Woo the Buyers Limbic Mind or All Your Sales Efforts are Wasted

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 called up.

Step Two - The logical mind evaluates the arguments and facts

It considers the pros and cons and arrives at its best choice.

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, http://www.giantpotatoes.com

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.

© Lynella Grant, 2004

About The Author

Dr. Lynella Grant is an expert on the signals that make up the "body language" of a business. Author of The Business Card Book and Stop Looking Like Small Potatoes. Visit http://www.giantpotatoes.com. Off the Page Press (719) 395-9450 mailto:grant@giantpotatoes.com

---

Objections Are Buying Signals? Usually!

How well do you handle objections?The fact is, most people... Read More

Getting Them to Buy: The Two Most Important Pieces to the Sales Pitch

Why are some sales pitches more persuasive than others? Are... Read More

Evaluating Your Customer

It is one thing to make a sales presentation, but... Read More

Focus On The Customer: The Only Secret To Closing

People are always looking for ways to close the sale.... Read More

Humanize the Sales Process

Q & AQ. Sometimes when I'm presenting to clients, I... Read More

Prep Your Customer

When I first moved to Seattle, I worked for 9... Read More

5 Steps to Selling Anything Technical

One of the most difficult things we deal with as... Read More

Ten Ways to Super Charge Your Sales

1. Add a no-fee interactive game to your web site.... Read More

More Customers! Less Work!

Wouldn't it be nice if there were an inexpensive method... Read More

Do You Fold Like A Taco?

Have you ever eaten a soft taco? The shell isn't... Read More

The Multiplying Factor In Sales Success

Mark has an attitude! Mark had worked in an operational... Read More

How Pareto?s Principle Impacts Your Sales Success

Pareto's Principle {the 80/20 rule) is vividly illustrated in the... Read More

The ?Finding Common Ground? Sales Technique, Is A Myth!

Almost every book, manual, workshop or tape series teaching selling... Read More

If You Respect Them, They Will Buy -- Closing the Sale

We've all had the unfortunate experience of being convinced by... Read More

Win More Sales With a 5-Step Sales Process

Facilitating the buying process can be very straightforward and fairly... Read More

Practice Building: Create a Powerful and Targeted Call to Action for Your Prospects

A "Call To Action" is an invitation for your prospective... Read More

Sales Marketing: 10 Sales Marketing Tricks To Explode Your Profits

Sales marketing online is an art that you must keep... Read More

10 Expressions to Avoid in Sales Communication

Keeping up with what words are in and out isn't... Read More

The Dos and Donts of an Elevator Pitch

The dreaded question: "What exactly does your company do?" It's... Read More

You Dont Need Health Insurance!

Seems almost every situation in our lives is centered on... Read More

The Myth of the Natural Born Sales Wonder

When I researched the field of using personality inventories to... Read More

5 Ways to Increase Business Sales by Contacting Your Existing Customers

One of the best ways to increase your sales and... Read More

7 Safety Tips Every Realtor and Door-to-Door Sales Professional Need to Practice

These are the top 7 safety tips that criminals don't... Read More

Three Ways To Get A Prospect To Say Yes To Your Offer

Here are three proven ways that will increase your sales:1.... Read More

Sales Discipline: Five Steps To Recover From A Lost Sale

Ever lost a sale? Of course you have, we all... Read More

7 Sales Techniques To Differentiate You From The Competition

You have a choice. You can stand out or blend... Read More

Do You Have to Be Aggressive to Make Sales?

A few weeks ago I was onsite at a company... Read More

Being Politically Correct When Selling Can Cost You Sales

In our culture it is basically un-American for a prospective... Read More

How Business Coaches Avoid the Yearly Training Feeding Frenzy

What is it with appraisals? In September and October there... Read More

The Golden Week of Selling

Have you ever heard of the Golden Hour? I live... Read More

Like It or Not... You?re in SALES!

Mention the word sales or salesman and two out of... Read More

Sales Leads: 10 Sure Fire Ways To Unleash An Avalanche Of Sales

If you knew a few sure fire ideas that have... Read More

Be Yourself

Here's the thing... you still have to make every marketing... Read More