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Tag: Messaging

Science, Strategic account manager skills and competencies

The Neuroscience of Decision Making

By Carmen Simon, PhD, Chief Science Officer, Corporate Visions

Why do human beings have brains?

To communicate, create, express emotions? To help us solve complex problems? Both answers are correct, but they’re tied to one fundamental reason: We have a brain so we can move—to physically move from point A to point B.

A brain that doesn’t move is a brain that can’t create. It won’t communicate with or coordinate all other functions of the body. Although the human brain hasn’t changed much over the past 40,000 years, what has changed is our almost unlimited options for movement. People can go anywhere they want—even, with enough money, into space.

Movement can happen toward a stimulus or away from it. The same goes for your customers. They can move toward you or away from you. They have options—lots of them. And in this article, I’ll share a neuroscience perspective on how you can convince your customers’ brains to move in your direction.

Continue reading “The Neuroscience of Decision Making” →
February 15, 2022March 4, 2022Customer decision making, customer-centricity, Messaging, NeuroscienceLeave a comment
Strategic account manager skills and competencies, Uncategorized

When Challenging the Customer Backfires

By Prof. Nick Lee and Tim Riesterer

Challenging or provoking your customer has become all the rage due to popular books and magazine articles.  In fact, our own decision science-based research demonstrates that when you are trying to displace an incumbent or defeat a competitor, you need to use an approach that deliberately disrupts your prospect’s status quo bias.

But new customer acquisition isn’t the only selling situation strategic account managers face — far from it. Most times, you are the incumbent, which begs the question: Should you continue to challenge and disrupt the status quo when you are the status quo?

That question drove our recent research aimed at determining the best messaging approach to communicate a price increase while also securing the all-important contract renewal with an existing customer.

Continue reading “When Challenging the Customer Backfires” →
January 24, 2019July 3, 2019MessagingLeave a comment

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