Elearning! Magazine: Building Smarter Companies via Learning & Workplace Technologies.
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neurosciencearevolutioninselling in stimulating desire, and, most importantly, to moving to purchase. Hearing - Hearing allows us to generate deep, nostalgic memories associated with highly emotional moments accompanied by sound. We mark our traditional key moments in life with music; for example, birthdays, weddings, graduations and funerals. Our pupils widen and endorphins increase when we sing, and there is validated scientifc data that unconscious patients respond to music. Sounds also infuence mood, and supermarkets now use music to enhance sales. When a buying brain hears a drink being poured, the sizzle of frying, or the crunch of crisps, mirror neurons fre in some urgency: "I want some of that." Touch - Although our sense of smell is the most emotionally direct of our senses, touch is the oldest human sense. Consider the sensory capabilities of the product or experience you are selling to the buying brain and examine ways that this can be part of your message. Any product or experience that is tactile must excite and invite the sense of touch. THE KEY QUESTION? New discoveries in neuroscience are revolutionizing 21st-century business life — nowhere more than in the approach to selling. These insights into the human brain promise to reshape the way in which companies ensure that they get their products or services noticed and bought. We have learned how the buying brain functions; what's attractive to it; how it decides what it likes and doesn't like; and, ultimately, how it makes that all-important transition from being a "shopping brain" to becoming a "buying brain." Te brain not only makes behavior, it makes us who we are. It alone decides what is important enough to pay attention to, to remember and to act on. Brain science is now pointing to a future where companies that properly use brain science fndings will reach and serve their customers more efectively than those that do not. Only through enhanced knowledge of the brain, and the improved messages salespeople create as a result of such knowledge, can they reliably expect their brand, product or service to be given the attention it requires if the customer is to buy it. We have found that PRISM Brain Mapping is the best application to give certainty both where our preferred behavioral indicators are now, and as a development tool for self and personal coaching. I personally have used scores of profling and psychometric tools over the years, but I have found that within two minutes of explaining the science and application of PRISM to sales people they "get it" and see the possibilities and benefts for their sales achievement and their customer relationships. —Chris Norton is a qualifed Master Practitioner in Neuro Linguistic Programming. After obtaining a degree in electronic engineering, he spent 10 years with Honeywell and 13 years with Dell Computer before joining Mentor Group in 2004. Contact Chris at Chris.Norton@mentorgroup.com 32 June / July 2013 Elearning!