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Woo the Buyers Limbic Mind or All Your Sales Efforts are Wasted
If you've driven yourself crazy trying to figure out why so many customers get away, relax. You can't figure it out because... It's not logical. The impulse that makes people buy from one business instead of another is no more logical than the baying of an elk's mating call. In fact, it works exactly the same way, through the limbic system. The limbic system is instinctive--older than language, faster than thinking. It controls trust. It controls attention and desire. And logic must stand aside until the limbic part of the brain decides something is trustworthy. In primitive times it was constantly alert for danger. Detecting threats spelled the difference between life and death. That function is still important today (although the risks are different). So here's how the buyer's pattern works. Step One - Court the limbic system Provide reasons for the limbic mind to be interested in you. Let it get to know and like your personality, the unique flavor of the business. Once it decides it's interested (or not), it hands the matter off to logic, which waits to be called up. Step Two - The logical mind evaluates the arguments and facts It considers the pros and cons and arrives at its best choice. Step Three - The mind then defers the final decision back to the limbic mind It says Yes or No. The final decision isn't logical, and rational thinking plays a secondary role. Although it's willing to let you think it runs the show, that's not true. Step Four - Action The sale--if you've done it right; or a missed opportunity Step 2 is supposed to come "after" Step 1. But sales people usually want it first. It doesn't work that way. Most Web sites and business ads start directly with logic, unaware of the vital importance of the limbic system. But getting the buyer to purchase without its blessing is a long shot. Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage their buyer's limbic mind in a unique and noteworthy way--a way that matters to them. The value of that company's products and services (which are seldom unique to them) are secondary to making that strong limbic connection. The ability to do so doesn't depend on their size, bankroll, or how long they've been around--but on understanding what their customers really wants. The Mating Call You need to send a "mating call" of attraction. By knowing your buyer's desires, you understand they're looking not just for products or services, but the good feeling that they expect to go with them. Your ability to deliver that feeling (in a variety of ways) is evidence of your enhanced value to them. They buy because they want that intangible "something" that makes you stand out from the rest. A buyer's limbic system decides in an instant--and doesn't change its mind. That part of the mind constantly scans for either of two things--what it likes (attraction) and, equally important, what it dislikes or fears. Anything else hardly rates a notice (indifference)--and that includes most information. It has already decided from the context even before the words are heard or read. But don't assume the limbic mind is only alert to face to face exchanges. Printed materials, ads, Websites, packaging, facilities and every other component of your operation all must face its scrutiny. It can spot the inconsistent signals you don't even know you are sending. But you can make your business limbic-friendly with no more expense or effort than you already spend. To discover how to eliminate limbic- jarring signals, visit my site, http://www.giantpotatoes.com Jarring or inconsistent signals turn the limbic mind off They may seem minor, but they cost you big time. The limbic mind doesn't decide by words (content) but by more subtle signals that people send without intending to (context). And its reaction is almost instantaneous. It can be fickle, if you don't continue to amuse, or if you fail to deliver. But it can also be determinedly loyal--when the connection forged with her is strong and personal. By wooing the limbic system, you'll get the attention of the only buyer that matters. So assess your business practices and promotional materials to ensure they acknowledge its crucial involvement. When they're limbic-friendly, all your other sales efforts will yield greater returns. © Lynella Grant, 2004 About The Author Dr. Lynella Grant is an expert on the signals that make up the "body language" of a business. Author of The Business Card Book and Stop Looking Like Small Potatoes. Visit http://www.giantpotatoes.com. Off the Page Press (719) 395-9450 mailto:grant@giantpotatoes.com
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Coaching Sales Skills are Life Skills I love the art of selling. LOVE IT. When I first entered the field of sales, the one thing I quickly grew to appreciate was the fact that anything I did to increase my ability in selling also increased my ability in life. Sales skills are life skills. Like It or Not... You?re in SALES! Mention the word sales or salesman and two out of three people get a little clammy under the skin. "I hate sales people and I could never do what they do!" is what many say at the mere thought of having to sell something. How wrong they are. The First Step to Stress-Free Selling (TM) Step 1: Get Ready - Create a foundation you can build on. This step involves prospecting and pre-call planning. Approach businesses randomly and you will: 1) Call businesses unsuitable for your magazine 2) Who don't believe in advertising and 3) Are unlikely to advertise with you. Then appeal to them by doing homework before m contact. You