Business Strategy and Marketing Solutions

Sales Strategy And Neuromarketing: How Customers REALLY See You

  

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How effective is your sales strategy? How do your customers REALLY see you? Do they see a trusted professional who has their interests in mind? Or do they see you as someone who wants to make a meal out of them and who looks like the guy on the right.

Selling effectively is all about selling to your customer's reptilian brain-it's the brain that makes decisions.

First, your customer's reptilian brain has to see you as a non-threat (the survival instinct). Second, you have to cut through to your customer's "buy button" which is also located in the reptilian brain.

Neuromarketing Is The Key To The Reptilian Brain

Neuromarketing (the science of the brain applied to marketing and sales) tells us that we are all hard-wired by our old brain (sometimes called the reptilian brain) to survive. This means, in today's business context, that the buyer (your  customer) you are calling upon will instinctively (we're looking at as little as 5 milliseconds) process visual and verbal cues to determine if your goal is to eat him or her (figuratively, of course) for lunch. The wrong cues trigger the fight (resistance) or flight response, neither of which is helpful in the sales process.

Eliminate The Threats
For you as the seller to survive, you must eliminate the perceived threats that can trigger fight or flight. Here's how.

First, eliminate the visual threat: Concentrate first on the potential visual threat. The reason for this is that visual cues are processed by the old brain faster than audio cues, and the initial instinctive response may be the dominant one. Is there anything in how you look (grooming, attire, facial expression, or posture) or move that is threatening?

Second, eliminate the verbal threat: Next, point attention to what the buyer can gain, rather than risk, by engaging with you. Do this by liberally using the "YOU" words; "you", "your" and generally any words that fall within the buyer's "what's in it for me" mindset.

(For more detail see How To Open The Sales Door With Neuromarketing.)

Cut Through To the Buy Button

According to Renvoise and Patrick, there are 6 and only 6 stimuli that speak to the reptilian brain. "Incorporating these 6 stimuli will give you fast access to the old brain and will immediately improve your ability to sell, market, and communicate."

1. Self-Interest
2. Contrast
3. Tangible Input
4. The Beginning and the End
5. Visual Stimuli
6. Emotion

Learn more about the Buy Button with Neuromarketing Basics For Marketing Strategy.

If a sales strategy based on your customer's buy button is a big idea for you, please get in touch and schedule a complimentary call, or simply send me a message.