Speak to the “new brain”, and not only your customers will be satisfied with your product or service, but also become repeat customers and buy again and again.

Remember when I was talking about the reason we do stupid things, and then think, “What the hell was I thinking?” 

Read: The reason we do stupid things

In a nutshell, it’s because we are driven by our emotions and strive for the “feel good” and the “well done” reward. 

If you want to sell, cater to your customer’s emotional side, and if at the same time, you want to make them feel really happy about it, without regrets, without thinking “What the hell I was thinking”, then you need to tap into the “new brain” as well. 

Read: To sell, speak to all three parts of the brain

We make decisions based on value judgments, and more likely than not, we actually start to rationalize that decision after it has been made, not before.

What does that even mean? 

Our conscious mind plays a role when making decisions, but again, you don’t go and do the good old SWOT analysis when faced with a choice. 

First, you make the decision, perhaps, there is some reason for it. Second, you rationalize your decision. 

Let me tell you a story. 

One day I was sitting at the office, and one of my colleagues asked if I like protein bakeshop truffles. 

I answered, “Yes, I love them, and usually buy them from Starbucks. They are a bit expensive though.”

He then answered, “I thought you would like it because I know you are into the “healthy” stuff. I have this discount coupon that you can get 20% off if you buy it online.” 

Guess, what? 

I bought 10 packs of peanut butter truffles and the six-pack of protein bakeshop truffles.

What happened here?

I was driven by my

  1. “Old brain”, which strives for protection and being sexy. 
  2. “Midbrain” emotion that I can get 20% off on “healthy” tasty snacks. 

… and lastly 

I needed to justify that purchase to myself, as to be frank, it wasn’t very cheap. It’s one thing to buy one box for AED 18 Dirhams, and another to buy a 10 pack with 20% for AED 168.

My “new brain’s” rationale, was that I just saved myself some money, I bought healthy snacks, and I have a stock at home so I wouldn’t sneak and buy chocolate instead. 

Good for me. “I am so healthy,” I tell myself. 

I feel good about myself, I am satisfied, and guess what? 

I did it again, and again, and then again. 

I bought that 10 packs of peanut butter truffles from protein bakeshop multiple times afterward. 

That justification sunk into my head after I made the decision to buy, not before. That said, I will always think that my rationale happened before I made that decision. 

The things we tell ourselves. Right?

To get your customers to buy again, help them to rationalize their purchases.

If you provide your customer with a reason this purchase was good for them, they will do it again and again. Before you know it, you have got yourself repeat customers, who are happy to buy from you time and time again. 

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