Using Insights to Engage Both Sides of the Prospect’s Brain

Win over prospects by using insights from social selling to engage both sides of the brain: left and right, rational and emotional.

October 10, 2016

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A great sales pitch will go far, but even the best sales pitch simply isn’t enough in today’s market. In order to win over a prospect, you need to both understand their industry and empathize with their needs.

In other words, you need to engage both sides of the brain—left and right, rational and emotional. To accomplish that, insights borrowed from LinkedIn and social platforms may be the missing link.

Leading with Insights

Since the advent of the internet, the business world has changed tremendously. Your prospects have access to more information—and more options—than ever before. They also have less patience. Where they once were willing to sit through a series of sales pitches, they’ll now do their own research online instead.

It used to be that you could ask key questions of your prospect during your first conversation, gaining important insights into their needs, challenges, and goals. But that’s no longer true for many businesses. The reality is that your prospects simply don’t have time to explain their challenges to you.

Rather, you should see your interview as an opportunity to prove that you already know the territory, and that you have a significant level of expertise in their specific industry. If you can demonstrate that, you’ll have a much better shot at convincing them to buy.

Rational and Emotional Appeals

We often speak of the brain’s two hemispheres, left and right, as operating independently. The left side rules over math, statistics, and rational thinking, while the right side is creative and emotional. Sales reps tend to focus on the rational side, but that’s an ineffective strategy, and it leads to unexceptional results. In order to win deals, especially those that require a prospect to change their point of view, you need to appeal to them on a deeper level.

Yes, you’ll still rely on the traditional, informational elements of a sales pitch—including data, charts, and graphs. However, you’ll need to find a way to couple that with an emotional appeal. To succeed, you’ll have to step into your prospect’s shoes.

Ask yourself: what’s their story, and what keeps them up at night? Try to see their challenges from their perspective, honing in on their unique fears and desires. From there, you can position your product as the best possible solution to their problems.

Learning to Think Socially

In rare cases, you’ll have the answers already. Whether through research, experience, or your organizational training, you may know your prospect’s industry—and their concerns—before you even speak with them. But much more often, you’ll have to do your own homework.

Fortunately, social selling can help you to gain the insights necessary to win over your prospects—through both rational and emotional appeals. You can learn about their industry by making connections and joining relevant groups on LinkedIn. Likewise, you can learn about their challenges by reading posts authored or shared by your prospects or their peers. By doing so, you’ll end up with significant ammo to both impress and sway them.

Modern selling is about more than just having the superior product or pitch. You need to find a way to reach both sides your prospects’ brains—and social selling can help.

For more great tips and social selling best practices, download our Make Sales Simpler eBook.