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The Brain Audit

by BNI New Zealand

brainaudit_book1

Why Do Customers Change Their Minds?
You’ve seen it happen before. You speak to a customer. You send them information. You make the best presentation ever. And they happily shake your hand and then there’s complete silence. They don’t write back. You can’t seem to get them on the phone. Even your emails go unanswered.

Most of the time this scenario unfolds because you’ve not given the customer complete information.

So what is complete information?

Complete information is when you ‘take all the bags’ off the customer’s conveyor belt. Well at least that’s the description given by Sean D’Souza in his newly released book called ‘The Brain Audit.’ The Brain Audit talks about how there are seven clear questions that the customer has in their brain. These questions need to be answered, or they postpone taking a decision. It’s not that the customers don’t want to buy your product. Instead it’s more like an airport scenario, where if even one bag (out of seven) is missing, then the customer doesn’t leave the airport.
In sales and marketing that analogy of ‘not leaving the airport’ translates into a customer not buying your product or service.

And these questions are tackled in very interesting detail in The Brain Audit, which is now exclusively available in New Zealand (yes, the rest of the world can wait). You can have a look and judge for yourself at www.sevenredbags.com

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83 comments

Alison Griffiths 29 September 2009 - 9:50 pm

Sounds really interesting!!!

Graham Southwell 29 September 2009 - 9:58 pm

I thought so! I wonder if any other BNI NZ members will think so too 🙂

Richard Horne 29 September 2009 - 10:02 pm

I could do with some new inspiration! Always open to new ideas that help me improve my business.

Ken Choe 29 September 2009 - 10:14 pm

The free 1st chapter is an interesting read and contains a lot of useful information. I’ll print out some relevant pages for the rest of my BNI team who may not have had the chance to download it. Thanks Graham.

Mark Wilson 29 September 2009 - 10:15 pm

All tips and tools such as the contents of a book like this should be soaked up, bring on the knowledge!!!

Richard Wheatley 29 September 2009 - 10:19 pm

Selling Design is not always easy – I’ll take any help I can get!

Richard Lovett 29 September 2009 - 10:21 pm

On the wishlist!

Kenn Butler 29 September 2009 - 10:27 pm

Interesting concepts from whatb I have read.
I do have a view on the 25/10/2 rule however, & sometimes wonder if you spend too much time with prospects, then one can make a rod for your own back in terms of workload. Rather, I prefer to create the relationship & have a perfectly happy client that wants to come back. But then I do not have extensive corporate budgtes for overseas shareholders I have to meet…. And, I respect thiose that do need tro make the sales. All a good learning curve I suspect, look forward to reading more one day soon.

David Proud 29 September 2009 - 10:28 pm

What a dedicated bunch of people checking work emails this time of night 🙂

Great way to market a new book.
About to read 1st chapter.

Steven Briggs 29 September 2009 - 10:30 pm

Sounds like some clear, practical advice to help the conversion process. Will read it with interest!

Simon Thomson 29 September 2009 - 10:40 pm

From an accountant who now has to sell every day and still wonders why some don’t, I look forward to understanding more.

Jim Fisher 29 September 2009 - 10:45 pm

Some very good free resources on the website.

AdCard Business Card and Coupon Vending Displays 29 September 2009 - 10:57 pm

I’m always open to improving my understanding of the buying process.

To my mind there are only 2 reasons someone doesn’t buy from you.
1. They don’t want what you’re offering
2. They don’t trust you.

Interested to see how the 7 bags addresses those reasons.

Grant Foggo 29 September 2009 - 11:04 pm

Looks like a book well worth reading just downloading the 1st chapter for free.

Marguerite (The Renaissance School of Dance) 29 September 2009 - 11:51 pm

I like the way the blog itself has been written 🙂 makes me want to read the book to find out what those questions are!

Great analogy too!

In repsonse to David Proud, sometimes late at night is the only chance self-employed people get to check emails!

*Off to sew more costumes 🙂

Barry Ekins 30 September 2009 - 6:14 am

I’ve had the odd customer who has gone cold on me too, even after they have paid their 1st progress payment – would like to know more about understanding their unasked questions.

Ann-Marie 30 September 2009 - 6:16 am

Sounds like an awesome and useful concept! I would love to read this book… !!

Jan Maree 30 September 2009 - 6:20 am

Also on my wishlist. I’m aiming for 100% closure, and will read this!

Susan Thompson 30 September 2009 - 6:36 am

I’m always interested in improving Networking skills. This book sounds like it gives great insight on what the customer is thinking. Great Book Description Graham!!

Mark Forbes 30 September 2009 - 7:32 am

I am always interested in the psychology behind human behaviour of all kinds, especially if that behaviour comes with a chequebook!

annette kann 30 September 2009 - 7:47 am

looking at the first chapter now!

Dale Pfeiler 30 September 2009 - 7:53 am

Sounds like an informative read. I am always interested in ways to improve communications.

Ian Marsh 30 September 2009 - 7:57 am

Understanding how a client thinks is a very importamt aspect of being successful in business.

