An increasing number of Fortune 500 companies are bringing in experts skilled in neuro-linguistic programming (NLP) techniques to train their staff with the aim of improving sales figures and promoting the wellbeing of employees.
Hypnosis in business?
Historically, conversational hypnosis is one technique that big businesses have been keen to exploit. The stereotypical image of a hypnotist is steeped in theatricality – someone stood on a stage swinging a pendulum, but there are in fact a far more subtle range of hypnosis techniques which have led to a transformation in the nature of persuasion and influence in a business context. Additionally, behavioural theories can be deployed in order to anticipate, avoid or handle objections more effectively during the sales process, for example.
The corporate world has been keenly interested in psychological and communicative ideas for a long time, with figures such as Edward Bernays pioneering the use of public relations in the early 20th century, and drawing on his uncle Sigmund Freud’s psychoanalytic theories.
More recently, in 2008, Volvo openly used hypnosis with focus groups to find out what their true feelings were about the Swedish car manufacturer. Other formidable transnational firms such as McDonalds and Wal-Mart have consulted with NLP specialists and used them to provide training for their staff.
NLP and Business
NLP evolved from the work of some of the more gifted covert and conversational hypnotists in the second half of the 20th century. Centring on the application of specific hypnotic principles, companies gain a valuable competitive edge by utilising NLP techniques. Increasing sales is just one of the potential benefits – NLP can also help make employees happier, more confident, and more motivated. It’s not just big global companies that can make use of NLP – small businesses and individuals can use these techniques to master verbal and physical communication and to become more effective operators in a variety of social and professional situations.
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