3 Lizard Brain Hacks to Increase Your Company’s Revenue
Your intentions are good, but your intuition is off. You go to great lengths to craft compelling marketing content and campaigns, and conduct extensive internal training programs to teach your salespeople how to distribute those messages to both customers and prospects, but you still struggle to hit quarterly sales goals and are left scratching your head as to why.
You are not alone. Most organizations believe a customer buying cycle ends in one of two ways—prospects either choose them, or they choose a competitor—and they invest time and money into designing marketing and sales messages that place them in head-to-head competition with each other. But recent research has identified that up to 60 percent of qualified leads don’t actually go to a competitor—they simply fall to the wayside because the prospect doesn’t choose anyone at all.
The Brain Is Behind a Decision to Change
Believe it or not, this phenomenon can be explained by simple brain science. The part of your brain that analyzes information is called the neocortex, and the part that houses your emotions is the limbic system. A third part, sometimes called the “lizard brain,” is where decisions to change are actually made. And the primary motivator for change in this part of the brain is ensuring survival. The lizard brain quickly assesses situations and opportunities to determine if your status quo is safe or unsafe. Unless it senses your current state is in danger, it is inclined to keep you right where you are because it is a known safe place. In selling, making a decision to change appears to be the risky path, which is why prospects and customers choose “no decision.”
Wake the Lizard Brain
The most effective way to break through this barrier and win more business is to stimulate your prospects’ lizard brain. Here are three Cs to help you with that job: