Book: "Sell to the mind not to the people".
This book presents the best techniques of neuro-sales and / or neuromarketing based on scientific evidence and supported by anthropological and neuroscientific research on the decision processes of consumer purchase.
This book allows us to understand the workings of the human mind in order to develop an effective and practical sales pitch. The first thing we need to understand is neuro-sales versus traditional sales. That is why it is important for you to understand that there are two types of salespeople: one with traditional techniques and the salespeople with neuro-sales knowledge. While the first ones sell to people, they limit themselves to sales techniques, they think that the rational is what helps the sales process the most, for them words are their most powerful weapon, they use their mouth to communicate, they have the same speech for all consumers, they explain the benefits of the product in a direct and practical way, they use common words in their speech; However, the salesperson with knowledge of neuro-sales sells to the mind, not to people, uses neuroscientific knowledge in addition to traditional techniques, considers that 85% of the decision is subconscious and unconscious, we must take into account that the decision comes from all five senses, uses the whole body to communicate, analyzes the consumer to adapt the speech to the typology of each of them, speaks of stories, parables, metaphors and analogies to exemplify the benefits of the product, uses words that reach the reptilian and limbic irrational brain of the consumer. These substantial differences between the traditional style and neurosales make the latter an effective technique to increase sales in any organization or salesperson.
Neuroscience for sales
According to the author, we have three brain distributions:
Cortex brain: related to rational, functional logical, analytical, word processing.
Limbic Brain: related to the emotional, memory, sensations, processes colors.
Reptilian Brain: related to instinct, survival, reproduction, defense, protection. The author explains in the book that it is the reptilian brain that determines what we buy, so he says "attack it to sell", the other two brains will serve as a route to get to it. Try to always find out where the reptilian of your products is as everyone has a reptilian need, the way to determine the reptilian code is by addressing the most primitive and animal characteristic.
In the decision process the mind needs three scenarios to choose one of them and those scenarios are emotional, while out of the three emotional alternatives the brain rationally chooses one of them; therefore, you must build the best functional scenarios between you and the customer.
To activate the three brains you have to strategically activate three brain responses which are:
- Attention
- Emotion
- Remembrance
-The three brains interact through neurotransmitters, which are the most important experiences that the brain seeks. To give you an idea of what to do to activate the brain responses you can perform the following actions in the sales process:
-To achieve attention: look for familiar elements, novel elements, make them understand, generate expectation, associate elements, give them the right form of attention.
-To achieve emotion: get emotionally involved, allow them to express their emotions, understand and overcome their fears, talk to them about positive emotional experiences that facilitate evasion and escape.
-To achieve recall: strengthen the association with known elements and help him to classify and categorize. Keep in mind that every product has to sell three things: safety, comfort and pleasure.
-We have to understand that everything we acquire is to reduce the level of fear, so always analyze what are the fears that your potential customers have, because if you find out what they are you can be sympathetic and empathetic with your customers.
People have symbolic thinking which means that they connect more to symbols than to anything else. There are four key points that lead you to make a decision:
- Your individual opinion
- Your cultural opinion
- Your biology
- Your symbolic value
Neurotips to sell better
-Find the symbolic code of your product and adapt to it.
-Sell to the mind and not to people, use the eyes and the body to communicate.
-Study, detect, adapt and sweep.
- Find the reptilian sale, manage the sales pitch differentiating for both genders, provide them with information that helps justify the purchase, don't stress or invade their mind.
- Just be visual, make them visualize, touch, feel and interact, generate comparisons and contrasts for people, communicate in a simple and basic way, match the buyer.
- Take the relationship personal, always have a smile on your face, take care of their tribe, the first and last minutes are the deepest.
- Communicate indirectly with metaphors and stories, use action verbs.
The author emphasizes that the first thing to do to be a successful salesman is to detect the segment of the public in order to know how you are going to address it, find out what reptilian part is going to activate with your product or service and then detect what is the fear that your customer has and that you can help with that sale. When you have those three variables detected you will decide how you are going to gain their attention, emotion and recall.
To be a great salesperson you have to have high self-esteem, be perseverant, be a good listener and a good thinker.
I have been in the place you are now. When I started my dream of starting my own Medical Clinic and I was the CEO, I did not know how to fulfill my responsibilities at work and be present at home with my family. However, after making changes in my productivity, goal setting and leadership, I was able to take my company forward through an economic recession the country was in and achieve positive results; all while being home in time to have dinner with my family every night.
I now teach the same principles that helped my leadership, along with my team, here at CIME Academy.
If you want to know more about our training proposal in aesthetic medicine, we encourage you to contact us. We will solve your doubts and advise you on what you need.
Dr. Manuel Rubio Sanchez
aesthetic doctor
