Today, I’d like to speak to your “reptilian” brain.
I’m not trying to offend you or talk down to you. We all have a reptilian brain, the oldest part of our noggin, and it’s responsible for our instinct and survival. Couldn’t live without it, so to speak.
This reptile in you is the “control booth” for much of what you hear, process and pay attention to.
The same thing is true about your customers. If you’re not talking to their reptilian brain, they aren’t listening to you.
They’ll tune you out faster than you hang up on a telemarketer.
Speak to the Reptile. The Reptile wants to avoid pain. The Reptile wants to survive. Pleasure? Doesn’t interest them much. Pain? Totally into getting rid of it.
Here’s the second tip for appealing to the Reptile in your customer’s brain (we started talking last week; if you missed that conversation, you’ll find it here).
Appealing to the Reptile in Your Customers Tip #2…
Speak to Their Pain
Stop talking about the benefits of your product. The Reptile doesn’t care at first. The Reptile will tune you right out in search of things that will aid its survival.
What’s their pain point?
Now the Reptile is listening. Incorporate how you relieve that pain.
Let me offer an example…
What’s the pain point in ordering a taxi? Waiting around trying to figure out when one will motor by with no one in it while you stand on the curb looking at your watch every 30 seconds.
So Uber shows you exactly when your car will be there. Pain addressed. All gone.
The Reptile is happy…and paying attention.
What is the pain your Ideal Reptile Customer believes they are experiencing? The key to that statement is “believes they are experiencing.” Talk to their pain point, not the one you think they have.
Check all the material you use to talk to your Ideal Reptile Customer. Check your sales conversation.
Are you talking to the Reptile in a language they can hear?