Using Neuroscience to Better Answer 5 Questions Leads Ask Themselves Before Buying
Cognitive neuroscience, the study of the brain’s wirings and how these affect behavior, can help you make sense of the things your prospects do. What’s even more interesting is that many of this field’s recent findings shed some much-needed light on how and why your prospects reach a buying decision.
In this post, we’ll go over five key questions that B2B leads typically ask themselves in the decision stage of the buying cycle, and find out what neuroscience has to say about how you should be answering each of them.
To be clear, we’re focusing on the final step before leads turn into customers, so we won’t be talking about prospects’ questions in the awareness and consideration stages. That is, your prospect has already identified a need, has narrowed down her choices, and is now considering your company as a potential vendor. As such, it’s extremely important to get your message right in the decision-making phase since this is where all your marketing efforts become sales results.
#1: Will I really benefit from this, too?
There’s ample evidence to suggest that emotions drive decisions more than reason does.Clinical studies have found that patients with impaired emotions tend to experience decision-making difficulties despite still having their reasoning abilities intact. This means that, at the point of making a decision, feelings take higher priority over hard facts and figures.
Accordingly, your messaging at this stage in the buyer’s journey has to appeal to your prospects’ emotions as well. You need to go beyond telling leads what to think; you help them find out for themselves that your solution feels right and that there’s something in it for them personally, too.
#2: Can I trust this solution?
Your prospects look to others they can relate to in order to help them determine what actions they should take. That’s why word-of-mouth recommendations from peers influence as much as 90% of B2B buying decisions.
Here, social proof comes in very handy. Social proof is the idea that people will do what others are doing if they believe those actions are the right things to do. Some examples of social proof in action are cl