Endorphins, who hasn't heard of them? Most of us know their function, but they are also one of the most studied neurotransmitters today.

Now, if we apply this to the sales level, it can also be a very favorable resource for the seller if you know how to use it correctly!

It turns out that the circuits that relieve the pain of a kick are the same ones that are activated when your soul hurts, when you have suffered a loss or a failure in love.

Our clients really value getting rid of the pain. And that is something that we often forget as sellers. 1

We want to solve other stories, we want to focus on the positive, but we don't see that one of the things that the brain appreciates the most is that they give it a solution to a pain or something that causes discomfort.

Well, I can tell you that what activates the most and what creates the most loyalty is removing a pain from the consumer, above the novelty, the surprising and the unexpected, even the generation of pleasure.

An error, a problem, an unsatisfactory solution, a delivery that didn't arrive on time, a product that failed, all of them generate pain and if you are the person who is going to take away that pain and you are also the one who carries the object that is going to do it, the client becomes loyal to both of you: the seller and the product. 2

For example, if you have had problems with your cell phone provider and you have done everything possible but they have not given you any solution, suddenly I come and say to you: "Look, I have the solution, I will answer for that, leave it in my hands, I will take care of it, and your problem is over." So you are taking away my pain, I am feeling that I can trust in your promise of value and believing that now things will be better.

There are more elements, besides pain; for example, our client wants you to lighten his load, to free him from guilt or to simply make him feel understood.

There are many salespeople who get upset when the client asks a lot of questions and interrupts him. They do not know the loss they may be experiencing for gaining 5 minutes.

The fact that a person is given a little time can be the absolute and total triumph. Obviously it has to be assertive, you don't just have to let them talk, but show interest, then the person feels understood and can connect with you.

It is also important to allow normalization, because sometimes the consumer believes that their case is unique, that only they had a purchase or life experience that somehow affects their interaction with the product and in that case it is very interesting to collect information.

Let them tell you and we must say "Yes, we have already heard that, sometimes it happens, everything has a solution"

We must take advantage of the bad experiences that some people have had.

Absorb them and value them because they can become an opportunity and part of your speech. You must make the client feel that he is not the only person to whom this happened, but you must not tell him "Oh, that happens to everyone." The important thing is that he feels that his case is important to you and that you are interested in his story.

Finally, I want to say that serotonin is a neurotransmitter related to experiencing emotions, feeling them and expressing them. In a sales process, the buyer's brain wants the seller to transmit his emotions and be sensitive to his own.

So you have to see how people express themselves and even use their same gestures to achieve connectivity.

If it is someone who uses their hands a lot, use them too, it is part of empathy, the most important thing is that the client realizes that you have emotions, that you are a human being and not a machine that sells something.

I hope that what I have contributed today is useful to you.

Thanks for reading.