It might sound highly controversial to claim that we do not have just one brain, but rather three—vastly different from one another, yet highly interconnected. This is the theory known as the "triune brain," developed by neuroscientist Paul D. MacLean, one of the world's most renowned researchers. Just over fifty years ago, he demonstrated his hypotheses and theses in a practically irrefutable manner.
The first and most primitive is the reptilian brain. It is so fundamental that it manages our most elemental needs, such as breathing, feeding, and the fight-or-flight response. It is this seemingly primal brain that makes the decision to buy something or satisfy a need at any cost; however, it is not necessarily the one that executes the purchase. This is where the other two brains step in as protagonists to appease the reptilian brain.
THE GREAT EMOTIONAL HARD DRIVE
The limbic brain (limbic system) is the great hard drive for storing experiences, which are then converted into emotions. Therefore, it is recognized as the emotional brain, and it is the one salespeople latch onto to ensure their product or service is chosen.
It is absolutely crucial to understand how this influences the decision-making process and its connection to the brain of reason, the neocortex. With this information, you will be able to grasp the ultimate goal: ensuring that the client continues to buy new products or services from you, or upgrades the quality, volume, or plan of their initial purchase.
BE OBJECTIVE WITH YOUR CRITIQUES
In the realm of neuroscience, it is of utmost importance to understand the functionality of the brains in order to classify each by its level of influence. This renowned theory, when properly articulated with neuro-linguistic programming (NLP), results in a powerful fusion for managing the sales process to our advantage.
