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How We Decide Helping guide customers through the decision making process Greg Billings.

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Presentation on theme: "How We Decide Helping guide customers through the decision making process Greg Billings."— Presentation transcript:

1 How We Decide Helping guide customers through the decision making process Greg Billings

2 Persuading appeals to logic appeals to reason appeals to status appeals to emotion

3 Guiding insight into needs and preferences Where do they want to go? awareness of their psyche What is their state of mind? Visceral reactions - Body english

4 Plato A mind divided Reason Emotion BCE

5 Understanding the Process How We Decide Jonah Leherer A Mind Of Its Own Robert A. Burton M.D. On Being Certain Cordelia Fine Gut Feelings Gerd Gigerenzer

6 The Brain

7 Upper Brain Prefrontal Cortex Math Reason Logic

8 Do the math A 14 oz. box - $4.29 Store brand Toasted Oats $2.49 Name brand on sale. 2 for $6.00 or (three variables) marginal cost of the extra box. $1.71 = 31 cents per oz. = 18 cents per oz. = 21.3 cents per oz. = 12 cents per oz.

9 Cypherin’ on the fly Genius = 6 variables Really smart people = 4 variables Most of us = 3 variables Too many facts will confuse your customers The Prefrontal Cortex shuts down

10 Lower Brain Lust Impulsive Behavior Intuition Gut Feel

11 Gut feel is your lower brain doing the math automatically and factoring in the sum of your life experience, biases and preferences. Gut feel is highly reliable. And once you get past 3 variables, more reliable than your analytical abilities.

12 The Brain is an Argument The Communication Link Emotional Monitor Trauma renders us unable to make a decision The rational and emotional brains are going to have to be in agreement for a decision to occur.

13 Dopamine Nucleus Accumbens Happiness, Contentment Dopamine Reward System Kicks in when shoppers find an item of interest Rationalization begins

14 Nothing is less rational than rationalization the process of constructing a logical justification for a belief or decision the brain forcing itself to agreement rationalization is a strong buying sign

15 The Trap of Certainty Disagreement = Anxiety - Apprehension Agreement triggers dopamine Most of us won’t change political party or religion after early adulthood. It’s why people watch FOX NEWS ! Dismiss contrary evidence Seek confirmation When a customer seeks confirmation the argument is over.

16 I’ve made up my mind! don’t confuse me with facts

17 Helping Customers Make Decisions Qualify wants as well as needs early on Plant notions your client can subconsciously draw upon when it’s time to make a decision Quickly connect product features to a benefit important to the client Limit the number of features to three. Limit the number of choices to three Present easy choices. Irresistible options When a client asks for confirmation Give it!


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