Are You In Sales? Want Better Success? Try Neuromarketing.
Selling means pushing your customer's "buy button" which is located in the old brain. Neuromarketing helps you sell by focusing on the key triggers to this buy button.
Selling Is Survival
What is your customer's number one objective? Lower cost. Better service? A more expensive holiday gift?
It's survival. And this is your number one objective as well. Here's why.
It's survival because that's how the brain works. It's all-powerful because it's been bred into us for 450 million years. And it is subtle, often working at the subconscious level. What this means is that your customer is making many buying decisions influenced by a powerful internal force without knowing why. The key, therefore, to better selling is to tap into the customer's buying brain and pushing his or her buy button.
Here's what you need to know about neuromarketing
Neuromarketing tells us that we are hard-wired for survival and self-interest by our old brain (450 million years old). Sometimes called the Reptilian Brain because it is the most primitive part of the human brain, it "is a very self-centered entity and general considerations about others do not reach it. Think of the ‘Reptilian Brain’ as the center of ME. Do not assume that it has any patience or empathy for anything that does not immediately concern its survival and well-being." (Source: Salesbrain)
We have three brains. The old brain is the decision maker. The middle brain processes emotions and gut feelings. The new brain thinks and processes rational data. So the old brain is our real target. It takes into account the input from the other two brains, but is the actual trigger of decisions. (Read Neuromarketing To Your Customer's Brain May Be Your Best Strategy.)
The Six Buy Button Triggers
The power of neuromarketing is to understand how decisions are triggered. There are only 6 stimuli that can trigger decisions (see details here.):
3. Tangible Input
4. The Beginning and the End
5. Visual Stimuli
Put these together into the ideal selling message: Start with a clearly defined, tangible benefit directed to the "me" of the customer, contrast it vividly to your competitor's offering, support it with emotion, and repeat the benefit at the end.
Start using neuromarketing in these three areas to increase your sales:
- Making a positive first impression. Are you perceived as a threat? (Read Sales Strategy And Neuromarketing: How Customers REALLY See You.)
- Modifying your sales presentation. Read (How Emotion Powers Your Marketing: Insights From Neuromarketing - this works really well for sales presentations.)
- Modifying your marketing materials. (Read How To Use Neuromarketing To Improve Marketing Results.)
This is just one of four steps to boosting your sales productivity. There's also (based on the Neuromap by SalesBrain):
- Diagnosing The Buyer's Pain
- Demonstrating The Buyer's Gain
- Delivering To The Buyer's Brain
To learn more, drop me a note and mention which step you are interested in. You'll get a response, not a business pitch. Click the link, below.
Mission: To help small and mid-size businesses acquire customers by re-thinking their business and marketing strategies.