DEBATE
of a value system”, which led to the question, cannot earn this lower level, then either their very hard to learn NLP from books. Like a
what are the core NLP values? Smith highlights business needs to be subsidised or it is not martial art or ballet it is about practice as well
a document ‘Shared Values of the NLP Community’ the right approach to take. If NLP is to be as knowledge. It is not an intellectual pursuit,
written by Robert Dilts in which are identified a business for you, then you need to earn a you learn by doing it. The danger with books
‘the twelve core values of the Global NLP living and if you are good at your job then you and ebooks is that people can think they know
Community’ (www.nlpu.com/ how to use NLP when they don’t.”
Values.htm) which I’ll let you Smith has concerns about
read without replaying it here.
NLP operates in a market that
delivering low cost or free training
As Smith points out, “NLP
is much wider than just the
as a model, “there are two possible
is not a unified venture and problems, the participants might
therefore doesn’t have a single
other NLP providers. It is a very
not get as much value as if they had
mission so other NLP Trainers invested some money and if the
and commentators may competitive, and global, market trainer is not making a reasonable
espouse a different set of values living, then energy will go out
though that may be more a difference of tone deserve to have a good living.” of it. So, as a business model, it may not be
rather than substance.” Whilst this article has focused more on sustainable.” It can work, however, as part of a
If there is not a single value system at play NLP Trainers and Coaches, Smith raises the business model, suggests Cheal. “We offer low-
here, and it seems very likely that there is not, important caveat that there is a distinction cost places to charities but that is a marketing
how can the customer determine what value when pricing NLP for therapy. “People who decision and it is dependent upon charging
they will get from NLP? Cheal contends that need coaching are usually doing so voluntarily normal prices for other participants.” However
in the Corporate sector that is straightforward, whereas with therapy it is more likely to be a she agrees with Smith that, “There is a danger
“They are more inclined to look at what they get necessary process.” Beale adds that “if you are that if you charge lower prices and get a lower
for their money and in most of the organisations using NLP as a therapy and you are delving income as a result, this may spiral down and
where people are put on NLP courses, the affect quality.” It can become a ‘race to the
person who manages the relationship already
Integrity /integriti/ (noun)
bottom’ which is no-one’s interests.
tends to value NLP themselves.” Value can Integrity, as we have explored, has three
be measured in the outputs, agrees Beale,
1. the quality of being honest and morally upright.
positions. We can ensure our own subjective
for example “if an NLP course has helped
2. the state of being whole or unified.
integrity and that of our dealings with clients
somebody to develop and change greatly in 3. soundness of construction. and trainees. We can use NLP techniques to
excess of what they’ve paid for the course.” ORIGIN Latin integritas, from integer ‘intact, whole’. put ourselves in the position of third parties
So how can customers find the right option
Source - Compact Oxford Dictionary
and examine the possible problems and
for them? “It is not a perfect market in the objections they might have. We can then do
economic sense,” notes Smith, “ and although into a person’s psyche, it is most important to a certain amount of risk assessment on that.
people can review course prices there are many be OK with yourself and congruent.” Value for money is also subjective and can
variables to consider. There are, for example, Stretching the market by asking for a differ by audience and by the level and quality
differing durations for courses and the content price that is above what the market normally of the service delivered. As Cheal suggests,
of an NLP Practitioner course may differ, so expects is also a strategy that is gaining ground “It amounts to a fair exchange between the
there are no exact comparisons. Word-of-mouth in training and coaching. Some commentators service provider and the recipient. So long
is critical in getting and retaining clients.” suggest a philosophy of doubling or as both parties win from the exchange, the
Cheal widens the discussion to highlight quadrupling your prices. Beale sets out the transaction works and there can be no issue
the difficulty in determining the quality of the thinking that underpins that radical approach. about integrity.” As Beale puts it , “You have to
service being offered. “Not every NLP Trainer “The more you charge, the more value people have integrity to sell NLP otherwise you are not
is good and the bad experiences can taint all will get because they will take it much more really understanding it at all.”
others. This is not directly related to the level seriously. The more you charge, the more NLP operates in a market that is much wider
of cost. Someone could be selling a course very they will want to learn.” Arguably, this is the than just the other NLP providers. It is a very
cheaply and still be very good or selling at a strategy used by some of the global gurus and competitive, and global, market. Everyone
higher price and not be competent.” works best when there is a finite amount of in it is looking for an advantage. Whilst it is
As well as quality, the other underlying resource, in this case time, and the demand easy to see how NLP service provision can be
question in this debate is around how you price for it is high. In order to get into that position, judged with hindsight, it is more difficult to
NLP to deliver value to clients. This may depend there has been an increase in the use of a see how clients can determine what is right for
on the audience and it also, clearly, depends on related model – that of pricing an event at a them when selecting a course of action. The
the belief system and values of the Trainer or premium and then widely offering low cost or very diversity that we value within the NLP
Coach. There are some basic models that can free places. Such a model will often depend on community may be a factor in holding it back.
be used but it is how they are exploited that will merchandise sales at the event and on sales of But that, as they say, is for another debate.
make the difference. “We suggest to people on future courses and coaching.
our courses that they look at the range of pricing Which raises a further question. How do
already operating in their type of business. people who need NLP skills but genuinely
Participants
In other words what the market will expect,” cannot afford to pay the prices get access to Melody Cheal - GWiz training, http://www.gwiztraining.com/
says Cheal. “That will differ according to their the knowledge and skills? There are many Michael Beale - PPI Business NLP, http://www.ppimk.com/
audience. They also need to know what they books and ebooks on NLP that are affordable
Andy Smith - Coaching Leaders, http://practicaleq.com/
need to earn in order to create a living. If they but, Beale cautions, “it is not impossible but
rapport - Summer 2009
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