Brian Taylor 30 September 2009 - 8:00 am

Good illustration. Staying at the airport is never anyone’s intention. I like the idea of moving people to their destination of buying insurance for their needs with full knowledge so they can move with “all seven bags” / assurance and comfort.

Kathryn Mountain 30 September 2009 - 8:08 am

The analogy is a great hook – intrigued to read more.

Steve Robinson 30 September 2009 - 8:28 am

I’ve been reading Sean’s blogs for a couple of years now (which are excellent) and have always been tempted to buy the Brain Audit. Having just read the first chapter I wish I had – could have saved me a lot of grief over the past couple of years!

Thanks for this Graham!

Denise Alexander 30 September 2009 - 8:31 am

Interesting thoughts and would be useful in my tool kit.

Sharlene Caskey 30 September 2009 - 8:32 am

Sounds great, would love to read!

Joanne Conchie 30 September 2009 - 8:36 am

Sounds like the book I need to read having been in this position before.

Lynn 30 September 2009 - 8:36 am

100% closure would be wonderful…anything to assist in working towards this would be a huge asset…

Andrew 30 September 2009 - 8:41 am

Listen to Sean this morning on the Breakfast show. Interest to note the brains process. A very useful concept to note.

Mike Lloyd 30 September 2009 - 8:50 am

I find that if we don’t ask all the questions we never get all the answers. The only way to get all the answers is to shut up and listen…………catch 22 wouldn’t you say. I would love to complete the reading of this marvelous book and add to my skills.

Jonathan Daley 30 September 2009 - 8:55 am

Books can sometimes be such an abject waste of time, however, sometimes they can be that little breath of fresh air that allows the mine canaries to keep on singing.

Have just read Michael Hills book, toughen up, and Paul Hannas book, You can sell it in the space of the last couple of days.

Books targeted to this market are always welcome!!

Carolina Gartner 30 September 2009 - 9:05 am

Another one to add to my list, really worth having!

Angela Murray 30 September 2009 - 9:08 am

Certainly would love to get into the brain of my potential customers…will check out the Brain Audit. Great teaser Graham…I’m dying to know the seven clear questions!

Sue Thomas 30 September 2009 - 9:10 am

Great timing. I saw the interview on the Breakfast Show this morning. I have a client who just the other day is struggling with setting up her retail shop to attract more business. I’ll be referring this to her tomorrow. Thanks Graham

Cornelia Luethi 30 September 2009 - 9:16 am

If you’re new to Sean D’Souza and the Brain Audit, you’re in for a treat.

Great advice – and his easy-going style is a real pleasure to read.

Enjoy 🙂

Nicky Thomson 30 September 2009 - 9:24 am

Im very interested to see what the 7 bags hold. Thanks for the first chapter Graham, I look forward to reading it…

Gaylene Hughes 30 September 2009 - 9:31 am

Sounds really interesting. As a coach I often discuss these kind of challenges with my clients!
This would definitely be a great resource to add to the list!!

Gaylene

Brent Alexander 30 September 2009 - 9:33 am

The first chapter looks very interesting indeed. I hope I win!

Karen Tobeck 30 September 2009 - 9:36 am

I am very interested in learning more about the buying process. Sean writes very knowledgeable and interesting articles so I am sure the book will be too. Thanks for the opportunity Graham.

Aaron Clark 30 September 2009 - 9:36 am

We had Sean D’Souza come in and speak with our team at RE/MAX Leaders Christchurch and he was a great communicator. I have purchased ‘The Brain Audit’ and found it to be simple and effective to implement…well worth the read. I look forward with enthusiasm to reading Sean’s new book.

Emma Jelsma 30 September 2009 - 9:46 am

Having read a number of sales technique books – most recently ‘Slippers’ by Neil Miller & Mark Blumsky (great easy-to-read book by the way; read one of the anecdotes from the book out to my BNI chapter and it went down really well) – I’ll be interested to see what new concepts D’Souza has to share. Thanks Graham, will be sure to have a read!

Amanda Wolt 30 September 2009 - 9:51 am

I need all the sales help I can get so a book like this that helps me get inside the customer’s head a bit more is invaluable. Saw Sean on TV One’s Breakfast this morning too 🙂

Jeremy Gutsell 30 September 2009 - 10:09 am

An interesting analogy. I am looking forward to reading this book.

Alison Poulter 30 September 2009 - 10:21 am

Always keen to brush up on my sales skills – it can be too easy to forget the homework!

Mike Carr 30 September 2009 - 10:21 am

Hmmm unasked questions maybe explains a few things

Very interesting

Richard Vaughan 30 September 2009 - 10:23 am

Sounds like a book I would benefit from reading!

Sarah Edmonds 30 September 2009 - 10:32 am

I’ve certainly had my share of customers going cold! I think I could benefit from reading this book! Hope I win.

The Brain Audit 30 September 2009 - 11:01 am

‘take all the bags’ off the customer’s conveyor belt – very interesting concept! I shall certainly do more to ensure my customers do leave the airport…….

And, of course, win a copy of the book so that I can be truly versed in this concept!!

Thanks Graham for the opportunity and the Blog.

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