The Brain Audit: Why Customers Buy (And Why They Don't)

Even in situations where they don’t ask for an exchange or a refund, they remember the experience of being rushed. And a rushed customer’s brain embeds a memory of the pressure, and becomes hesitant to come back in future to buy more from you.

Just like on a board, where the

tiniest part of the board

A reverse testimonial is simply a testimonial that starts off in reverse. All testimonials start off with the praise, and continue with the praise of a product/service.

could possibly ask. And you list the answer to those specific objections. If a customer comes up with more objections than you have on your list, just add it to that list of objections.

In every commitment or purchase scenario, the ‘buyer’ is going to have objections. Hiding the objections doesn’t speed up the ‘sale,’ because the objections don’t go away in the ‘buyer’s’ head. It’s way better to bring up the objections and give each objection its due spotlight.

And after you’ve read a couple of those icky-sweet testimonials, you feel like you’ve had quite enough. If you had a big dose of wonderful testimonials, you start feeling a little sick. And there’s a reason why. You’re getting a massive overdose of ‘sugar’.

seems to attract the largest number of dart-throwers.

ahead. The other part of our brain is bringing up all the reasons why we should stay put. The very fact that we have to commit to the relationship causes us to come up with every reason why the relationship may not work—just so we can make it