Sell to the 'Old Brain' and Increase Sales Results

Many salespeople have heard the phrase that selling is an art and a science. This phrase is moving beyond cliché with research from the world of neuroscience. The profession of sales is changing, and sales professionals that want a true competitive advantage understand and apply the neuroscience behind how and why prospects make buying decisions.

Astute salespeople sell to the "old brain," the amygdala. It is a small almond shaped structure, located above the eyeballs. The amygdala is the oldest part of the brain, and it screens all stimuli coming into the brain. This processing happens without logical thought or reasoning. When the "old brain" senses danger, it produces a fight-or-flight response in a person. Many untrained salespeople unknowingly send prospects into fight-or-flight mode because of their outdated selling techniques. They end up in uptight sales meetings, in chase mode, or losing to the new competitor.

Following these three techniques, salespeople can better sell to the old brain and increase sales: