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Explore how understanding the primal human brain can boost your persuasion skills and help you close more sales.
Successful persuasion can seem like a matter of charisma, luck, or timing, but neuroscience reveals that there are reliable, successful approaches to persuasion that can be used by anyone. In this course, youâll learn about the science behind persuasion, and explore how to develop more effective marketing and sales messages using the pain-claim-gain framework. Author Patrick Renvoise starts by explaining the dual nature of the human brainârational and primalâand shares why most sales and marketing messages fail. He then reveals a step-by-step process to stimulate the primal brain of your audience. Patrickâs scientific approach to selling has helped many people become more effective at persuasion and close more sales.
Overview
Syllabus
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Introduction
- Using neuroscience to understand selling
- Why traditional marketing doesn't work
- The primal brain vs. the rational brain
- Personal brain stimuli
- Contrastable brain stimuli
- Tangible brain stimuli
- Memorable brain stimuli
- Visual brain stimuli
- Emotional brain stimuli
- Are you selling or are you diagnosing pain?
- Diagnosing deeper
- An iceberg of decision-drivers
- What should your claims do?
- Making unique claims in a crowded market
- The book titled "Why Buy From Us"
- Using one claim and three subclaims
- Creating your TOP claims
- The three types of value
- The four types of proof
- Examples of value statements cost
- Gain = value
- Creating your gain demonstration
- Next steps
