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Moving Prospects Through Their Buying Process by Selling to the Old Brain - Asher Strategies

Are your salespeople experts on how to sell to the buyer’s old brain? Take a look on out PPT.

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Moving Prospects Through Their Buying Process by Selling to the Old Brain - Asher Strategies

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  1. Moving Prospects ThroughTheir Buying Process by Selling to the Old Brain John Asher

  2. The Brain’s 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 • ME! ME! ME! Focused • Simple, Easy to Grasp Ideas • Beginning and End • Clear Contrast • Images (Pictures/Videos) • Emotion/Engagement/Excitement ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  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 withyour understanding of THEIR needs ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  5. The 2nd Old Brain Stimuli: Easy to Understand “???” We have a flexible, scalable, integrated solution that has 15 exit waypoints. Practical Application “KISS” ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  6. The 3rd Old Brain Stimuli: Beginning/End Practical Application ALWAYS begin and end with a BANG! ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  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 ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  8. The 4th Old Brain Stimuli: Clear Contrast “ REALLY?!” “We are the only global sales training company where every trainer is a former CEO of a technical company.” Practical Application Your message must be different/unique to wake up the old brain ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  9. The 4th Old Brain Stimuli: Clear Contrast • Show the old brain the difference • The old brain will make a quick, risk free decision based on a clear choice Delivery 5 DAYS a week Delivery 7 DAYS a week • Practical Application • Show the old brain the difference • The old brain will make a quick, risk-free decision based on a clear choice ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  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 strongemotions in the old brain • The old brain thinks thatit is part of the movie • A flood of hormonesarereleased and we cry or laugh Practical Application Use pictures and video in your presentations ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  11. The 5th Old Brain Stimuli: Images • Use props (it creates a memory picture in the brain) Practical Application Keep the brain toyonyour desk as a reminder ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  12. The 6th Old Brain Stimuli: Emotion/Engagement/Excitement • The biggest generator of emotion is a customer story • The buyer’s old brain can feel itself in your story • Equivalent stories for them are created in their brain Practical Application Use stories when convincing prospects ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  13. 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 ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  14. Cognitive Heuristics (Bias’s / Shortcuts / Rule of Thumb) Where thereis smoke, there is… ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  15. Three Practical Ways to Develop Emotional Connections with a Buyer Your report looks really great! Thanks for sending that industry study How are you feeling today? Emotional Stimulus Compliment Bias Reciprocity Bias ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  16. Confirmation Bias “They are doing pretty well for us” “What DON’Tyou like about your current vendor?” ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • The Old Brain looks for information that agrees with what it already knows and ignores information that would change it’s mind

  17. Negativity Bias “What DO you like about your current vendor?” “Good prices and quality but we have had issues with their follow up and customer service” Practical Application Ask buyers what they DO LIKE about their current vendor ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • Bad things are much more easily remembered than good

  18. Loss Aversion Bias “We solved a problem similar to yours with one of our customersa few years ago” • The old brain is five times more worried about the 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 ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  19. Anchoring Bias Practical Application If you can, always be the FIRSTCOMPANY to present ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • 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

  20. 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 • Practical Application • If you are considered likeable, you have made an emotional connection • Disengage if you cannot emotionally connect with a prospect ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com

  21. Consistency Bias Practical Application At the end of every customer interaction, suggest and CONFIRM (CLOSE) THE NEXT STEP ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • The Old Brain likes to stay consistent with previous decisions • It’s easier to make a large commitment when the old brain has made a series of small commitments of the same type

  22. The Final Close ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • When it is time for the final close, ask “What do you think?” • Once answered, ask “What’s the next step?”

  23. Elite Salespeople Close Deals Faster ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • Elite salespeople know how to expertly sell tothe buyer’s Old Brain • There are over 50 of these stimuli and heuristics • Each has a potential application to sales • We briefly touched on 15 of them

  24. The Bottom Line for Sales • Practical Application • Problem solver salespeople are theCHAMPIONS OF THE BUSINESS WORLD ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • Buyers become extremelyattached to salespeople who demonstrate that they: • Get the buyer (emotional connection) • Get the buyer’s unique problem (listen) • Know how to sell to thebuyer’sold brain • Bring customized solutionsthat solve the buyer’s problems

  25. Call to Action Feel your old brain wake up? ASHER | Global Leader in Growth Strategies· 1300 13th Street, NW · Suite #608 · Washington DC 20005 · Phone (866) 732-0363 · www.asherstrategies.com • Are your salespeople experts on how to sell to the buyer’s old brain? • What if they were? • Visualize the impact on you and your company

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