About this Presentation
This paper discusses the old brain (where rational thinking occurs); the middle brain (where emotional processing occurs) and the new brain (where decision making occurs). The six stimuli of the old brain are: self-centered, contrast, tangible input, beginning and end, visual stimuli, and emotion. The four steps to sell to the decision maker are: diagnose the pain, differentiate your claims, demonstrate the gain, and deliver to the old brain. These sound similar to the buy-in process. The buy-in process is discussed in great detail. Results of using this process are described.
What Will You Learn
To help you get the most value from this session, we’ve highlighted a few key points. These takeaways capture the main ideas and practical insights from the presentation, making it easier for you to review, reflect, and apply what you’ve learned.
Understanding the psychology of why people buy and the science of human influence is key to bridging the gap between a company's excitement about their products or services and the customers' lack of interest.
People make decisions based on emotion and then rationalize them.
Marketing strategies should focus on diagnosing the pain, differentiating claims, demonstrating the gain, and delivering to the old brain.
Instructor(s)
Dr. Lisa Lang
“Dr Lisa” Lang is the President of the Science of Business, and recently served as the Global Marketing Director for Goldratt Consulting. She is TOCICO certified and the author of 3 books: Maximizing Profitability, Achieving a Viable Vision, & Increasing Cash Velocity. Dr Lisa specializes in increasing profits in highly custom job shops and applying Theory of Constraints, Lean and Six Sigma to sales and marketing, having developed the Mafia Offer Boot Camp and the Velocity Scheduling
System.
In addition to consulting, she delivers 50 speeches and keynotes a year for a number of associations and organizations including Vistage and TEC International.