Sales Brain PTMS Istanbul Workshop

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28 Kasım’da İstanbul’da Patrick Renvoise tarafından gerçekleştirilecek olan work-shop, müşterinin nasıl karar verdiğini bilimsel olarak inceleyen dünya çapında tek workshop olma özelliğini taşıyor

28 Nov 2012

Neuromarketing
Workshop
BY

© Copyright 2002-2010 SalesBrain

the book
• First book on
Neuromarketing
• Translated into 10 languages
• Over 32,000 professionals
Trained

awards
• 2008 Vistage
“Above & Beyond” Speaker Award

• 2009 American Marketing Association
“Next big thing in marketing” award

07
• 2011 Advertising Research Foundation
“Innovation Research Distinction” Award

© Copyright 2002-2010 SalesBrain

Marketing doesn’t work

What do
you want? ?

© Copyright 2002-2010 SalesBrain

NeuroMarketing MRI
Facial Decoding

EEG

Eye tracking

Skin conductance
Voice analysis

© Copyright 2002-2010 SalesBrain

Applied NeuroMarketing

yes!
STIMULUS

© Copyright 2002-2010 SalesBrain

a buy button
IN THE brain!

© Copyright 2002-2010 SalesBrain

Understanding the BRAIN TO improve

YOUR MARKETING

Your
Customers'
BRAIN

© Copyright 2002-2010 SalesBrain

We are one of the
leading providers of
integrated, flexible,
easy to use…

?
Vendor Customer

You will get: Now I need
1. Better to rationalize
2. Stronger my decision!
3. Faster

Yes!
Vendor Customer

what stimulates
the reptilian
brain?
© Copyright 2002-2010 SalesBrain

six stimuli

To the Reptilian BRAIN
© Copyright 2002-2010 SalesBrain

SELF-centered

© Copyright 2002-2010 SalesBrain

CONTRAST

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TANGIBLE

© Copyright 2002-2010 SalesBrain

Attention
Retention

TIME
© Copyright 2002-2010 SalesBrain

six stimuli

© Copyright 2002-2010 SalesBrain

FROM 6 STIMULI
To four steps

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four steps

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STIMULUS #1

© Copyright 2002-2010 SalesBrain

Is it about?

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PAIN Exercise
1.1 Imagine…

1.2 List frustrations, PAINS,…

1.3 Rewrite slogan to cure top
PAIN

© Copyright 2002-2010 SalesBrain

THE ICEBERG
Middle New
Decision
Drivers

UNconscious
Conscious
PAIN
Reptilian

© Copyright 2002-2010 SalesBrain
FEAR

Re-enact
the PAIN

© Copyright 2002-2010 SalesBrain

Your customer true PAIN
Want
Your
Product
Pain

THEIR
3rd PAIN?
?

© Copyright 2002-2010 SalesBrain

PAIN Exercise
Dig, Dig and
keep digging

© Copyright 2002-2010 SalesBrain

STIMULUS #2

© Copyright 2002-2010 SalesBrain

CLAIM Exercise
2.1: Your top 3 CLAIMS
Therapeutic to Pain
Original to you
Provable
2.2: Your Competitors’ CLAIMS
2.3: Wordsmith CLAIMS
2.4: “We are the only company…”

© Copyright 2002-2010 SalesBrain

STIMULUS #3

© Copyright 2002-2010 SalesBrain

3 Sources of Value
Financial

Strategic

Personal

© Copyright 2002-2010 SalesBrain

WHAT Value/Proof?

CC Demo Data Vision
$
S
P
© Copyright 2002-2010 SalesBrain

WHAT Value
What Proof?

CC Demo Data Vision

$
S
P

© Copyright 2002-2010 SalesBrain

GAIN Exercise
For each of your CLAIMS:
3.1 Unveil all the Benefits
3.2 For each Benefit Quantify
its:
– Financial VALUE
– Strategic VALUE
– Personal VALUE
3.3 Prove the VALUE with:
– Customer Case
– Demo
– Data
– Vision
© Copyright 2002-2010 SalesBrain

GAIN Exercise
Prove your case

© Copyright 2002-2010 SalesBrain

building and delivering

Your
message
© Copyright 2002-2010 SalesBrain

Reptilian Exercise
Hit your
Target

© Copyright 2002-2010 SalesBrain

MESSAGE
six BLOCKS

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message 7 boosters

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What do you think?

© Copyright 2002-2010 SalesBrain

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2. the book • First book on Neuromarketing • Translated into 10 languages • Over 32,000 professionals Trained

3. awards • 2008 Vistage “Above & Beyond” Speaker Award • 2009 American Marketing Association “Next big thing in marketing” award 07 • 2011 Advertising Research Foundation “Innovation Research Distinction” Award © Copyright 2002-2010 SalesBrain

9. Understanding the BRAIN TO improve YOUR MARKETING

13. We are one of the leading providers of integrated, flexible, easy to use… ? Vendor Customer

14. You will get: Now I need 1. Better to rationalize 2. Stronger my decision! 3. Faster Yes! Vendor Customer

39. CLAIM Exercise 2.1: Your top 3 CLAIMS Therapeutic to Pain Original to you Provable 2.2: Your Competitors’ CLAIMS 2.3: Wordsmith CLAIMS 2.4: “We are the only company…” © Copyright 2002-2010 SalesBrain

46. GAIN Exercise For each of your CLAIMS: 3.1 Unveil all the Benefits 3.2 For each Benefit Quantify its: – Financial VALUE – Strategic VALUE – Personal VALUE 3.3 Prove the VALUE with: – Customer Case – Demo – Data – Vision © Copyright 2002-2010 SalesBrain

49. All STiMULI

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