Jeff Bloomfield Founder/CEO. NeuroSelling Serving Update

Transcription

1 Jeff Bloomfield Founder/CEO NeuroSelling Serving Update

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3 People buy from people and brands they TRUST. trust They people and brands they LIKE. like And they people and brands CONNECT they with.

4 Do your patients trust you? The Problem Doctor Firefighter Teacher Nurse Dentist Accountant Lawyer Professional Musician Software developer Journalist Barista Services/customer service Professional athlete Investment banker Marketer Salesperson Stockbroker Politician Car salesman Lobbyist Source: Hubspot Global Poll, % 48% 38% 36% 12% 12% 10% 9% 5% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1% 19%

5 X It s not about SELLING! It s about SERVING by SOLVING!

6 The Brain Chemistry of Trust Oxytocin Serotonin Epinephrine Dopamine Cortisol

7 The Secrets of the Buying Brain

8 The Three Layered Brain Neocortex Limbic System Root Brain

9 The Neocortex The Thinking Brain Parietal Frontal Logic & Analysis Rational Thought Occipital Temporal Language Skepticism Judgment

10 The Limbic System The Feeling Brain Cingulate Gyrus Insula Memory Sociability Amygdala Feelings/Emotions Trust Hippocampus Hypothalamus Visualization Thalamus

11 The Root Brain The Instinctive Brain Breathing Hunger/Thirst Balance Avoidance Cerebellum Pons Survival Safety Brain Stem

12 The Buying Brain Neocortex Limbic System Root Brain

13 Retained in the Mem Brain Storytelling Alone Stats & Visuals Statistics Alone 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

14 Stories at Work! A Fact is twenty-two times more likely to be remembered if it is anchored in a narrative. -Dr. Jerome Bruner Cognitive Psychologist

15 Risk of Loss Effect (Prospect Theory) Positive Value Loss Max Avoidance of Loss Message = Max Gain Message = +2 Avoidance of Loss Followed By Opportunity to Gain Message Gain Negative Value Source: Daniel Kahneman, Prospect Theory

16 Prospect Theory Positive Value Loss Max Urgency Avoidance to solve of Loss Message = +4 a problem (and the cost associated with not solving) 2 1 How you are uniquely qualified to solve the problem(s) Max Gain Message = +2 Gain Negative Value Source: Daniel Kahneman, Prospect Theory

17 The Anchoring Effect

18 The Anchoring Effect Trip to Paris Trip to Paris Free Breakfast! 80% 50% Trip to Paris No Breakfast! Trip to Rome 50% Trip to Rome Free Breakfast! 20%

19 Barriers to Change Barrier 1: We feel anxious Barrier 2: We feel alone/isolated Barrier 3: The feeling that we have to give something up Barrier 4: We can only take so much change at one time Barrier 5: When the pressure to change is off, we revert back

20 Change Activation Model High Awareness + Motivation Change Succeeds = Change Change Fails Low Change Activation Curve* Hard Ability Easy *Source: BJ Fogg;

21 Braintrust Process - NeuroSelling Serving Why Trust Me/Us? DEFINE THE GAP CREATE CONNECTION Why Change? GAIN COMMITMENT QUANTIFY THE GAP Why Change Now? Why Our Solution? HANDLE OBJECTIONS BRIDGE THE GAP

22 Braintrust Process - NeuroSelling Your Story DEFINE THE GAP Increase oxytocin Establish personal trust Connect on shared beliefs Create safe environment for their story Demonstrate empathy Establish first anchor prevalence of hearing loss CREATE CONNECTION Their Story GAIN COMMITMENT QUANTIFY THE GAP HANDLE OBJECTIONS BRIDGE THE GAP

23 Braintrust Process - NeuroSelling DEFINE THE GAP Establish credibility by clinically educating around the problem CREATE CONNECTION GAIN COMMITMENT QUANTIFY THE GAP HANDLE OBJECTIONS BRIDGE THE GAP Establish professional trust (credibility) Gain buy-in on the process Set 2nd anchor (normal hearing, credible testing results etc ) Create slight anxiety around anticipation of results

24 Braintrust Process - NeuroSelling DEFINE THE GAP CREATE CONNECTION GAIN COMMITMENT QUANTIFY THE GAP Making the problem real/ concrete using their own results and feelings HANDLE OBJECTIONS BRIDGE THE GAP Create contrast with their results relative to first 2 anchors Establish additional risk of loss measures (physical/ emotional) Activate choice supportive bias by allowing them to score emotional impact

25 Braintrust Process - NeuroSelling Further solidify choice supportive bias allowing them to own the choice to take action Use the before/after contrast testimonial story to cement risk of doing nothing or choosing the cheap route Create the dopamine release by giving them a solution to the problem DEFINE THE GAP CREATE CONNECTION GAIN COMMITMENT QUANTIFY THE GAP HANDLE OBJECTIONS Creating ownership choice around solving the problem, then solving it! BRIDGE THE GAP

26 Braintrust Process - NeuroSelling Allow them to feel in control of their remaining concerns Show them they are not alone (bandwagon effect) Give them the necessary information to allow neocortex to justify the decision to say yes Reduce remaining cortisol/stress around potentially making a bad decision Addressing anxiety and fearconnection of change CREATE using empathy and credibility DEFINE THE GAP GAIN COMMITMENT QUANTIFY THE GAP HANDLE OBJECTIONS BRIDGE THE GAP

27 Braintrust Process - NeuroSelling DEFINE THE GAP Finalizing the choice supportive bias Activating the confirmation bias Finalizing the feeling of trust in the partnership which should drive oxytocin and reduce cortisol CREATE CONNECTION GAIN COMMITMENT QUANTIFY THE GAP HANDLE OBJECTIONS BRIDGE THE GAP Creating mutual skin in the game and driving a decision to take action

28 Braintrust Process - NeuroSelling Why Trust Me/Us? DEFINE THE GAP CREATE CONNECTION Why Change? GAIN COMMITMENT QUANTIFY THE GAP Why Change Now? Why Our Solution? HANDLE OBJECTIONS BRIDGE THE GAP

29 THANK YOU!