Harvard Business School professor Gerald Zaltman[i] says that 95% of our purchase decision making takes place subconsciously (aka System 1).[ii] Despite widespread agreement amongst neuroscientists that our conscious rational mind plays a minor role in decision making, why do our sales messages to buyers focus almost exclusively on facts and figures? Doesn’t all of this data flood customers with too much information, and result in paralysis for analysis? Why do we largely ignore the emotional subconscious, the real star of decision making? If we really want to reduce the number of sales opportunities lost to no decision, shouldn’t we also be directing our sales message to Mr. Intuitive, and not just Mr. Rational?
Thus, a salesperson can share a story with a customer, and due to the transportation effect of story, it feels real. It’s the next best thing to experiencing it live. It’s as if Mr. Intuitive is able to take the salesperson’s product out for a virtual test drive, and discover for themselves the unique value of your product . Contrast this approach to a salesperson delivering a factual data dump to Mr. Rational in the form of an 85-slide power point presentation.