Christopher Morin and Patrick Renvoise, the authors of Neuromarketing, have found that each and every one of our brains have one huge buy button. Neuroscientists say we really have three brains, three distinct parts of the brain that operate differently and have a different purpose. The key, according to Morin and Renvoise, is to understand what each one does and what makes them press the buy button
Step #1 - Pain
First you need to identify the pain. It’s either going to be financial pain, strategic pain, or personal pain. Second, you need to figure out the intensity of that pain. The more intense the pain, the greater the chance of a sale. Third, you need to know how urgent the need to alleviate the pain is. There isn’t going to be much urgency if there are greater pains to be alleviated. Finally, you need to know that your prospect acknowledges the pain. It isn’t enough for you to see that he should be in pain, they have to acknowledge it. If you don’t have all four of these conditions, you don’t have real pain.
Step #2 - Differentiate your claims
If one is to always be irreplaceable they must always be different. The authors tell us that we should find several unique attributes about our solutions in order to strongly assert our claim that we can alleviate the customer’s pain. In other words, to motivate people to buy from you, make a claim that eliminates the strongest principle pain that your prospective customer has.
Step #3 - Demonstrate the gain.
Highlighting your value proposition isn’t enough to make a sale. Why? Researchers found, the old brain, one of the three parts of the brain, is resistant to adopting new ideas or behaviors. To get over this resistance you need hard evidence that the brain can believe. Here are 4 ways that can be done.
Provide a vision. Steve Jobs immediately comes to mind with this. People would. form lines around the block to watch him unveil the newest apple product
Provide data to back up your claims. It is hard to argue with hard evidence that your product will improve lives.
Provide a demo. You don’t necessarily need to show everything about your product, but providing an inside look to how everything works can be very reassuring.
Provide a customer story. Seeing others who have had their pains alleviated through your product are a great aid to your sales. The prospective customer doesn’t have to take any guesses because they saw what happens right in front of them.
Step #4 - Delivering to the old brain.
There are a few important things you have to deliver to the brain in order to find success. First is the grabber. As David Ogilvy once said, if you’re selling fire extinguishers, start with the fire. You want to above all grab your customers. You also need to keep the visual in mind. The visual nerve carries information forty times faster than the auditory nerve. So, use visuals to tap into the old brain. Lastly, remember that less is more. George Washington once said, “let your discourse with men of business be short and comprehensive.” Average men are either short, or comprehensive. Your goal is to be both, and leave a lasting impression on your customers.