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Sales expert and Vistage Speaker Hall of Famer John Asher wowed the crowd at the IES 7th Annual Award event with a 20-minute taste of how sellers need to focus on the customer’s “old brain.” Check out his brief keynote here.
The keynote was so impactful that we’re bringing John back to help you put the ideas into action and start your 2018 selling year with a bang.
In short, the “old brain” responds to 6 Stimuli. If you learn how to tap into these stimuli, you will see an amazing transformation in your sales success.
ME! ME! ME! FOCUSED: The Old Brain does not care about your product. It cares what your product can do for it.
SIMPLE, EASY TO GRASP IDEAS: Keep it simple.
BEGINNING AND END: ALWAYS begin and end with a BANG!
CLEAR CONTRAST: To make a difference, you must be different.
IMAGES (PICTURES/VIDEOS): The Old Brain does not hear your words, your pictures must be self-explanatory.
EMOTION/ENGAGEMENT/EXCITEMENT: The biggest generator of emotion is a customer story. The buyer’s Old Brain can feel itself in your story.
John will teach you how to grow your sales in 2018 by understanding and applying the following:
COMMITMENT BIAS: Increased levels of commitment occur when we make an intentional decision to commit, write our
commitment down, share our commitment with others, state our commitment publicly, periodically review the status of attainment with our boss. Practical Application: Encourage salespeople to totally commit to their goals.
NEGATIVITY BIAS: Bad things are more easily remembered than good. Practical Application: Ask buyers what they DO LIKE about their current vendor.
LOSS AVERSION BIAS: 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.
SINGLE OPTION BIAS: Offer one solution: 10% will buy but if you Offer two different similar solutions: 64% will buy Practical Application: If you can, always offer the buyer more than one option.
ANCHOR 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. Practical Application: If you can, always be the FIRST COMPANY to present.
CONSISTENCY BIAS: For the Old Brain it’s easier to make a large commitment when it has made a series of small commitments of the same type. Practical Application: At the end of every customer interaction, suggest and phrase your question so that the customer says yes. Confirm (close) the next step.
