Influencing the Decision Maker with Neuromarketing

He’s French (but don’t hold it against him!) says Christophe Morin of SalesBrain, a dedicated researcher in the field of neuromarketing. For many years, he has been on a quest to find the “buy button” in the brain, and his findings may surprise you.  Instead of decisions being made in the frontal lobe, the highest cognitive functioning part of the brain, they are happening in the brain stem, or “old brain” or “reptilian brain,” which is 500 million years old. It acts on basic instincts and is responsible for sleep, respiration, and other life critical functions.

So, how can companies use this knowledge of where decisions are made to influence customers and accelerate the marketing decision making process?  Integrate some of the basic principles of neuromarketing and make a quick and meaningful connection and cut through the clutter:

• In line with one of the most basic PR principles, consistent communication is key. Prospects are bombarded with sales messages and it can become distorted and chaotic…The old brain craves communication in the same voice. Review your materials to make sure your brand is cohesive and not diluted.
• The word YOU is one of the most powerful and influential words in the English language. Play to the natural ego of the old brain and help them understand what you can do that will transform their lives and company
• Maintain your audience’s attention with contrast.  Periodically disrupt the meeting by turning on/ off the slide show, lights to trigger the old brain to respond.  Don’t be afraid to get out there in front of people!
• Simplicity and speed are key. The brain is wired to use the least amount of  energy possible, so come prepared with props and tangible objects to bring out during presentations to increase recall with decision makers later.
• In selling conversations, the most important times are the beginning and end.  Focus on 3 claims in the middle and don’t spend more than 10 minutes total. Your claims should be benefits relevant to the self-centered aspect of the old brain. Storytelling can be an effective way of encoding information so it will be remembered later.
• Be visual. The eyes are the most powerful sense in decision making. Create an experience that is emotional with videos, objects ad props.  Your delivery is just as important as the content you are presenting!

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