Dr. Brynn Winegard (
@DrBrynnWinegard) is a world renowned business brain expert. She is a full-time professional keynote speaker who combines brain and business science to dissect, redevelop, and augment how we work. Dr. Winegard teaches about persuasion and influence from a brain perspective and provides several actionable tips.
In this episode, Brynn talks to me about neuro selling and how our brains receive messages on visual and subconscious levels. I ask her how sales and marketing professionals can most effectively communicate and not waste resources in areas where our audiences are inattentive. Brynn provides advice on how we can build new relationships on subconscious levels by acknowledging the SCARE model: Status and social capital, Control and choice, Autonomy and ambiguity, Relationships and connectedness, Equity and fairness.
Questions During Episode
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What exactly can sales people practice in order to dig into the subconscious levels of their audience?* What are some things that we can that we can do in a web meeting to grab a hold of some of the subconscious decision criteria and pull those in our favor when selling?* What should we do and what should we not do?* How can we really make the best use of to go deep into the attention that we are getting at that moment?* How can we best build relationships on a subconscious level?* What do you believe is the most common connection that you make with someone else when you’re first meeting them?
Links and Mentions
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Scientific proof your brain was designed to be distracted*
5 Social Threats or Rewards – SCARF (SCARE) Model* Status and Social Capital* Control and Choice* Autonomy and Ambiguity* Relationships* Equity and Fairness*
Why Your Brain Filters Out Marketing
Contact Dr. Winegard
* Web –
DrBrynn.com* Twitter –
@DrBrynnWinegard
Podcast Transcription
Dr. Brynn: People don’t buy what you do, they buy why you do it. I think if you really get thinking of the depth of that then what am I in this business for? It’s really because what I discovered from my research and training was that, most people don’t know how to use their own brain.
Dr. Brynn: The idea is that with neuro selling, we’re trying to look at the brain-based principles of the brain. What’s true about the neuro functionality of the human brain in general that we either have a misconception about? One of the things of course is or at least I could make sure to mention is how distractible the brain is and the idea that where I usually start without that is that the human brain is 5% conscious, 80% sub-conscious, and 15% completely unconscious. What we typically do in the sales process is we typically sell to the conscious brain with rationality and logic and with facts, and figures, and data, and studies and key studies when in fact, that part of the brain is your study that you sent me and a lot of the studies out there. I mean, it is a very small portion of the brain. It is, by the way, 5% at a maximum,
