eScoop -Issue 4 - Fall 2016

5. Enjoy Benefits
Business community websites usually
offer benefits to their members.
Benefits may vary from free services
to discounts and offers, access to
business resources and more. Make
use of these benefits! Many
businesses register at business
community websites and forget about
their account. It’s good practice to visit
business community websites often to
explore new benefits added to
members.
Reptilian
Brain
Limbic
System
(Mammal
Brain)
Three
Layers in
the Brain
Neocortex
(Neo-­‐‐
Mammal
Brain)
The Reptilian Brain is the instinctive brain. It’s very basic and governs
information like heartbeat, digestion and other body maintenance items, as well as
survival. It also collects data, facts, and memory and processes this data, meaning
there are not many interpretive, cognitive or emotional aspects working. This
primitive part of the brain is prone to make snap, short-term decisions. You don’t
want your prospects making purchase decisions with this information only. During
her webinar in June 2015 on “Sell and Market Better with Neuroscience”, Christine
Comaford, author of Smart Tribes, referred to this as “The Critter State” - a limited
fact-based part of the brain,
Discovering the
“Buy” Button -
Neuromarketing: The
Cutting Sales Edge
by Christine Boyle, Fusion Enterprises
Scratching your head over why your
prospect didn’t buy when you were so
sure the sale was in hand? It is well
known that customers decide with
their emotions not their primitive factbased
brain.
How do you create an emotional
sales process that motivates the
buyer?
Let’s jump into understanding Brain
Basics then look at how it works and
its importance in the sales process.
Finding your tribe – your “peeps” – is within the Limbic System and is the
emotional brain where people connect with one another, seek belongingness, look
for alikeness, commonalities and mutual behaviours which in turn create trust. It is
the sweet spot for building rapport, relationships and connection as it governs
emotions (emotions are the predominate motivator when we make buying
decisions) and perceptions and processes the data of the Reptilian Brain and
Neocortex and decides how to respond to you.
We evolve significantly in the Neocortex Brain. It is the advanced thinking area
which involves planning, processing and interpretations like deciding if you are an
enemy or friend and how to respond to you and it makes choices like fight or flight,
preserve or protect and, without sufficient data about you, it defaults to negative
assumptions and reactions such as a ‘no’ to the purchase.
How do we incorporate Brain Basics or science into our sales process?
Here is a sure-fire way to structure your sales presentation - Neuromarketing is
brilliant, we actually work in reverse!
Process of sales presentation:
Limbic
Neocortex
Reptilian