When we talk about sales, in short, at some point in the conversation we are going to talk about neuromarketing. But what is neuromarketing? The neuro marketing is a field of study that has combined marketing with neuroscience in order to understand how the brain works in consumers. To understand how the brain works in people allows us to be able to anticipate their response to a sale. Remember that the sales are carried out in many ways, but regardless of the mode, which is always repeated is a person who offers a product and one that receives information about that product. The interaction in the sales process has been studied in order to understand what are the most common responses against certain stimuli and how these can be beneficial if you are looking to make a sale. In the same way when we talk about marketing, what we talk about is a series of techniques derived from studies in order to increase the marketing of a product. Sales and marketing are related and work hand-in-hand in order to achieve business objectives. But when this relationship, we give him increase in a neurological study of human responses against certain stimuli, what we achieve is the creation of a weapon extremely powerful to be able to achieve a growth business that you are looking for.
How does the Neuromarketing?
The study of the response of the impulses neuronal through mris, or electroencephalograms allow you to measure brain's responses and physiological when people are exposed to various types of stimuli. When these stimuli are directly related to marketing, advertising, packaging, commercial, or some kind of speech of sale, we can measure and achieve sales strategies more efficient and able to improve sales. The human brain reacts and makes relations on the basis of what is observed. An example of how the brain works in front of stimuli may be:
- Imagine that you are thirsty and you have only a single glass of juice and pure lemon.
- Imagine that it is a sunny day at 30° C and you have walked for two hours, you come home with thirst and in your refrigerator find yourself a pitcher of lemonade.
If in the first case somehow you felt a slight acidity in your mouth, this is due to the association neuronal your memory did. If on the other hand, in the second case you felt a sense of peace or mentally said, I take full pitcher, because you've just become a participant in an association neuron and a marketing gimmick very used. Now you can understand why carbonated beverages or soft drinks always come with a commercial full of light and movement. The natural light makes reference to the brightness of the sun that is linked to the heat, and the movement to physical activity, which we will relate inevitably with thirst. Always at the end of a physical activity often end up with thirst. This is because our body is dehydrated and the brain seeks to maintain homeostasis, so it issues the warning of thirst.
This way is that neuromarketing seeks to find the mechanisms subconscious human behavior. Understanding the mechanics of the mental activity allows us to know what are the threads that move the consumer behavior to create marketing strategies more effective.
What is neuromarketing real estate?
The real estate marketing is not another thing that the application of the study of neuromarketing to the real estate sector. To understand the answer subconscious of the people in front of stimuli related to architectural spaces, lighting, color science, environmental awareness, the temperature, the integration with nature and the welfare state are some points that can be analyzed in the neuromarketing. The knowledge derived from the study of neuromarketing are used to encourage strategies that help to increase the sales of real estate.
What are the neuro sales in the real estate sector?
The neuro sales are the implementation of the strategy created thanks to the neuromarketing. This approach focuses on understanding the emotional processes, and brain of the customers during a sale for influence in the final decision of the purchase.
To understand the functioning of the brain, and have psychological knowledge allows you to create sales strategies of high effectiveness. To have a better understanding of the process of responses to stimuli of a buyer, the seller can adapt the message to the end in a closing of the sale. Some of the tools used during the neuroventas are:
- Storytelling emotional: The storytelling or narration of stories is a communication tool that is based on telling stories in order to transmit a message. Instead of transmitting the information in a manner cold, or simply in a direct way, the storytelling look for a better connection between the participants of the communicative act. The storytelling emotional on the other hand is the application of the storytelling that focuses on connecting with the emotions of the audience or potential customer that we want to sell you a product. This tool neuroventas is based on the idea that people tend to react in a positive way in front of emotional stimuli that can be found in the stories that we propose to improve the sale. The neurovendedor does not sell a product that sells an experience. The main advantages of this tool are that you get a better capture the attention of the customers, the stories are remembered in a better way than the isolated data so that we will be more time in the minds of customers, generates empathy on the part of our audience as connected with positive emotions, and we can convey the message more powerful.
- Persuasive language: All sale is often accompanied by a persuasive language where what is sought is to convince the customer that the purchase is the best option. By your side the use of persuasive language within the neuroventas looking to connect with positive emotions that arouse the interest of the customers. This is accomplished through the use of words that work as triggers, among these triggers, we can see words with solutions, benefits, scarcity, well-being, tranquility, peace, and positive emotions.
- Approach benefits: The best way to get into the mind of the customers is to focus on the benefits that can arise from the purchase of what we sell. Give technical features does not work if what you want is to connect with the emotions of our customers. In neuroventas talk about the benefits and to display the possible state of well-being that is going to produce the purchase of our product is a powerful tool to be able to close sales. Customers to match the emotions that we seek to convey is the way to a big sale.
- Image and color of high impact: The psychology of color and the knowledge of signs and images is important in the neuroventas. The knowledge of how colors influence mood and conveys each color is important if we want to increase our sales. That said, to understand what colors convey peace, joy, seriousness or professionalism allow us to give you a message that you can achieve the desired sale. When we talk about image of high-impact, on the other hand, we understand that the forms are also important to convey a message of sale. Certain forms convey positive emotions. In this sense, when we talk about the color and the shape is not only talking about what we show to the clients, but also what we imagine and how we present ourselves to them.