How To Sell To Skeptics Using A Loophole in the Human Brain
We live in the age of skepticism. That means one thing.
Everybody, especially business owners, are hyper vigilant against the typical BS sales pitch…
And that brings us to a dilemma.
With old ads getting less and less effective, costs of media rising, and buyers tightening their purse strings, how do we ensure our businesses thrive?
Well just because we live in the age of the skeptic, that doesn’t mean they won’t buy anything.
Far from it.
Not if you know how the human brain works and how to sell to skeptics, that is.
What you’re about to learn isn’t found in any conventional sales book.
-Positive thinking won’t help you with skeptics.
-Enthusiasm won’t help you.
-Giving features and benefits definitely won’t help.
-“Always be closing” will backfire, unless you do this first…
It all comes down to a “loophole” in our brains.
Did you know the human brain doesn’t think in words, it thinks in pictures?
The late great Jim Camp said “Vision Drives Decision”… He said it’s impossible to convince anyone to do anything. You can only paint a vision of their pain and that will compel them to act.
The next time you go telling your coworkers you’re going to convince them to do this, or you’re going to prove a point, win an argument, or demonstrate something, just look at reality.
-How many people still believe the world is flat despite the overwhelming evidence that states it’s not?
-How many people still smoke despite having VERY logical and very convincing arguments that it will literally kill you?
-How many people have unprotected sex and are amazed when they get diseases or pregnant?
This is why you always hear people stress benefits over features… Emotion over logic.
Yet nobody ever talks about what must happen BEFORE you create emotion, or how you create emotion in your prospect…
Before you can create emotion, you need to create vision. You need to communicate in pictures, not words.
Especially not facts and figures (until you’ve created vision and therefore emotion and a context for the facts and figures to have an emotional impact).
The difference is, word pictures create feelings. Images bypass our logical defenses because the words automatically summon pictures on the big screen insider our brain.
Logical argument doesn’t do that. It’s abstract and requires “higher brain” functions. We have to weigh the pros and con’s of what we’re hearing and frankly — that’s a lot of mental effort.
There’s a reason why the rule in screenwriting and storytelling is “show, don’t tell”.
Instead of saying “she was so sad”, show or talk about her crying her eyes out.
Rather than telling the world how your company values customer service, start telling stories of how you went the extra mile for your customers.
While 99.95% of businesses simply tell you they have superior quality, why don’t you tell them in detail why your product is superior? How much work went into crafting it? Why you chose a different ingredient than everybody else because <xyz>.
Here’s a brief list of word pictures (aka metaphors and similies) you can use…These should stoke the fires of your imagination.
“You have worse odds of winning then a gold fish in a cat farm”.
“As satisfying as cracking a cold beer on a hot day”
“Like painting a bridge with a toothbrush”
“Faster than a politician breaking a promise”
“The company that has a great product but doesn’t advertise is like a man screaming on a desert island.
There’s a lot more to it, but that’s all you’re gonna get for now.
If you want more, grab my new book “Unique Selling Personality: The Entrepreneurs Guide to Standing out from the Crowd, Growing your Personal Brand, and Selling More at the Same Time”
Click here to get your Free Copy
You can also check out my Blog, www.BenByrneMedia.com where I go in depth on all sorts of topics like copywriting, sales psychology, marketing, and more.