INTRODUCTION

The word Neuro linguistic programming (NLP) can be broken down to three distinct words:

NEURO LINGUISTIC PROGRAMMING

Neuro Linguistic Programming
Neuro refers to the brain and neural network that feeds into the brain. Neurons or nerve cells are
the working units used by the nervous system to send, receive, and store signals that add up to
information.
Linguistics refers to the content, both verbal and non-verbal, that moves across and through
these pathways.
Programming is the way the content or signal is manipulated to convert it into useful
information. The brain may direct the signal, sequence it, change it based on our prior
experience, or connect it to some other experience we have stored in our brain to convert it into
thinking patterns and behaviors that are the essence of our experience of life.









Neuro linguistic programming deals with the perception of mind, content of
speech, & body language & transforms it in such a way that one can get
maximum outcome of his performance.
I t is a set of tools and techniques to improve awareness of our own beliefs,
behaviors, and how one can perform and communicate at optimum levels.


PRINCIPLE
The basic premise of NLP is that the words use reflects an inner, subconscious perception of
problems. If these words and perceptions are inaccurate, they will create an underlying problem
as long as one continues to use and to think them. Ones attitudes are, in a sense, a self-fulfilling
prophecy.
The Neuro linguistic therapist will analyze every word and phrase used by the person in
describing symptoms or concerns about health. He or she will examine the facial expressions and
body movements. After determining problems in perception, the therapist will help the subject to
understand the root cause. The therapist will help him remodel his thoughts and mental
associations in order to fix his pre-conceived notions. These pre-conceived notions may be the
reason of keep one from achieving the deserved success.



PRE-SUPPOSITIONS OF NEURO-LINGUISTICS ANALYSIS:

NLP makes a number of presuppositions. Presuppositions or assumptions are the beliefs a person
will find useful in effecting changes to them and/or to the world.

Examples of Presuppositions:
1. Communication is more than what you are saying.
2. No one is wrong or broken. People work perfectly to accomplish what they are currently
accomplishing.
3. People already have all the resources they need.
4. Behind every behavior is a positive intention.
5. Every behavior is useful in some context.
6. The meaning of a communication is the response you get.
7. If you aren't getting the response you want, try something different.
8. There is no such thing as failure. There is only feedback.
9. Having choice is better than having no choice at all.
10. In any system, the element with the most flexibility exerts the most influence.
11. The map is not the territory.
12. If someone can do something, anyone can learn it.
13. You cannot fail to communicate.

OPERATIONAL PRINCIPLE

NLP consists of a set of powerful techniques for rapid and effective behavioral modification, and
an operational philosophy to guide their use. It is based on four operational principles


USE OF NEURO-LINGUISTIC PROGRAMMING
1. HELP TO IDENTIFY SPECIFIC OUTCOMES: It is important to have specific
outcomes. Many people do not have conscious outcomes and wander randomly through
life. NLP stresses the importance of living with conscious purpose.

2. DIRECTED ACTIONS: In order to achieve outcomes it is necessary to act and speak
in certain ways. NLP teaches a series of linguistic and behavioral patterns that have
proved highly effective in enabling people to change the beliefs and behaviors of other
people.

STEP1.
Know What Outcome You Want To Achieve.
STEP2.
Have Sufficient Clear Understanding On If You Are Moving Towards Or Away
From Your Outcome.
STEP3.
Have Sufficient Flexibility Of Behaviour So That You Can Vary Your Behaviour
Until You Get Your Outcome.
STEP4
Take Action Now.
3. USE IN CHANGING MIND PERCEPTIONS:
Once one understands his own map of reality, he can make changes to it in order to obtain
the life experiences he wants. NLP provides us "maps" used by other people. We learn how
others have responded to a particular situation we are facing. We see the differences in the
approaches and in the outcomes. Based on it, we may voluntarily make changes to our own
behavior.
We step out of our own map and step into the other's. When this happens, the rewards are
many. We experience a deep connection to the successful person. And our life will never be
the same again.

4. INCREASING INTER PERSONAL RELATIONSHIPS:
NLP increases the depth and effectiveness of our relationships, beginning with our self and
extending through personal and intimate relationships to our professional and work lives, and
finally, to the therapeutic arena or working with others to bring about healing, change and
growth. NLP provides the tools that enable this rich connection with self and others to
happen.


5. ADDING PERFECTION AND PROFESSIONALISM TO LIFE: This technique
involves dealing with different perspectives. When using this method, you review a certain
situation mentally from different points of view so that you can understand the situation more
completely. The perceptual positions technique is one of the core NLP methods. It helps to think
more creatively, to understand other people better and to consider matters from different points
of view without being led by your own passionate beliefs.

6. FOR TREATMENT OF PSYCHIATRIC DISORDERS:
-Depression -Psychosomatic illnesses -Learning disabilities -Phobias -Habit disorders
-Post traumatic stress disorder
USE OF NEURO-LINGUISTIC PROGRAMMING IN PHARMACEUTICAL
MARKETING
NLP techniques are generic used in any area of ones life; many of the methods are very
effective when directly applied to sales NLP is about effective internal and external
communication as well as influencing change in states. That is exactly what successful sales
people do, communicate well and influence the customers state.
The NLP selling techniques is split into 2 groups
1. Using NLP in HOW to communicate it to the customer?
2. WHAT to communicate to the customer?

