Three Tips for Selling to the Prospect's Brain
You’ve heard many sayings about selling, such as that customers buy emotionally and then make their decision based on logic. Another approach is to sell to the left side of the brain and close the sale by appealing to the right side. The left side of the brain processes features, while the right side sees benefits, which is why it’s said that features need to be translated into benefits for the prospect.
The left side of the brain requires information and results. However, to influence the sale, you need to engage the right side of the brain because it motivates the buyer and drives them to take action.
In other words, the left side of the brain thinks, while the right side takes action. You might wonder if you should really consider how the brain works when selling. I say absolutely yes!
Let’s explore some of the main reasons for this.
#1 Emotional Intelligence
To sell, you need emotional intelligence. If you don’t connect emotionally with your prospects and clients, they won’t feel the need to do business with you. People value their relationships, including those with salespeople. When they receive value that resonates with them, they reward you with a purchase order because they believe you’ve earned it.
However, as we all know, people are different. They have different values, communicate differently, make decisions in different ways, and have different needs and desires. Your job is to discover what is most important to them and how you can connect with them on that level.
#2 Personality Style
Building a strong professional relationship requires trust. To achieve this, you need to uncover the buyer's needs, which is infinitely easier when you understand their personality style. One of the most powerful questions in sales is, "When you consider investing in a solution like ours, what is most important to you?"
Their answer will reveal values directly related to their personality style. For example, Controller personality types are the most analytical, valuing efficiency and competence. The Perseverers are more finance-oriented, valuing security and control. The Creators envision immediate benefits and the value of winning, while the Conversationalists place value on relationships.
#3 Storytelling
Use stories and analogies to connect the prospect's right brain with their left brain. Stories are memorable. Being able to relate to the story helps the prospect visualize the situation from their own perspective.
Prospects and clients buy when four criteria are met:
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Only when the buyer feels comfortable with each of these areas will they take action. Hearing a relevant success story they can relate to makes them start to see what the solution can do for them.
From a personality perspective, each style prioritizes and analyzes needs, cost, solution, and risk in different ways.
In our model, people prone to using the right side of the brain are Creators and Conversationalists. They are more subjective. Those who operate from the left side of the brain are Controllers and Perseverers, who are more objective and look for tangible elements to make decisions.
Remember, people also buy based on what the solution will do for them, so building a relationship is vital.
Controllers and Perseverers are clients who look for benefits and solutions for their business or personal needs but always based on facts. Creators and Conversationalists are more sociable, and their buying decisions are influenced more by your credibility and trust.
The conclusion is this: Knowing why the client buys and how they want to buy is essential for achieving greater success in your sales.
So what you need is:
The result will be a growing increase in sales.