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6 Must-do’s to win over your customer’s brain

Capturing the minds of clients requires seizing every opportunity from the first moment. Here are six tips from the Revenue Path Group team on how to make the most of your limited presentation time to engage the client’s brain.

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Photo by Danielle MacInnes from Unsplash.com

The average salesperson will lose more sales in their career to a customer’s lack of decision than they will to all their competitors combined.

That’s the insight from sales leadership experts Bryan Gray, Paul Davison, Jesse Laffen, and Mike Rendel, co-authors of the book “The Priority Sale: How to Connect Your Real Impact to Your Prospect’s Top Priorities” (2021, Indie Books International).

“Most selling teams we encounter today present in the exact opposite way our brain’s decision-making process needs,” explains Gray. “That is why so many sales fail to happen at all. They are not being awarded to you or a competitor, they are being lost to third-party priorities, or doing nothing at all.”

Gray, Davison, Laffen, and Rendel are partners at Revenue Path Group (RPG). They work with sales leaders who are fighting to stay vital and relevant, employing neuroscience-based techniques to develop strategy based on why people buy, more than what they buy.

According to Gray and RPG, one of the crucial steps to closing deals is “winning the brain” by framing solutions and products in ways that speak to the client’s pains and fears.

“To win right now, you must win the brain. To do so, you must employ a specific process, speed, and emotional context,” Gray advises. “If you fail to present information the way your prospects’ brains are wired to receive it, it will result in a much more difficult sale where both buyer and seller experience friction and frustration.”

Capturing the minds of clients requires seizing every opportunity from the first moment. Here are six tips from the Revenue Path Group team on how to make the most of your limited presentation time to engage the client’s brain.

No small talk. 

The clock is running from the moment you enter the room. No preambles. No first introducing the team. No talking about the weather or something in the news. Engage their minds with questions.

Stand rather than sit. 

Stand to make your presentation. The presenter who stands commands more attention than the one sitting at eye level.

Arrive early. 

Perhaps you have heard the adage: Early is on time, on time is late, and late is unacceptable. If this is business you want, show your respect by arriving plenty early. This will also allow the presentation team to not be so anxious.

Build trust fast. 

With brains quickly scanning if you are to be believed, it is crucial to establish trust as quickly as possible in your presentation or the various brains in the room will move on to other distractions. You build trust fast by understanding your whys.

Use agendas.

An agenda helps you set direction, but also gives prospects the opportunity to tell you what they’re thinking. In a good meeting, an agenda will be two-thirds items that you plan to cover, and one-third items that the prospect wants to cover.

Be brain friendly.

Study what neuroscience teaches about presentations. Use brain-friendly images. Use brain-friendly messages. Use words that trigger action. Use words that trigger emotions and feelings. More than 90 percent of communication is nonverbal.

The group adds that to make a lasting impression in a client’s brain, it’s important to end the meeting with a bang, not a whimper. Avoid the cliche “are there any questions?” ending, and finish strong.

“Ask what two or three key points stood out,” suggests Gray. “The group will tell you what is important to them. There is power in having them summarize, not you. Then ask what two or three points created or caused confusion. This is vital feedback. The time to correct confusion is at that moment. In teaching, it is called the teachable moment. In presentations, it is the moment you win the brain.”

Strategies

‘Ugh, not that song!’ Background music impacts employees

When background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

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Have you ever gone to a store or a restaurant where the music was so annoying that you walked right out? Now imagine what it must be like for the employees.

In a study, researchers found that when background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

“Music that doesn’t fit what an employee needs to feel energized, manage emotions, and focus on task can have a real negative impact,” said Kathleen Keeler, co-lead author of the study and assistant professor of management and human resources at The Ohio State University’s Fisher College of Business. “We found that a music misfit can lead employees to feel more fatigued, have trouble focusing, and not really enjoy being at work. And that in turns prompts them to engage in behaviors that can harm the organization.”

The problem is worse for people who have difficulty screening out background noise from their environment, the study found.

It is an understudied issue, Keeler said.  About 13.5 million people work in occupations where background music is common. But the music is often chosen with only customers in mind.

“It is a mistake for managers to assume that music doesn’t affect employees,” Keeler said.

The study was published online in the Journal of Applied Psychology.

Study in focus

The researchers conducted two studies. One study involved 166 full-time workers who participated online. Before they began, participants rated how much they needed four features of music: volume, speed, complexity and emotional intensity. The participants then listened to one of two playlists while they conducted a creativity task.

One playlist was upbeat, happy pop music with moderate complexity. The other was slower, more somber music played at a lower volume.

After completing the task, participants rated how much the music they heard fit their needs for volume, speed, complexity and emotional intensity.

Results in focus

The findings showed participants experienced a negative impact if the characteristics of the playlist they listened to was out of sync with what they said they needed. Those who had a music misfit showed a decrease in pleasant feelings and emotions and also more cognitive depletion – a feeling of mental exhaustion, Keeler said.

The problem was particularly acute for people referred to as non-screeners. “Stimulus screening” is the ability to focus on one sensory input at a time. Non-screeners have difficulty doing that and – in this case – were unable to ignore the music in the background while they concentrated on their task.

