How To Defeat the Lizard Brain in Four Fast Steps

homer simpson with lizard in brain, Lizard Brain

You’re in sales. Whether it’s in a job interview, presenting a multi-million dollar pitch to a room of investors or your online t-shirt store – you’re constantly selling something. Once you’ve gotten a potential customer through the door – you’re selling.

Psychology of the sale

I sleep with a psychology book on my nightstand. I love diving in to how the mind works because once you understand how we’re wired, it makes certain things like selling quite simple.

Here’s the three-step cycle going on in your prospects mind before they purchase anything, hell before they even approach you:
1) Fight or flight (THE LIZARD BRAIN!) or spam filter to your pitch
2) What does this mean to me (providing social context)?
3)
What problem does this solve (very analytical)?

Before visiting you online, setting foot in your store or chatting with you at a networking event, humans primal extinct is to fight or flee the situation. It’s only been for the past century or so where our basic standards of life (in the Western World anyway) have been covered to a point of not having to worry about a large predator jumping out of the bushes and devouring us on the spot. However, our minds have been slow to change.

This is the lizard brain quickly deciphering whether we should run or stand put and duke it out to the best of our ability. Our mind has been conditioned to conduct a quick survey of our surroundings within nano-seconds. Once this assessment is complete – the body chooses whether to fight or flee.

This is why you may find your palms or brow get sweaty before a pitch. For me it’s my lower back and armpits. Hell, I get sweaty before I ask my wife about whether or not she wants pizza or a pita for dinner. It’s human nature.

Knowing this primal instinct is hardwired into everyone’s mind – you must get it to calm down before moving to the second part of your prospects decision making mind. To do this you must be clear, concise, while sprinkling in a bit of humour (if you can).

Click here for a script on how I get past the lizard brain selling CCTV cameras. Sounds sexy doesn’t it...

The Lizard Brain is very picky

The lizard brain is essential for survival. This is why it’s so difficult to get past. In your pitch you’re selling using data, metrics and all these things the lizard brain doesn’t care about. Remember the lizard brain is the spam filter. 90% of what you’re saying or pitching isn’t getting through. The lizard brain is lazy and if you’re throwing numbers, and business jargon its way it will get overwhelmed and discard the vast majority.

The lizard brain likes black and white. It’s taking care of your survival. It doesn’t care about data. Your pitch needs to be clear and concise. The lizard brain is lazy, so don’t make it do too much work.

How to get past the lizard brain

  1. Focus on the big picture in black and white. No grey areas. Remember this is fight or flight you’re dealing with.
  2. Use emotion through visual and audio cues
  3. Create novelty (how are you different and exciting?)
  4. Throw in concrete facts (verified evidence)

Your entire sales pitch is wasted unless you get past the lizard brain. Your pitch was created with the analytical part of your brain. Having said that, don’t pitch to the lizard brain with analytics. Get past it using the points above. Once through the lizard brain you can dive into the details.

If you missed it above – Click here for a script on how I get past the lizard brain selling CCTV cameras. Still sounds sexy doesn’t it…

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Punch in your email addy below to get more ‘lizard brain approved’ content sent direct to your inbox.

Processing…
Success! You're on the list.

Investing In Yourself…and Business

wallet, no money, marketing
Marketing dollars?

How much should I invest in myself or my business? First off – you should have money to market your business and / or yourself.

Do you have a sales budget aka how much revenue do you expect to make this year? What’s your salary? What’s your expected commission?

Good. You have that number. Now – at a bare minimum – take 2% of that number. There’s your marketing budget. It would be best to have 10%, but let’s start with 2%. The same goes when trying to figure out how much to invest in yourself.

Oh you don’t invest in yourself? START!

Read a book, invest in a course, invest in a gym membership, a magazine subscription…do it.

So you have a budget now. What do you do with it? Whether it’s $500 or $500,000 find as many things as possible that you can own.

What do I mean?

Marketing dollars are often spent throwing money at this thing, and that thing. IT’S BETTER TO OWN SOMETHING! Take your $100, print some sales letters (here are some of my personal B2B examples) or brochures you did up in Word, and deliver them to every single apartment in the complex beside your business (or to every house on a street located near your business). Then do it again a week or two later. You need to hit as many people over the head with your message. The tricky part is ensuring the message MATTERS TO THEM. More on that here…

(Remember – I don’t give a shit about you, until you can do something for me. Whether it’s nourish me, allow me to keep extra jingle in my jeans, or help me out in some way, shape or form.)

