Versión en español, por favor, pulse aquí
For several fortnights I've been spending almost all posts to speak of emotions. In brands, in business, in corporate experiences, ...
Emotions are the language of man. Through them we relate. The language, the feel, the looks, are simply ways to express and communicate the emotions we feel within us. Inside the brain, of course. Although it sometimes seems that reside in our bellies as butterflies, are really at the top of our body. Just as we need the senses to perceive emotions, also need to express them. But our brain is also the need to communicating it to ourselves. Appearing so poetic butterflies, sweating or even trembling.
Breathe, love, talk, yet wonderful acts ordinary. So natural, ordinary as: Buy.
Business needs of the customer relationships to survive. A business without customers may be many things, but you can call it that: Company. For there to be effective communication, it is necessary that the parties understand the same language. That's why companies are "forced" to use emotions to communicate with your market. Because it is the language of those who comprise it: humans.
But in this maelstrom of emotions need to be careful with saturation. For those we love the colonies into a perfume is a most enjoyable experience. Before crossing the door and we are enjoying what we're going to smell. We do not know what perfume prove. Even the shape or color of the jar. But I enjoyed imagining aromas.
The problem comes when we smelled so that our sense of smell is saturated. It does not smell anything, or not, as before. We have to wait a while to disappear this saturation. A break for that dullness disappears.
Companies must move, marks also the corporate experiences are designed to evoke emotions thinking on the client, so. But what we must not do is saturate.
As every person, every brain is different, we must try to evoke emotions through different senses. But if in our desire to revive the emotions that are latent in the brain of our client we sin by excess, then we will achieve nothing. Excite with the brand itself, the experience also, with everything but without overloading. Because then, as with our noses in the perfume, saturate our consumer emotionally. It goes all the corporate experience ruined.
The emotions saturation blocks. Just the opposite of what we want to do our customer at the point of sale. Lock stands doing nothing, not buy.
In the middle is the virtue that the wise Spanish proverb says. But where is the middle ground? How to fix it objectively? How to know designing a Corporate Experience where the limit and where the average not to saturate? Questions that have no answers yet. Neuroscience or Ni therefore neuromarketing yet found an answer.
Showing posts with label sell. Show all posts
Showing posts with label sell. Show all posts
Wednesday, January 30
Wednesday, June 6
To sell and loyalty
Versión en español, presione aquí
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
With the post "To sell better", I began a series aimed at the hard work of the trade mission. I continued: "Sell head" and "Sell with heart" in them spoke of the moments before the first visit with the client.
Today I add a new one. With this, I would like to clarify a concept essential to make effective sales calls.
There is much talk of loyalty and loyal customer. But ... What does that mean?. A loyal customer is one who consumes our product or brand (or service) of a continuous basis. It costs a lot to a customer, which is much more interesting to sell many times a loyal customer, to do new customers. So far, nothing new.
But ... What has to happen for a client to become faithful?. Loyalty is an emotional bond between the customer and the brand that offers the product or service. We stopped being just customers and become faithful when more than the functionality of the product itself unites us. Loyalty is something you feel.
Why would anyone eat always a particular toothpaste?, There are many on the market ... So feel to it. Or their property, or his color, no taste, so they feel when they are brushing their teeth with it.
When we consume a product that we have loyal brand, our brain acts much like when we fell in love with someone else. But it is an inert object, lifeless, but is the same. When we fell in love with someone, do not attend to reason, we like to be with that person so that makes us feel. When we are faithful to a brand, we are by what we feel when we consume when we bought it. It does not matter whether or not the best in the market, is the brand that "we love".
When we first business visit to a client, this probably does not know anything about the product or brand, or price. We are the ones who are going to talk about it all. But not with our words. Let's do it with our actions, our speech, dress, with the degree of conviction we show when talking about what we sell. If in addition to selling, we have loyal customers, we must take into account many factors that the simple product or a visit.
So we had to spend time preparing for the visit. So we learned things from our customers, so sell not to count things go. You get to create links.
Loyalty is not achieved in one visit, but the first will set all the others. Our brain is lazy by nature, can’t remember everything. We receive so much information every day, every minute, every second, not "have room" to remember everything. Our brain remembers better the beginning and end of everything you store.
The first visit is key, is part of the principle of customer relations. The first part of the first visit will mark all the others. Will it make us to fall into oblivion or that the client is raised to do business with us.
When a couple is looking for the first time in a disco, are deciding if your relationship is a simple look or something else. When we first came to see the client, we determine if we will ever buy, always or none. Of course it depends on other factors to be discussed, but the first moments will be decisive.
As I said, rightly, the announcement, the first impression remains, but what can we cause it?. Undoubtedly the best way is with a smile. The laughter and smiling interesting activate mechanisms which I will discuss in the next post in the series.
