In his book The & Triggers to Yes, Russell H. Granger speaks on how modern brain-imaging techniques demonstrate that we make decisions based on emotions, not on logic, as we had previously thought. He mentions that the Radiological Society of North America (RSNA) questioned whether anyone could ever make a rational decision.
These emotional decisions are made by the amygdala, without even consulting the rational cerebral cortex. The amygdala is part of our limbic system – the prehistoric part of our brain.
Granger states that seven triggers that will cause the amygdala to jump to a decision, what he call “yes” decisions. The first and most powerful trigger is the friendship trigger. We started developing this trigger as soon as we were born and began “bonding” with those around us. This bonding of friendship continues throughout our lives.
We will instinctively agree with friends since we share common interests, trust, compatibility, etc. These relationships cause the amygdala to favor our friends over others.
I have always said that we are in the relationships business, not the maintenance business. Establish genuine relationships with your customers, and you will go a long way toward gaining their favor and their “yes.”
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