The Psychology of Mafia
Offers
“Dr. Lisa” Lang
April 15, 2009
www.ScienceofBusiness.com
www.MafiaOffers.com
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The Psychology of Mafia Offers
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From this:
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The Psychology of Mafia Offers
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To this:
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The Brain
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The New Brain –
where rational thinking
occurs
The Middle Brain –
where emotional
processing occurs
The Old Brain – where
decision making occurs
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6 Stimuli of the Old Brain
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Self Centered
Contrast
Tangible Input
Beginning & End
Visual Stimuli
Emotion
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Old Brain
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6 Stimuli of the Old Brain
From Neuromarketing
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Self Centered
Contrast
Tangible Input
Beginning & End
Visual Stimuli
Emotion
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Old Brain
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From Neuromarketing
4 Steps to Sell to the
Decision Maker
1. Diagnose the PAIN
2. Differentiate your CLAIMS
3. Demonstrate the GAIN
4. Deliver to the OLD BRAIN
Your Selling Probability = Pain x Claim x Gain x (Old Brain)3
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Sound Familiar?
1. Diagnose the PAIN
2. Differentiate your
CLAIMS
3. Demonstrate the
GAIN
4. Deliver to the OLD
BRAIN
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1. Agree on the problem
2. Agree on the direction
of the solution
3. Agree the (our) solution
solves the problem
4. ??
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To Deliver to the Old Brain –
Trip the Psychological Triggers
Self Centered - Contrast – Tangible – Beginning & End – Visual - Emotion
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To deliver to the old brain …
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We NEVER start with who we are and how
long we‟ve been in business and all that
typical blah, blah, blah stuff. The old brain
doesn‟t care.
We start by making it about them – the old
brain is SELF CENTERED
And this is in CONTRAST to what most of
their suppliers do
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To Deliver to the Old Brain –
Trip the Psychological Triggers
Self Centered - Contrast – Tangible – Beginning & End – Visual - Emotion
1. Agree on the Problem
 Analysis of Supplier Practices
 The negative effect on YOUR business
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Agree on the Problem
Self Centered – Contrast – Tangible – Beginning & End – Visual – Emotion
Supplier Practice: Minimum Order
Quantities and Volume Discounts
Customer's Mode of Behavior: Batch
orders (delay ordering) to accumulate
needs and order larger quantities to
get the discount.
Implications on YOUR Business: High
inventory with all the cost and risk that
goes with it. And lots of cash tied up!
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To Deliver to the Old Brain –
Trip the Psychological Triggers
Self Centered - Contrast – Tangible – Beginning & End – Visual - Emotion
2. Agree on the Direction of the Solution
 Criteria for a Good Solution
 Our Mafia Offer
 Explicitly define the GAIN
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To Deliver to the Old Brain –
Trip the Psychological Triggers
Self Centered - Contrast – Tangible – Beginning & End – Visual - Emotion
3. Agree our Solution Solves their Problem
 Check Our Offer Against the Criteria and what
our competitors are offering
 Show the proof of the gain
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Customer Story
Demo
Data
Trust me
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To Deliver to the Old Brain –
Trip the Psychological Triggers
Self Centered - Contrast – Tangible – Beginning & End – Visual - Emotion
 Wrap up
 Repeat your offer or claims one final time
 “What do you think?”
 “Where do we go from here?”
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Some Results
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“We have increased our sales by 50% within 9 months of going
out with our offer.” Lane Gerber, Trusted Manufacturing
“We have increased our sales 80% and have been able to
move the constraint from the market back into the operations.”
Alessandro Bernacchia, Guntert & Zimmerman
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“We landed a new $1 million account within 3 months of our
boot camp. Now that‟s an offer!” Paul Caravello, Wilen Group
“We are a current customer of Dr. Lisa and I must say that the
mafia offer that she gave us literally saved my business and
helped us grow sales almost 100% since we started (1 year).”
Grady Cope, Reata Engineering
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“In August „07 we had over a 7X increase in premium collet
dollars in just 8 months after going out with our offer.”
Richard Pettibone, Drewco
©2009 Dr Lisa, Inc. [email protected]
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References
(click the book to get the details)
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Predictably Irrational
The Psychology of
Influence
Why People Buy
Made to Stick
Emotional Intelligence
How the Brain Works
Descartes Error
©2009 Dr Lisa, Inc. [email protected]
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You‟ve Got To Be
Believed to Be Heard
Neuromarketing
The Emotional Brain
Scientific Advertising
Unleashing the Idea
Virus
How Customers Think
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Questions?
“Dr Lisa” Lang is the President of the Science
of Business, and recently served as the
Global Marketing Director for Goldratt
Consulting.
She is TOCICO certified and the author of 3
books: Maximizing Profitability, Achieving a
Viable Vision, & Increasing Cash Velocity.
Dr Lisa specializes in increasing profits in
highly custom job shops and applying Theory
of Constraints, Lean and Six Sigma to sales
and marketing, having developed the Mafia
Offer Boot Camp and the Velocity Scheduling
System.
In addition to consulting, she delivers 50
speeches and keynotes a year for a number
of associations and organizations including
Vistage and TEC International.
©2009 Dr Lisa, Inc. [email protected]
[email protected]
303-909-3343
www.ScienceofBusiness.com
www.MafiaOffers.com
TOCICO Board Member
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