25. June 2020
The Journal | Building Creativity and the Brains Help
The brain has two sides: left and right; On the left is the logical side and on the right, our creative side. Nothing magic so far. Magic is the ability to inject more than a sufficient dose into the creative side of the brain when selling a product or service. Most people, except accountants, buy in the real brain. In other words, they usually buy emotionally (right side) and logically justify (left side). Some examples ….
When Lexus went on stage, all it needed was a new LS 400. It was an emotional decision to buy it! I sat in the soft leather seats and turned on all the toys, including the memory compartments and the CD player (which already had a disc shelf in the trunk). And I imagined how much I would like this machine. He was a simple salesman because I had bought almost everything except computers for the excitement.
The seller almost exploded! He started talking about big tires weighing pounds per square inch. He spoke shortly after the sale. In other words, I wanted to “buy it again”. The amount of air in the tire made sense and the boat was completely missing. I still haven’t learned how to get air from the air filter to the tires.
On the way back, I started to logically justify my purchase. The Lexus steering wheel has a 1 inch square speaker - what a cute toy! I called my wife on the phone. I told her the car was worth it, that she had 24 hour road service and blah blah blah. He knew what he was doing, which justified my emotional purchase. Indeed, we may need a new car or new clothes, but looking at this article, we think: “Wow, it’s me.” A logical acquisition, but a strict decision was made emotionally.
Why do most sellers sell in the left hemisphere when almost all right-handers buy? Because someone trained such salespeople in the 1950s and the beneficiary taught others the same way and the cycle continued. Because of this model, we must forget the way we learn to sell. The seller often calls the boss and says that the customer thinks the price is “too high”. It is never a price. In most cases, buyers are more comfortable with their current suppliers. Prospective buyers also think, “This person didn’t convince me.” Perhaps the seller has sold a lot of brains on one side while the buyer has used the other side. Not to sell
Recent research shows that women control right thinking and intuition much more than men. They also tend to use both sides of the brain like most logical men. The following numbers represent the decision-making units that men and women trust the most:
* Men - 71%
* Women - 47%
* Men - 29%
* Women - 53%
Many observations can be made from these figures, but I would say that probably 71% of male sellers tend to sell logical trends. I think most of them can benefit from researching women’s thoughts and adapting their style.
At the other end of the scale, financial buyers (accountants) cannot be targeted by creative sales. You want and almost always need graphics, graphics and images. You like these things. Use 80⁄20 presentations for them (80% logical). However, if you give me the tables and graphs, I will improve my mental health during the presentation. With me you have ideas that I can use. Come to my office and do it quickly, lots of energy. It grabs my attention and moves me when you press the emotional button.
One of the best contact sales I have seen was born about 10 years ago. While I was constantly falling asleep in front of left brain vendors who continue to talk about their features and benefits (which they don’t really have), the woman came up to me and closed the big sale.
When I got to my desk, I shook his hand and asked him to sit down while he was drinking coffee. He said, “I hope I prefer to stay awake.” When I asked why, he replied, “Because I did my homework with you and they told me to come and go quickly.” I asked him who could advise him to organize a visit. So he gave the names of two people who knew my style well. He really does his homework because I like it when salespeople are small, smart and smart. Three. He sells advertisements to commercial magazines and when he visits for the first time (after two years of testing), he gets a good part of our advertising budget. I called the sales manager and explained how he was “doing his homework”, he organized the show logically, hit me in the “Wow” section and ran home. I asked him to congratulate him in front of his colleagues at the next sales meeting. Conclusion: He changed his style to match mine: smart.
As humans, we tend to do things out of habit. In the sales world, this means that we sell the same way 5 and 10 years ago today. Not good. Many employees get into the car, call, get in the car, call back, etc., without planning well in advance how to “inflate customers’ socks”. with advice and relationship sales. I suggest sellers to plan “How will I earn their respect” or “What can I offer this customer that no one else has to offer”? Above all, don’t be boring! If you prefer boredom, move to Oklahoma and enter the oil drilling industry.
Some are boring.
If you go to the office regularly, you can follow their example. A habit. You often think of a lot when driving in town like everyday. Driving habits are built into your mind, there are many things you can think about while driving, and your brain will subconsciously park your car in a parking lot … right? The key is to break habits and work harder to develop independently. In other words, work more with you than with your employer. However, your employer will benefit from this objective. Even your customers. Remember, this is not the time you entered or the number of miles you entered in the odometer. The point is efficiency.