An Amazing Selling And Prospecting Technique

“The latest brain research shows that the old brain always makes the final call.  This is why, when you deliver your message, your impact is directly linked to your ability to sell to the decision-making part of your prospects brain.  The language of the six stimuli will trigger a response because it is a language the old brain understands.  In fact, your ability to deliver directly to the old brain affects your selling probability as much as the three other factors – pain, claims, and gain – combined.”

Your Selling Probability =
Pain x Claim x Gain x (Old Brain) x3

In “Neuromarketing.” A fabulous book on marketing we learn that fear is the most basic and primal motivator. We make many — perhaps most — of our decisions based on fear. For example, IBM used fear in its advertising to the point where we heard, “No one was ever fired for buying IBM.” In other words, fear of losing our job caused us to “safely” buy Big Blue — even if another solution might have actually been better.

I find in the copywriting and sales presentations I do that using fear in the sales messages is very effective. No one is immune from fear. We don’t all crave the same things. But we all have fears. And fear motivates. Researchers, for example, have demonstrated that we react faster to observing fearful faces than we do in seeing happy faces.

Which motivates you more? The message that you could earn more money or the fear of becoming homeless? The former matters. The latter is a hard-hitting motivator that works on our primitive emotions or, as the authors call it, the old brain.

So how do you reach the old brain, since it doesn’t understand words?  The authors offer several suggestions to appeal to the old brain in terms that it recognizes:

An Audience-Focused message: The old brain is not concerned with anything not related to its own well-being. Therefore your messages must be 100% audience focused.  They don’t care about your organization.  They care how your organization can help THEM.

Contrast: Use contrasting examples, such as before/after, risky/safe, with/without, fast/slow, etc.

Tangible Input: Ideas should be simple and easy to grasp.  Make sure your audience can easily recognize and process your terms (such as dollar value).

Focus on the Beginning and the End: Put the most important points at the beginning of a message (this can also apply in a presentation). The once the old brain has assessed that there is no immediate danger, it will try to conserve energy by paying less attention to the middle of the message.

Visual Stimuli: The old brain responds to visuals before the new brain has time to process what they mean.

Emotion: We remember events better when we’ve experienced them with strong emotion.  If customers can’t remember your message, why would they choose your product?

Related Articles:

How to Increase Profits by Selling to the “Old Brain”

The “Buy Button” – How to Emphasize the Value of You Service

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Brian J. Kay, Executive Director, Leads4Insurance
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