Want to seriously up your close rate? Then stop being so darned positive. We love talking to prospects about the BENEFITS of our products, simply because it’s a more pleasant conversation. It’s just more fun to endlessly blather on about the rosy future our product empowers.
The city of Chicago had a big problem. Street trash was everywhere. So the city came up with a brilliant plan: start paying everyday people to collect street trash. But crafty citizens started gathering trash from one neighborhood, then quietly depositing it in another. They had inadvertently incentivized people to drive around the city, moving trash from one place to another.
Why do most of us tend to pick A and not B? It’s because our brain gets caught in a bit of a TRAFFIC JAM. When I threw choice A at you, your brain instantly got busy analyzing. But your tired brain wasn’t done processing choice A, when all of a sudden, choice B comes barreling down the line. Because your brain was still preoccupied with A, B never really got your full attention and consideration.
Most of us envision our brain as a lot like a computer – a big collection of electrical circuits. But our brain isn’t just ELECTRICAL, it’s also CHEMICAL. For example, when we get scared, our brain signals the release of adrenaline which increases our heart rate, raises our blood-sugar level, and oxygenates our blood.