Right Brained Selling – HEAT Style
Extensive research on the brain by the likes of David Suzuki has concluded that we are equally driven by our logical and emotional sides.
Our creative (right) side needs nourishment and is a factor in most buying decisions, as does our logical (left) side. When it comes to making a purchase, it is generally agreed that both sides tend to have a say. First of all our left brain sorts out all the logical “tick box” requirements.
For example, if you are buying a skiing holiday for your friends the left brain kicks in first:
• When can we all get time off?
• How do we get there and where do we stay?
• Who’s coming?
• Where is good value for money?
• Have we all got equipment? And so on.
Then once the tick boxes are in place, that’s when the excitement starts:
• How are we going to feel swooshing down the slopes?
• Remember the last time we went and Rob fell over?!!
• Can you imagine the stories being told after each day?
You may be thinking that the two sides of the brain aren’t usually separated into two distinct lists.
You’re right – for most people the left and right brain operate in concert. Even when buying logical and sensible products the right brain can’t help but elbow its way into the logical list side. In fact most of the time logic and emotion go hand in hand – although evidence suggests that logic precedes emotion, even if it’s only by nanoseconds. For example, in our skiing scenario:
“We should stay at the King Lodge because it’s only 50 metres from the snow. And did you see the bedrooms? They look amazing – the pillows look so comfy!” (Left brain, then right brain).
What does all this mean for HEAT?
It’s simple, at least in theory: when you’re selling something, in order to keep the heat in the sale, you need to appeal to both sides of the buyer’s brain, but prioritise the right side. So if you were selling the same ski trip:
“John you were wondering about chairlifts. There are actually 26, more than the average French resort. And one of these, the Magnum, has recently been voted as having one of the most breathtakingly beautiful views in Europe”.
Logical Left Brained Chairlifts? Tick. Creative Right Brained Excitement ? Tick. Perfect!
In order to keep the heat alive, start using logic and emotion as a partnership whenever you communicate. And place a priority on the right brain, because that’s emotional and hot. It’s a clever way to sell as it will keep stoking those embers and driving you towards a close!
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