6 Buyer-Centric Stimuli
What is Business Development?
How to Resonate with your prospects.
Bust the biggest deal breakers.
What is Resonance?
It's basic physics...
When two things vibrate at the same frequency, it causes their motion to amplify and gain momentum.
Content must have same frequency as prospect’s Intrinsic Requirements.
Resonance can break down the biggest barriers to a successful deal.
EXAMPLE: Resonance broke down the Tacoma Bridge in Nov 1940.
6 Buyer-Centric Stimuli create resonance.
95% of purchase decisions are made by the emotional subconscious brain.
2007 book, "Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain" by Christophe Morin and Patrick Renvoise presents these 6 subconscious stimuli:
1. Personal: The subconscious is self-centered. It's responsible for survival
- Personalize content to be about the prospect’s survival and success.
2. Contrast: Ambiguity is difficult to process and may initiate fear
- Present information in concrete terms with clear differentiators.
3. Tangible: It's not designed to process words
- Write simple words and concepts instead of vague complex jargon.
4. Memorable: It has short attention continually anticipating next steps
- Mystery and suspense create high levels of dopamine in the reward center. So, deliver the greatest value at the beginning and end of discussions while inspiring anticipation of next rewarding steps.
5. Visual: Optical nerve is connected and controlled by subconscious
- Use graphics, they are processed 40X faster than hearing.
6. Emotional: Prefrontal cortex drives perceptions and response to emotion
- Continually assess and support the prospect’s emotional state.
3 Categories of Resonating Content:
1. News
Curate industry news and intelligence information that benefits the prospect’s success, including Use Cases, Competitor Intelligence, Market Opportunities, and Custom Assessments.
2. Notoriety
Elevate the prospect’s status, within the community, including Prospect Case Studies, Prospect Podcast or Webinar Interviews, and awards.
3. Networking
Expand the prospect’s network of valuable community relationships, including introductions to future customers, peers, and industry power players.
BD doesn't end at the deal.
It continues throughout the entire customer journey.
Continue building upon initial expectations and customer intimacy.
Continual trust and intimacy lead to affinity called “Rapport Building.”
Resonate to build your raving fans.
Tony Gray, BDP
Author of the Business Development Body of Knowledge
Get your copy on Amazon today!