Category Archives: sales

Skeptical People – Shelle’s Top Tips


Many people ask me “What do you do when you’ve got an audience of people that really don’t want to be there?” Or an audience what I call “conscientious objectors”. Now, I don’t mean the anti-war activists and the pro-peace people. I mean the people that Continue reading

Influencing & Persuasion – Shelle’s Top Tips

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Many people have difficulty with influencing and persuasion because unconsciously, we tend to use the same strategies on other people that we would like to have other people use on us, and it’s all out of our awareness. Let’s bring a couple of things into your awareness by looking at the Language and Behavior Profile™, which is a tool that I’ve built my best-selling book on; “Words That Change Minds”, and my new book, “The Customer is Bothering Me”. Here are some of the key things you need to do to

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Ending a Sales Presentation – Shelle’s Top Tips

You’ve just done a marvelous presentation about your products or your services; you’ve gotten a raving applause and then Continue reading

The World Needs LAB Profile

This past week I have been reviewing my accomplishments and challenges over the last years and looking towards my future in my business and personal life. And I noticed that some of what I said was important year after year still remained in the “NOT DONE” basket. What about you?

I re-listened to my audio program called Wishing, Wanting and Achieving. What a great reminder (if I can give myself a compliment) about why we can’t just do some things! And what makes it possible to do other things. If there are no negative consequences for some of our goals, sometimes there is not enough push to do them. 

And as I look outside of myself to what’s happening in the world, in all the countries I visit for my work, and everywhere else I see on the news, I see a world in trouble, with a great need for change. You know the list:

  • Natural disasters
  • People blowing up themselves to kill people they do not know
  • Economic crises that affect real people

and much more.  

And yet some people, organisations and countries are thriving, growing at a phenomenal rate. (Okay some of them are doing it on the backs of cheap labour.) 

But some are really doing things differently, thinking differently, having a unique perspective about what goes on underneath it all. 

This is where I strive to be. I have dedicated my life’s work to helping people break through communication barriers by 

Understanding and respecting what motivates themselves and others.
And getting results that are in everyone’s best interest.

This is why I have put so much of my abilities and time to training people who will go out into the world and make a difference! 

“It would be easy to say great things about Shelle and the LAB Profile Consultant /Trainer program but I will leave you to find that out for yourselves.  What I will say is that I have worked on addressing the legacy of violent conflict and on conflict resolution in N. Ireland, Bosnia, Croatia, Serbia, Macedonia, and this past year in Gaza.  I now know that had I had the skills required for the LAB Profile Consultant & Trainer Certification prior to my work in these countries my interventions would have been of greater benefit to those with whom I shared my experience.  My analysis and thus understanding of individuals/groups through the use of LAB Profile will enhance my conflict resolution interventions.  I believe myself to be better resourced for my life’s purpose.”  – Martin Snoddon, Belfast, Northern Ireland 

I believe that if you work with teams, groups and individuals, you need to be able to offer them something unique that is of compelling value to them, and to make a big difference in their world. 

In this New Economy, in this New World, there are so many issues that need solving, and so many professionals offering their services, why should clients work with you? What are the values, skills and insights that you offer them? 

How can you communicate so that your potential clients really GET what you have to offer? 

If you don’t differentiate yourself with relevant, high value-skills, you may be losing opportunities to those who have something unique to offer. 

This is why I want to talk to you about the LAB Profile Certification. 

You probably already know about the LAB Profile from my books, programs and Shelle’s Top Tips videos. 

I believe that when you uncover the hidden motivations that make people do what they do, you can change anything. This is what LAB Profile skills can help you do. 

Would you like to use these skills to help your clients dramatically improve what they do? Is this the year you look yourself in the eyes and sayYes, I am ready.” 

Check out the LAB Profile Certification:  August 15 to 26, 2011 in Sweden. (Check out our options5 day and 10 day programs!)  

