Neuropersuasion and the art of acquiring, retaining and increasing customer value
Understand how the brain works and you will reach every customer! Learn a ready-made framework for creating winning customer conversations.
About the conference
According to research, as much as 70-80% of business growth comes from existing customers. Where is the secret to effective relationship management with them? In the brain - of our customers and salespeople! Did you know that it is the brain's reactions that determine customers' purchasing decisions? Everything we do is a consequence of electrical and chemical signals in the brain. By knowing these mechanisms, you can guide the sales conversation in such a way as to inspire greater trust and accelerate purchase.
The latest discoveries in neuroscience and neuropsychology allow salespeople to communicate more effectively with customers by tailoring the message and communication strategy to the individual and the situation. By understanding how the brain makes decisions and perceives certain stimuli, salespeople will select effective arguments, "whip up" customer fears and build relationships based on trust.
About the expert
Tim Riesterer
As chief strategy officer at Corporate Visions, he is responsible for leading the company's strategic direction in thought leadership, positioning and product development. He also leads the company's team of consultants around the world. He has more than 20 years of experience in marketing and sales. Prior to joining Corporate Visions, he co-founded Customer Message Management, LLC (CMM Group), where he was CEO until Corporate Visions acquired the company in 2008. Prior to CMM Group, Tim was CMO and vice president of strategic services at Ventaso. Prior to that, he worked in marketing, communications and sales support for world-class technology manufacturers such as Rockwell Automation and GE Medical Systems.
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Meet our experts
President of ICAN Institute
Consultant, Trainer and Researcher specializing in neuroscience
Neurocopywriting expert, author of the book "Neurocopywriting. How to design and create effective content that goes straight to the brain."
Modern marketing and communications expert, President of SUUR Marketing
Conference program
10:00 - 10:10
10:10 - 10:30
How are neuroscience and social media changing the business world and the rules of communication in sales?
- Breakthroughs at the intersection of technology and biology: what's in it for business and for sales?
- The customer as an algorithm: how to discover its secrets and "hack" it (ethically, of course) in the sales process?
- Behavioral economics principles and sales: principles and applications.
- What is "mental accounting" and how can it be used in sales?
- Customer psychology and bidding: why does not only objective facts count, but also the way they are presented, practical advice?
- The concept of mental "pain" associated with the price of irabat.
- The customer in the network: what happens when sales communication involves not only the seller and the customer, but also other players (from whom it is impossible to escape)?
- How are recommendation engines revolutionizing the ways customers shop and what does this mean for sales?
10:30 - 10:40
10:40 - 10:45
10:45 - 11:45
Neuroscience and the differentiation of communication methods for new and existing customers: four different strategies and how to put them into practice.
- Why do the psychology of the new customer and the current customer differ: primary sources and implications?
- Classifying different situations in the customer relationship: why is it the basis of an effective sales strategy?
- What is the difference between communicating and arguing to a new and an established customer?
- Challenges of sales communication in the relationship with a new customer.
- Challenges of sales communication in relation to the current customer.
- Selling additional products to existing customers.
- How to effectively communicate price increases or other customer disadvantages from a neuroscience perspective?
- The principle of contrast and context.
- The role of the "narrative hero" (hero story) as a sales communication tool.
11:45 - 11:50
11:50 - 12:20
The customer's brain in the decision-making process - how does he buy?
- Empathy gap - what is it and what does it mean in a customer relationship?
- The body-brain relationship as inseparable elements of the decision-making process - why addressing the needs of the mind alone won't sell anything?
- Uneven fight against the "intermittent reinforcement" mechanism - What can we learn from social media?
- Linguistic Concreteness vs. Abstraction - when how do you build a message to achieve your goal?
12:20 - 12:30
12:30 - 12:35
12:35 - 13:30
13:30 - 13:35
13:35 - 14:05
NeuroCopywriting - Such Content 💙 Brain!
- How to write to "Digital Zombies"? Today, grabbing attention is a marketer's and salesperson's biggest challenge. Customers are distracted and unable to focus. They are constantly scrolling through content with their thumb. During the talk you will learn how to:
- Capture the customer's attention and don't get scrolled.
- Effectively reach the customer's brain and convince them to buy.
- Write in such a way that the "digital zombies" will understand and love your brand.
14:05 - 14:15
14:15 - 14:20
14:20 - 14:50
The practical side of effective communication in a digital world
- Body language vs digital body language, or what is Digital Body Language.
- 5 elements of Digital Body Language - how to control them?
- Communication in remote channels: how to speak (and write!) so that others hear and understand you.
- Why should we re-learn how to put periods and exclamation points?
- Does AI support or hinder effective communication?
14:50 - 15:00
15:00 - 15:05
15:05 - 15:35
15:35 - 15:40
Want to know even more?
Do you have questions? Get a free consultation with an expert. We will discuss your development needs and help you decide whether to participate in the program.
