How to trigger the old brain in sales
Let’s face it—understanding how the human brain works is the key to making better decisions in business, especially when it comes to sales. Your brain weighs in at 6 kilograms, houses over 100 billion living cells, and holds a million kilometers of interconnecting fibers. It’s the most evolved object known to mankind, and every decision—especially purchasing decisions—is processed by this remarkable machine.
In Neuromarketing, Christophe Morin and Patrick Renvoise crack the code for tapping into this powerhouse and finding the “buy button” that’s sitting inside everyone’s brain. The secret? Understanding how our three brains work and how to trigger the right one—particularly the reptilian brain (a.k.a. the survival brain)—to pull the trigger on a sale.
Let’s break down how you can use these revolutionary marketing practices to elevate your sales game and make sure your prospects don’t go elsewhere with your solution.
The Three Brains - The Key to Understanding Your Customers
You’ve got three distinct brains:
The New Brain thinks.
The Middle Brain feels.
The Old Brain decides.
The decision-making part—the old brain—is our most primal brain, wired for survival. And that’s the one you must trigger when navigating a sales situation. If you’ve ever lost a deal despite having the best product, it’s likely because you failed to engage this brain properly.
Selling Probability = Pain x Claim x Gain x Old Brain³
This formula redefines how sales people approach the selling process, focusing on the deepest pain and crafting marketing messages that resonate with potential customers.
Step #1 - Pain – Diagnosing the Problem
Every effective pitch starts with pain. Not superficial pain—but real, internal problems your prospect can feel. Whether it's financial, strategic, or personal, recognizing and articulating this pain is the heart of effective marketing strategies.
To sell effectively, you must address:
The type of pain: Is it strategic or emotional?
The intensity and urgency
If the potential buyer truly acknowledges it
This insight is key for marketing professionals and sales people to improve selling effectiveness and shorten the sales cycle.
Step #2 - Differentiate Your Claims
In today’s crowded market, marketing pitches must stand out. According to the book, memorable presentations are built not just on features but on the ability to uniquely solve a pressing pain point.
Offer real substance that speaks to your potential customers’ problems—don’t just push products. These effective techniques are what create attention span breakthroughs in high-stakes scenarios like job interviews or critical client presentations.
Step #3 - Demonstrate the Gain
You can’t just say your product helps—you need to prove it. Show tangible ROI. Use:
Vision-driven storytelling
Data-backed impact
Live demos
Social proof through compelling customer stories
This is how you elevate daily sales messages into convincing sales presentations that truly engage.
Step #4 - Deliver to the Old Brain
This is where the message building blocks come into play.
To grab the survival brain, use:
Strong visuals (big picture context)
Powerful language and repetition
“You”-focused phrasing that prioritizes customer needs
Clear, bite-sized concepts tailored to different learning styles
Remember, less is more. Don’t overload your marketing profession efforts with fluff—stick to clear, emotionally resonant communication.
Use Neuromarketing to Elevate Your Sales
Neuromarketing is more than a buzzword. It’s a science-backed framework that redefines how we structure forms of marketing. Whether you're crafting marketing messages, training marketing professionals, or trying to win over your next big client, this bestselling book offers invaluable insights.
By understanding the brain science behind how people make decisions—and how to craft messages that engage their reptilian brain—you’ll dramatically improve your selling effectiveness.
