Some students were asked to participate in an experiment.
They had to give a vote to a teacher they didn’t know. And they certainly didn’t miss the opportunity of this ideal revenge against a representative of the hated “enemy” category.
So, they were shown a 10-second video without sound of a teacher’s lesson.
Then they were able to realise the dream of life by giving a vote to the professor, estimating the professional effectiveness only and solely on the basis of those 10 silent seconds.
Sure, they couldn’t wait for it…
But now it’s time for good news.
Another group of students, and the same video without sound, but reduced to only 5 seconds.
Average grade: almost similar to the first group.
Third group: same video without sound, reduced this time to 2 seconds.
Vote still surprisingly consistent with the first two.
And now guess what was the average vote assigned to the professor by his TRUE students, those who had followed his entire course?
Exactly: about the same.
In short: a person watching a 2-second silent video can estimate the skill of an unknown teacher by coming to the same conclusions as his students who have followed lessons for a year.
This is what psychologists call “adaptive subconscious”.
What does this have to do with selling?
It has something to do with it.
Because it shows once again the influence of the subconscious in human behaviour. And therefore, also in buying behaviours (so, in sales).
Do you want a practical application with numbers?
I’m borrowing the case of one of our customers, ZUMTOBEL, a leading lighting company, who has developed a futuristic project called “Limbic® Lighting”. Thanks to neuroscientific research, Zumtobel was able to classify 7 emotional profiles that react differently to different lights. It then created solutions that increased store sales by 10% and specifically illuminated them according to its ideal customer target.
Isn’t that fascinating?
Therefore, sales aren’t only rational: they are also an emotional experience linked to the activation of the subconscious.
And if a person evaluates an unknown professor in two seconds… what will a new customer think of us when he meets us for the first time?
That’s why I’m a supporter of the “Confidence factor” as the No. 1 lever to succeed in sales.
In fact, those who say that the order is taken or lost at the beginning of the sales cycle, not at the end, are right. Because the confidence factor is generated in those 2 seconds, and without confidence everything else is uphill.
Do you inspire confidence? And your sellers? Would you buy from them?
This different approach to sales, based more on trust than on techniques, is part of our model for systematizing marketing and sales processes.
To find out more, read here how it works and what it can allow you to do:
Until 24:00 on Monday, April 4 we’re promoting a very rich package consisting of 7 products, in collaboration with colleague and friend Valerio Fioretti web marketing specialist. To find out more, read our sales letter and then, by clicking on the “Add to Cart” button, you’ll go to the explanations page.
In addition, Valerio Fioretti has organized a surprise webinar for today, Friday, April 1, at 17:00, to present live his course on Authority (which happens to be similar to Confidence).
During the webinar, I can already anticipate, an ADDITIONAL BONUS will also be revealed for all those who join the offer promo. If you can’t participate in the live show, register anyway to see the replay, the places are limited: register now by clicking here.
(Technical “last minute” note: the link to the webinar does NOT work with Fastweb connectivity, due to a problem with the servers of the webinar’s American platform. In this case it is advisable to register from a mobile phone or tablet outside Wi-Fi.)