Turn to their heart, not their brain
You want to build or expand your business? Good idea!
Then your most important and most frequent task is to win other people for your business concept, your service or your product. You want a positive decision from your interlocutors or the visitors of your presentation. Agreed?
Ok, then it is good to know that humans do not make decisions on the basis of sober considerations and careful weighing - even if we think, it is like that. No, we make decisions on the basis of affects, emotions or old habits. These are hidden in the unconscious realm, which is not easily accessible to us. When we are then asked why we have just made such a decision, we rhyme something together that sounds conclusive. That's what brain researcher Gerhard Roth from the University of Bremen found out.
So if you want to convince other people of your cause, it is helpful if you are more concerned with the feelings of your conversation partners and listeners. They are more important than all your excellent factual arguments. Build a relationship, make sure that your interlocutors like you.
You can do this by being interested in them. You can show this by asking questions, listening and involving your audience. They will find you sympathetic if you make them realize that you can empathize with their life situation and show understanding. It is therefore useful to think about the people you are going to talk to beforehand. Then you bring a few examples in your conversation or lecture, in which they recognize each other.
When people recognize something, they are immediately rewarded with a dopamine release - the messenger of happiness! Now they like you even more. They will feel good in your presence. They unconsciously transfer this good feeling to your offer.
You want a positive decision from your interlocutor or, at group presentations, from your audience. Decisions for something, however, are regarded by many as risky. Everyone has already said "Yes" to something and regretted this decision later. That's why many consider a "No" to be a safe option.
Now brain research tells us that happy people are more willing to take risks. So if you want your prospective customers to decide for your proposal, make them happy beforehand, or, even better, invite happy people. Those who are worried are not willing to take any risks and are therefore afraid of making decisions.
That's why it doesn't work if you talk to people who are in need of money or have other big problems. They will take comfort and compassion from you, but will neither join you nor become your customer. Maybe you have already had this experience yourself.
Of course you also serve your listeners with facts and factual information, but these contribute less to the decision. However, they help your prospective customers to rationally justify their positive decision for you and your offer afterwards.
You see, it is not difficult at all to win people as freinds and convince them to make a positive decision - conquer their hearts! The mind then follows.
I wish you all the best!
