Complex equivalence statements suggest to your listener that one thing is or means the same as another thing. They are often expressed as the pairing of two statements joined together in such a way that they mean the same thing. For example, a commonly occurring complex equivalence is high price means good quality. Many people unconsciously equate the quality of a product or service with its price, don’t they?

Similarly, many believe that the more pages in a book, the better the book, the longer a course, the better the course, etc. While these are all commonly held equivalences, even beliefs, they are simply not true. They are certainly not true in every case. Yet people act as if they are true.

Through the language pattern of complex equivalence, it is possible to create an equivalence between two things that may not be necessarily related. For example, one might suggest to a prospect: “The fact that you called to talk about the widget 2000 today, tells me that you’re ready to buy now.” While certainly plausible, the relationship between the prospect calling and their readiness to purchase the product may not be the same. However, the prospect is likely to accept the statement without a rationally evaluating its accuracy because it is plausible.


Andrew Horton, Ph.D. -
About the Author:

Dr. Andrew Horton is a Certified Master Practitioner and Trainer of NLP. He is a Certified Master Hypnotherapist and has been a featured speaker at the American Board of Hypnotherapy’s annual conference. Dr. Horton’s doctoral dissertation project featured extensive research into the application of NLP and hypnotic language patterns in the profession of selling. Though not representative of all participants, some subjects of the project increased their sales by as much as 194% in just nine weeks by incorporating his methods into their sales efforts.



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