Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain

Front Cover
HarperCollins Leadership, Sep 30, 2007 - Business & Economics - 256 pages

The latest brain research is changing the way we think about sales. How can this help you increase your business?

With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness.

Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers.

In Neuromarketing, Renvoisé and Morin will help you learn:

  • The six stimuli that always trigger a response
  • The four steps to align content and delivery of your message
  • The six message building blocks to address the "old brain"
  • The seven powerful impact boosters to set your delivery apart from the rest

Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.

 

Contents

Introduction
1
Three Brains One DecisionMaker
5
The Only Six Stimuli that Speak to the Old Brain
11
The Methodology Four Steps to Success
19
Step 1 Diagnose the Pain
25
Step 2 Differentiate Your Claims
41
Step 3 Demonstrate the Gain
49
Step 4 Deliver to the Old Brain
65
The First Impact Booster Wording with You
133
Impact Booster 2 Your Credibility
137
Impact Booster 3 Contrast
167
Impact Booster 4 Emotion
173
Impact Booster 5 Learning Styles
183
Impact Booster 6 Stories
197
Impact Booster 7 Less Is More
205
Marketing Is Dead Long Live Neuromarketing
211

The First Message Building Block Grabbers
69
Message Building Block 2 Big Picture
97
Message Building Block 3 Claims
105
Message Building Block 4 Proofs of Gain
113
Message Building Block 5 Handling Objections
119
Message Building Block 6 The Close
127
Selling to the Old Brain in Everyday Life
215
Resources
237
Acknowledgments
241
About the Authors
243
Copyright

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