Neuroscience Confirms We Buy on Emotion & Justify with Logic & yet We Sell to Mr. Rational & Ignore Mr. Intuitive

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Neuroscience Confirms We Buy on Emotion & Justify with Logic & yet We Sell to Mr. Rational & Ignore Mr. Intuitive

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.

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Matthew Fritz is a leader and mentor in the field of complex organizational change, emotional intelligence, and organization strategy. A successful DoD senior-acquisition program manager and test leader, Matt has earned documented success in the areas of test and evaluation, assessment, technology development and flight operations. He has specialized experience in cost, schedule and performance management and is an active duty Field-Grade Officer with command-experience in the United States Air Force. Matt is also a certified acquisition professional, as well as a certified Emotional Intelligence Trainer/Practitioner. He is the Author of an instructional book entitled, “Leveraging Your LinkedIn Profile for Success” and actively blogs with other military leaders at GeneralLeadership.com, as well as his personal blog at AdvancedVectors.com. He and his wife, Stacy, enjoy life with their daughter and son in New Mexico.

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