We all know that understanding customer behavior is crucial in sales. Neuroscience provides valuable insight into how our brains influence purchasing decisions. Utilizing this knowledge can help salespeople improve their approaches to engage with clients effectively and significantly boost sales.
At the heart of buyer behavior is what we often refer to as the “old brain.” This part of the brain is all about emotions and instincts. This system is wired for quick, instinctual decisions, often operating below the level of conscious thought. In many cases, it reacts before logic even has a chance to weigh in.
Think about it, if you're faced with two brands with very similar products, almost always, the one picked is the one that resonates the most with you emotionally.
6 Ways to Tap into the “Old Brain”
- Make it personal: Focus on what your customer wants. Use language that speaks directly to their needs and wants.
- Stand out: Emphasize what makes your product unique.
- Use vivid imagery: Don’t just tell, show! Use visuals and storytelling to create a memorable experience.
- Emotional connection: Share relatable stories that build trust.
- Social proof: Showcase testimonials and case studies.
- Instill urgency: Use limited-time offers and exclusivity to drive decisions.
Mirror Neurons: The Science of Connection
Did you know that humans are wired to mimic behaviors? This phenomenon is thanks to mirror neurons, which play a crucial role in social interactions. By subtly mirroring a customer’s body language or tone of voice, you can create a sense of familiarity and comfort.
Eye-Tracking and Sales
Research using eye-tracking technology reveals where consumers focus their attention when exposed to ads or product displays. This suggests strategically placing key information or visuals in high-visibility areas can capture attention and drive interest.
Trustworthiness Matters
While techniques like mirroring and emotional engagement are crucial, don’t overlook the importance of trust in the sales process. Neuroscience tells us that trust plays a significant role in buying decisions.
Building credibility through transparency and genuine interactions is very important. When customers trust you, they’re more likely to feel confident in their purchasing decisions.
To understand how you could have used these techniques in your last sales conversation, create an account on Manja AI and upload the recording of your demo or its transcript.