THE NEUROSCIENCE OF SALES:
ARE YOU SELLING TO THE WRONG PART OF THE BRAIN?

The Birth of NFL Films

In 1962, Ed Sabol won the rights to film the NFL Championship Game with a mere $5,000 bid. Little did anyone know that this single transaction would reshape sportscasting and highlight films forever. Sabol didn't just capture the game; he transformed it into an emotional narrative. He brought enthusiasm and storytelling to the forefront, forever altering the way people watched and remembered games.

The Power of Storytelling

Ed Sabol's philosophy on storytelling was simple yet profound: "Tell me a fact, and I'll learn. Tell me a truth, and I'll believe it. But tell me a story, and it will live in our hearts forever." Sabol understood that to create a lasting impact, you need to connect with people on an emotional level.

The Three Brains and Their Role in Sales

Now, while I may not be a neuroscientist, I've delved into how the brain works and its connection to sales with several experts. Three key parts of the brain trigger action:

1. The Reptilian Brain: This primal part controls our basic functions, such as fight-or-flight instincts.
2. The Limbic Brain: Responsible for emotions, memory, and the ability to learn through emotional connections. This is where most decisions are made, as it's driven by the feelings evoked in us.
3. The Neocortex: The thinking part of our brain, deals with data and information.

Selling to the Limbic Brain

Many salespeople make the mistake of trying to sell solely in the Neocortex, relying on data, information, features, and benefits. However, Ed Sabol's success demonstrates that the true power of sales lies in evoking authentic emotions in your prospects and clients. It's about connecting with the Limbic Brain, where decisions are truly made.

The Emotional Connection Matters

Attempting to persuade with logic alone won't get you far. There's an old saying that goes, "Don't bother me with facts, figures, and logic; it will only get in the way of my emotions." In sales, authentic emotion is the key to winning business. It's about connecting with your audience on a deeper level, one that transcends mere data and information. In fact, Gallup research showed that about 70% of decisions are based on emotional factors, and only 30% are based on rational factors.

The Art of Evoking Authentic Emotion

Successful salespeople understand the importance of evoking authentic emotion in their prospects and clients. It's not about manipulation or convincing based on data and language; it's about forging a genuine connection. This connection is what drives people to take action and make decisions in your favor.

Applying Ed Sabol's Wisdom to Sales

In the world of sales, Ed Sabol's approach to storytelling and emotional engagement offers valuable lessons. If you want to excel in sales, remember it's not just about what you say or the features you highlight. It's about making a heartfelt connection with your audience, triggering the Limbic Brain, and letting authentic emotion guide the way. By doing so, you'll find that you're not just selling a product or service; you're selling an unforgettable experience that lives on in the hearts of your clients , just like those NFL Films of the 1960s.

Are you ready to transform your sales game? If you're inspired by Ed Sabol's approach, take the first step to revolutionize your sales strategy. Start by harnessing the power of emotion in your next conversation.

If you’re ready to achieve exponential sales results through genuine emotion and authentic connection, contact us here to chat more.