traders, all of those fees can really add up and affect your profitability.
What’s more, the deposit requirements are higher for ECN brokers, and that can be really discouraging. Many traders argue that the ECN platforms aren’t too user-friendly, and it’s difficult to get accustomed to this type of trading, but it’s important to keep in mind that ECN brokers aren’t for beginners. If you’ve only traded for a couple of months and you’re still not very used to it, it’s normal for an ECN broker to look more complicated, which is why, when you’re starting out, it’s best to stick with STP brokers.
Keep this in mind when choosing an ECN broker.
ECN brokers offer favorable terms, but they’re not as easy to find. For example, there are few ECN brokers for US clients, which means that you’ll have to do more research to find one, perhaps even look offshore for options. That’s because the regulatory environment is stricter in the US, and brokers have to abide by harsh terms and conditions. Offshore brokers can offer better terms, even if they’re not regulated in the US.
They should, however, be regulated. The problem with unregulated ECN brokers is that they can be regular STP brokers trying to fool their clients. If you don’t do your research, it’s possible to open an account with what you believe is an ECN broker, only to discover that the trades are very slow and that there are many requotes. A requote happens when the broker is not able to execute the trade based on the price you entered. To avoid unpleasant surprises such as this one, the first thing to do is check whether the broker you chose is regulated. If they are, that means their services are legit and, if you try to scam you in any way, you can file a formal complaint, and your rights are protected by the law. If they’re not regulated, that doesn’t necessarily mean that they’re a scam, but you’re not protected in any way, and there is a chance you might be putting your money at risk. When in doubt, always check online reviews and comparisons. If a broker isn’t what they say they are, users will complain about it immediately, and you’ll avoid a potential scam.
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