There is plenty of anecdotal evidence and scientific brain research showing that human emotions and unconscious plays a major role in consumer selection of products and services.
As our multi cultural society matures; it becomes evident that those companies and individual who want to advantage themselves in sales and marketing must understand perception and mind of other cultural groups. That will require a better understanding of your conscious and unconscious mind - how memory, experience, and associated emotions exert a force on thinking and buying behaviors of consumers.
According to Gerald Zaltman, Professor of Marketing at Harvard Business School: as much as 95 percent of consumers’ thinking occurs in their unconscious minds. Much thinking surfaces through metaphors and consumers’ memories which are much more malleable than previously thought— which is why "confidence" adds great persuasive power. Artificial confidence does not work, but authentic confidence will decisively engender a winning edge every time when a salesperson truly believes in his/her products and services.
Fostering a shift in sales and marketing will require a deeper understanding of how pervasive unconscious mind of consumer works. Breaking into new ground requires breaking out of traditional thinking about features and benefits selling. You need to enter into mental activity of unconscious thoughts, feelings, memories, intentions, metaphors and just how they direct consumers’ attention, influence perception and manipulate their decisions and actions. 6 key strategic solutions for sales and marketing.
1. Metaphor making in mind of consumer is a powerful fundamental that helps them make sense of information received. When eliciting information from a potential client. I asked him what success felt like. His metaphor was; "Success feels like power of driving a Porsche down highway at top speed." Tying his metaphor to several service benefits closed sale securely. Understanding and having collected a large range of metaphors consumers’ use to think about you, your services and products enable you to sculpt a more effecting communication strategy and increase potential of a purchase.