Serving Through Selling !

By Rebecca Miller

What comes to mind when you hear “selling” or “sales”?

Sales are the area that can make or break your business, yet it is the area that most businesses struggle with. For many, including myself, in the early days, the thought of selling went hand-in-hand with feelings of discomfort. The traditional pushy sales tactics taught in the 70s and 80s have thankfully evolved; however, many in our industry still hold onto outdated sales mindsets that limit their business growth.

When crafting Heartfelt Sales, a first-of-its-kind course for the Professional Beauty and Aesthetics Industry, I leaned into the fact that true success doesn’t come from those high-pressure sales tactics but from understanding, empathy, and the ability to solve your clients’ real problems. When we shift the focus from a selling mindset to serving one, we create buying experiences that feel personal, rewarding, and resonate with your clients on a deeper psychological and emotional level.

Today, I want to share one of the most powerful ways to do this engaging our ‘Red Brain’ and ‘Green Brain’ during client interactions.

Understanding Red Brain vs. Green Brain

You’re probably familiar with the concept of left-brain and right-brain thinking. The left brain is known for logic and analytical thinking, and the right brain is known for emotion and creativity.

In this context, consider the right side of the brain as the Green Brain. When humans operate from the right side of their brain, they make decisions faster, without worrying excessively about negative consequences; we call this Green Brain.

For example, what do you do when you approach a green light? You go! You proceed so confidently that you do it unconsciously. So, if a pedestrian or a bicycle starts to come onto the road as you approach, you might be startled. Why? Because you weren’t looking for danger.

Conversely, consider the left side of the brain as the Red Brain. What do you do when you get to a red light? You stop. The colour red itself acts as a signal to halt and check for danger. Clients anchored in their Red Brain during consultations will likely stop, pause, and look for reasons not to proceed. The red brain is the “what if?” brain, fraught with hesitations like “What if I make the wrong decision?” or “What if it’s too expensive?”

Red Brain conversations, which focus on your product or service, the features, how long the process takes, and the price, can increase client procrastination and lead to a higher likelihood of objections. These are generally the topics we love to discuss because they are familiar, comfortable, and well-understood. Our clients are not buying our products and services, they are buying the transformation.

In contrast, you activate the Green Brain when you help your clients feel into and articulate their lived experiences, challenges, frustrations, fears, wants, and dreams. Green Brain communication is the psychological key to helping clients make more confident decisions. It’s about going beyond the rational and connecting your clients to the emotional, accelerating decision-making.

Repeat After Me: The ‘WHY’ Makes Them Buy

Whenever you’re talking about someone’s ‘why’, you’re having a Green Brain conversation. The most critical sales principle, which underpins every sale you will ever make, is that people make decisions emotionally and justify them logically.

At some point, Red Brain conversations are necessary - we must handle the logic and the logistics. However, it’s essential to understand that this is a much smaller component of the decision-making process than you may think. When clients have their ‘why’ at the forefront, aka their Green Brain activated, they will happily take care of the Red Brain logistics.

Here are some simple tweaks you can start making today to effortlessly shift from Red Brain language to Green Brain language in your client communications:

• Change “pay” to “take care of.”

• Instead of “appointment,” say, “let’s make time to get together.”

• Replace “treatment and product plan” with “skin transformation plan.”

As you can see, small language changes can significantly impact how your clients feel throughout the process. You’re still addressing the necessary Red Brain points, but in a way that keeps their ‘why’ at the forefront, therefore being less intimidating and easier for them to take action.

The insights into Red Brain and Green Brain dynamics are the gateway to a much deeper exploration in my brand-new course, Heartfelt Sales. This program is born from my 30-year-long obsession with understanding how the brain works, combined with extensive studies in leadership, influence, psychology, neuro-linguistics, cognitive behaviour therapy, and human behaviour.

Heartfelt Sales’ core is the power of fostering lasting connections, reducing stress, and freeing you to focus on what truly grows your business. By joining, you’ll embrace a new way of thinking that enhances every interaction with your clients and team, turning each interaction into a deeply personal and rewarding experience.

Enroll in Heartfelt Sales today and start transforming your approach, using knowledge that has shaped lives and businesses for decades.

@therealrebeccamiller