You have heard this many times before: Do unto others as you would have them do unto you. This saying has come to be called the Golden Rule and the key to neuromarketing and neurosales. Through the principles of attention, emotion and recall our minds are hard-wired to avoid danger and foster solidarity. A great sale understands this process.
What does the mind like to hear?
The field of neurosales has discovered that our minds will shut down the minute we hear a traditional pitch.
To overcome this we need to analyse our customers on every level and adapt to each typology. We do this by showing true interest in them and their needs, asking questions and learning to listen.
Remember- our mind is not interested in the Boeing 747 that is taking us to Hawaii… It is all about the destination. Stop talking features, and apply stories, paradoxes, metaphors and analogies to exemplify the benefits.
How can you have different sales pitches for men and for women?
Humans are driven by feelings.
So if you want your consumer to remember your product or brand, they must be engaged and impassioned by the interaction they have with you and your company.
Neuroscience has tough us that 95% of our buying decisions are subconscious. Throughout our entire lifetime, 85% of all purchase decisions will be completely unconscious with only the remaining 15% being conscious.
What does this teach us? That Sales is a completely irrational process. Introduce words that target your prospects reptilian (instinctive), limbic (emotional) and rational brain. This includes feelings of self-worth, aspirations, acceptance, desires, and status in the world.
How can you change perceptions?
Let me be the one who plays with metaphors for a moment. If our brain was a hard drive, our emotional (limbic) and rational (cortex) would be the two largest areas. But which do we need to talk to?
Well, our emotional brain (limbic) would boast 10 terabytes of memory for every 10 megabytes the rational brain (cortex) has. People will remember how you made them feel and that will influence the way they relate to you.
Once you have a rapport going, speak to your consumer’s reptilian brain: What do you have that guarantees their survival?
What do people instinctively buy?
Anything that triggers the reptile.
Neuroscience has discovered that we are both programmed to flee from danger (otherwise known as loss aversion) and reproduce. Thus, absolutely every purchase decision you make is for your survival. Clothes; to be accepted in the tribe or to find a provider. Cars; to dominate peers and attract a partner, reflecting means and comfort.
How can you make price work in your favour?
Create an emotional anchor.
You already know this by now. Our brain needs three emotional scenarios (four is confusing for us and two is too few). We will automatically dismiss one of the three, either for its outrageousness or extremity but will act as an anchor upon which the other two will be compared.
It is now when you need to activate your prospects limbic brain with a positive emotional association, one that connects them directly to you and your business in a feel-good way.
Please be very careful here that you generate positive feelings and not negative associations or no feeling sat all, as your goal is to close the sale.
Yet, this alone won’t get them to open their wallet. Now you need to speak to their inner reptile and tell them how this will aid their survival.
What are the best words to use to close a sale?
Each part of our brain interacts via signalling molecules that enable communication called neurotransmitters. They are chemical messengers if you wish.
One specific neurotransmitter that is alerted during a sales process is called noradrenaline. We activate this messenger when we are exposed to novel, unexpected and surprising stimuli. Noradrenaline produces many effects in the body, the most notable being those associated with the ‘fight or flight’ response to perceived danger.
As a Sales Rep, you need to activate noradrenaline, in a good way, to get people’s attention, without it they will lose interest straight away. However, do be careful, exaggeration will have your prospect disconnecting too.
So, words that generate novelty, and escape from the monotony of reality. You can do this by surprising the client with an unexpected use for your product or service.
The next neurotransmitter you need to trigger is dopamine: our feel-good neurotransmitter.
People don’t buy features, we buy how you made us feel. This includes, what you did for us, how you helped us, how you educated us, our experience with you, the sensations we felt, and the dreamland you described to us. Aka, we buy feel-good aspirations.
By removing consumer pain and replacing it with pleasure we are not only attracting the attention of our prospects but gaining their loyalty. For this, it is important to observe and listen to our customers and prospects actions as well as how they express themselves in order to be then able to find ways to connect to them and make them feel unique.
This will help you trigger their reward system making them feel that they are doing the smart thing. Making a purchase to improve their lives and chances of survival.
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