The limbic system is instinctive—older than language, faster
than thinking. It controls trust. It controls attention and desire.
And logic must stand aside until the limbic part of the brain says
decides something is trustworthy. In primitive times it was
constantly alert for danger. Detecting threats spelled the
difference between life and death. That function is still important
today (although the kinds of risks are very different).

So here's how the buyer's pattern works.

Step One - Court the limbic system
Provide reasons for the limbic mind to be interested in you. Let it get to
know and like your personality, the unique flavor of the business.
Once it decides it's interested (or not), it hands the matter off to logic,
which waits to be called up.

Step Two - The logical mind evaluates the arguments and facts
It considers the pros and cons and arrives at its best choice.

Step Three - The mind then defers the final decision back to
the limbic mind
It says Yes or No. The final decision isn't logical, and rational thinking
plays a secondary role. Although it's willing to let you think it runs the
show, that's not true.

Step Four - Action
The sale—if you've done it right; or a missed opportunity.

Step 2 is supposed to come "after" Step 1. But sales people usually
want it first. It doesn't work that way. Most Web sites and business ads
start directly with logic, unaware of the vital importance of the limbic
system. But getting the buyer to purchase without its blessing is a long
shot.

Successful businesses make more money because they speak to the
deeper (emotional or instinctive) concerns of their specific market.
They engage their buyer's limbic mind in a unique and noteworthy
way—a way that matters to them. The value of that company's
products and services (which are seldom unique to them) are
secondary to making that strong limbic connection. The ability to do so
doesn't depend on their size, bankroll, or how long they've been
around—but on understanding what their customers really wants.

The Mating Call
You need to send a “mating call” of attraction. By knowing your buyer's
desires, you understand they're looking not just for products or
services, but the good feeling that they expect to go with them. Your
ability to deliver that feeling (in a variety of ways) is evidence of your
enhanced value to them. They buy because they want that intangible
“something” that makes you stand out from the rest.

A buyer's limbic system decides in an instant—and doesn't change its
mind. That part of the mind constantly scans for either of two
things—what it likes (attraction) and, equally important, what it dislikes
or fears.

Anything else hardly rates a notice (indifference)—and that includes
most information. It has already decided from the context even before
the words are heard or read. Find out what the limbic mind likes

But don't assume the limbic mind is only alert to face-to-face
exchanges. Printed materials, ads, Websites, packaging, facilities and
every other component of your operation all must face its scrutiny. It
can spot the inconsistent signals you don't even know you're sending.
But you can make your business limbic-friendly with no more expense
or effort than you already spend. Replace limbic-disturbing signals
with confidence-building ones.

Jarring or inconsistent signals turn the limbic mind off They may seem
minor, but they cost you big time. The limbic mind doesn't decide by
words (content) but by more subtle signals that people send without
intending to (context). It can be fickle, if you don't continue to amuse,
or if you fail to deliver. But it can also be determinedly loyal—when the
connection forged with her is strong and personal.

By wooing the limbic system, you'll get the attention of the only buyer
that matters. So assess your business practices and promotional
materials to ensure they acknowledge its crucial involvement. When
they're limbic-friendly, all your other sales efforts will yield greater
returns.

Dr. Lynella Grant is an expert on the signals that make up the body
language of a business. Author of The Business Card Book and
Stop Looking Like Small Potatoes    Off the Page Press
(719) 395-9450  http://www.giantpotatoes.com