This is THE program that I have developed to make sure that you can: 

  •  help your clients solve their most pressing problems
  •  sell your services to the right clients in the right way
  •  dramatically increase all your revenue streams, by creating your sales strategy
  •  discover unique alternatives and perspectives, instead of doing the same old stuff
  •  learn how to take what you do up several levels
  •  get the satisfaction from knowing you are doing important work that makes a difference 

But don’t believe me (I’m biased!!)  —-  see for yourself what the professionals who attended say about the program!   

And if you want to speak to some of them, go to our list of graduates from around the world:

This program is the highlight of my year because I get to teach motivated, skilled people who want to make a difference. Each year I add new things, new information, better approaches to the program.

Let me know  if you have any questions.
[email protected]

 Hope to see you there this August! 


ps.The first 15 registrants for the 10 day program get a free iPad, loaded with my books, the course materials etc.

pps. Feel free to share this information with a friend!

Airline Industry Unprepared for Winter!

It is an outrage that once again the airline industry in Europe and around the world was not ready for a winter storm….. at Christmas time! Why isn’t the world press outraged?

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Training in Japan is different!

Training in Japan is different than in other places. Part of the design of my Words That Change Minds LAB Profile Trainers’ Training is based on having the participants do an application exercise in groups and then they make comments and ask questions after their experience. This allows me to get them to deepen their thinking and prompts me to share experiences that I have had which may be helpful to them.

But in Japan, people are extremely hesitant to speak out in the large group. Continue reading

But this is just for new customers

“Hello Ma’am, I would like to talk to you today about a special deal for Bell Internet, TV and home phone service.”

“That’s great. I’m a Bell customer and I’d love a special deal.”

“You’re a Bell Customer?”

“Yes. And I’d really like the special deal.” Continue reading

Which Words Change Customers’ Minds?

Your customers pay attention to how you attract and treat them.  If you do not understand what truly motivates them, they are likely to get their needs met elsewhere.  The “one size fits all” approach has become a sign of disrespect.  Demonstrating that you comprehend your customers is enormously profitable.  The risk of not doing so is enormously dangerous.

Increasingly, as customers have become Continue reading

The Psychology of Mac versus PC

The Mac versus PC commercials have been playing on television in North America and elsewhere for quite some time. They are very engaging. Many people stop whatever they are doing to watch them. If you have not seen them, check out Mac versus PC on YouTube. They pose a challenge to Microsoft Windows and merchants of PC technology because they clearly and amusingly demonstrate the drawbacks for using a Windows operating system versus the Mac system. But why are they so powerful? What patterns do they use to get and keep your attention?

The commercials feature two characters. One, the PC, is a man in a beige business suit and tie, wearing glasses and an outdated haircut. He is geeky and basically, uncool. The other character, Mac is a youthful good-looking, friendly, and cool guy. Every 30 second commercial focuses on a problem with the PC operating system highlighted while the Mac character stands by, shrugs because he does not suffer from the same issues.

In the early commercials the Mac got to hold the hand of the Sony girl with all of the beautiful accessories while the PC didn’t speak her language. When Microsoft introduced Vista another character appeared. It was Vista security system personified by a menacing man resembling the stereotypical CIA agent who interrupted to ask “confirm or deny” to each statement or action the PC character wanted to make. A more recent one ridicules the introduction of Windows 7 by doing a flashback in time to all the promises to fix problems that PC made with each new version of Windows.

The obvious appeal to the commercials is their whack at Microsoft. Who doesn’t like seeing a giant fall off the beanstalk (unless you are underneath it!)? But there is more to their success at a deeper, below conscious level. If we examine them using psycho-linguistics, the commercials contain language and visual patterns which trigger the motivation of most viewers and this is why they are so successful.

The Language and Behavior Profile (LAB Profile) can explain exactly what attracts so many people to the commercials. My first book, Words That Change Minds describes this tool. The LAB Profile enables you to understand language and visual patterns that affect how people get motivated and what makes them take action. Most people are unaware of these patterns as they operate at a below-conscious level. When a communication such as a television commercial, matches the key patterns of particular target groups, they can have a huge impact on motivating and getting people to do things.

