NeuroSales is one of the most revolutionary tactics when it comes to sales training.
In any situation, knowing how to “sell something” can have a huge positive impact and change the whole moment, environment and vision.
NV (NeuroSales) is about creating and making a genuine and deep personal connection, in itself, “how to make someone like you”, with verbal and non-verbal communication techniques, intelligent questions and much more.
Confidence, the ability to direct and control your conversations are key qualities in this tactic.
Why NeuroSales is so relevant
It is clear that most sales training focuses on how to negotiate, but does not teach why the brain buys.
Remember that every sale involves decisions and will always go hand in hand with this type of tactic. Here’s why, thanks to these 5 points highlighted by neuro-sales doctor, Dr. Terry Wu, at Neuromarketing Services:
1. Neuro-sales drives purchase determination
She conducted a research study in a wine shop, which was designed to see if music influenced shoppers.
On several occasions, pop music or classical music was played. Neither affected the number of bottles of wine sold. But, when classical music was played, customers bought more expensive wines.
People’s choices are based on emotions, not reasoning. Listening to different types of music triggers different stimuli.
Understanding how neuro-sales works in decision making, in an unconscious way, has a big impact on your negotiations.
2. Thanks to neuroscience, we can find out how the brain makes decisions
Neuroscientists have been studying what goes on in the brain for 2-3 decades.
Using the latest brain imaging technology, they can see which parts of the brain are active when people make decisions.
According to Dr. Terry Wu, neuroscientists discovered that almost 95% of purchasing and other decisions are made by the restless areas of the brain, rather than the analytical and reasoning parts.
3. No emotions, no resolution and therefore no sale
Wu says that people who have lesions or tumours in the emotional response areas reinforce the importance of getting upset.
If a stroke, for example, damages areas in the parts of the brain that are responsible for emotions, the patient will suffer both a lack of emotion and an inability to be resolute on an issue.
Even simple ones, such as choosing which shirt to wear or which cereal to buy for breakfast, can take the patient a long time to decide.
4. Every neuro-sale should consist of several options
We all understand that making a sale is a process. Before buying something, customers ask themselves internal questions such as:
- Which brand should I buy?
- Can I trust this company and the seller?
- Is this price good?
- Should I buy now or wait for a better offer?
- Do I have enough information, etc.
Showing answers to each question, during the negotiation process, makes the person determine whether to buy or not.
5. Customers use unconscious shortcuts to decide
Wu refers to the fact that our brains are like a muscle and are always looking for shortcuts to make a decision.
These shortcuts are called cognitive biases. There are about 200 of them. Each one helps us decide, based on emotional responses, rather than reasoning.
For example, the anchoring bias plays a big role in price comparisons and explains why social proof helps people decide.
Another cognitive bias is the aversion bias, which is based on the fear of losing out because of quick decisions.
Yet another is conservatism, which directly affects brand loyalty.
Understanding these and other mental shortcuts is a powerful key to improve sales, master and use the art of neuro-selling as a powerful commercial tool.
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