Making money in sales is actually not that difficult, the key is to make good use of the 'lizard brain rule'
"It's been two months since I started working, and I haven't signed an order yet. The leader's eyes make me feel ashamed."
Xiao C, who started sales after graduating from college, was very flustered.
Can I get started? Can I place an order? Can I continue to stay in the company? I have done a lot of work, made countless phone calls, spoken a thousand words, visited many customers, and put in a lot of effort, but the customers just don’t buy it, and the income is very small, so I can barely make ends meet.
Although some customers are enthusiastic and chatty, they always have to think twice when they want to place an order.
As a novice, how to get customers to place more orders? There are many tricks to learn, but the most important thing is to master the "underlying logic" of selling: helping the customer's "lizard brain" make decisions.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
Now, do an experiment: Control your breathing, heartbeat, and smile at the same time.
Can't do it, why?
We humans have two ways of thinking: one is self-help thinking, commonly known as unconscious thinking; the other is reflective thinking, commonly known as conscious thinking.
These two ways of thinking have different divisions of labor and jointly control our lives.
The unconscious mind is diligent, it is responsible for everything it needs to survive: breathing, blood flow, appetite, decision-making, etc. We are asleep and it is still working diligently.
The conscious mind is often lazy. When tired or sleepy, the mind wanders or sleeps, and all control is handed over to the "unconscious mind".
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
The unconscious mind is our lizard brain.
The brain is basically divided into three layers. The outermost layer is the cerebral cortex, which is in charge of management, the middle is the mammalian brain, which is in charge of emotions, and the innermost is the "lizard brain", which is in charge of the most primitive actions of human beings.
When we first learned to ride a bicycle, we found it very difficult to keep our hands, eyes and legs coordinated and stable, and we would fall if we were not careful.
However, after practicing for a while, riding suddenly became easier and the hands and feet naturally knew how to function.
This magical process is that the conscious mind helps the lizard brain gain muscle memory through practice, and then it gives the lizard brain full control of the cycling process.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
Most of the decisions we make involve the lizard brain, the fastest, easiest, most direct part of the brain, and the most influential.
Therefore, whether it is designing copywriting, advertising words or persuading others, it must conform to the law of the lizard brain, otherwise it will not be successful.
Jim Cummings points out in "The Law of the Lizard Brain" that understanding how the lizard brain works can not only help us make decisions that are beneficial to ourselves, but also be more successful in persuading others.
So, how can you talk directly to your own and other people's lizard brains to achieve persuasion?
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
- Don’t try to change other people’s attitudes
Do you still believe that "attitude is everything"? too yong too native!
When I don't want to work, I try my best to convince myself that for money, to repay the loan, and to end being single, I have to work hard, come on! Work hard! Work hard!
is that useful? No, I still choose to continue to lie down with Ge You.
Because my lizard brain thinks I want to change him, disrespect his feelings, and even try to lie to him.
The same is true for customers and colleagues. We always think that if we want to change a person's behavior, we must first change his attitude.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
Smart people ignore attitudes and change behavior directly. through what? Change the environment and lead to action.
The influence of the environment on behavior is stronger than we think: you can't concentrate on your studies at home, but you can enter the state without any effort when you get to the library; you always want to brush your mobile phone before going to bed, put the mobile phone in another room to charge, and fall asleep soon Gotta be like a pig.
Someone did an experiment, let people who don't like eating grasshoppers eat grasshoppers, and after eating, let everyone tell their feelings, and finally those people said that they didn't seem to be as bad as they thought.
The same is true: why should customers buy your product? Is it because your product is so good? How could he know if he hadn't used it.
Therefore, he will not be 100% sure to buy, and it is difficult to change due to your persuasion.
At this time, you can guide him to act first by inviting him to experience, giving him a trial, giving him a discount, and encouraging installment waiting.
Once people make choices and actions, they will adjust their attitudes and rationalize their behaviors. This is a self-protection mechanism to keep themselves in a state of balance and prevent them from falling into unpleasant emotions.
In short, actions determine attitudes, not attitudes determine actions. Don't do it the other way around.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
- Synchronize first, then boot
"Synchronize first, then guide" means that when you want to convince someone to agree with you or follow your command, you must first synchronize with the other party to gain their trust and make them believe that you are in the same camp as him.
Then, the other party believes that all your actions are for the purpose of this camp, and the other party will easily reach an agreement with you and follow your action guidelines.
The book cites such an example: when the son wanted to have ear studs, although the father objected in his heart, he did not directly reprimand, but chose to "circle".
"It's cool to have ear studs" (synchronize first) the father patted his son on the shoulder and said, "but you must choose the right ear, the left ear represents a straight man, the right ear is curved, or the other way around, I can't remember Clear" (reboot).
He used the first sentence to gain his son's trust, and then the other party might listen carefully. Later, the son gave up getting ear studs out of fear of being considered crooked.
The same is true in sales work. In any case, be sure to synchronize with the customer first, so that the other party believes that you care about his feelings and not lie to him in order to sell something.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
- Master the key steps in sales
Break down the target behavior into several small behaviors with progressive relationships, so that the probability of success will be greatly increased.
For example, if you want to persuade others to become volunteers, you can invite them to participate in volunteer services once or twice, so that the possibility of him actually joining the volunteer team will be greatly increased.
Customers come to you to buy a car, how to reduce the churn rate? Start by listing all the steps he has to do when he buys a car:
Learn online, ask relatives and friends, watch advertisements, compare prices, watch reviews, experience in store, test drive, negotiate prices, consider, and pay.
In this process, the easiest thing to talk about is when you go to the store to experience it, and when "I'll think about it again".
Then, the sales staff must grasp the key links and prepare different corresponding strategies.
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
Strategy 1: When introducing products to customers, grasp their core needs.
Carnegie once said: The only way to influence people in this world is to talk to people about what they want and tell them how to get it.
There are two main categories of things that people really want: external evaluation and internal self-confidence.
To convince someone, you must first understand what the other person desires. For example, some people buy a car because they want to drive out to save face.
At this time you say "this is a very cost-effective car, the reputation is very good". is that useful? Maybe, but it didn't hit the opponent's soul directly.
You need to observe the other person in the chat, dig deep into his heart's real desire, and then prescribe the right medicine.
When it is clear that what the other party really wants is "face", then say "The model recommended for you is the most high-end one in our entire series, its paint, seat blablabla..."
Making money in sales is actually not that difficult, the key is to make good use of the "lizard brain rule"
Tactic #2: When a customer is hesitant to buy, give him a candy that he can eat right away.
The lizard brain is easily moved by immediate, definite and perceptual rewards, and giving him immediate, definite rewards can make him feel satisfied and facilitate decision-making.
For example, the customer said to think about it again, and you immediately gave the prepared plan B, "This week's company event, you can enjoy an extra 5% off on the test day purchase, and you will also receive a suitcase."
Through the control of key steps, work efficiency can be greatly improved.
Humans are not rational animals, but humans are occasionally rational animals.
If you want to persuade others, you must first give up the illusion of "changing the other party", and seriously consider the problem from the other party's position. Then, combine your own "selling point" with the other's "needs" to achieve a win-win situation for both buyers and sellers.
From this perspective, we can grasp the key steps in the sales process and improve work efficiency.
At the same time, we can also use the "Lizard Brain Law" to help ourselves change.
When faced with challenges, first create a good environment, guide yourself to take active actions, and then give yourself some visible rewards, so that you can quickly have the power to act.