JESSICA VAUGHAN
What is SalesBrain The CCN Sales Process is becoming a SalesBrain-certified selling technique. What is SalesBrain and what does that mean? SalesBrain bills itself as a neuromarketing agency. It was founded by Dr. Christophe Morin who has a Ph.D. in Marketing Psychology and Patrick Renvoisé, who started his career selling multi-million-dollar super-computers. They recognized there have been some major advances in neuroscience over the past decade, but those advances in persuasion weren't penetrating the business world. Now their mission is helping companies to make sure all sales teams are using ethically sound, sciencebased persuasion techniques. The science of neuromarketing started in the early 2000s when a researcher put subjects in an MRI machine and studied their brains as they drank Coke or Pepsi or an unidentified Cola. If they knew the brand, their brains lit up differently and they perceived taste differently. It was the launch of a multitude of studies that confirmed that our satisfaction, pleasure, and how we perceive information from our senses are deeply affected by what we know and believe. There's no such thing as objectivity. In other words, there’s a big difference between saying, “I choose that unidentified brown soda,” and saying, “I want a Coke.”
How can this be? How can what we think affects what we see, taste, touch, and enjoy? Our brain is divided into several different lobes. The newest, most complex, and intelligent is our prefrontal cortex. SalesBrain calls this the rational brain. The subcortical lobes are much more ancient and simple. In general, they have two states: sympathetic which is activated to fly or fight and parasympathetic to relax, rest, and digest. SalesBrain calls this the Primal Brain. Over the years, the primal system has become slightly more sophisticated, but not by much. If you've ever seen
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