Coutts Retail Utilizes NLP to Become the Leading Retail Design Group for Europe

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Sales Director Greg Lawson has a key role in helping Coutts realize its mission to be the leading retail design group for Europe. He is using NLP techniques to help Coutts customers improve their brand perception and return on investment.

Coutts Retail Communications is aiming to be the leading point of purchase and retail design group for Europe. In developing “focused campaigns” communicating clients’ brand perception, they hope to ensure the highest return in brand perception and return of investment throughout retail stores.

Greg Lawson is Sales Director responsible for revenue, profit and inspiring his young and enthusiastic team of 12. In search of best practice, he heard from a colleague how useful Neuro Linguistic Programming (NLP) processes were. Greg enrolled for PPI Business NLP practitioner and Master Practitioner modules. He has already completed his practitioner course and is well pleased with the positive results achieved by his team in using NLP.

The first significant step was to provide his team with an understanding of how to ask key questions. NLP provides a set of approaches that Greg had not considered before. The ability to ask relevant and more sole searching questions is crucial to obtain the widest possible picture of their customer’s brief. With a comprehensive picture the team is able to visualize a more focused proposal.

The next steps were approaches and techniques to understand the customers’ point of view from the wider perspective. Greg has been on many sales courses and while this had always been discussed the ways suggested to achieve it had been very simplistic. Perceptual positioning and profiling from NLP has a profound impact for improving their appreciation and understanding of customers.

Greg then considered other key aspects of their sales process from developing the concept, solving problems and obtaining agreement to go ahead. He applied NLP approaches that could help both his team and their clients achieve what is needed throughout each step.

The feedback from his team is positive. While the learning style involved few notes or handouts the retention was far greater because it is all active learning. The approach is not about “telling people what to do” but giving people the “tools” to come up with their own answers. Team members using their imagination grasped the benefits at an earlier stage.

NLP was introduced as a tool for personal development 30 years ago. It is continually assessing and developing frameworks for understanding attitudes, it models successful performers and provides techniques for improving thought processes and communications skills. Business NLP draws on these studies.

PPI's website has had over 380,000 hits over the last four years demonstrating the interest in Business NLP.

Their monthly newsletter from goes out to over 3000 subscriber’s world wide. Their Business NLP blogs can be assessed from

They will be running their NLP business practitioner seminar in California in the fall of 2005. See


Michael Beale

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