Why do mammoths buy from us?


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"You don't buy". — you probably heard a similar statement, perhaps from marketers, somewhere at a business conference, or read it. This phrase belongs to Hopkins, the founder of the scientific approach to marketing, when marketing itself did not exist as such.

If this phrase has been important and relevant since the beginning of the 20th century, then today, first of all in the CIS countries, it will be relevant to paraphrase it: "They don't buy from honest people."

But first let's touch on an old Indian proverb about two wolves fighting:

When making a purchase decision, a similar situation occurs. 2 brain regions are activated (one FOR the purchase, the other AGAINST), blood rushes to them, they begin to actively consume glucose, and the area that is activated more strongly wins. There is also the 3rd precinct, a kind of judge, based on the decisions of these two precincts, makes a verdict.

AGAINST, the amygdala(amygdala) is always the part of the brain responsible for negative emotions, negative experiences, pain, etc.

FOR EXAMPLE, the nucleus accumbens is a region of the brain associated with positive emotions, with the desire for possession. I want it here and now! "it's about him.

The prefrontal cortex acts as a judge.

Of course, this is a simplified version, but it gives an approximate understanding of the process of how our brain works when making a decision.

So, when we are offered to purchase a particular product or service, the first 2 sites are activated independently of each other.

The amygdala. This includes the price of the product or service, if any, then the previous negative experience of purchasing such a product. Also inconveniences associated with the purchase: this can be transportation, long paperwork, a small guarantee, an incomprehensible result from a product or service, etc.

If you think of this part of the brain as a Korean woman, then this is definitely it:

The nucleus accumbens anticipates the outcome of the acquisition. If it is a fashionable gadget, then it is an opportunity to show off in front of friends; if it is a tour, then it is a pleasure to travel; if it is a marketing service, then it is a pleasure to make a big profit, etc.

If you think of this part of the brain as a cortex:

The prefrontal cortex analyzes this data, and from which part of the brain the stronger signal comes, then on its basis makes a decision whether to buy or not. If we are talking about an expensive purchase, and the signals from both sites are approximately the same, then other sites are actively connected, and a deeper analysis takes place.

Now let's get back to products and services. Any honest business has its limitations dictated by the real world. For example, a high-quality product with a long warranty, good service and other additions that cover all the pain and inconvenience of the client, can not be cheap.

This perfectly describes the love triangle of time, price and quality:

Utopia in reality is hardly achievable in any niches. But scammers just like to focus on it.

Let's look at how the structures of our brain work when a client is offered such an ideal option — utopia:
  • Low price, short time frame (and the brain reacts negatively to getting the result somewhere far away in time, it needs it here and now). They weaken the activity of the amygdala and the client does not experience negativity.
  • The low price and the result of the purchase well stimulates the nucleus accumbens, which makes the client more and more eager to purchase a product or service.
  • The prefrontal cortex analyzes all this, also connects other areas and analyzes the long-term prospects of buying, and the certified quality completely inclines the choice in favor of buying.
Result. The client is happy to pay.

Fraudsters and unscrupulous businessmen can easily manipulate these aspects, easily closing all the pain and increasing the anticipation of the purchase result.

Take the example of a construction company.

Wooden cottage of 250 m2.
  • Price 10 million rubles
  • The construction period is 2 years. Since the tree requires time to shrink.
  • Warranty — 7 years.
Construction will require:
  • pay for high-quality materials,
  • buy wood,
  • pay taxes,
  • pay employees,
  • purchase tools and supplies.
As well as give guarantees that it undertakes to fulfill at its own expense.

A fraudster or an unscrupulous builder can easily make a tastier offer.

Price 4 million rubles

The construction period is 11 months.

Warranty — 15 years.

Of course, this offer is much more tempting than the first one.

And such a builder can easily:
  • dump workers,
  • avoid taxes,
  • buy the cheapest and most unsuitable materials,
  • take the stolen forest.
  • or just start the foundation, and then drag out the construction indefinitely.
Especially "utopia" is easy to sell to various coaches and info-gypsies, as they are able to promise anything, presenting their knowledge as a panacea for all the client's problems and a pass to the life of his dreams.

Therefore, such people like to first ask about your dreams, desires, and present wonderful cases where their students have radically changed their lives. And only after the adjacent core in the client's head gains maximum activity and the person already imagines a rain of bills in the near future, then they begin to sell actively.

And when the difference in signal potentials between the amygdala and the nucleus accumbens is huge, the prefrontal cortex easily makes a choice without affecting other parts of the brain to analyze the situation.

The same applies to sales through consulting and price calculation. A professional, before giving an exact price for his servants, must make a calculation and take into account many factors, and this takes time, while a fraudster can call any numbers from a fool and guarantee their fulfillment.

People are less likely to buy from honest people, as they fall into a simple trap of reason.

Always try to include your head when making decisions. Do you wonder if a person or company that gives you a very tasty offer will be able to fulfill it? Try to look at the situation as a third-party expert who gives advice to the buyer (yourself). This will help you avoid many problems and avoid the pitfalls of your own mind.