1. HOW TO SAY IT TO CUSTOMERS??

A. Building rapport
Half of the reason of buying something is because of the quality of the product, while the other half is
because of the attractiveness of the person selling it. most people are more willing to buy from someone
we like than someone we dont like. So as a salesperson, the first thing you need to do is make your
customer like you and you do that by quickly building rapport with them.
NLP allows you to do that with a technique called mirroring and matching. This method simply
involves mirroring your customers gestures, habits, words that they use, talking style, anything
that can be picked up. When you do that the person you are mirroring will feel a connection to
you because you appear similar to them.
B. Anchoring
Anchoring is associating a state or feeling to a unique trigger. With this technique, start by
anchoring good positive feelings to a unique trigger. We then associate those feelings to our
product by repeatedly firing the trigger when we are talking/demonstrating the product.
2. WHAT TO SAY TO CUSTOMERS??

A. Magic words
There are a series of words that the brain accepts more easily without analysis. When one says
these words, the listener is more receptive to accept what you say. Try to easily and naturally
incorporate these words into the conversation with customers or non-customers alike.
These words are:
- Easily - Naturally - Unlimited -Aware - Realize(ing)
- Experiencing - Expanding - Beyond -Before - After
- Now - Because

B. Eliciting states
People buy on impulse and desire more than on necessity. People dont buy what they need, they
buy what they want. When someone feels good about a product, theres a higher chance that he
or she will buy it. Dont bore the customer with the technical specifications of the product or
what it can do. Rather make them feel good about buying the product. Say something like.

Well I dont know about you, but for me I would feel really excited & proud if I had this
(Product) to help me do. I can get things done faster and spend more time with my family, and
when I get to spend time with my family, I just feel like the most blessed man in the world.

For an even better effect, make the description of experiences in visual terms, auditory terms and
feelings too. The more senses involved the stronger the effect.

C. Eliciting values
Not everyone purchases a product for the same reason. Find out what is important for them, and
then use that knowledge as a leverage to get them to purchase the product. Find out about their
values by asking the customers. First ask a series of questions to elicit the values, only then
proceed to introduce your product.













This is a great technique, though it requires the right setting to really make use of it. Obviously
its hard to elicit someones state when youre doing door-to-door sales or sales on the street.
Use it when the environment is right & there is time to engage in meaningful conversation.
Example:
Start with friendly chatter to break the ice before proceeding to the questions.

Q: Sir, what would you say is most important to you as an individual?
Well its certainly to enjoy my life to the fullest.

Q: I see. Is there anything else that you feel is important?
Yes, I think its my fitness and well being that is more important.


D.Ask questions that customers must answer with Yes
In our society, people place high value on remaining consistent. Well if that is the case, why not
use it to our advantage. People will do all they can to avoid being or looking inconsistent. Heres
how you do it, ask a series of questions that you know the answer would be yes (those blatantly
obvious yes questions). Then link the things you asked to your product.










This opens your customer to buying your product because they have proclaimed that it is
something they want. When a person makes a statement about something, they are pressured
internally to remain consistent with it. That is great news for sales people.

NEURO-LINGUISTIC ANALYSIS- A BROADER CONCEPT

As a Muslim we all have strong faith on Allah Subhan o Talha. For me Neuro-linguistic
programming is not at all needed when one has a strong believe on Creator. When one has Allah
Subhan o Talha as his closest friend, these programs are worthless. These programs are for the
non-Muslims actually who dont have any faith on Allah Pak and because they have a
materialistic life rooming all around money and comfort of this life. When one follow Quran and
Sunnah, all these programs hold no importance, because ultimately the Allah is the one to whom
we concern in all problems and difficulties. I n Any Sort Of Difficulty Believe Your Lord
Blindly, He Will Softly Pick You Up And Put You Down Outside It.
Islam already teaches what to do in any condition. The Treatment Of Depression I s Linked
With The Zikr Of Allah Pak. There is no any main intervention of these programs except to
befool the people in trouble. As one says When Non-Muslims Dont Believe In One Lord,
They Have To Believe I n Thousands Others to Sort Out Their Issue And Believe Me Neuro-
Linguistic Programming Is One of Them.
Although its application in pharmaceutical marketing is ok, still it should not be given prime
importance and no Neuro-linguistic consultant should be followed as we know that ALLAH
PAK IS THE BEST NEURO-LINGUISTIC CONSULTANT over all. In Holy Quran it is
mentioned that,

Example:
Q: Sir, is health important to you? - Patients Reply: Yes
Q: How important is it? - Patients Reply: Well, very important. Its my priority.
Q: Would you do all to make sure that you are in good health? - Patients Reply: Of course
Then thats great to hear. Ive got this product.

TABLE OF CONTENTS

1) INTRODUCTION
2) HISTORY
3) PRINCIPLE
4) PRE-SUPPOSITIONS OF NEURO-LINGUISTICS ANALYSIS
5) OPERATIONAL PRINCIPLES
6) USE OF NEURO-LINGUISTICS PROGRAMMING
HELP TO IDENTIFY SPECIFIC OUTCOMES
DIRECTED ACTIONS
USE IN CHANGING MIND PERCEPTIONS:
INCREASING INTERPERSONAL RELATIONSHIP
ADDING PERFECTION AND PROFESSIONALISM TO LIFE
FOR TREATMENT OF PSHYCHIATRIC DISORDERS
7) USE OF NEURO-LINGUISTIC PROGRAMMING IN PHARM. MARKETING
HOW TO SAY TO CUSTOMERS?
WHAT TO SAY TO CUSTOMERS?
8) NEURO-LINGUSITICS PROGRAMMING-A BROADER CONCEPT






RIPHAH INSTITUTE OF PHARMACEUTICAL
SCIENCES

MARKETING ASSIGNMENT 1


TOPIC: USE OF NEUROLINGUISTICS
PROGRAMMING


SUBMITTED TO: SIR IMRAN

SUBMITTED BY:
RIPS-S08-01
RIPS-S08-08
RIPS-S08-32
RIPS-F07-15