Being at “Cause-Point” to make a sale

Posted by: admin  :  Category: Sales

In NLP and Neuro Semantics we have a cognitive distortion called the “cause – effect” distortion. In short, it simply means that we link in our minds random external happenings to emotional effects that we feel internally and conclude that the event outside/person outside us causes us to feel a specific way. Of course, this is never true. Nobody can cause us to feel anyway. The classic example: “She always makes me angry.”  


How can this linguistic distortion become a powerful sales technique or skill? By creating positive associations in the customers mind about you as the cause of his “feel good” experience. In the sales process, we call this choosing to be at the “cause-point”. Being at “cause – point” is being at the point of accepting and exercising our full powers of responsibility to be the cause, in a highly visible way, of the solution, benefits, convenience, resources, answers or positive outcomes that the customer has identified as his needs.


When you do this, your customer would then be at “effect – point”, meaning that he would be at the point of experiencing the effects of all your positive endeavors! Hence you would be creating a “cause – effect” association for the customer, you would be seen as the cause of his business gratification! You being the cause of the positive effects he is experiencing! CAUSE = EFFECT!



Here are 3 key skills that are needed to effectively use this skill:  


1. Practice awareness! Are you aware that you can have such leveraging effects with your customers? Are you consistently choosing to be at “cause – point” in the sales process to influence? Or are you leaving things to chance, allowing the customer to be at “cause – point”, throwing you “curve balls” that derails the sales process, taking things for granted and providing below par customer service? If this happens, a negative “cause – effect” association is created and you may be viewed as the source of his “bad experience”- a negative trigger!          


2. Have a “big picture” view of the sales relationship that is “future paced”. This simply means creating a highly rewarding sales relationship that is multi dimensional – offering services and solutions that goes beyond the very product and service you are providing. Here you are no longer just selling your product or service but your resources to be for the customer a reliable solution for his wider business needs in the now and near future! When you do this you become a powerful positive “cause – point” for your customer, “effective-ing” empowering resourceful experiences for the customer, leaving your customer with a powerful positive association of you as the cause of many of his solutions!    


3. Be detailed in the “soft skill” department. “Detailed” here means taking care of the “small stuff” of the sales relationship, the human dimension, the soft skills of building a high degree of rapport, making sure that the customer feels like a prized asset. This produces an extremely “feel good” experience for the customer, leading him to emotionally anchor you as the cause of this experience. Who would not like to be in the company of someone who make them feel good?


There you go. Try out this sales skill and see the difference it can make. Keep choosing to be at “choice point”, all the time and start attracting new accounts and achieving higher sales growth! 


Stay committed to transcending, transforming and transferring value back to your world!


Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Certified & Licensed Trainer of Neuro Semantics and NLP (ISNS, USA), a Master Practitioner in Neuro Semantics and NLP (ISNS, USA) and a Language and Behavior Profiling for Coaching Practitioner.  You can follow Conrad on facebook!