Are Neuroselling and Neuromarketing the same?
In the new economy, traditional marketing strategies are no longer sufficient and the use of neuroscience to apply to marketing is undoubtedly a revolutionary support for the sale of products and services.
In particular, Neuroselling and Neuromarketing are literally revolutionizing the global sales industry.
Many people ask me what the difference is between the two strategies, and I often notice some confusion.
For example, many think that because Neuroselling and Neuromarketing use both neuroscientific resources, they are essentially the same thing.
But it’s not like that.
Therefore, let us try to clarify and explain the differences between one and the other.
Definition of Neuroselling
Let’s start with a definition of Neuroselling.
Neuroselling is the discipline that studies brain functions and their relationship to behavior and decision-making to generate a buying experience that is satisfactory for both the customer and the seller.
So, whether you’re a store manager or a corporate salesperson, it’s crucial to understand what’s going on in your customer’s brain during the sales experience.
Understanding the brain mechanisms that activate in a client while he is about to make any purchase allows the seller to better control the purchase experience, convert it in a positive and satisfactory way and consequently increase sales.
How does the brain function during a purchase process?
In order to really understand the importance of Neuroselling and its effectiveness, first of all it is necessary to know (broadly) how the human brain works from a purely scientific point of view.
In reality, the brain is still surrounded by many mysteries and it is not easy to understand its mechanisms.
Have you ever gone out to buy a pair of shoes and come back with an umbrella?
I think so. Why?
Because, unlike you might think, 90% of our decisions are made in an emotional, not rational way.
So what we say we think or do often doesn’t match what we really think and do.
We have said that many behaviors are first activated by emotions, and then, based on the conflicts between the unconscious and conscious, take different directions.
According to Francesco Gallucci, vice president and scientific director of Ainem, Italian Association of Neuromarketing, the brain acts following an external stimulus (for example the vision of a product, an image, etc.) that works as a trigger, or as an activator of something that is already present in our long-term memory.
The unconscious part of our brain reacts and deepens this stimulus, and begins to recover elements to understand it until we have a more precise idea of what it is seeing.
The nucleus accumbens, which is located in the limbic system and which promotes our impulsive decisions activates. It is the oldest part of our brain, where fear for pain occurs.
This process takes just a second.
The conscious part, on the other hand, comes into play after a few seconds and activates the prefrontal cortex, the cingulate and the insula.
The decisions taken are either supported or modified.
The role of Neuroselling
Here the usefulness of Neuroselling becomes clear.
In fact, the best sales are those obtained quickly.
One of the fundamental strategies of neuroselling is in fact to satisfy an uncontainable desire that originates from an emotion coming from the unconscious part of the brain of our client.
Now that you’ve realized that the key phrase is “pay attention to emotions“, you’ll wonder what other Neuroselling strategies to adopt for a successful sale.
I’ll list some of them below.
- Use non-verbal communication: when talking to your client, pay attention to gestures. Your energy and enthusiasm are aspects that have an impact on your interlocutor and are powerful allies in order to create affinity and trust.
- Use sensory channels in a conscious way (you can learn more about the subject here):
Sell the benefits of the product and solution to the problem
- Make good use of mirror neurons to create empathy (don’t you know what mirror neurons are? Read here)
- Satisfy the “sense of belonging”: People need to feel integrated and recognized within a category