Versión en español, pulse aquí.
In the post "to sell better," I did an overview of neuromarketing and advertising. In "sell head" I talked about mirror neurons and empathy in the trade visit. Today delve a little deeper into the commercial preparation of the visit. In a future post we will see the first meeting with the client.
Remember, thanks to mirror neurons felt something called empathy. Empathize with another person is mentally identify with your mood. We continue to work prior to the visit. It will prepare us to succeed in many.
Our goal is not to sell. Selling is the consequence, not the end. Our goal is to empathize with the customer.
Before taking the next step we will, as discussed in "sell head," gathered all possible information about the customer. We tried to find out their likes, hobbies and anything that our client, yet potential, put in your life to make it more enjoyable.
We are in the time prior to the visit, the same day in the morning. Recently, we woke up and we get dressed. I like to compare this time with the previous day made by young people (and some not so young) before leaving the party to flirt. When they open the closet Who do these guys think?. They think being handsome and beautiful, but for whom?. For someone who, in many cases, have not seen for the first time. Of course to be handsome or beautiful is no guarantee to flirt, but score points. How many times to leave home in the morning has worn its customers in mind?. As in the example dressing customer considering score points.
I do not speak of awakening physical attraction on the client, talk to dress them in mind. In commercials differentiate ourselves from competition. Dress customers in mind can we go up a rung on the mental positioning. At the end of the day what we want is that we prefer to us rather than competition. If we have done preliminary work to meet customer tastes, maybe we can include on our clothing that day a detail that sparks your attention. A pin, a color ... Something that will remind us when you need to order the product that we carry in our portfolio.
Once dressed thinking of our customers, we rode in the car and .... We fall into depression listening to what the world goes wrong, remember how hard it is to sell and this month probably will not reach targets .... And we went to see the client fully depressed. Perhaps the "deep depression" is a bit exaggerated. But what is certain is that it is very important to empathize attitude. Think of it much more enjoyable a sincere smile a straight face.
It is important to be informed, know what happens in the world in which we live. But the time before seeing the client is it the right time? No more day?.
The music works wonders. The music has a direct influence on our mood. Through the sense of hearing the music involves the whole brain. Alters our heart rate. Serves to encourage us, serves to relax. Used to have a positive attitude before seeing a client. Bring music in your car you like. Make a compilation of songs that you like to dance, sing and put in a good mood. Take it in the car and hear him on the way to commercial visit.
Selling is not an act, is an attitude. Neuromarketing teaches us and shows that our attitude and using emotional intelligence is much easier sell. From now on in addition to selling his head, ... sell to the heart. With the heart we control the mind (emotional intelligence).
NOTE: I write this post listening to background Many shades of black played by Adele and The Raconteurs, ... Song that puts me in a good mood.
Wednesday, February 29
Wednesday, February 15
Here smells brand
Versión en español, pulse aquí.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
Wednesday, February 1
sell head
Versión en español, pulse aquí
Given the acceptance that had the post "To sell better," in which he explained how to use neuromarketing to be better salesmen, and I have been receiving questions about it in different ways in recent weeks, these days I will dig a little more on this topic. Specifically, by popular demand, I'll talk about why it is necessary to know the potential customer before making the visit, in subsequent articles delve into other aspects.
In 1992, Giacomo Rizzolatti, Leonardo Fogassi and Vittorio Gallesse, University of Parma, discovered mirror neurons. They are responsible for empathy and a revolution in neuroscience and neuromarketing.
Mirror neurons are activated when we perform an action and when we see someone do an action. That is, if we see that a person is happy to drive a particular car that our mirror neurons do empathize with the person of the spot, feeling the same way and helping to associate in our minds the idea that driving this car will make us feel good.
The "usefulness" of mirror neurons in the world of advertising is evident in the example above, but why talk about mirror neurons in an article focusing on one aspect of the commercial visit?. I began by saying that: "To sell better," noted the need to find out everything possible about the person we are going to visit. Knowing as much about who he is, his nature, tastes, hobbies, sports he practices, his favorite team, can be a powerful marketing tool if we use for the client to empathize with us.
Many times our offer is similar in products and services to our competitors. Empathy with the customer may be the final weight to tilt the balance of the sale to us. If our offer contains a much higher price or service clearly worse than the competition is difficult to sell through empathy (although not impossible), but it is normal that our offer is in product quality, price and service very similar that of our competitors, which, in this way, we can tip the sale in our favor. Of course, for this to happen we need to know very well, before whom we are going to sit and of course this person is the decision maker to buy. If the person who decides on purchases is not easily accessible, so if we empathize with his assistant or person responsible for coordinating your schedule maybe we can make an appointment. Besides a good source to find out interesting hobbies and tastes of the head.
Previous work on sale is key and even more important than the visit itself, for all we know the person you're going to see us help the commercial visit much more effective and achieve our goal using less time.
Empathy is the most positive support for sale. We need to know hobbies, likes and all that full of happiness to our interlocutor. All this information we will use the visit (or visits) for the sale a success for us.
From now sell head, .... But with the client's head, turning their mirror neurons positively towards us and the product we represent.
Given the acceptance that had the post "To sell better," in which he explained how to use neuromarketing to be better salesmen, and I have been receiving questions about it in different ways in recent weeks, these days I will dig a little more on this topic. Specifically, by popular demand, I'll talk about why it is necessary to know the potential customer before making the visit, in subsequent articles delve into other aspects.
In 1992, Giacomo Rizzolatti, Leonardo Fogassi and Vittorio Gallesse, University of Parma, discovered mirror neurons. They are responsible for empathy and a revolution in neuroscience and neuromarketing.
Mirror neurons are activated when we perform an action and when we see someone do an action. That is, if we see that a person is happy to drive a particular car that our mirror neurons do empathize with the person of the spot, feeling the same way and helping to associate in our minds the idea that driving this car will make us feel good.
The "usefulness" of mirror neurons in the world of advertising is evident in the example above, but why talk about mirror neurons in an article focusing on one aspect of the commercial visit?. I began by saying that: "To sell better," noted the need to find out everything possible about the person we are going to visit. Knowing as much about who he is, his nature, tastes, hobbies, sports he practices, his favorite team, can be a powerful marketing tool if we use for the client to empathize with us.
Many times our offer is similar in products and services to our competitors. Empathy with the customer may be the final weight to tilt the balance of the sale to us. If our offer contains a much higher price or service clearly worse than the competition is difficult to sell through empathy (although not impossible), but it is normal that our offer is in product quality, price and service very similar that of our competitors, which, in this way, we can tip the sale in our favor. Of course, for this to happen we need to know very well, before whom we are going to sit and of course this person is the decision maker to buy. If the person who decides on purchases is not easily accessible, so if we empathize with his assistant or person responsible for coordinating your schedule maybe we can make an appointment. Besides a good source to find out interesting hobbies and tastes of the head.
Previous work on sale is key and even more important than the visit itself, for all we know the person you're going to see us help the commercial visit much more effective and achieve our goal using less time.
Empathy is the most positive support for sale. We need to know hobbies, likes and all that full of happiness to our interlocutor. All this information we will use the visit (or visits) for the sale a success for us.
From now sell head, .... But with the client's head, turning their mirror neurons positively towards us and the product we represent.
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