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Dr. Lynella Grant
If you've driven yourself crazy trying to figure out why so
many customers get away, relax. You can't figure it out
because... It's not logical. The impulse that makes people
buy from one business instead of another is no more logical
than the baying of an elk's mating call. In fact, it works
exactly the same way, through the limbic system.
The limbic system is instinctive--older than language,
faster than thinking. It controls trust. It controls
attention and desire. And logic must stand aside until the
limbic part of the brain decides something is trustworthy.
In primitive times it was constantly alert for danger.
Detecting threats spelled the difference between life and
death. That function is still important today (although the
risks are different).
So here's how the buyer's pattern works.
Step One - Court the limbic system
Provide reasons for the limbic mind to be interested in you.
Let it get to know and like your personality, the unique
flavor of the business. Once it decides it's interested (or
not), it hands the matter off to logic, which waits to be
Step Two - The logical mind evaluates the arguments and
It considers the pros and cons and arrives at its best
Step Three - The mind then defers the final decision back to
the limbic mind
It says Yes or No. The final decision isn't logical, and
rational thinking plays a secondary role. Although it's
willing to let you think it runs the show, that's not true.
Step Four - Action
The sale--if you've done it right; or a missed opportunity
Step 2 is supposed to come "after" Step 1. But sales people
usually want it first. It doesn't work that way. Most Web
sites and business ads start directly with logic, unaware of
the vital importance of the limbic system. But getting the
buyer to purchase without its blessing is a long shot.
Successful businesses make more money because they speak to
the deeper (emotional or instinctive) concerns of their
specific market. They engage their buyer's limbic mind in a
unique and noteworthy way--a way that matters to them. The
value of that company's products and services (which are
seldom unique to them) are secondary to making that strong
limbic connection. The ability to do so doesn't depend on
their size, bankroll, or how long they've been around--but
on understanding what their customers really wants.
The Mating Call
You need to send a "mating call" of attraction. By knowing
your buyer's desires, you understand they're looking not
just for products or services, but the good feeling that
they expect to go with them. Your ability to deliver that
feeling (in a variety of ways) is evidence of your enhanced
value to them. They buy because they want that intangible
"something" that makes you stand out from the rest.
A buyer's limbic system decides in an instant--and doesn't
change its mind. That part of the mind constantly scans for
either of two things--what it likes (attraction) and,
equally important, what it dislikes or fears. Anything else
hardly rates a notice (indifference)--and that includes most
information. It has already decided from the context even
before the words are heard or read.
But don't assume the limbic mind is only alert to face to
face exchanges. Printed materials, ads, Websites, packaging,
facilities and every other component of your operation all
must face its scrutiny. It can spot the inconsistent signals
you don't even know you're sending. But you can make your
business limbic-friendly with no more expense or effort than
you already spend. To discover how to eliminate limbic-
jarring signals, visit my site,
Jarring or inconsistent signals turn the limbic mind off
They may seem minor, but they cost you big time. The limbic
mind doesn't decide by words (content) but by more subtle
signals that people send without intending to (context). And
its reaction is almost instantaneous. It can be fickle, if
you don't continue to amuse, or if you fail to deliver. But
it can also be determinedly loyal--when the connection
forged with her is strong and personal.
By wooing the limbic system, you'll get the attention of the
only buyer that matters. So assess your business practices
and promotional materials to ensure they acknowledge its
crucial involvement. When they're limbic-friendly, all your
other sales efforts will yield greater returns.
(c) Lynella Grant, 2004
|This article was submitted by - Dr. Lynella Grant||Please Rate/Review this Article - Recommend it to friends|
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