The Lizard Brain As Magic Bullet For Selling

November 2, 2011 The Lizard Brain As Magic Bullet For Selling

Have you ever wanted a magic bullet you could use to get people to buy from you? Amazingly, there is one. It doesn’t work 100% of the time but it does work more often than not.

It works because it taps into the very oldest part of the prospect’s brain, the amygdala. The lizard brain, as it is sometimes called, is the part that controls fear and survival and it kicks in without thought or warning in any decision that might possibly be risky or threatening.

The lizard brain is 2500 times older than the “thinking” part of your brain. It is so fast and so automatic that it can make you dodge a 90mph fastball coming at your head before your conscious brain even recognizes that the ball exists.

If you can tap into a prospect’s lizard brain, you can get him to buy without thinking. That means, of course, that you have to threaten him or create enough fear that he stops thinking and starts buying. Here are some typical fears that marketers and salespeople tap into:

• Not fitting in
• Being ostracized by the group
• Being laughed at
• Feeling unsuccessful
• Not being a good dad/mom/spouse/child
• Losing money
• Falling behind
• Missing an opportunity
• Feeling foolish
• Facing injury or death
• Outliving your income

The list goes on an on. When you can get a prospect to be afraid of something and position your product or service as the thing that will make the fear go away, he will buy. And he will buy quickly, irrationally and without shopping around.

The problems with this approach are:

• You may feel terrible scaring people
• You might sell them something that isn’t in their best interest
• They may end up with buyer’s remorse
• They may not like you after the deal is done

So why did I give you this magic bullet if it can, in fact, harm your relationship with your clients? Because I trust you to use it ethically and sparingly. I trust you to help people uncover their true fears and to provide products and services that truly eliminate those fears. In short, I believe in the ethics and values of my customers and readers.

Make a list now of the things your product can do for clients and then turn each of those benefits into a fear you can eliminate. Add these ideas to your marketing and sales approaches and watch your sales soar.

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