I’ve read a lot about the selling process and how to target the person who makes the final purchasing decision. The problem is that the approach may be all wrong. Instead of concentrating on a person, we should be focusing on a thing — specifically, the brain.
I recently attended a CEO Global Network meeting — an organization providing peer to peer mentoring for CEOs. The guest speaker co-authored the book, Neuromarketing (Morin & Renvoise). Christophe Morin says at least 80% of business self-help books purchased or given out at conferences remain unopened on the shelf. After a couple hours with the author, I was convinced that this book would not be destined for the unopened faith. Let me provide some of highlights to hook your interest and demonstrate how you will need to change your sales approach to increase the probability of success.
The human brain is composed of three distinct components which evolve as we grow. The first or reptilian brain is present at birth and ultimately becomes the trigger in our decision-making process. The middle part of our brain develops and processes our emotions, while the outer part develops our ability to think. Research has shown that the reptilian brain will make the final decision by considering emotional and rational input from the other two components.
Morin and Renvoise’s research suggest that the brain reacts to six key stimuli. By mastering and re-engineering your selling proposal you will increase your probability of success. These stimuli include:
These concepts are essentially the guiding principles of messaging. The neat part here is that we can tie the science of the brain to understand why it works the way it does.
Back to that ugly statistic on business books on the shelf: I can assure you that this is one of my books that is already highlighted, dog-eared and in active use.