• Choose a category
• All
• Classic-Fiction

By Root 3137 0

brain is self-centered and concerned with its own survival above all else, it is highly interested in solutions that will alleviate any pain it’s feeling or problems with which it’s dealing. That is why humans spend more time and energy avoiding pain or looking to destroy pain than we devote to gaining higher levels of comfort.16 Focus on the problems and pain your prospect is experiencing, not the features of your products or service.

* * *

Which magazine do you think men are more likely to buy?17 A men’s health magazine with the cover, “Lose Your Gut Fast” or a similar magazine with the cover, “Get Six-Pack Abs”?

One study showed that over 80 percent of men chose the first cover—“Lose Your Gut Fast.” Why? People are more interested in avoiding (or reducing) pain than they are in increasing pleasure.

* * *

Agree on the Direction of the Solution

Have you noticed that a large portion of all Websites and brochures start with the same sentence, “We are one of the leading providers of …”? Or, they have a picture of their building on the home page. If you’re sitting in a presentation, have you noticed that most start by the presenter expounding on the history of the company?

This blah, blah, blah is the typical way most people approach their market. Such empty claims, neutral statements, or general filling of silence work against you. To reach the old brain you should say (and prove) a contrasted statement because the old brain responds favorably to clear, solid contrast. Powerful, unique solutions attract prospects because they highlight the difference, gap, or disruption the old brain is proactively looking for to justify a quick decision.

Agree the Solution Solves the Problem

Focusing on the unique benefits of your solution is all well and good, but technically it doesn’t prove anything. Remember, the old brain prefers tangible, simple, straightforward information over complicated or abstract concepts. It needs solid proof of how your solutions will enable it to survive or benefit. Since the old brain can’t decide unless it feels secure, you need to concretely demonstrate, not just describe, the gain your prospects will experience from your product or service—the results of a specific solution to their problem—in a way that satisfies the old brain’s need for concrete evidence. So it’s not just about value, it’s about proven value or proven risk reduction.

This has implications not only for our Mafia Offers, but also for how we approach prospects in our emails, Websites, and brochures. There are implications on how we describe the problem, how we describe our Mafia Offer, and how we agree or prove that our offer will provide the results.

So let’s walk through the main components of the label company’s Mafia Offer solution for sales presentation and how it might be delivered in light of what we now know about the old reptilian brain.

Here’s the typical flow.

We never start with who we are and how long we’ve been in business and all that typical blah, blah, blah stuff. The old brain doesn’t care. We start with something like:

“We did an analysis of our industry. We looked at our practices and the practices of our competitors. And we discovered that our practices are having a negative effect on your bottom line. We would like to share and check that analysis with you.”

In this way, our opening statement (the beginning) is about them (self-centered) and their bottom line.

Also notice that this is in contrast to what most of their suppliers do.

Agree on the Problem

In the PowerPoint presentation, we start with “Analysis of the Suppliers’ Practices.” In this part of the presentation, we show how suppliers in our industry (our competitors and us) have a negative impact on our customers’ business. These negative effects are due to our practices. Typically, these practices are common across our industry and include minimum order requirements, scheduling practices, lead times, and so on. In this way, we are starting with how our practices are the cause for at least some of their problems.