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're 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
My wife and I watched the movie Ray a couple... Read More
My experience has taught me that people want to buy... Read More
Almost all Internet Marketers have a basic idea of what... Read More
"There are three kinds of salespeople; those who make things... Read More
Sales marketing online is an art that you must keep... Read More
I bought a second pair of reading glasses from my... Read More
In my dreams, I envision being the marketing consultant equivalent... Read More
Yikes - My Feet Hurt!Concrete. Tiles. Cheap carpet. Walking, walking.... Read More
What does it take to be a WINNER during these... Read More
Imagine this scenario. You are a sales representative for Baker... Read More
I arrive with about 350 other guys. We smile at... Read More
No matter what your age or stage in life, some... Read More
Ever thought to yourself, "If only my team members would... Read More
Statistics state that 55% of people judgments are made based... Read More
Many of us in sales are taught to believe that... Read More
If you're looking for a successful salesperson to hire, a... Read More
What are values? Values are filters that everyone uses to... Read More
We've all had the unfortunate experience of being convinced by... Read More
A study done by the Association of Sales Executives revealed... Read More
Most people are always striving to better themselves. It's the... Read More
When making your living in the sales industry, and working... Read More
I have to admit, I have an 'addiction'.Sometimes this addiction... Read More
Some years ago I read and interesting story that illustrated... Read More
How do you persuade someone to do what you want... Read More
Canned or scripted sales approaches are rarely successful, because one... Read More
Wouldn't it be nice if there were an inexpensive method... Read More
Q & AQ. Sometimes when I'm presenting to clients, I... Read More
Emotion and reason mix very well together to make excellent... Read More
This issue's topic on sales prospects comes in response to... Read More
Mention the word sales or salesman and two out of... Read More
I've been getting lots of email from my readers lately.... Read More
The next time you're shopping for clothes in a department... Read More
Have you ever started something and not completed it? Or... Read More
Over the decades that I've been involved in sales, I've... Read More
Dear Friend,You #1 weapon in advertising will always be...Superior Salesmanship.I... Read More
We all want to belong. As humans we feel the... Read More
I'll be brief. If not ? I'll negate my own... Read More
The telephone is still the best and most effective way... Read More
Mortgage leads are like a box of chocolates, you never... Read More
I was looking at some promotional literature and web sites... Read More
Sooner or later, we all backslide into old ways of... Read More
For the 'big three' automobile sales consultants, the 'employee discount... Read More
Today's business environment is intrinsically tied together by ongoing information... Read More
Prospect - "So now that I've told you what we... Read More
Education plus Motivation is a powerful formula. But how do... Read More
These are the top 7 safety tips that criminals don't... Read More
Almost every book, manual, workshop or tape series teaching selling... Read More
What are you selling?Coaching? Consulting? Professional services? A product? Information?To... Read More
Have you ever heard of the Golden Hour? I live... Read More
Do you want to sell more successfully using an honorable... Read More
One of the most difficult things we deal with as... Read More
We are all in sales. We all selling in every... Read More
It's the prospect. If stalls and objections frequently come up... Read More
1. They talk instead of LISTEN. Too many salespeople monopolize... Read More
In happens every year in June.Six months down and six... Read More
"You don't love your kids if you don't buy my... Read More
Yes, it's true. Saying "No" is a great way of... Read More
Three times I have revisited Turkey after living in the... Read More
Do you find yourself making these kinds of assumptions?- "I... Read More
You have a choice. You can stand out or blend... Read More
The reason why you have a job in sales is... Read More
1. Give your prospects a f~ree trial of your software... Read More
The purpose of any business is to bring in customers,... Read More
Know where to focus. Not everyone evaluates product solutions with... Read More
1.- REMAIN VERY CLIENT FOCUSED! Not Company focused. Your clients... Read More
The dreaded question: "What exactly does your company do?" It's... Read More
Sales Training |