Sell something? First, awaken the crocodile in your customer!
We change people under the influence of changing technology, social media platforms, and constant impulses around us. We become more impatient and want to be rewarded quickly. If we want to sell something, we have to take that into account. How? By addressing the reptilian brains of our customers.
Faster, faster, faster
We all know it. Whether you use a social media platform like Facebook, LinkedIn or Instagram or have a WhatsApp group with the family, everything goes fast. You post a photo and receive a ‘like’, you post a comment and receive a response, you send a message and receive an immediate response. (That direct feedback, those continuous impulses that do something to our brains). We want that reward faster and faster, and we become more and more impatient.
What is your message?
You can see that in sales situations. People have less patience and want to think as little as possible. If you want to sell something, you also have to make sure that the message you have takes up little energy for the recipient – your potential customer. They want to be rewarded quickly. The era in which we patiently listened to each other, took time to get to know each other and looked extensively at what we could do for each other, that era is over. You have to show your value right away.
Very often, we think we are disrespecting our target audience by keeping it simple. But the opposite is true. To understand that, it is important to know how our brains work. Our brains consist of the reptilian brain, the social or limbic brain and the cognitive brain. A message first travels from the sender’s cognitive brain to the receiver’s reptilian brain. The primitive reptilian brain filters the information and sees whether it makes sense to listen to your message; whether it is worth sending it to the cognitive brain.
How to awaken the crocodile?
The reptilian brain is actually afraid of everything and prefers to listen to nothing. Think of a crocodile, which can lie for hours and only spring into action when prey presents itself. Only then does he become alert. Our brains work that way. The reptilian brain wants to protect our cognitive brain, our smart brain, from the overload of information around us. If we let all that information come in, it would be a danger to us. It would simply cost us more energy than we have.
Minimize the danger
So our customer’s reptilian brain is not interested in details. It just wants to know broadly if the story is true. Do not try to directly address the cognitive brain by showing how smart you are. Tell your story in a way that is concrete, positive, and that has something innovative about it. This keeps the reptilian brain alert and gives you access to your customer’s cognitive brain. In short: minimize every ‘danger’, otherwise, everything will be locked.