Patrick Renvoise - Neuromarketing: Understanding the Buy Buttons in Your Customers Brain

by SalesBrain LLC, 2007.

This book was previously published in 2002. SalesBrain LLC,
ISBN #0-9743482-2-8. It has been substantially revised and updated.

All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, scanning, or otherexcept for brief quotations in critical reviews or articles, without the prior written permission of the publisher.

Published in Nashville, Tennessee, by Thomas Nelson. Thomas Nelson is a trademark of Thomas Nelson, Inc.

Thomas Nelson, Inc., titles may be purchased in bulk for educational, business, fundraising, or sales promotional use. For information, please e-mail SpecialMarkets@ThomasNelson.com.

Custom Photos by Frederic Neema of Frederic Neema Photography
www.fnphoto.com

Library of Congress Cataloging-in-Publication Data

Renvois, Patrick.
Neuromarketing : understanding the "buy button" in your customer's brain / Patrick
Renvois and Christophe Morin. -- Rev. and updated.
p. cm.
Rev. ed. of the English ed. with title: Neuromarketing. 2002-2005.
An earlier English ed. also published with title: Selling to the old brain. 2002-2003.
ISBN 978-0-7852-2680-2
ISBN 978-1-59555-135-1 (IE)
1. Neuromarketing. 2. Marketing--Psychological aspects. 3. Consumers' preferences.
4. Neuropsychology. I. Morin, Christophe. II. Title.
HF5415.12615.R46 2007
658.8001'9--dc22

2007029695

Printed in the United States of America

07 08 09 10 QWM 1 2 3 4 5 6

To my wife, Nathalie, for her unconditional support during the long and lonely months of research work that led to this book. Her love is a constant source of energy.

To our son Theo. At the tender age of 4 he already knew how to push our Buy Button!

~PATRICK RENVOIS

To Bonnie for her support, love, and for giving me the strength to be true to myself and my passion.

To my sons Elliott and Oliver, hoping that they will use principles of this book to increase their future success and happiness.

~CHRISTOPHE MORIN

CONTENTS

Dear Reader,

Within your cranium lies the most evolved object in the known universethe human brain.

This small organ of 1,500 cubic centimeters and 6 kilograms contains over 100 billion living cells and 1 million kilometers of interconnecting fiber. What is more, it only requires the power level of a 60-watt incandescent light bulb to operatethe equivalent of three meals a day!

But exactly how does it function? How do we derive our emotions, our motivations, and our decisions, big and small, from such a compact and complex device?

In this book Patrick and Christophe bring forth a new theory that explains how the brain arrives at its conclusionsboth consciously and subconsciouslyand when this happens automatically and independently of our educated logic.

Step by step we are led to understand the interaction between the old brain and the new brain, and how the former overrides the latter in matters ranging from survival to everyday decision making. The conclusion: twenty-first-century educated consumers have less control over their rational choices and decisions than they may think!

As the book reveals, our old brain, the reptilian brain, has retained a remarkable grip over our everyday lives, in spite of the enlarged neo-cortex, the new brain, that has evolved to wrap around it physically. Yet it is indeed the neo-cortex which distinguishes human beings from all other primates on our planet. In spite of our modern ability to analyze and rationalize complex scenarios and situations, the old brain will regularly override all aspects of this analysis and, quite simply, veto the new brains conclusions.

The interaction between the old brain and the new brain is exactly the thesis of this bookan interaction that sheds light on the new phrase neuromarketing. Such areas as public speaking, presentation making, proposal writing, consulting, and many other dimensions of sales and marketing are all subject to such interactions. More specifically, the book identifies the language of the old brain versus the language of the new brain, and how we can speak to each accordingly.

Sales and marketing professionals at all levels will learn how to diagnose the underlying pain that clients are dealing with and how to recognize the hidden elements of financial, strategic, and personal pain contained therein. And of equal importance, the reader will learn the critical aspects of building trust and credibility with clients in todays dynamic worlda world of fast-moving claims and counterclaims where deeper human relationships are often sadly overlooked.

Individuals on both sides of the equationbuyers and supplierswill each benefit from a thorough knowledge of the principles contained in Neuromarketing: Understanding the Buy Button in Your Customers Brain . The book reveals what our most admired professionals know intuitively.

This is a wonderful read that will influence your business as well as your daily affairs. Neuromarketing is opening a new era where the art of influencing is being enhanced by science.

Bob Bishop

Chairman and Founder,

BBWORLD Consulting Services

Geneva, Switzerland.

Chairman, Strategic Advisory Board,

EPFL Blue Brain Project

Lausanne, Switzerland.

Former Chairman and CEO,

Silicon Graphics, Inc.

Mountain View, California.

In 2002, during twelve months of retreat and extensive research in sales, marketing, and neuroscience, I developed the basis of a method called Selling to Old Brain, now recognized as the first Neuromarketing model.

I shared my work with a few friends, all sales and marketing professionals, including Christophe Morin the then-Chief Marketing officer at RStara publicly traded company. Christophes feedback was similar to my other friends who all gave great positive feedback to the draft of the book but I couldnt trust any of them. As friends it was predictable that their opinions would support of my work.

However, Christophe went further: he volunteered to edit the book, quit his job, and co-founded SalesBrain, a company which would be dedicated to applying the principle of that method.

For an additional twelve months, Christophe and I partnered to refine the book and present a solid, proven formula to increase anyones selling effectiveness. The book is still narrated by me, Patrick, as when I produced the first draft. Youll find it packed with stories, examples, and an effective, scientific formula for success. Today this book is available in seven languages, and over 10,000 sales and marketing professionals have been exposed to the method.

May the power of the Old Brain be with you!

Patrick Renvois

Have you ever been in a sales situation where you were absolutely convinced you had the best solution for your prospect, but you still lost the deal? Even the best of us have experienced this paradox.

Selling today is tougher than ever because:

Buyers are more sophisticated, and they are inundated with information.

Competition is more intense.

Sales cycles are longer.

Buying by committee is more common.

Resistance to traditional closing techniques has increased.

Fortunately, learning about neuromarketing will quickly increase your selling effectiveness, enabling you to push your customers Buy Buttons and rapidly:

Deliver convincing sales presentations.

Shorten your sales cycle.

Close more deals.

Create effective marketing strategies.

Boost your revenue and profits.