The Brain Audit: Why Customers Buy (And Why They Don't)

A rushed customer is a confused customer. When pressurised, they may buy into your product, service or idea, but later regret their decision. This regret is one of the reasons why they return products, or ask for their money back.

usually pick up the phone and call you. They almost never email you or text you. Or send a carrier pigeon. They simply mull over the objection in their minds, and then they procrastinate.

ahead. The other part of our brain is bringing up all the reasons why we should stay put. The very fact that we have to commit to the relationship causes us to come up with every reason why the relationship may not work—just so we can make it

Your message starts with the problem. The problem gets the customer’s attention. Then the solution kicks in. To keep the customer’s attention, you have to bring up more detailed information about the problem. That gets the client’s attention all over again. And so it goes. The problem gets the heart rate up; the solution gets the heart rate down. (

The purpose of profiling is indeed meant to ‘exclude’ customers who don’t fit the profile. And does it work? You bet it does!

solution and target won’t always create a trigger. And there’s a reason why.

A reverse testimonial is simply a testimonial that starts off in reverse. All testimonials start off with the praise, and continue with the praise of a product/service.

Actually, you don’t. Just stringing the trio of problem,

It’s not enough to just bring up the objections, of course. It’s pretty important to defuse the objections. And you defuse objections by coming up with a simple, logical answer for the likely objection.