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HomeBusiness StrategiesEntrepreneurshipThe keys to persuading customers in a global enterprise

The keys to persuading customers in a global enterprise

As a business person operating a global concern, I apply the principles I use in my personal life to make connections to succeed in the global marketplace.

I base my professional and personal lives on the principles of neuroplasticity and believe it is imperative for CEOs and marketers to make a “brain connection” with their intended customers.  The theories that I put forth in my book, NeuroPreneur, are vital to launching and operating a successful global business no matter the industry.

To bring any business ideas to fruition, you must understand the NeuroPreneur principles:  especially how the three parts of the brain work. The brain is divided into the following parts:  The inner part controls basic instinct. The middle part is called the emotional, brain-controlled feeling.  The outer part controls logical reasoning. If you understand this basic brain scheme, you can design any approach to hook a customer’s inner brain as the first step toward reaching them. Follow that by triggering the emotional brain and close by stimulating the logical brain by giving reasons to make the customer believe that his/her reaction to products or services is the correct one.

If you include this NeuroPreneur process into your business strategy seamlessly, you will be able to penetrate the customer’s mind. Making customers feel like they are winners is the best method to reach them.

These principles apply internationally. But due to cultural differences in every country, people from other parts of the world have different mindsets. Despite these variations, everyone, no matter his/her locale, reacts via the principles of neuroplasticity – perception, value and conscious thought.  These directly influence customer decision making and behavior. So, if you truly understand that how the mindset works is universal, you will have an advantage to decoding consumer needs in many nations and be successful in global business.

Other rules of good business also apply.  The successful business person should be very adaptive to change, since it is a key survival tool to keep a company profitable.  Another skill just as important is the ability to extract facts in the IOKO (informational overload—knowledge overflow) era. If you have trouble with this key technique you will waste a lot of time and drown your business acumen in a pool of unnecessary information.

It is also extremely important to understand the customer sensory principle.  In this era of rapidly progressing technology, artificial intelligence imitates how the human brain functions and how human deep learning works.  But more basically, one thing that will never change in personal relations is simple human need—for the physical, for safety and for sensory satisfaction.   These default sensory needs do not change no matter how many centuries pass.  If you understand customer pain and gain, you are already ahead of the game.   These basic principles are often ignored by the foolhardy and haphazard business person.

I operate a successful global consultancy with the mindset that the world today has no boundaries.  A notable example is the information technology Blockchain that, thanks to the Cloud, we use to connect all parties in our enterprise resource planning. We focus on recruiting talents from all over the world and by outsourcing carefully vetted management.  Therefore, our business is scalable to global size.

My company invests in the recognition and rewarding of intellectual property and we operate a diversity of businesses and initiatives that are attractive to our investor base and corporate directors. We believe that business owners must know exactly what their customers want and use this knowledge to begin developing their own unique brand.

I attest that any successful marketer must employ “Puresuasion” (Pure of persuasion). I have coined this term to signify that consumers must be sold to without feeling that they are being unduly persuaded, because if a consumer believes that he/she has made the decision of his/her own free will and on their own, then they will have a positive feeling to that business. This will secure business over the long term with the customer.

The business principle of “Puresuasion” is applicable globally and is a major tenet to employ when trying to expand your company into the uncharted waters of another country or continent.  But if you keep your marketing simple and persuasive –and duly base it on making “brain connections,” — you will reap the awards from satisfied customers all over the world.

By Dr. James Nitit Mah

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