Primitive Brain

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The oldest part of the brain whose main responsibility is to keep a person safe and out of danger (both physically and socially). It makes decisions quickly with little to no research (people will often credit their “gut” or “heart”), and it is where 90% of all decisions begin. The primitive brainPrimitive Brain The oldest part of the brain whose main responsibility is to keep a person safe and out of danger (both physically and socially). It makes decisions quickly with little to no research (people will often credit their “gut” or “heart”), and it is where 90% of all decisions begin. The primitive brain doesn’t know how to read, and it gets confused when provided with more and more information. It takes the least amount of energy to operate and never sleeps. doesn’t know how to read, and it gets confused when provided with more and more information. It takes the least amount of energy to operate and never sleeps.

Compressed Selling Time

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Technology has enabled people to glean more education and insights without the assistance or guidance of salespeople. A 2020 Gartner study demonstrated that 83% of the prospect’s buying journey is completed before the salesperson is invited in. Less selling time prohibits effective investigation of need and trust building, putting all sellers at a disadvantage and making “selling” all about responding to requests, reacting, and order taking.

Commoditization

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Absence of any perceived value, making it so that price becomes the only determining factor. Whether there is real differentiation or not, if the prospect’s brain cannot or will not distinguish this differentiation, it doesn’t matter.

Consensus Decision-Making

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Decision making teams average nearly seven people in size. Gaining agreement among seven is challenging, especially when each person has their own priorities. The net result is often indecision or selecting a solution that’s much smaller than what should be purchased to meet the organization’s needs.