Why This Breakthrough is So Important

According to Media Post, this major paradigm shift towards neurosciences for advertising effectiveness is an historical event. The old methods have "expired" and new neuro- scientific approach is a key to future of buyer influence.

Source: http://www.mediapost.com/dtls_dsp_news.cfm?newsID=248821

"Zaltman, whose work is influencing advertising plans of Procter & Gamble, General Motors, IBM and others, said shift that has taken place in neuroscience over last ten years suggests that much of "tacit or explicit knowledge" that Madison Avenue has about way consumers process advertising "has expired.""

Not only does this ratify neurological approach to advertising influence but also suggests that direct brain and nervous system influence can be achieved via mass media. The question to you as a marketer is?

How Can I Get Some?

How can you, as a marketer and advertiser, utilize discoveries from neurosciences fields to explicitly influence your audience? In ways that get them to buy, alter beliefs, or program for future actions, many of these types of influence already exist.

Vitale gives us a ringside seat in his paper "How to Control Command Center in Your Prospect's Brain". It only speaks to ONE aspect, of three major systems that defines our world. But it's perfect for understanding neurology behind "written" influence.

Source: http://www.mrfire.com/0046.html

"I haven"t got time right now." "Send me a written proposal and I'll think about it." "We already have a supplier." "We prefer working with a larger company." "Its too expensive." "We really don't need your services." "I need to get approval from my boss."

Has this ever happened to you? How do you respond? Are these real problems, or is something else going on?

Prospects give objections like these when they still have a question about your company and value of your services. If they tell you they're looking for a larger firm, what they are really asking is, "Can your firm do job?" "Do you have resources to meet our needs?" "Won't a larger company with more personnel give us better service?"

When a prospect tells you your product or services cost too much, what they are really asking is, "Are benefits worth money?" "How do I know if it will work?" "Will I get my money's worth?" "How much money will I save or make by using this service?" "Won't I save money by not using your service?"

When a prospect tells you, "I already have a supplier." what they are really asking is, "How do I know I can trust you to provide services?" "How do I know you'll do a better job than my existing supplier?"

Prospects raise objections because they have questions about your company's credibility, solution your product or service provides and its value. Every buyer has these concerns.

Once you've done work for a client, selling them your services second and third time around is much easier. They trust you, understand solution you provide and recognize its value.

To eliminate objections, first acknowledge that most of prospects' objections are based on three common underlying concerns.

The solution you provide. Prospects want to know whether it's a fit for problem they are trying to solve. They want to know what it does and whom it has previously worked for.

Your credibility. Unless they've purchased your products or services before, prospects need to know that you can be trusted to deliver.

The value of your products and services. Whether it costs a few dollars or a few million, buyers want to understand benefit of what they are buying in their terms.