You need to do this repeatedly. SOOOO many of you try something out once, don’t see results, and then say, “Well, that didn’t work.” Of course it didn’t work. Repetition Repetition Repetition.

Remember how you were taught in school? It probably went something like this… At the beginning of the class (or semester) your teacher would tell you what they were going to teach you, then teach you it, then review what they taught you. Repetition Repetition Repetition.

This is how our brains have been programmed since kindergarten, so start using the philosophy in your marketing. Find something you can own. Then repeat repeat repeat.

It sometimes takes me 12 – 15 contacts until I make a sale. I repeat, repeat, repeat my process. And you know what, when I call, walk into an appointment or see one of my prospects at an event…they immediately KNOW WHO I AM. It should be the same way with you and your business.

If you’re buying radio ads (for example), and you don’t have money to throw around like the ‘big guys’, again find something you can own. Maybe it’s an hour every Monday over the next few weeks. Maybe it’s an entire week. Whatever it is, find something you can own, then repeat repeat repeat.

1) Find money or find time to focus on marketing
2) Find something you can own
3) Repeat Repeat Repeat

Tell me ONE marketing opportunity you have at the moment (print, direct mail, radio, tv, social media, whatever…) and leave it in the comments below. I’ll tell you how to EXPLOIT that opportunity with repetition. I’ve purchased nearly every type of media, and used as many media channels as possible to further the brands, and people I work with (including myself). For being a loyal reader it’s the least I can do.

Love you,

Jordan ‘The Guy With The Bow Tie’ Rycroft

Ps. If you didn’t catch this further up the page – check out my personal one pagers I hand out or leave after a presentation.

Processing…
Success! You're on the list.

Start Using This Sales Tool Today – “How Do I Get To The Next Level?”

next level, ladder, climb, business

It’s the climb…

How many times have you heard “Needs Analysis”? I used to hear it daily, as this was always on my sales manager’s mind when it came to meeting with any prospect. I used to have a laundry list of questions, 9 times out of 10, supplied to me. “These will help get you closer to closing the deal,” said the sales manager. Meanwhile, my eyes were rolling so hard you would have thought I was dead.

Your prospects time is limited. If you’re able to get in front of them (in person, video chat, phone, whatever) don’t waste your time going through a laundry list of questions that makes it seem like an interrogation. Hit ’em with the Force Field Analysis, and maybe just maybe they’ll give you a hug.

Within minutes you’ll put the focus on your prospects business and you will immediately uncover their pain points. It’s the fastest Survey Monkey survey ever. At the very least, you’ll position yourself as a sales person who’s different and an ally for your prospect rather than a nuisance. 

This is also a great way to qualify your prospect. Maybe what their business really needs is something you can’t offer them. This gives you the chance to part ways amicably. This could also open the door for you to refer them to someone you know who can help them.

Best case scenario – it opens the door for you to help them out and get closer to signing the deal.

Force Field Analysis, Guy With The Bow Tie, Jordan Rycroft

Action step: Test out the Force Field Analysis on yourself. 
Take a piece of paper, and draw a horizontal line. Mark it as “Day 1.” Then draw three arrows going up from that line, and draw another line. Label it “Today.” Then ask yourself, “What are three things that took you from Day 1 to where you are today?”

Then draw another horizontal line above the “Today” line, and label it “Next Level.” Draw three arrows down from this line, then ask yourself, “What are three things preventing me from getting to the next level?”

This will clear your mind, and allow you to focus in on what’s really important. Then circle one of those items you wrote down that’s preventing you from getting to the next level and devote your time to it. Maybe it’s investing in yourself, which you’ve already done by doing the Force Field Analysis. The Force Field Analysis may not be the right thing for you, but I’ve found it to work time, and time again for my clients and myself. I’ve even done it on the back of a golf scorecard and on a napkin at a pancake breakfast. You can damn near do it anywhere, which makes it an excellent tool for your sales toolkit.

If you need more direction on this or if you’re stuck trying to analyze yourself – shoot me an email at effumarketing@gmail.com. Or leave a comment below. I read every message, and I’d be happy to help, as long as you aren’t an asshole.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. If you want more tips like this direct to your inbox – sign up for my newsletter below.

Processing…
Success! You're on the list.