Selling to the Croc Brain

You may have heard of “crocodile brain” (or “croc brain” or “old brain”)—the area at the top of the brainstem that, at 450 million years old, is the most primitive level of cognition we have. Its main function is filtering new information and categorizing it as dangerous or boring.

When we're prospecting, pitching, and presenting, we need to make sure that we're speaking to the croc brain in order to grab our audience’s attention. How do you do this?

1. The croc brain doesn’t process details well, so it needs simplified messaging. Keep your message short and sweet.

2. The croc brain just needs to know what you want from it. What’s your request? Be very clear. Don't make it hard for it to understand who you are, why you're reaching out, and what you're asking for.

3. The croc brain hates to be bored, so don't be boring. You don't have to be overly excited; just get its attention. Say something different—be concise, compelling, fun, friendly… just be different than everyone else who's trying to get its attention.

Bottom line, when we’re prospecting and pitching, we're selling to the old brain first and foremost. For more effective presentations, always consider the croc brain’s attention span—make your message simple, succinct, straightforward, and interesting.

Onward.

Tom

Want more tips from Tom? Watch our Tom Tips Videos >>

---

Also in Tom's Blog