Building Better Business Brains – Brynn Winegard

Dr. Brynn Winegard (@DrBrynnWinegard) is a world renowned business brain expert. She is a full-time professional keynote speaker who combines brain and business science to dissect, redevelop, and augment how we work. Dr. Winegard teaches about persuasion and influence from a brain perspective and provides several actionable tips. In this episode, Brynn talks to me about neuro selling and how our brains receive messages on visual and subconscious levels. I ask her how sales and marketing professionals can most effectively communicate and not waste resources in areas where our audiences are inattentive. Brynn provides advice on how we can build new relationships on subconscious levels by acknowledging the SCARE model: Status and social capital, Control and choice, Autonomy and ambiguity, Relationships and connectedness, Equity and fairness. Questions During Episode What exactly can sales people practice in order to dig into the subconscious levels of their audience?What are some things that we can that we can do in a web meeting to grab a hold of some of the subconscious decision criteria and pull those in our favor when selling?What should we do and what should we not do?How can we really make the best use of to go deep into the attention that we are getting at that moment?How can we best build relationships on a subconscious level?What do you believe is the most common connection that you make with someone else when you’re first meeting them? Links and Mentions Scientific proof your brain was designed to be distracted5 Social Threats or Rewards – SCARF (SCARE) ModelStatus and Social CapitalControl and ChoiceAutonomy and AmbiguityRelationshipsEquity and FairnessWhy Your Brain Filters Out Marketing Contact Dr. Winegard Web – DrBrynn.comTwitter – @DrBrynnWinegard Podcast Transcription Dr. Brynn: People don’t buy what you do, they buy why you do it. I think if you really get thinking of the depth of that then what am I in this business for? It’s really because what I discovered from my research and training was that, most people don’t know how to use their own brain. Dr. Brynn: The idea is that with neuro selling, we’re trying to look at the brain-based principles of the brain. What’s true about the neuro functionality of the human brain in general that we either have a misconception about? One of the things of course is or at least I could make sure to mention is how distractible the brain is and the idea that where I usually start without that is that the human brain is 5% conscious, 80% sub-conscious, and 15% completely unconscious. What we typically do in the sales process is we typically sell to the conscious brain with rationality and logic and with facts, and figures, and data, and studies and key studies when in fact, that part of the brain is your study that you sent me and a lot of the studies out there. I mean, it is a very small portion of the brain. It is, by the way, 5% at a maximum, so your conscious brain is much closer. We think just something closer to 1% which basically means that it is highly distractible, it’s not listening, it is highly distracted constantly, highly distractible and distracted. It’s small; it has a very short attention span. It doesn’t actually make decisions anyway, so it doesn’t really matter if you, as a salesperson, when you approach your prospect or when you’re talking to a client. Or even and I, this is how to get away from like the sales aspect of things. Sometimes, they talk about the three B’s; believing, buying and then buying-in the idea that those three B’s, you’re always looking for one of those three B’s from everyone you meet all day long. You want them to either believe in you, buying into your ideas, or buy what you’re selling. Even many times, you might be on the subway, you might be in a library; you want them to believe and buy into social norms as an example. So when we are in the library, you think, “Well, I have no relationship to the person at the corner.” When in fact, you’re hoping that they believe in the social normative structures. That means that they would stay quiet in this environment as an example. We’re always looking for believing, buying and then buying from everyone that we’ve interacted with or in the midst of all day long. Because of that, I think it’s really important then to conceptualize coming away sort of from the sales narrowed edge, “Hey, we are looking for compliance from people all of the day.” If that’s true, then what do we need to know about the human brain in order to be better at actually getting them to comply with us non-coercively right? Because you can’t, the guy in the corner of the library, you can’t go up to and twist his arm. What we do is we apply peer pressure and normative pressure around our cultural understanding of what, how to behave, and how to act in a library. And so all of those decisions about how to act and how to be and how to gain ...