will make sales more often contacting businesses inclined to advertise with you. Have You Prepared for Success in Sales? My wife and I watched the movie Ray a couple of weeks ago when it came out on DVD. In the movie Jaime Foxx plays the legendary singer Ray Charles. I was amazed at how Jaime had captured the essence of Ray Charles. Many times throughout the movie I wondered if it was Jaime Foxx or Ray Charles I was seeing on my TV. How to Achieve Sales Goals by Focusing on Activities When I broke into sales in 1986, I read several books that talked about how important it was to set goals if you wanted to achieve success. I bought into the idea completely and started writing down extensive lists of goals that I expected to achieve, along with due dates for each goal. Per the advice in the books, I made my goals nice and lofty. You know, make a six-figure income, buy lots of nice toys, go on fabulous vacations, that kind of stuff. And, every day, several times a day, I visualized what my life would be like after I had achieved my goals. Smart Discounting: The Right Way To Discount Your Products If a store had a great discount in the middle of the woods and nobody was around to hear about it, would it make a difference? Are You Doing What It Takes To Win More Sales What does it take to be a WINNER during these challenging times? Do you really know what it takes to win more sales? Sales Marketing: 10 Sales Marketing Tricks To Explode Your Profits Sales marketing online is an art that you must keep revising, refining and polishing to keep pace with all the changes happening on the Internet. Leverage Avoidance Values for Irresistible Selling What are values? Values are filters that everyone uses to help make sense of all the information we must process before we make a decision. When you appeal to a person's values you speak directly to their decision-making criteria. 10 Great Ways To Generate More Sales 1. Negotiate with e-zine publishers to get free or discounted ads by letting them join your affiliate program and earn commissions on the ad you run. Grrr! Why Arent I Making SALES?! Selling online can be very difficult, more difficult than in the 3D world because you do not get any personal contact with your customer. People cannot just browse like they do in a store, they cannot offer feedback, and it is hard to build and maintain trust throughout the entire online sales process. What compounds this difficulty is the fact that most online marketers have absolutely no experience in the field of advertising and sales. It Is Not The Price That Is Keeping You From Making The Sale Most salespeople are under the false belief that the lower the price, the better chance they have at making the sale. Nothing is further from the truth. Make More Sales By Creating How To Use It Product Updates Do you have any idea what your customers have experienced from using the products they have purchased from you? Most of the vendors I work with make a sale and move on. They often don't bother investing much time improving the products they sell to their customers, much less develop ways to help them better understand how to use them. A very small minority of vendors have continued to send me unsolicited free bonus 'how to use it' follow-up emails and publications long after I made my purchase from them. And whenever I receive something like this, it almost always compels me to take another look at the product I purchased because anything that helps me understand more ways to use what I already own is pretty useful to me. Success Secrets Of A Famous Vacuum Salesperson I have to admit, I have an 'addiction'. Positioning for Profits! Last Friday, I was spending one last day of freedom with a dear friend who was expecting to have her first baby at any minute. We decided to hang out by the pool. Selling White Space Almost all Internet Marketers have a basic idea of what they want to achieve in their careers. They may want to close more sales and earn a higher income. The process is quite simple. They craft a targeted letter with a powerful offer and post it on a web page. However, somehow they do not achieve the success they desire. Why? Why is it that intelligent, motivated, hard-working individuals are not achieving the success they deserve? It is because they don't know to sell white space. They pay all attention to sales letter vital elements: The Headline. They create a power headline to get the reader's immediate attention and create curiosity. 11 Proven Sales Strategies to Help You Close The Deal There are a number of sales closing strategies that you can learn with different ones applied in different situations. Each salesperson might be more comfortable with one or another. As a business owner, you want to be certain that you and your salespeople become exposed to a number of different strategies so they can choose the one they prefer depending on different situations. Customers - Always be Focused on Them I was looking at some promotional literature and web sites the other day and it was interesting to note the number of times the words - "We" and "Our" was used in this material. The Clock is Ticking on Your Leads Every day is critical when you are in the business of sales. That lead you receive today could very easily be gone tomorrow. The Most Underused and Powerful Method of Lead Generation Are you worried about whom you'll sell today so you can feed your family tomorrow? Are you jealous of the top producers who are getting phone calls from new prospects every day? Wouldn't you love to come to the office and find your mail box full of messages from potential clients?
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