neuromarketing presentation

Neuromarketing

Selling to the Reptilian Brain

Neuromarketing

• Neuromarketing is based on the concept that the human brain is divided into 3 parts:

Neuromarketing

• The idea is to appeal to the reptilian brain- to use a prospect’s instincts to drive rational and emotional decisions– Our consciousness is constantly playing catch-up

to our subconsciousness

4 Steps for Selling to the Reptilian Brain

6 Stimuli to Ignite the Reptilian Brain

How do these steps and stimuli work together?

Diagnose the Pain

• Self-centered is the most important stimulus here– Prospects don’t care about what you can offer,

they only care about how it affects THEM• Light a fire under their chair, then present

them with the extinguisher– Re-ignite the pain!

Action Item:

Come up with some possible pains prospects may be experiencing and script

2 or 3 open questions to best diagnose them.

Differentiate Your Claim

• Contrast is the most important stimulus here– How do you stand out?• Neutral claims don’t carry any importance• Demonstrate that you are “the” solution, not one of

many

• “TOP” claims:– Therapeutic– Original– Provable

Action Item:

List the top reasons clients buy from us (from THEIR perspective), attempting to

address them as “TOP” claims.

Demonstrate the Gain

• Tangible is the most important stimulus here– Tangible items are processed by our brains

INSTANTLY (subconsciously first)• Props make a presentation instantly more tangible• Help identify a uniqueness words can’t convey• If not face to face, expand understanding through visual

metaphors

Demonstrate the Gain

• Prove your value through the three sources of gain:– Financial• Tangible, more money gained

– Strategic• Degree to which risk/uncertainty is reduced

– Personal• Degree to which people are affected in

emotional/psychological balance

Action Item:

List the financial, strategic, and personal benefits for each of your

claims.

DELIVER!!!

• Three different stimuli will help you deliver to the reptilian brain– Beginning & End• Attention is at its highest during the beginning and end

of a presentation

– Visual• Similar benefits to the tangible stimulus

– Emotion• Emotions derive from chemicals in the brain that

produce motion and trigger decisions

DELIVER!!!

• There are 6 message blocks to deliver to the reptilian brain

• Think of breaking an hour long meeting into 6 segments of 10 minutes each

• General recommendation to retain attention in sales is 10-12 minutes

• Since attention is at its highest at the beginning and the end, those will be the most important pieces

6 Message Blocks to Deliver to the Reptilian Brain

• Grabber– Capture the attention of your audience early so they

will want to hear more– Use a mini drama, word play, rhetorical questions, a

prop or a story• Claims: 1,2,3– A mnemonic spelling of the 3 (or fewer) unique or

compelling reasons for your prospect to buy from you– By repeating them, your claims will become

memorable takeaways


• Big Picture– Present a simple, graphical representation that

illustrates how your solution will positively impact your prospect’s world

• Proofs of Gain– For each claim, give proofs like customer success

stories– The gain should be financial, strategic, and/or

personal


• Handling Objections– Reframe the objections by addressing the Reptilian

Brain– The simple use of logic will NOT diffuse an objection

• Close– Repeat your claims one more time– Ask “what do you think?” and “where do we go from

here?”– Let your prospect comment and commit freely

7 Message Boosters to Increase the Impact of Each Message Block

• Use “you”– Using the word “you” makes your prospects take

ownership of your solution• Show contrast– Create a sharp difference between the pain your prospects

experience before your solution and the relief of that pain with your solution

• Vary learning styles– Most messages are only auditory. Use the two other

learning styles, visual and kinesthetic, to keep your audience engaged


• Be credible– Your passion, energy, and conviction can be

sensed by the Reptilian Brain of your audience• Trigger emotion– Prospects forget how painful their problems really

are– Reenact their pain and make it personal


• Tell stories– Because the Reptilian Brain cannot differentiate

between reality and a story well told, stories are soft but highly effective influencers

• Aim for less– Make every second, every object, every word of your

message count!– The Reptilian Brain welcomes simplicity– Make things easy for your prospects without

dumbing down the message

neuromarketing presentation

Education