Neuroselling Part 1- The Better Way to Win Business
Based on neuroscience, neuroselling uses tactics and strategies that trigger the buyer’s primitive, or lizard, brain to give your products and services a positive edge in the decision making process. We’d like to think that we are smarter than iguanas; that the human mental capacity has surpassed that of our reptilian friends, but the truth is that before logic and reason set in, our lizard brain processes certain thoughts before we even realize they are happening.
You aren’t using your lizard brain to contemplate the meaning of the universe – maybe we’ll cover that in another blog – but you do use your lizard brain when you initially respond to fear and pain.
It’s the reason you startle when you see a spider. It’s the gut feeling you get when things seem off. It is the oldest and most powerful of our coping mechanisms, and without it we probably wouldn’t be alive.
So, how does this relate to selling? Bottom line, neuroselling teaches you that to be better at sales and marketing, you need to initially target your prospects lizard brains and quit messing around with all that logic and data. Huh?
Neuroselling makes a big impact in two important ways.
One’s past experiences with a product or service can impact a future reaction to that product or service. Does Hallmark make you feel warm and fuzzy? Does seeing the Nike swoosh make you want to get fit? These reactions happen in your lizard brain and help brands illicit extremely powerful responses from their prospects. Most of us don’t have the marketing power of Nike or Hallmark, but we can still get the same reaction from prospects in our sales process.
The way the lizard brain is affected during the sales process is through the connection that is made between the pain that you solve for your prospects and the gain they feel from using your product or service.
You may say, “Hold on, I’m already doing this. I have a wonderful PowerPoint presentation I use that is full of features of my product and what it does for the customer.” Say you sell vehicle headlights, your presentation may look something like:
- Dynamic headlights
- Leading main beam to see danger ahead
- Static cornering lights guide you around dark corners
- Fog lights add extra visibility
Great, but what does that really do for the customer? A neuroselling approach may instead start with this
It only take a second for your headlights to come between this deer and a call to your insurance carrier. What brand of headlights are you using?
Get the picture? Now you have the prospects attention. You’ve not only made me get that terrible feeling in the pit of my stomach thinking about rising insurance costs, but you’ve made me question my headlights and want to learn more about yours. This is the first part of neuroselling, and what we call a trigger.
Your trigger is probably not enough to get your prospect to sign on the dotted line; it’s only one component of an affective neuroselling strategy. Once you have the prospects attention you need to show your convincing advantages and then prove the benefits the customer receives.
Neuroselling gives you the power to target your prospects entire decision making process, or both the old and new brains, for extremely effective sales results.
Stay tuned, our next two blog posts will dive into the other main components of neuroselling.
Ready to apply neuroselling to your sales approach and win more business? Let’s talk about working together to make your sales team a high-powered, neuroselling machine 541-731-2973 or message us.
