Moving Prospects Through Their Buying Process by Selling To The Old Brain - Asher Strategies

Moving Prospects Through
Their Buying Process

by Selling to
the Old Brain
John Asher
2
The Brains Decision Making Process
ASHER | Global Leader in Growth Strategies 1300 13th Street, NW Suite #608 Washington DC 20005 Phone (866) 732-0363 www.asherstrategies.com
3
The Old Brain Responds to Six Stimuli
1. ME! ME! ME! Focused

2. Simple, Easy to
Grasp Ideas
3. Beginning and End
4. Clear Contrast
5. Images (Pictures/Videos)
6. Emotion/Engagement/
Excitement
4
+
The 1st Old Brain Stimuli (ME! ME! ME!)
The old brain does not
care about your product
It only cares what your
products can do for it
Practical Application (Presentations)

Do not start your presentation with a description of YOUR capabilities
Start your presentation with
your understanding of THEIR needs
5
+
The 2nd Old Brain Stimuli: Easy to Understand
???
We have a
flexible,
scalable,
integrated
solution that
has 15 exit
waypoints.
Practical Application KISS
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+
The 3rd Old Brain Stimuli: Beginning/End
Practical Application
ALWAYS begin and end with a BANG!

7
+
The 4th Old Brain Stimuli: Clear Contrast
We have been in business for 35 years! We have great
customer service. We have a strong engineering team. BLAH
BLAH
BLAH
8
+
REALLY?!
We are the only global
sales training company
where every trainer is a
former CEO of a
technical company.
Your message must be different/unique to wake up the old brain
9
+
Delivery 5 DAYS a week Delivery 7 DAYS a week
Show the old brain the difference
The old brain will make a quick, risk-free decision
based on a clear choice
10
+
The 5th Old Brain Stimuli: Images
When we watch a movie, our
rational brain knows it is
Hollywood (a made up story)
Most movies evoke strong
emotions in the old brain
o The old brain thinks that
it is part of the movie
o A flood of hormones
are released and we
cry or laugh
Use pictures and video in your presentations
11
+
The 5th Old Brain Stimuli: Images
Use props (it creates

a memory picture in
the brain)
Keep the brain toy
on your desk as a
reminder
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+ The 6th Old Brain Stimuli:

Emotion/Engagement/Excitement
The biggest
generator of emotion
is a customer story
The buyers old
brain can feel itself
in your story
Equivalent stories for
them are created in
their brain
Use stories when convincing prospects
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+ The 6th Old Brain Stimuli:

Emotion/Engagement/Excitement
A Great Story...
Must directly relate to the buyer:
Your situation reminds me of one of my customers
Make it personal about one of your customers:
Walt, the sales manager,
said that sales were stagnant
for 3 years
Must have a clear point
Include details to show that
you really lived it
Include the financial ROI that your customer realized
14
+ Cognitive Heuristics
(Biass / Shortcuts / Rule of Thumb)
Where there
is smoke,
there is
15
+ Three Practical Ways to Develop Emotional

Connections with a Buyer
Thanks for sending
that industry study
Emotional Stimulus Compliment Bias Reciprocity Bias

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Confirmation Bias
The Old Brain looks for information that agrees with what it
already knows and ignores information that would change
its mind
They are
doing pretty
well for us
What DONT
you like about
your current
vendor?
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Negativity Bias
Bad things are much more easily remembered than good
What DO
you like Good prices
about your and quality but
current we have had
vendor? issues with
their follow up
and customer
service
Ask buyers what they DO LIKE about their current vendor
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Loss Aversion Bias

We solved a problem similar to
The old brain is five times
yours with one of our customers
more worried about the a few years ago
pain of loss than the
pleasure of gain
You must totally convince
the buyer about the
very low risk of failure
of your solution
Practical Application: Your ROI must be SIGNIFICANT

19
Anchoring Bias
The Old Brain creates

information anchors to
be able to make rapid
future judgments
There is a tendency
to look for issues in
subsequent information
If you can, always be the FIRST COMPANY to present
20
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Likeability
People that are likeable are:
- Nice - Courteous
- Polite - Can flex their style
- Smile (in person) - Thoughtful
- Upbeat tone (phone) - Confident
- Respectful - Positive disposition
- Enthusiastic - Appealing outward appearance
If you are considered likeable, you have made an emotional connection
Disengage if you cannot emotionally connect with a prospect
21
Consistency Bias
The Old Brain likes to stay
consistent with previous
decisions
Its easier to make a large
commitment when the old brain
has made a series of small
commitments of the same type
At the end of every customer interaction, suggest and
CONFIRM (CLOSE) THE NEXT STEP
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The Final Close

When it is time for
the final close,
ask What do you
think?
Once answered,
ask Whats the
next step?
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Elite Salespeople Close Deals Faster

Elite salespeople know
how to expertly sell to
the buyers Old Brain
There are over 50 of
these stimuli and
heuristics
o Each has a potential
application to sales
We briefly touched on
15 of them
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The Bottom Line for Sales

Buyers become extremely
attached to salespeople who
demonstrate that they:
o Get the buyer (emotional connection)
o Get the buyers unique problem (listen)
o Know how to sell to the
buyers old brain
o Bring customized solutions
that solve the buyers problems
Problem solver salespeople are the
CHAMPIONS OF THE BUSINESS WORLD
25
Call to Action
Are your salespeople
experts on how to sell to
the buyers old brain?
What if they were?
Visualize the impact on
you and your company
Feel your old

brain wake up?

Moving Prospects Through Their Buying Process by Selling To The Old Brain - Asher Strategies

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Moving Prospects Through Their Buying Process by Selling To The Old Brain - Asher Strategies

Încărcat de

Drepturi de autor:

Formate disponibile

Moving Prospects Through

Their Buying Process

The Brains Decision Making Process

The Old Brain Responds to Six Stimuli

1. ME! ME! ME! Focused

Practical Application (Presentations)

ALWAYS begin and end with a BANG!

Delivery 5 DAYS a week Delivery 7 DAYS a week

Use props (it creates

+ The 6th Old Brain Stimuli:

+ The 6th Old Brain Stimuli:

+ Three Practical Ways to Develop Emotional

Emotional Stimulus Compliment Bias Reciprocity Bias

Bad things are much more easily remembered than good

Loss Aversion Bias

Practical Application: Your ROI must be SIGNIFICANT

The Old Brain creates

The Final Close

Elite Salespeople Close Deals Faster

The Bottom Line for Sales

Feel your old

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