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How We Decide. Helping guide customers through the decision making process Greg Billings. Persuading. appeals to logic appeals to reason appeals to status appeals to emotion. Guiding. insight into needs and preferences Where do they want to go? awareness of their psyche - PowerPoint PPT Presentation
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How We DecideHelping guide customers through
the decision making process
Greg Billings
Persuading
appeals to logic
appeals to reason
appeals to status
appeals to emotion
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
Plato
A mind divided
Reason
Emotion
427-347 BCE
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
The Brain
Upper Brain
Prefrontal Cortex Math
Reason
Logic
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.
Cypherin’ on the flyGenius = 6 variables
Really smart people = 4 variables
Most of us = 3 variables
Too many facts will confuse your customers The Prefrontal Cortex shuts down
Lower Brain
Lust
Impulsive Behavior
Intuition
Gut Feel
Gut Feel
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.
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.
Dopamine
Nucleus Accumbens
Happiness, Contentment
Dopamine Reward System
Kicks in when shoppers find an item of interest
Rationalization begins
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
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.
I’ve made up my mind!
• ...... don’t confuse me with facts
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!