Buyers make decisions based on emotions and then rationalize them based on facts. They tell you what the facts are, but the emotional side of their brain decides. And then it says, “Oh, this is the reason why we’re doing it.”
They say, “Is this true?” Whether you are selling toothpaste to consumers or complex financial solutions to banking executives, it makes no difference to the brain. That is how it works, and that will never change.
Stories make a great solution. They have been found to be the most efficient way of getting your attention and making a lasting impression on your prospects or your clients. So, we are going to play storyteller.
Be a great storyteller. Tell them your story, and their trust and belief in you will rise tremendously. It can make a world of difference if you are effectively connecting with your clients.
Here are three ways to sell to the decision-making brain:
1. Be visual. Why? The brain loves visual things. We make decisions on what we see, so our communication is going through visual tools. Presenting stories with pictures and props makes a huge difference when you share your plans with your prospects. Be as visual as possible, and it will make your connection and your presentation to them very concrete. They will remember whatever you show them.
2. Identify contrasts. Paint a picture saying, “This is where you are now, and it’s not safe. What we want is over here, where it is safe. Let’s get from this point to this point.” The brain understands moving from unsafe to safe. It’s about self-preservation. When it sees moving from here to there as providing safety for you and for your family, it buys in to that.
3. Use first and last. Make a good impression. When you connect with prospects or clients, share your story with them. Let them know who you are. Once they trust you, it will make a big difference in how they connect with you emotionally. They see you as someone like them, someone who is a part of their tribe, part of their family. Then you close by telling a story. They may forget all the information in between, but they will remember how you made them feel by connecting with them. Make a lasting impression on them. And how do you do that?
Leroy Anthony Dallas, EMBA, LUTCF, is an 18-year MDRT member from Kingston, Jamaica. Learn four more strategies in MDRT Presents: