I hated it because I knew if I stayed there - that job would become my identity and all my hopes, goals and dreams would be put aside to fulfilling my role in that job.

I had goals, dreams and aspirations...

I wanted more out of life...

...and the tactic-based selling at the health spa trained me to commoditize myself and my clients...

...encouraging me to pressure them into buying even when the solution didn't fit...

...and change their mind about what they really want just for the sake of increasing my own sales. 

So I did what everyone else out there does in this situation.

I started looking for a way out.

I looked everywhere and a few months later I found it.

I stumbled upon an event that was running in Seattle, where a man named Richard Bandler was teaching “How to Use Language to Influence the Mind”.

The event shared the latest strategic models of Milton Erickson's life work for enacting lasting change through language.

I didn't know it at the time, but Richard Bandler was a co-founder of NLP... and that there was a whole movement behind this study of what people now call "change-work."

I learned that a small group of thought-leaders were working together to make sense of how some of the top hypnotherapists and change-workers in recent history (Milton Erickson being the most influential) were able to help their clients experience breakthrough insights... just with their words.

This was a cool concept to me, and as I researched more and more, I found that the core group of these people studying Milton Erickson's work were making huge progress... BUT...

They couldn't seem to make their models fit smoothly and conversationally into the world of business.

See, Milton Erickson worked in a therapeutic setting where the dynamic was obvious:

The therapist was the leader and authority while the client knows that they are going to be led toward some kind of breakthrough change.

In other words, therapy clients WANT their beliefs and worldview to change.

On top of that, it took several--sometimes a dozen or more--long sessions for Erickson to achieve the necessary shift in worldview that brings about lasting change.

These were the biggest reasons that NLP has always struggled to bring Erickson's genius to the world of business.

Despite these struggles, NLP's findings did make their way into mainstream business communication over time.

But, many of these therapeutic principles formed faulty foundations in the context of business.

For example, Rapport Building.

This is a strategy that Erickson used to build trust from his clients--at least that's what it seemed like.

But this doesn't really translate into business because you don't have time to waste with chit-chat like that.

What Erickson was actually doing in those "Rapport-Building" stages of his therapy was inducing a DreamState...

A state of mind where brain activity releases from its familiar loops.

By activating typically separate regions of the brain through specific language, and by speaking in certain tonality and rhythms...

New associations form in the brain.

On a conceptual level, the person's worldview begins to reshape in real time...

INSTEAD of their brain firing in the typical loops that sort of "react" to the worldview they're already comfortable with.

THIS DreamState... it's what you can induce WITHOUT all the back and forth small talk...

And instead, set various "frames" or boundaries for the conversation and dynamic...

Setting into place the same kind of expectation that YOU are the trusted authority... and THEY are following along with you as you subtly lead them.

Now, what Erickson did through what most people call "Rapport-Building" is understand how that person views the world...

He listened for specific layers of that person's worldview.

And over the course of each session, Erickson fit himself and what he did WITHIN their already existing worldview...

All the while, subtly shifting these layers in strategic ways for a smooth and comfortable experience that feels almost like a movie or a "Dream."

That's right, all the while this process is happening, the client feels as comfortable as if they are off in Dream-Land...

Building a new worldview in their mind that supports more easily making those dreams reality.

THAT entire process I just described...

Is the essence of the DreamState Selling Persuasion Framework.

And let me just say...

Each strategy SUPPORTS the worldview-based framework...

And THAT'S what makes this PERSUASIVE.

Which is exactly why this blows the roof clear off any other tactic-based selling shtick or soggy script out there.