Hypnotic Language Patterns in Sales

Hypnotic Language Patterns

The opposite of the specificity of the meta model is the abstract nature of the hypnotic language patterns in sales. Where the meta model helps you get more information in terms of details, hypnosis allows you to direct the thoughts of your prospect.

Hypnotic language patterns are used clinically to help clients create new imagery and change thought patterns to be more beneficial. Salespeople can use these hypnotic language patterns in sales to bring prospects round to their way of thinking as well as helping to bring about certain emotional responses which assist in closing the sale.

Each of the meta model patterns can be reversed in order to create hypnotic statements and questions, and there are a number of unique hypnotic language patterns that can also be used.


Using mind reads allows you to develop a greater level of rapport through understanding, assuming you get things right. Prospects want to know that you have a deep understanding of their situation before they will start to trust you. By making statements that are true for the prospect, you will be able to generate rapport as well as seem like an expert in selling the product or service you have.

I know you are probably a little nervous about working with someone new on this project…
I know what you are thinking about this product…


If you ever find that you have to talk for an extended period of time, there is a danger of disconnecting and breaking rapport with your prospect. Instead of just continuing to talk, it would be a good idea to keep your prospect involved, wouldn’t it? This way, even though they are not actually responding, it still feels like they are part of the conversation, doesn’t it? This is what tag questions allow you to do. They imply the answer, but don’t actually require a response.

It will be great when you start using this, won’t it!
This option is far better than the other, isn’t it!


Although this technique has been used in the past as a closing technique and has become frowned upon, double binds can still be used as a hypnotic language pattern in sales. A double bind suggests a number of options, but in reality, any and all options lead to the situation that the salesperson desires.

So we can get this started today, or we can leave it until the end of the month if you prefer?
Whether you realise you need this product immediately or later, as soon as you begin to use it, you will forget what life was like without it.


Salespeople, unfortunately, still have a reputation for saying anything just to get a sale. This means that anything a salesperson says is likely to be met with a certain amount of apprehension. Using extended quotesas a hypnotic language pattern, that is referring to something that someone else said, can help get around that challenge. Extended quotes can include testimonials and also any research or data you may have for your product or service. As a hypnotic language pattern in sales, this can be where client testimonials and case studies can prove to be useful.

I overheard a conversation the other day where someone was saying how useful this product had been for her family.
I was at a business seminar the other day and the speaker was saying how this service was going to be the revolution of the future.


The two major ambiguities that are useful for a salesperson are Phonological and Syntactic. Phonological ambiguity uses words that sound the same with the same meaning, such as ‘there’, ‘they’re’ and ‘their’. Syntactic ambiguity makes the punctuation unclear, leaving room for the sentence to be interpreted in more than one way.

You are here and you hear what I’m saying about this, can’t you?
So now when would be a good time to start?


This is potentially the most complicated name for a hypnotic linguistic pattern in sales ever. It describes the way we ascribe attributes to something that shouldn’t have those qualities. Often times it is used to give human characteristics to inanimate objects.

Can you hear that car calling you?
Just feel the sofa wrapping its arms around you!


As we know, decisions are made emotionally and then that choice is justified with logic. With this in mind, we need to know how to get people to feel emotional, and conversely, when it is appropriate to take the emotion out of the conversation.

We have all had that experience of watching a scary movie and jumping as the monster/alien/bad guy (which is your favourite?) creeps out of the dark right behind the star of the movie. But, which do you think is scarier: watching the movie, or being the person who is being chased? I’m sure you are glad that you are the one with the popcorn rather than the person on screen in those situations.

This is the difference between associated and dissociated. A person who is associated is in the picture, they are involved and things are happening directly to them. Someone who is dissociated by contrast is detached, an observer who may or may not have a vested interest in the situation.

If we are going to get people to feel emotion, we need to use associated language. To do this, you need to make sure the person is involved and you do that by directing their imagination accordingly.

How do you feel when your employees act in that way?
What will this solution mean regarding time with your family?
Now, what are you going to do about this problem?

With association, get people to imagine themselves in the picture, either by asking them to feel something, imagine a scenario or by changing the timeline aspect and bringing it into the present moment. This way, what you are getting them to associate to will seem more real and have a greater emotional impact.

In NLP, we use dissociative language to help people feel less emotional about a given situation. For example, if you are trying to deal with someone’s phobia, it would probably be useful for them not to freak out every time you mention the thing they are scared of. In this example, we would actually put someone in a cinema and get them to watch themselves on the big screen. You can even move them to the projection box and get them to watch themselves watching themselves on the big screen if you need to get them really dissociated.

As a hypnotic language pattern in sales, dissociation can be useful for objections, as there is normally an element of emotion around this subject. Perceptual positions is one objection handling method that we have discussed, and this is an example of taking people out of themselves and thereby removing the emotion of the situation.

If you had to do this over, what kind of advice would you give yourself?
What would your mentor recommend that you do?
Who is someone that is successful? How did they do it?

Take the person out of the equation, get them to imagine themselves as someone else, or change the time perspective to a point where they can look objectively at the situation. Each of these will help reduce the emotional intensity of a conversation.

So here we have the most common hypnotic language patterns in sales and examples of how they can be used in a sales conversation. Remember when you are going to use more hypnotic language patterns in sales conversations, ensure you know your end goal and what you want your prospect to be imagining, and then select the most appropriate patterns for that purpose.

(This article was taken directly from Next Level Persuasion, the ultimate NLP sales book. Be sure to get your copy.)

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.