Helping Customers Complete your Purchase Path
If you want to get your customer to decide, you must tailor and deliver your message to the older part of your customers brain — referred to as the reptilian brain. This part of your brain controls your body’s vital functions such as heart rate, breathing, body temperature and balance and includes the main structures found in a reptile’s brain: the brainstem and the cerebellum.
This part of your brain lights up even before your customer has conscious awareness that a decision has been made. Now, while it is very true that this is the most primitive part of our brain, the good news is that it is very predictable.
By understanding how this part of the brain works, you will never again bore and overwhelm your customers. Most importantly, you will never again be lured into the trap of having your audience tell you: they need to think about it.
How will you do this?
By understanding how the older part of your customer’s brain works, you can help them use the least amount of mental energy possible to process your message. The result is simple: your customer will make quicker decisions.
It is important to remember that unlike the neocortex (the thinking part of your brain), the older part of your brain is automatic – it does not think, it only decides and acts. It is always at work scanning your environment looking for information of value for survival.
In order to avoid having your customers ask for time out to think about whether they need your product or service, you need to grab their attention up front quickly, deliver your strongest claim first and show her how your solution is going to solve her primary source of pain. This is the essence of Step 1 in the Sales Seduction process.
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