Here are the LAB Profile Patterns at play in the Mac versus PC commercials:

Away From: Language and images used to indicate a problem or situation to be avoided, fixed or solved. Anything that shows something that you want not want is “Away From”. The language and images move away from something. The PC character represents the things people detest about the PC; problems to be avoided!

Options: Any language and images promoting choice, variety, alternatives or breaking the rules. The Mac character represents a “better choice” than the problem-ridden PC and appeals to people who like alternatives.

Procedures: A step by step approach with a clear beginning, middle and end. These commercials are procedural since they have a clear story with this structure. Each one has characters and a plot.

Internal: Internals are people who want to make up their own mind and are difficult to influence.

External: When people become External, outside factors and people have a big impact. They care about what others think of them and may follow the crowd.

Thing: Language and images referring to objects ideas, data… things.

Person: Language and images about people, relationships using their names.

Since these LAB Profile Patterns operate outside normal awareness, they have the power to influence how we think and what we do. The LAB Profile can help you convince people in one-on-one communication and help you reach large groups in mass communication.

In the Mac versus PC commercials the use, (intentional or unintentional) of the above Patterns motivate very distinct groups of people who use computers. Mac users tend to be attracted to the idea that they are different from ordinary mortals. These are the people who like to color outside the lines, and believe they are creative. They want variety and options, alternatives to the plain Jane mainstream technology.

PC users prefer to have a Procedural approach when using their computers. They want a standard step by step procedure when using technology. They want to continue using the procedure they are accustomed to using.(This does not mean that they want this in all areas of their lives, simply when they are using technology.)

Why do the commercials attract both PC and Mac users?

The commercials promote an alternative to the ubiquitous PC, therefore they have an LAB Profile Options quality — attracting people who are likely to already own a Mac (or to have wanted one for a while). This is like speaking to the choir, preaching to the converted. Maybe they will succeed at getting Mac users to buy the latest version. But look at the sales figures. Non Mac users are buying in droves!

According to, Mac sales went through the roof in 2008:

  •  50% of Macs sold at Apple retail stores are to those who are first time Mac purchasers
  • Able to achieve 2007 revenue levels in Q1 08- Q3 08
  • Increased US PC share from single digits to 18 percent of unit sales.
  • One out of every 3 dollars spent in US retail computer sales is spent on a Mac
  • 39 percent notebook share in US higher education (higher than Dell)
  • 400,000 visitors a day at Apple retail stores reported in July 2009, 9 out of every 10 personal computers purchased worth over $1000 were Macs.

The secret is partially in the story! Commercials with characters and a plot appeal to the Procedural PC user. When you add in the other elements that make it universal you have the irresistible appeal to action for just about anybody:

Away From: The commercials put a finger on all the issues that drive PC users crazy! Error messages, having to reboot, viruses, unwieldy software….. Yuck!

Person and Thing Patterns: Whether you feel empathy for people or just want the facts; these advertisements are for you.

Internal and External Patterns: The commercials use the “universal close” that makes sales people drool. No one overtly tells you what to do, you draw your own conclusion – that appeals to Internals, and yet it is clear from the commercials that droves of people are converting to Mac, so the Externals are influenced by that.

All this happens in about 30 seconds. Most people are only aware that they just like the ads. And then the sales go up. It is not clear if the creative minds behind the Mac versus PC commercials are knowledgeable about the LAB Profile, but they could be. If you want to find out more about how people get motivated and why they do what they do, check out my books:

Words That Change Minds: Mastering the Language of Influence and my brand new second book:

The Customer is Bothering Me. How to Change Attitudes, Improve Results and Grow the Bottom Line.

Please let me know what you think! [email protected]

Shelle Rose Charvet

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The Customer is Bothering Me is here!


How to Change Attitudes, Improve Results and Grow Your Bottom Line

I’m so excited that it’s finally done. Find out more at

This book is based on my Words That Change Minds Power Principles:

Everything you do influences the emotional state of your customer. Everything you do determines what the customer believes about your company.

Shelle Rose Charvet

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