This region of the NeuroMap is the core of the SalesBrain process.  SalesBrain is the only neuromarketing company in the world with a proven and simple 4-step process that helps you navigate and influence your customer’s brain.  By following these 4 steps, you will create and deliver a powerful message that triggers a decision in record time.

Step 1. Diagnose the PAIN

No PAIN, No Gain…

There are countless examples of products and services marketed without a sophisticated understanding of the specific pains they are supposed to eliminate. Even with multi-million dollar advertising campaigns, they ultimately fail. Though we cannot reduce the complex and mystical paradigms underlying every human decision, buying patterns are more predictable than generally believed.

The Primal Brain is Personal.

Under the stress of making a purchasing decision, it plays a central role in controlling the final decision. That’s why you need to quickly identify the pain of your audience if you want to get immediate attention. How?

Learn to Answer the Following 4 Questions:

What is the source of the PAIN?

Source of the pain: Identifying the source of the pain is like taking a pulse at the right vein of a patient. It is the best way to assess the nature of the pain, therefore a first step toward making sure your product or service is designed to bring effective relief!

What is the intensity of the PAIN?

Intensity of the pain: Learn to diagnose whether the pain addressed by your solution is of high or low intensity early in your selling process. Or better, learn to detect and focus on the high intensity pains!

What are the worst consequences for not eliminating the PAIN?

Worst consequences: Knowing the source of the pain helps qualify the tension driving the intent to buy, knowing the intensity helps measure the meaning of the tension, identifying the consequences validates whether or not your customer has powerful and compelling reasons to cure the pain.

Is the pain acknowledged?

Pain acknowledgement: It is a critical part of the Selling Process to make the customer acknowledge his/her pain. Think about the last time you went to see a doctor. Most likely, after answering questions related to your ailment, you were asked to confirm that the diagnostic made by the doctor was a correct assessment of the source of the pain.

Step 2. Differentiate Your CLAIMS

No CLAIM, No Fame…

If you are not selling something that is clearly unique, you are selling as much for your competitors as you are for yourself.

You must highlight the uniqueness of your solution to succeed:

At SalesBrain, we believe that CLAIMS solve limitations of existing inventions the same way your brand’s uniqueness should solve the core PAIN of your client.

Nail Your CLAIMS! Here’s How:

Step 1

List the top 3 PAINS as uncovered during your diagnostic process.

Step 2

Describe which unique feature your product or service offers to eliminate the PAIN.

Step 3

Describe the resulting benefit as experienced directly by the customer.

Step 4

Consider putting the CLAIMS in front of a good sample of customers before you can use them.

Step 3. Demonstrate Your GAIN

No Evidence, No Confidence…

If your benefits are greater than your cost, your customers are foolish not to buy. But it doesn’t always work that way.

Why? Because the ‘Primal Brain’ is skeptical. It needs concrete evidence before it can commit to a decision. This means that rather than ‘talking’ about the value, you need to ‘prove’ it. Selling to the ‘Primal Brain’ is a game of GAIN!

Most books written about sales focus on accelerating the buying decision—not ‘solidifying’ the commitment to buy.

If you present a strong ‘Proof of GAIN’, you do not need to create an ‘artificial urgency’. It will be built into your message.

Why would your customer delay a buying decision if you have proven the GAIN they will get from your CLAIMS?

GAIN Falls into 3 Different Categories:

The Financial GAIN or ROI

The Financial GAIN or ROI –Return On Investment-is maximized when customers see measurable returns on their purchase like saving money or increasing revenue or even boosting profits.

The Strategic GAIN

The Strategic GAIN includes benefits that are less measurable yet provide significant enhancements to your business such as increased quality, product diversification, shorter market cycles, access to new markets, etc. The strategic GAIN cannot always be translated into financial value.

The Personal GAIN

The Personal GAIN is achieved when specific employees of your customers experience peace of mind, more fun, pride of ownership, improved chances for a promotion, sense of accomplishment, self-satisfaction, etc.

Step 4. Deliver to the Primal Brain

No Clarity, No Close…

Being unique by Differentiating your CLAIMS and proving your value by Demonstrating the GAIN are vital steps in affecting your audience. But alone, they are not enough. The most solid and logical message, though it may be of interest to your prospect, will still not trigger a buying decision unless the ‘Primal Brain’ quickly and effortlessly understands. Delivering your message with maximum impact to influence the real decision maker, the Primal Brain, truly gives you the edge.

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