So if facts speak for themselves, why aren’t more people addressing their hearing loss? Why isn’t this hearing aid sale a slam dunk?
Have you ever wondered why what seems to be a completely logical, fact-based argument failed to persuade a prospect? Or patient? Or spouse? We hear this frustration from so many clients. Here is the answer….because we are selling to HUMANS.
Companies, machines or job titles don’t make decisions, people do. And people aren’t algorithms. People are biological beings trying to leverage the same brain structures that evolved for bush survival. So, to gain someone’s trust and their business, you’ll want to work with their biology, not against it.
This is your brain. This is your brain on dopamine.
Dopamine is a naturally occurring neurotransmitter that helps control the areas of the brain that perceive rewards. You can think of this as humankind’s original drug. When it’s triggered, we feel strong emotions - euphoria, anger, fear, hope, love - that lead us to desire and act. Effectively tapping into these emotions is the holy grail of successful persuasion. In other words, folks who inspire us emotionally will have our full attention. Those who only offer facts - even “no brainer” facts - will have zero impact on our dopamine levels and will consequently be un-motivating.
Mirror, Mirror
It turns out that humans are social beings all the way down to the biological level. Mirror neurons allow us to match the emotions of others, such as trust, confidence and inspiration - directly. When communication is successful, the brains of the person speaking and the listener have been proven to exhibit joint, coupled response patterns. So, when you, as the person presenting to your patient, can access the emotions that get your dopamine flowing, your patient will be right there with you.
…. To Be Continued ….
Stay tuned for our email next week where we will continue this article to share the power of a story
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