How to Influence Your Prospect's Memory and Decisions A 2021 Bain & Co. survey found that 92% of global B2B buyers prefer virtual sales interactions - up 17 percentage points from its May 2020 survey. What's more, 79% of sellers espouse the effectiveness of virtual sales, compared with 54% in 2020.The data isn't surprising. Virtual selling is often cost-efficient and allows for more meetings with prospects. However, flexibility or cost-efficiency doesn't necessarily mean virtual communication is effective.What makes communication effective? As a cognitive neuroscientist, I propose looking at communication effectiveness from the angle of what your audience remembers after your interaction. After all, your audience will make decisions in your favor based on what they remember, not what they forget.Since memory influences decisions, you must ask yourself: What do I want my audience to remember? This question is more complex than it seems on the surface, because memory is multifaceted. There exist multiple pathways to making something memorable. In this article, you'll see one framework for creating memorable messages that influence decisions. |