This post is part of the 📖 The Brain Audit series.
Today I am reading introduction chapter of the brand new book The Brain Audit: Why Customers Buy (and Why They Don’t) written by Author, Sean D’Souza.
Do you often wonder what your customer is thinking? Don’t leave the thought process to chance and let that customer walk away. Your customers don’t want to walk away. They want to buy from you.
The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you.
Is the Brain a ‘Conveyor Belt’?
The brain works just like a conveyor belt.
If you don’t take all the ‘bags’ off the customer’s brain, the ‘bags’ go round and round, causing the customer to put off the purchase — Sean D’Souza
But what’s this conveyor belt all about?
When you got on the flight, you loaded seven red bags onto the plane. As you wait with the other passengers, you see one red bag, and then two. Then three, until you seem to have just six red bags.
So when do you leave the airport?
The question is academic and almost pointless. Without a doubt, you leave when you have every one of your seven red bags.
Customers behave the same. Customers have this conveyor belt going around in their brains.
And when you fail to take out even one of the bags, customers wait for you to give them all the reasons to buy.
If you leave even one bag out of your pitch, your customers tend to avoid making a decision.
But time after time, we let customers walk away and lose the sale.
Before we go ahead, let’s take a good look at what the red bags are; how they play a role in getting a customer’s attention; keeping that attention; and then how all these steps end up getting you the sale.
Voila! The whole set of red bags:
- Bag No. 1: The Problem
- Bag No. 2: The Solution
- Bag No. 3: The Target Profile (The Trigger)
- Bag No. 4: The Objections
- Bag No. 5: The Testimonials
- Bag No. 6: The Risk Reversal
- Bag No. 7: The Uniqueness
That’s it for today. Tomorrow, we will see how we can remove the first and foremost “The Problem” red bag from the customer mind (Conveyor belt)
Already the intro is exciting, so I am hooked. See you tomorrow.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
Author(s): Sean D'Souza
Part 1 of 15 in the 📖 The Brain Audit book series.