The 6 Compliance Principles of Neuromarketing
We have been told that business decisions are based on the facts and should be devoid of emotion. Nothing could be further from the truth. Neuromarketing scientists have finally proven that which world-class salespeople have always known . . . people decide emotionally & then justify their decision with logic . . . usually without consciously realizing it. This is the fundamental principle of persuasion.
In his best-selling book Blink, Malcolm Gladwell makes the case that the most powerful part of our brain, the part we use to make our decisions; is the “adaptive unconscious”. He goes on to explain the adaptive unconscious as the power of thinking without actually thinking.
Dr. Richard Restak, neuropsychologist and author of The Secret Life of the Brain declares “We are not thinking machines – we are feeling machines that think.”
“Persuasion works by appealing to deeply rooted human needs.” Harvard Business Review
In order to master the persuasion we must begin with an understanding of how people are persuaded. People decide with their emotion, specifically there are 6 emotions that drive compliance. The first 2 are Likeability & Credibility. If you would like to learn the other 4, just ask us to send them to you . . . and we will email them to you for free.
Likeability is the ability to connect with others. We like people that are like us. We tend to project our values and beliefs, whether accurate or not, on those that we believe are like us. The reason Likeability is so powerful is that it appeals to our core values of character. Perhaps the most respected character trait, the one we all hope others assign to us, is that of integrity. We develop a higher level of trust for someone’s character when we think . . . “they think like us”. We know our own intent & we believe that it is noble. Therefore, if we think someone is “like us” then we tend to project our intent on them.
What to Do and Say
Find common interest.
Unify under common goals.
Mirror the other person’s verbal cadence and body language.
Seek first to understand others.
Look for the virtue in others.
Acknowledge their reality.
Credibility is how much others believe in us. Not only believe in our character but also in our ability to deliver results. People follow experts. We rarely agonize over decisions when an authority figure suggests we take action. We have an automatic acceptance if we believe in the source. The combination of Likeability and Credibility create trust. Trust has been that elusive element that could only be characterized by “you know it when you feel it” . . . until now. Stephen M.R. Covey in his best-selling book, The Speed of Trust, defines trust as the combination of character and competence. We couldn’t agree more.
What to Do and Say
Declare your intent.
Confess your weakness.
Use 3rd party validation.
Unify under common goals.
Teach something valuable.
Seek first to understand others.
To receive the other 4 compliance principles, just click on the button “6 Compliance Principles” & we will email them to you for free.