Increasing The Power of Your Influence

You are an influencer - a leader.  So let's talk about the neuro-axiology of sales - yes, sales.  For those of you in business development, you'll find value in this article. For those of you who believe that you aren't in sales - LISTEN UP!  Selling is a part of everyone's life.

The word "sell" comes from the Old English word "sellan" which means "to give". Yes, "give", not take or win.  Selling is giving and (whether you are in a sales role or not) giving IS a part of your life.

Win/Win or Win/Not Lose?

Your brain naturally and consistently tries to add value. Every choice you make is a choice that your brain believes adds more value than your unchosen options.

As an influencer, leader, or sales person, your job is to help your client, customer, or follower make the best decision for THEM. You want a true win/win solution - which means the solution adds value to your life AND to theirs. Many times we see folks who try to manipulate the situation (you may even be guilty of this at times). When your mind is self-focused, it only cares to add value to your life. So, win/lose is acceptable, but in the long run does NOT add the most value. So, if you can't get a win/win maybe a win/not lose is acceptable.  That means you win and the client or team member doesn't lose (but doesn't win either.)  That ISN'T selling, giving, or influencing. That is manipulating, taking and DEVALUING!

We've all seen sporting events where teams decide to play 'not to lose' instead of playing to win. My beloved Steelers call it their 'prevent defense' - which usually prevents them from winning. But I digress... If both or all parties are not winning, then both or all parties will ultimately LOSE.

Many times you have a terrific solution for your client or team member yet they don't see the value. As an influencer, it is your role to help them do that. Understanding how the brain makes value-based decisions is what neuro-axiology is all about. When you understand neuro-axiology, even just a little bit, you'll be a better leader and influencer.

The Brain

Most human brains consist of three main areas. The middle brain 'feels'. It processes emotions and intuition. It handles infinite, intrinsic value. It loves what is unique and priceless.  The front brain 'thinks'. It is rational and processes data. It understands the tangible, comparable and measurable. Then, there is the inner, old brain. It's "old" because it is the first part to develop and evolutionally has been around the longest. This part of the brain is our fight or flight, decision-making brain. In the book, How the Brain Works, Leslie Hart states, "Much evidence now indicates that the old brain is the main switch in determining what sensory input will go to the new brain, and what decisions will be accepted."

In order to influence or sell, you must first speak to the older part of the brain. How do you do that?  Well, first you have to understand how this brain thinks:

1) It is SELF-CENTERED. Remember, this part of the brain is about survival (fight/flight/freeze). It is 100% focused on "ME". 100% of your message should focus on your audience. You must be able to see it and present it from your audience's point of view.

2) It likes uncomplicated, VISUAL input. The optic nerve processes data 40 times faster than the auditory nerve. We see much faster than we hear. We are hard-wired to make decisions based on visual stimuli. (When we see something that looks like a snake, we react quickly - even if we later figure out it was just a rope.)

3) It likes sharp CONTRASTS. Clear changes and movement allow this brain to make quick, risk-free decisions. Neutral statements like "we are one of the top providers..." or "we are one of Fortune 500's fastest growing companies..." are disastrous and distracting to a presentation to the old brain.

4) It connects to the EMOTIONAL part of the brain and thus remembers events better when they are experienced with emotion. Seeing the world through the eyes of your audience is the key to understanding the emotions that will impact them.

Now, for those of you in sales roles:

• When was the last time you put uncomplicated pictures or photos into your proposal?

• When was the last time you added a bit of emotion to your presentation?

• How often do you talk about what you or your company does and its capabilities from your client's point of view?

For those of you in leadership positions:

• When was the last time you helped your followers understand the 'big picture'?

• When were you able to add emotion to the picture so that they clearly understood the vision?

• Do you view the time spent explaining, talking and showing as a big waste of time and energy?

What does the graphic below say to your inner brain?

• Is the illustration self-centered (can you picture yourself as the man in both pictures)?

• Can you sense the emotions that each picture encompasses?

• Is the visual input simple and uncomplicated?

• Do you see the contrast (your life without Break Free Consulting and your life with us)?

Value-Centered Influence / Sales

We've discussed the neuro (brain) part, now it's time to blend in the power of axiology (value). In order to influence another, you must add value to their life. In sales, you try to find their pain and alleviate it. In leadership, you try to help them understand how they contribute to the greater good. Whether in leadership or sales, the value will fall into one of three categories. Let's take a look at it from the sales side (since I've covered the leadership side in past newsletters).

1) Strategic value: This area of value deals with ideas (systemic). In business, these are not easily measured and can include improvements in quality, culture, and risk. Your solution could address the pain felt by your probable client in this area by providing 'cutting-edge' technology and leading breakthroughs.

2) Financial value: This area typically covers money but also includes other financial and measurable rewards. This extrinsic category is easily compared and analyzed because it contains tangible, quantifiable things. You can present ROI (return on investment) diagrams and numbers to support financial value.

3) Personal value: This category of value is made up of feelings and emotions. This is the most overlooked class of value in selling - YET the most powerful in getting your probable buyer to the 'yes' decision. High stress levels and insecurity are good examples of 'pain' in the intrinsic value area. It can't be measured because it is infinitely (in)valuable to the person.

Take a look at what you are trying to 'sell' or 'influence'. Are you speaking to people as human beings? Are you focusing on their intrinsic value or intrinsic pain?

Do you know the story of the 3 bricklayers working on the same project? One of them was asked what he was doing and he replied, "Laying bricks."  The next one was asked what he was doing and he said, "Building a wall."  Finally, the third brick layer was asked what he was doing and he said, "Building a cathedral... a place where the community can come together to share good times and bad."  Which one do you think found the most value in his work and wanted to go to work that day? The answer: The one who bought the vision and intrinsic value in what he was doing.

Consider These Things....

• How do you like to be led?

• Is your followship and buy in easier to obtain when YOU win... when you understand the 'big picture'?

• How do you typically learn about the vision? Does someone 'sell' (give or explain) it to you?

• How many times throughout your day do you CHOOSE to see your team members, leaders, clients and customers as living, breathing, infinitely-valuable, irreplaceable human beings?

• Do you ever treat clients or co-workers like they're 'just another brick in the wall'?

• Lastly, what would be different in your life if you chose to focus on the cathedral instead of the bricks?

Intrinsic value is all around you!  Choose to focus on it and 'sell' those around you on the idea. You (and they) will find success beyond your wildest dreams.

The choice is solely yours.

My dear friend and mentor, Pete Demarest, authored a terrific whitepaper entitled "Neuro-Axiology: A Foundation for Value-Centered Leadership and Organizational Transformation".

"In this white paper, you will be introduced to the basic principles of neuro-axiology and why we believe it will create a global paradigm shift for leadership, organizational dynamics, personal development and even social, cultural, and political ethics for the next millennium and beyond. We call upon the visionary reader to step up to value-centered leadership by embracing these principles to unleash their own greatness and then leading others to do the same."  (page 1 of the above whitepaper)

Take a few moments to read it - You will find it very interesting and worthwhile.

Click here to view online.

October 18-22, 2008
PMI 2008
North America
Global Congress
Colorado Convention Center
Denver, CO USA
TMG01: Tuesday, Oct 21 8:15 AM–9:30 AM

November 1, 2008
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Location: TBD
San Antonio, TX
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November 6, 2008
PMI Columbus, GA
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3000 Macon Rd Columbus, GA 31906
(706)243-2669
11:30 a.m. - 1:00 p.m.

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