quinta-feira, janeiro 29, 2015

A história acerca da oferta (parte II)

A propósito da importância das histórias que as empresas contam, ou não, acerca das suas ofertas:
"When should salespeople sell with facts and figures, and when should we try to speak to the buyer’s emotional subconscious, instead? When do you talk to Mr. Intuitive, and when to Mr. Rational?
we spend too much time chasing sales opportunities that eventually stall out. We need to improve our ability to sell to Mr. Intuitive.
Logic is slow.
Intuition is fast.
95% of our purchase decisions take place unconsciously – but why, then, are we not able to look back through our decision history, and find countless examples of emotional decisions? Because our conscious mind will always make up reasons to justify our unconscious decisions.
Here’s the short rule of thumb: sell to Mr. Rational for simple sales, and Mr. Intuitive for complex sales.
If you want to influence how a customer feels about your product, provide an experience that creates the desired emotion. One of the best ways for a customer to experience your complex product is by sharing a vivid customer story. Research has shown that stories can activate the region of the brain that processes sights, sounds, tastes, and movement. Contrast this approach to a salesperson delivering a data dump in the form of an 85-slide power point presentation."
E a sua empresa... que histórias conta? Há algum compilador que as selecciona, alguém que as edita e um mecanismo de distribuição junto de quem contacta com potenciais clientes?
Trechos retirados de "When to Sell with Facts and Figures, and When to Appeal to Emotions"

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