uncover the buyer’s ”hot buttons” and get them to give you ...points/powerpoint5.pdf · dr....

Copyright © New School Selling

Uncover The Buyer’s ”Hot Buttons” And Get Them To Give You Huge Sums Of

Money Willingly


Emotion

Intellectvs.


“In the human brain is a tiny region called theamygdala, a section of the cerebral matter so ancientthat some scientists refer to it as our “lizard brain.” Itspurpose is to ensure survival, and all the complicatedemotions and behaviors that survival implies. It is herethat our basest of instincts thrive: sex, fury, fight – theearliest markers of more than a hundred million yearsof adaptation and survival. It is here that our atavisticdread of snakes is passed from generation togeneration. In this small, dark place lives the killer thatis in us all.


The modern portion of our brain has built up around that lizard brain, like a walnut cloaking a seed. However, when sufficiently stimulated, there can be an electrical transfer of behavioral control from the modern, rational brain to the cave-dwelling primate that hides within.”

Randy Wayne WhiteEverglades


1. Is self -centered.

2. Is concrete.

3. Remembers first and last but forgets most everything in between.

4. Is visual.

5. Is strongly triggered by emotion.

The Limbic System


Dr. Joseph LeDoux, Director of Neuroscience at New York City University, has shown that, of all our senses, it is the visual input that reaches the Limbic System fastest. The Sensory Nerve carries information 25 times faster than the Auditory Nerve.


In fact, Neuroscientists have demonstrated that the Limbic System registers images long before the Cortex can recognize or analyze them.


GMJ: What has the greater effect on a person – emotion or thinking?

LeDoux: Emotion……Emotional systems were in place early inevolution.


GMJ: Why?

LeDoux: Emotions, particularly negative emotions, aresurvival-linked. You won’t live very long if you don’thave fear reactions. Emotions are not designed to becontrolled. They are designed to control.


GMJ: Can you trick the brain into a response?

LeDoux: Yes. Our brains can sense something – and reactwithout our conscious awareness. Reactions tosubliminal responses are stronger because youcan’t protect yourself. You don’t have time toput up filters. Some psychologists say that theunconscious is most easily influenced when theconsciousness isn’t aware the unconscious isbeing worked on.


GMJ: How much does the unconscious influence things like purchase decisions?

LeDoux: In truth most of what we do, we do unconsciously,

and then rationalize the decision after the fact.


GMJ: So how can you tell if you’ve engaged an employee or customer? What’s the “engagement behavior”?

LeDoux: You could probably use pupil-size changes. This is a good measure of attention.


GMJ: Can you stimulate trust?

LeDoux: To provoke trust, a salesperson has to put himself inthe mind of another. And the customer has to have atheory of the salesperson and company, and an idea ofwhat they will do.


Ways To Engage The Limbic System

• Make a powerful impression early or you may lose them forever.

• Keep The Limbic System alert and attentive.

• Begin your message with a grabber that is centered around your buyer’s most prominent pain.

lf you grab attention in the first frame witha visual surprise, you stand a betterchance of holding the viewer.

-- David Ogilvy,

Advertising Expert


Pain vs Gain

How to Sell Yourself To Others

Elmer Wheeler 1947


Pain vs Gain

According to Barbara Fredrickson, Ph.D., a research psychologist at the University of Michigan, negative emotions get people to act in particular ways or what she calls “specific action tendencies”.

“Positive emotions don’t necessarily narrow people toward a specific action like negative emotions do”, says Fredrickson.


Pain vs Gain

Daniel Kahneman, who was awarded the 2002 Noble Prize in economic sciences, and Amos Tversky originally described "Prospect Theory" in 1979.

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