The “Buy Button” – How To Emphasize the Value of Your Services

There is a “Buy Button” in your brain.

In fact, there is a buy button in everyone’s brain.

Now, before you get any crazy ideas, it’s not a secret spot behind your ear.

But it takes a little explanation. So open your mind and I’ll do my best to spare you from 17-syllable words.

University of Pennsylvania research on how we make decisions on  economic value   pinpointed a specific part of the brain – the ventromedial frontal cortex (VMF) – that is responsible for making value-based decisions. Their study used two groups of subjects, one with normal VMFs and another group with damaged VMFs – either by injury or illness.

The groups were given the same series of choices of two products, one of which were implied to have three times the value of the other. Subjects without VMF damage learned the implied values and made consistent choices when presented different combinations of the products. Meanwhile, subjects with VMF damage made inconsistent choices.

So what does this research mean for you?

Well, it doesn’t mean you should market your product exclusively to people with damaged VMLs. First of all, it’s probably impossible, let alone the fact that even the sleaziest of salesmen would feel a twinge of guilt selling snake oil to stroke victims.

However, this research proves that value plays an important role in a person’s decision to buy something.

That may seems like a no-brainer but it’s something that’s often overlooked in a sales pitch. Think about it: How many times do you emphasize the value of your services?

If the VMF is the “Buy Button,” a good value will press it.

But Make Sure You Don’t Press The “Don’t Buy Button”

Here’s another tip that doesn’t need an Ivy League study to confirm. There is a “Don’t Buy Button” in your brain, as well.

This button goes off like a 1,000-decibel siren whenever a prospect smells something fishy about the offer presented to them.

Unfortunately for you, everyone has their own arbitrary reasons and there’s no way of really knowing what presses each person’s “Don’t Buy button.” It could anything from the product’s price tag to the tie you’re wearing.

But this isn’t to say it’s impossible to avoid pressing the “Don’t Buy” button. Here are a few tips to navigate the mine field.

1. Don’t appear as if you are trying to press their “Buy Buttons.” People like to think they are making their own decisions. So don’t give them the idea that you are coercing them into something.

2. Don’t be the expert. This one takes a bit of humility and patience but it pays off. There’s always the temptation to tell them what they need, but in reality, you usually don’t know much about them beyond what they tell you. However, you are an expert in your product. After developing good rapport, your expertise in your product allows you to make suggestions, not ultimatums.

3. Keep their stated needs for a product top of mind. As I suggested in previous articles, asking prospects questions can reveal the deeper reasons why prospects need a product. By keeping these needs in the conversation, you are reminding them of their needs and how your product can fix them. Also, it does it in their own terms (literally) as opposed to a canned sales pitch.

Good selling,

John McCarthy
Managing Editor,


Related Articles:

Amazing and Easy Three-Step Selling System

An Amazing Selling and Prospecting Technique

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