SalesBrain

The act of buying something is an emotionally driven process. Buyer’s remorse is the intellectual wrestling we go through after a purchase to either rationalize the purchase or chastise ourselves for making poor decision. The challenge is we often don’t understand our own personal buying process. If we don’t understand how we buy how can someone sell to us?

This lack of understanding is how the awkward sales dance begins, much like a Father-Daughter dance at a wedding which goes on way too long. After several millennium of buying and selling we keep repeating the same mistakes over and over again. Let’s stop the old dance and start a new one, played to different music and lyrics which connects buyer and seller.

Enter SalesBrain and the neuroscience of how we make decisions by studying the brain.

Founded by Dr. Christophe Morin and Patrick Renovise’, SalesBrain uses decades of brain research to show how we receive and process information, and how emotions impact our decision process. Here is a brief excerpt from their book Chapter 2: The only Six Stimuli that Speak to the Primal Brain.

“So how do you systematically reach the true decision-maker, the Primal Brain? The Primal Brain, in addition to processing input directly from the NeoCortex, responds to six very specific stimuli, which if mastered give you the key to unlocking the language the Primal Brain understands.

1. The Primal Brain is self-centered. Think of the Primal Brain as the center of ME. It has no patience or empathy for anything that does not immediately concerned its well-being and survival.
2. The Primal Brain is sensitive to solid contrast such as before/after, risky/safe, with/without and slow/fast. Contrast allows the Primal Brain to make quick risk-free decisions. Without contrast, the Primal Brain enters a state of confusion which ultimately results in delaying a decision, or worse, making no decision at all.
3. The Primal Brain needs tangible input: it is constantly scanning for what is familiar and friendly; what can be recognized quickly was concrete and immutable.
4. The Primal Brain remembers the beginning and the end but forgets most everything in between. This short attention span has huge implications on how you should construct and deliver your messages.
5. The Primal Brain is visual. Neuroscience demonstrates that when you see something that looks like a snake your Primal Brain warns you instantly of danger so that you react even before the new brain physically recognizes it’s a snake.
6. The Primal Brain is strongly triggered by emotion. Neuroscience has clearly demonstrated that emotional reactions create chemical events in your brain that control the memorization process and drive the decision process.

Before learning a new sales “dance” you may want to take the time to hone your craft and understand the “music” your clients listen better than they do. To learn more get their book “Neuromarketing, selling to the Primal Brain for instant success”. You can also read more about SalesBrain and neuromarketing at www.salesbrain.com.