Are You Selling to the Part of the Brain That Doesn’t Buy?

Back in the early 1960’s professional football was overshadowed in popularity by major league baseball, college football, and even boxing. Why is that?

Until 1962, all highlight reels were comprised of simple sports clips, marching band music, and rapid-fire sports commentators with a reprisal of their live call of the game.

Enter Ed Sabol.

With just a $5,000 bid, Ed Sabol won the rights to film the 1962 NFL Championship Game. This one simple transaction changed how sportscasting and highlight film would be produced forever.

Ed Sabol took post game highlight information and and statistics, and transformed them into an action packed story of the game, chocked full of emotion. He brought the enthusiasm and storytelling that changed the way people watched the game.

Sabol once said:

“Tell me a fact and I’ll learn.
Tell me a truth and I’ll believe.
But tell me a story and it will live in our hearts forever”

I can still remember the voice and the way the game results were shared—and that was the mid 1960’s.

So what made these ‘highlight reels’ suddenly so compelling?

Ed Sabol knew how to sell to the part of the brain that buys.

Now, I am not a neuroscientist, nor claim to be, but I have learned much from researching how the brain works.

There are 3 parts of the brain that trigger action:

The Reptilian brain: This controls our most basic functions—in essence our fight or flight instincts. Next,

The Limbic Brain: This controls our Emotions and our memory.

What’s most interesting to me is the limbic also allows us to learn but it doesn’t do it through data, information, logic, or language. It does it through the emotions that are evoked in us, that’s where the majority of our decisions are made. It’s what makes sense when Ed Sabol says “Tell me a story and it will live in our hearts forever.

The Neo-Cortex: This controls the thinking part of our brain, the ability to take in data and information.

Most sales people try to sell here. But without a connection to the limbic system which evokes emotion, the neocortex’s data and information doesn’t really matter. The power to sell comes from the emotional connection not from trying to convince someone based on data and information (features and benefits.)

If you sell by what sounds logical to you but without an emotional trigger for them, you will very seldom, if ever, win the business.
There’s an old saying: “don’t bother me with facts, figures, and logic, it will only get in the way of my emotions.”

Ask yourself- Am I evoking authentic emotion is people or am I trying to manipulate or convince people to hire me based on data, information, and language?

That’s exactly why we spend a lot of time in our workshops learning and practicing the craft of evoking authentic emotion in our prospects and clients. It’s one of the reasons the producers that learn this craft are typically doubling their average new business sales year in and year out.

If you really want to make 2017 your best year ever, I can show you how. Let's talk about it.


The Elevation180 program is a premier sales coaching program with proven results. Born out of a 30-year career as a top producer in the commercial insurance industry, Jerry Lujan has developed a series of leading-edge sales tools that allow you to double, or even triple, your business while working far less. If you are tired and out of ideas to get the results you want, reach out to Jerry at Every producer in the program had their best year ever in 2014 and 2015—including producers with less than 3 years in, as well as 20+ year veterans. Let’s find what works for your book of business.

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