Impact of Neuroscience on Sales and Marketing

Research in the field of neuroscience on how purchasing decisions are made at a neurophysiological level allows its application to the commercial field, boosting sales of products and services. The importance of the application of neuroscience to the areas of Sales and Marketing is based on the confirmation that the subconscious activity of the brain is responsible for consumer behavior.

The application of neuroscience in sales and marketing entails an adaptation of communication with the consumer. Presentations and sales messages are transformed from the rational focus to the emotional, visual and sensory aspects of the brain.

Consumers “have an aversion” to being sold to, but they love to buy… especially when they feel it is their own need.

How to apply Neuroscience to Sales in three steps:

1. Discover the problem the client has, what the real decision factors are in their brain, and summarize the possible solutions to address the problem.
2. Present three simple direct statements to make customers understand the solution to their problem. Strategically indicate the solution by appealing to the intrinsic brain structures such as the sensory, motivational and emotional areas and do not exceed the information (which could stimulate the cognitive part of the brain).
3. Use techniques that involve the emotional brain area for decision making so that greater efficiency in sales is achieved.

Results of applying Neuroscience to Sales

1. Increase in sales: More and more salespeople are able to understand which part of the customers’ brain makes them make decisions and apply techniques to stimulate these areas of the brain, achieving an increase in sales.
2. Happier, more motivated sales teams: Employees will see that this unique approach to applying neuroscience works, and they will be motivated to continue honing their “neuro-sales” skills.
3. More satisfied customers: Knowing what your customers want before they know it allows you to highlight the benefits they will obtain from their purchasing decision.

A success story: Campbell’s Soup
This brand redesigned its soup labeling by appealing to the intrinsic emotional part of its customers using neuromarketing techniques. To do this, they identified their customers’ desires by taking biological measurements, such as changes in heart rate and humidity. of the skin to check brain and body responses. The design of its label with new images (adding “steam” to convey that the soup is hot), the softening of the fonts and the elimination of the spoon meant an improvement in the results.