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TV Expert Interviews / Sales & Marketing Alignment / Jun 4, 2018 / Posted by Patrick Renvoise / 5963

Neuromarketing and Sales


The Persuasion Code: How Neuromarketing Can Help You.

About 17 years ago, a new branch of marketing called neuromarketing hit the sales world. It was an exciting idea that promised to change the foundation of marketing. Interviewed by John Golden, Patrick Renvoise discusses the impact that neuromarketing has made, and how it can be taken to the next level.

In this expert sales interview, these sales and marketing topics are covered:

  • The difference between neuromarketing and traditional marketing
  • What customers really want
  • How to apply neuromarketing to your sales process

Traditional Marketing vs. Neuromarketing

Traditionally, a company will ask people what they want, and then based on their answers, the company will build a product and create a strategy to sell that product. This is an excellent idea in theory, but there is one key factor that makes traditional marketing ineffective: Customers do not always know what they want. Neuromarketing challenges this factor by finding other ways to understand the needs of consumers. At its infancy, neuromarketing promised to completely change the way that companies market by using physiological changes to decipher what people truly need.

Customers Don’t Know What They Want

Traditional marketing uses the idea that customers knew what they wanted. Everything was based on what the customers told companies. But, consumers don’t often understand what they want. This is in part because 90% of our brain is unconscious and is difficult to access. “We rarely have access to our unconscious needs, and asking people to access their unconscious by self-reporting is mission impossible,” said Renvoise. 

However, the body does know what the customer wants. For example, when someone gets scared, the first signs of fear happen in the body. Even before they are consciously aware that they’re afraid, their body responds to that fear. Neuromarketing aims to capitalize on these physiological expressions to understand the actual needs of the consumer. For example, some of these techniques include measuring emotion based on muscle contraction, or how skin changes. These are all easy to do, inexpensive tests.

Neuromarketing Examples

Renvoise gives the example of the wildly popular pizza chain, Dominos. The company asked their consumers, “what do you want when it comes to pizza?” Most people surveyed mentioned the toppings, the taste, and other factors about the pizza. But what Dimons figured out is that what people really want is to know when the pizza is going to arrive. Furthermore, they were able to diagnose the consumer’s real, unconscious needs, and sell to that, versus what they reported they wanted.

Neuromarketing Promises

All of this new information about how consumers think and how they communicate is truly invaluable. However, the difficulties come into play when it comes to actually understanding what all of the different measurements mean. These measurements are easy to understand as measurements, but applying them to a marketing plan is where things have historically been difficult. But, there is good news! Renvoise has developed a unifying model of sales and marketing that explains how people use their brains to make buying decisions. Watch the video to understand these connections, and how to apply neuromarketing to your own sales process.

About Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Patrick, a French-born nerd quickly became an expert in complex sales.  He headed Global Business Development efforts first at Silicon Graphics then as Executive Director of Business Development at LinuxCare. In the course of closing over $3B of business transactions and selling multi-million-dollar super-computers to NASA, Boeing, Shell, Canon, BMW, Airbus and more, he met with some of the smartest people on earth and he became fascinated by the human mind

Author's Publications on Amazon

The Persuasion Code Capture, convince, and close scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing…
Buy on Amazon
Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.
Buy on Amazon

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