How to Read Your Clients’ Minds (and Close More Deals)

Unlock Your Clients’ Deepest Desires:

The Sales-Generating Power of Neuro-Associative Programming

Identifying what drives your clients can help you foster a connection, establish trust, and ensure that you meet their needs in a genuine way.

The social media team here at ReminderMedia had a cool idea during March Madness.

They posted a bracket to Instagram filled out with some of the best Stay Paid podcast episodes from 2023, then created a poll asking people to vote for their favorite guest in each face-off. Eventually, an overall champion emerged.

This week we’re reposting our episode with Jaynie Wagner Carlucci—the overall second-place winner and our listeners’ selection for BEST REAL ESTATE EPISODE! Below are the original show notes from Stay Paid episode 464. Enjoy!


Jaynie Wagner Carlucci, this week’s Stay Paid guest, is so in tune with what drives her clients and their decision-making styles that she became a top producer in the New Jersey real estate market and did more than $30 million in sales in 2022 alone.

In this episode, Jaynie discusses the importance of building genuine connections and how her business background and training in neuro-associative programming help her tap into her clients’ deepest needs and wants.

What is neuro-associative programming?

With more than two decades of experience as a business consultant working primarily with executive clients, Jaynie was primed for a second career in the luxury real estate market. But her training in neuro-associative programming (NAP) gave her an even bigger leg up.

If you’re a Tony Robbins fan, you may already be familiar with neuro-associative programming (also known as neuro-associative conditioning). It’s a tool he often champions as a way to retrain your brain, create new pathways for learning, and break bad habits. But what exactly is it, and how can you apply its core principles to building rapport?

NAP is modeled after neuro-linguistic programming techniques, which look at how thoughts influence behaviors with the primary goal of changing a person’s mindset. According to NAP, every person is driven by one or a combination of six basic needs:

  • Love and connection
  • Variety
  • Stability
  • Contribution
  • Significance
  • Growth

To figure out which of these your clients are most motivated by, you need to pay attention to clues in their questions and communication patterns.

Even just a base knowledge of NAP can help you assess which of these needs are most prevalent for your clients, enabling you to meet them. Jaynie gives the example of a client who is driven by love and connection. In that situation, she would aim to provide them with opportunities to connect with community members and showcase the friendly nature of the neighborhood. For a client who is more concerned with significance, she would play up the status of the neighborhood.

But as Jaynie points out in her interview, the goal of all this goes beyond the sale. Understanding a client’s drivers and the core of their personality can help you help them make better decisions. And if your client is satisfied with their decisions, they’ll be satisfied with you. Bring on the referrals!

We hope you enjoy this episode and act on the advice Luke offers at the end. We’d also appreciate it if you took a moment to leave us a 5-star review and comment on Apple Podcasts. (We read them on air!) Thanks for listening!

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