“The bad effects of music misfit are worse for those who are non-screeners,” Keeler said. “They have difficulty blocking out the music and so they feel less positive emotion and feel more depleted after listening to the music that was out of sync with what they needed.”

The second study was a real-world sample of 68 workers in health care offices, retail stores and dining halls where background music was a feature of their everyday work life. Participants completed three email surveys every day for three weeks about their musical needs, the music they heard, their moods, cognitive depletion and various actions at work.

The findings confirmed results of the first study and added another wrinkle: Music misfit had an impact on job performance.  Participants were more likely to act in ways that hurt the company – and less likely to do positive things – on days when they felt out of sync with the music they heard.

Music affects actions

Negative actions could include working more slowly, talking negatively about the workplace with other employees, and pilfering office supplies. Positive actions included helping a fellow worker on a project that was outside their direct responsibilities.

“It can affect the bottom line of companies if their employees are not being productive because they are being drained and distracted by the music they hear all day,” Keeler said. “Their performance suffers.”

The results suggest that employers need to take into consideration the musical wants and needs of their employees.

“Employers should try to strike a balance between making sure their music appeals to both customers and employees, because this is not a trivial matter,” Keeler said.  “If their employees aren’t happy, that is not going to be good for the business.”

Employers can also ensure there are places in the workplace where employees can escape the music during their breaks. In addition, they could invest in earbuds using smart technology that allows wearers to hear conversations from customers while screening out some background noises, including music.

And while this was not a focus of this study, the results also suggest that workers may be happier and more productive if they are allowed to listen to their own music when appropriate.

Let them listen to their music

“I know some managers are reluctant to allow employees to listen to their own music, but our research suggests that there are a lot of benefits, including productivity, engagement and well-being,” she said.

Harshad Puranik of the University of Illinois-Chicago was co-lead author.  Other co-authors were Yue Wang of the University of Illinois-Chicago, and Jingfeng Yin of The Hong Kong, Polytechnic University.

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Strategies

Crucial electrical safety advice for customers 

Before getting started on outdoor projects, it is important to be aware of the electrical safety hazards you may encounter.

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Spring is about to arrive, and the longer days will inspire business owners to get outdoor projects underway. But before getting started, it is important to be aware of the electrical safety hazards you may encounter.

“Starting on outdoor projects is a great way to welcome the warmer weather, but it’s crucial to be aware of potential electrical hazards at home,” said Tim Frankenberg, fire safety engineer for the St. Louis-based Ameren Corporation. “A little prevention goes a long way in keeping your family safe.”

The St. Louis-based Ameren Corporation recommended four electrical safety hazards to avoid this spring:

Electric equipment near water

Water and electricity don’t mix, so a great rule of thumb is to keep electric equipment at least 10 feet away from wet areas. You should also plug into ground fault circuit interrupters (GFCIs), which are designed to shut off the power as needed to prevent a shock. These are typically found in kitchens, bathrooms, garages and outdoors. It is highly encouraged that GFCIs are tested monthly. 

Underground utilities

You can disrupt utility service, including electric, natural gas and more, and even put your life in danger by failing to have underground utility lines clearly marked before digging. Plan the simple do-it-yourself projects that may seem small, including planting trees or installing a mailbox.

Overhead power lines

Stay clear of power lines and wires when trimming vegetation, raising ladders and performing outdoor home maintenance. Always assess your surroundings while trimming or working in your yard or simply call a certified professional to safely handle the work. Remain at least 10 feet away from any overhead power line near your home. 

Indoor electrical cords and electronics for outdoors

Before plugging into an exterior electrical socket, double-check that your cords, lights or fans are rated for outdoor use. Look for labels on packaging that clearly mark them as suitable for outdoor use. Also, avoid running cords through door or window openings where they can be damaged, and pair them with GFCIs instead. 

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How your business can cut costs related to plumbing

Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

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Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

“Warmer temperatures are headed our way as spring begins to take hold,” Levi Torres of High 5 Plumbing, Heating, Cooling & Electric said. “Pretty soon, air conditioners will stay on a little longer and energy bills will begin to rise. One of the best ways to offset those costs is to check your plumbing for any leaks that could be increasing water usage.”

According to the EPA, people wastes nearly 10,000 gallons of water every year due to unknown leaks in the home, offices, et cetera. In addition, 10% of establishments waste 90 gallons or more per day.

To help your business cut costs related to plumbing, the experts at High 5 recommend the following tips to help recognize plumbing leaks:

  • Check the flapper in the toilet periodically to ensure it isn’t old or worn out. This can cause the toilet to silently leak thousands of gallons of water a year or cause it to flush on its own. Replacing the flapper can be an easy, cost-effective way to prevent toilet leaks.
  • Inspect the washers and gaskets on your faucets. Old washers can be a primary culprit for leaky faucets, causing a home to waste more than 3,000 gallons per year.
  • Check the showerhead for frequent dripping after usage. A showerhead that drips 10 times per minute can waste over 500 gallons per year. Simply tightening the connection or replacing the showerhead can be a cheap option to prevent leaks.

“While some simple leaks can be prevented by replacing small parts, it’s always important to call a licensed plumber if you suspect you have major leaks inside your home,” said Torres. “Leaks behind a wall or with a water heater can be much more complicated and need professional attention. If left untreated, they can cause thousands of dollars worth of damage. Never leave a leak left untreated.”

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