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.
Tuesday, November 22
Prices to sell more
Versión en español, pulse aquí.
One of the most common strategic mistakes is not to think about the customer in the criteria for pricing.
Everyone sells to make money, not to overlook the costs, you have to sell over them, of course, but we must not neglect the customer.
If customers perceive a price as expensive, consider that what they pay for a product exceeds the benefit (money not necessarily) will be very difficult to get interesting benefits from the sale of this product because it will be difficult to sell. The ideal price is getting a balance between the profitability that the company wants to gain from the sale and the value perceived by the customer when he purchases. And most of the time, that perception is not conscious, is a non-conscious perception of the consumer.
Humans are not rational, we are emotional, we take more decisions driven by emotions than by reason, even when bought.
Evolution has endowed us with an excellent survival neurological mechanism related to our purchasing behavior: When in danger humans do not think, act. We do not think "there is a gap and therefore I must take a bigger step," just jump the gap. In other words, our rational thinking is slower than our unconscious thinking, instinct is faster than reason.
What if we could succeed in the customer purchase our products using non-conscious thinking rather than rational thinking ?.... The answer is simple, the customer will buy on impulse. If we achieve this in the purchasing process would be involved, as shown in the picture, the nucleus accumbens which is responsible for activating the prefrontal medium cortex, involved in the integration of loss and gain and the purchase occurred. However, when the purchase is rational "stands" on the way the center related to the physical and emotional upset, the road is longer and slower process of buying may occur .. or not, the physical and emotional upset center might not activate the medial prefrontal cortex. In the first case (impulse) the purchase is automatic in the second case (rational), the purchase requires a decision process that can lead to the decision "not to buy."
What is the role of price in impulse buy?, Very simple, if the customer perceives that the product has a benefit for him less than its price, rational circuit automatically activate and use the "long road". It is therefore important, as I said, thinking about the customer and then in the company. The primitive brain is pure survival, we share with animals and makes them act instinctively, without thinking. Yes, so many times we do not intend to buy and come back with many full bags, our primitive brain has bought, because reason has not had time "to say" we did not want to buy.
The price may be a sales tool as long as does not exceed what the customer receives when purchasing. The primitive brain "selfish" only thinks of himself, just think win-win, is the brains of survival. To help us sell we have to talk in their language.
A good price is one that is profitable for the company and the customer perceives it is receiving more than it pays. If it is not profitable to set a price that the customer perceives as adequate, then .... maybe we're wrong product.
Why pay high prices for mobile phones and luxury cars? because the price of the phone or the car is ridiculous compared to the rising status of the individual who acquires. This is our primitive brain, only thinks of himself.
One of the most common strategic mistakes is not to think about the customer in the criteria for pricing.
Everyone sells to make money, not to overlook the costs, you have to sell over them, of course, but we must not neglect the customer.
If customers perceive a price as expensive, consider that what they pay for a product exceeds the benefit (money not necessarily) will be very difficult to get interesting benefits from the sale of this product because it will be difficult to sell. The ideal price is getting a balance between the profitability that the company wants to gain from the sale and the value perceived by the customer when he purchases. And most of the time, that perception is not conscious, is a non-conscious perception of the consumer.
Humans are not rational, we are emotional, we take more decisions driven by emotions than by reason, even when bought.
Evolution has endowed us with an excellent survival neurological mechanism related to our purchasing behavior: When in danger humans do not think, act. We do not think "there is a gap and therefore I must take a bigger step," just jump the gap. In other words, our rational thinking is slower than our unconscious thinking, instinct is faster than reason.
What if we could succeed in the customer purchase our products using non-conscious thinking rather than rational thinking ?.... The answer is simple, the customer will buy on impulse. If we achieve this in the purchasing process would be involved, as shown in the picture, the nucleus accumbens which is responsible for activating the prefrontal medium cortex, involved in the integration of loss and gain and the purchase occurred. However, when the purchase is rational "stands" on the way the center related to the physical and emotional upset, the road is longer and slower process of buying may occur .. or not, the physical and emotional upset center might not activate the medial prefrontal cortex. In the first case (impulse) the purchase is automatic in the second case (rational), the purchase requires a decision process that can lead to the decision "not to buy."
The price may be a sales tool as long as does not exceed what the customer receives when purchasing. The primitive brain "selfish" only thinks of himself, just think win-win, is the brains of survival. To help us sell we have to talk in their language.
A good price is one that is profitable for the company and the customer perceives it is receiving more than it pays. If it is not profitable to set a price that the customer perceives as adequate, then .... maybe we're wrong product.
Why pay high prices for mobile phones and luxury cars? because the price of the phone or the car is ridiculous compared to the rising status of the individual who acquires. This is our primitive brain, only thinks of himself.
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