Sidney C. Walker
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July 2011

"New Research On How We Make
Buying Decisions..."

by Sidney C. Walker


I recently read a book called Neuromarketing. A lot of the information presented in this book is familiar to me. But there are some solid points that got my attention.


The basic premise is that humans have been around for 450 million years and making decisions, often times life and death decisions, all that time. Furthermore, researchers have proven that the part of the brain that makes these final decisions has been around for eons before there was language. Their point: language doesn't have much impact on the "Old Brain" as the author's call it. Language is handled by relatively new parts of the brain that don't have as much authority when it comes to making important decisions. So then it makes sense to find out how the Old Brain makes important decisions. Here are some of the conclusions of Neuromarketing:


1. The Old Brain is very self-centered. The Old Brain is not at all interested in you and only cares about what you can do for him or her. My take: Talk less about yourself. Take a sincere interest in your prospect which means ask more questions and listen.


2. Contrast allows the Old Brain to make quick, risk-free decisions. The Old Brain is not impressed with the statement: "We are one of the leading providers of..." You are better of creating a clear contrast between you and the others. My take: The stronger you connect with your prospect, the more unique you become thus the greater contrast there is between you and your competition.


3. Recognizable Input: Since the Old Brain is not skilled at processing language, it is constantly scanning for things it recognizes, things that sound familiar, look familiar or are more tangible. Instead of using a phrase like "flexible solution" or "holistic approach" you use words like: "more money" or "strong as steel!" My take: I have always felt that simple four and five letter words are the most powerful. If you start using a lot of big words or jargon, you are going to lose your prospectís attention.


4. The Old Brain is visual. The optic nerve which is physically connected to the Old Brain is 40 times faster than the auditory nerve that goes from the ear to the brain. Bottom line, if your mind sees a stick that looks like a snake, the Old Brain will make your body respond immediately by moving away. It takes a little longer for the mind to determine that it is a stick and not a snake. My take: We have survived by our ability to perceive potential trouble and take evasive action. Or how about "A picture is worth a thousand words."


5. The Old Brain is moved by feelings. "We are not thinking machines that feel, we are feeling machines that think." My take: The most important question you can ask people is "does this feel right to you?" And if it doesnít feel right, you need to figure out how to get it feel right for your prospects or they are going to stall.


The book is Neuromarketing by Patrick Renvoise and Christophe Morin. This is a book on how the latest brain research will help you increase your sales. Probably the most important thing I got out of this book was the reminder to Keep It Simple Salespeople!


Have a productive July,

Toll-free: 877-985-3297



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