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Patrick Renvoise and Cristopher Morin, Neuromarketing Understanding the Buy Button in Your Customers Brain, Nashville: Thomas Nelson Inc., 2007, xii + 243 pp., US$ 22.99 [Hardback]. ISBN 978-0-7852-2680-2 DOI: 10.1177/097226291201600116
The book is essentially aimed at the sales and marketing professionals who have to convince customers and make them buy their products from a competitive set. Thus, the focus is on understanding the 'buy buttons' in the cus- tomer's brain.
The basic premise is that the complete human brain can be conceptualized to consist of three brains, the new, mid- dle and the old. The book focuses on 'marketing' to the old brain as this is considered to be the final decision-maker as far as purchase decision goes. Thus the standard sales pro- cess of need satisfaction selling, which includes uncover- ing customer needs, supporting them with specific benefits and closing the sales is mapped on to the way the old brain functions.
The book starts with understanding the characteristics of the old brain. These characteristics are: brain is self cen- tered, works with contrast, seeks tangible inputs, focuses on beginning and end, is visual and reflexive, and is only triggered by emotions. So the basic idea is to sell to a 'per- son', who can be understood as a 'feeling machine that thinks' rather than the prevalent notion of a rational man.
The selling process has been thus broken down to four sequential steps. They are-pain identification, making differentiated claims, demonstrating the gain to the buyer and appealing to the old brain. The emphasis has been given to appealing to the old brain as it holds...