Have you ever wondered why some people buy instantly while others take forever to decide? You pitch the same product, yet one customer says "Yes" in seconds while another needs weeks to think it over. This happens because the human brain operates in two different modes of thinking, depending on the situation. Nobel prize winning psychologist Daniel Kahneman describes these as:
Fast brain (system 1): Quick, instinctive and the emotional side of thinking.
Slow brain (system 2): Thoughtful, analytical and the logical side of thinking.
As a salesperson, understanding which mode your customer is in at a given moment can be the difference between closing the deal and losing the customer.
When Customers Think Fast
Fast brain thinking happens when a purchase feels low risk, familiar or emotionally driven. In this mode, customers rely on gut feelings and ease of access rather than deep research. Like someone shopping for new clothes, they might see a friend wearing a particular brand and immediately decide to shop there. They don't analyze the quality or read reviews, they just want it now.
To sell to customers in fast brain mode:
Simplicity - avoid overwhelming them with details. Fast brain mode hates overthinking and tends to make snap judgments.
Urgency - create scarcity like limited time offers which will trigger action.
Emotional connection - sell the feeling, not just the product.
Social proof - influencer endorsements, reviews help fast brain buyers to make decisions instantly.
When Customers Think Slow
Slow brain thinking kicks in when a purchase is high risk, expensive or unfamiliar. Customers in this mode take their time, weigh options and seek out logic driven information before making a decision. This is common for major purchases like houses, cars, software investments or financial plans. (note: prior experience and urgency can sometimes shift a buyer into fast brain mode instead. Someone might invest in software quickly because they've used similar tools before etc.)
When customers are in slow brain mode:
Data and comparisons - provide side by side product comparisons and statistics to help them analyze and come to a conclusion.
Long form content - whitepapers, blogs and demos work well to educate.
Offer trial periods - free trials, money back guarantees etc. leads to low risk decision making.
Patience - slow buyers don't want to feel rushed. Just provide information and allow them to come to their own conclusions.
How to Tell If Your Customer is Thinking Fast or Slow
Before making the sales pitch, take 10 seconds to assess which thinking mode your customer is in. While we often lean into one mode or the other, it's important to remember that the situation and the product can influence which brain system pulls through.
Fast brain customers:
- Tend to act on impulse when the product feels familiar or emotionally appealing.
- Make quick decisions based on visual appeal or urgency.
- Avoid too much detail and prefer clear and fast purchases.
- Likely to ask broad, emotional questions like, "is this good?"
Slow brain customers:
- Take their time when the purchase feels expensive or unfamiliar.
- Carefully weigh options, seek comparisons and want to understand all the details before committing.
- Request specific logical information and prefer deep content.
- Likely to ask detailed, thoughtful questions like, "what's the long term benefit?" or "how does this compare to this other product?".
Blending Both Strategies
Capture attention quickly
For fast brain customers, your message should be emotionally engaging and simple. Use catchy headlines, images or phrases that create urgency. Make the decision process as easy as possible without overwhelming them with too many choices.
Back it up with logic
Once you've captured their attention, slow brain buyers will need more detailed, factual information. Offer them clear comparisons, in-depth specs and logical reasons to choose your product or service.
Use pricing psychology
To cater to both types of decision makers, show a high priced option first to anchor their expectations. This makes the next, more affordable choice seem like a better deal. The anchoring effect plays a significant role here, fast brain buyers may opt for the second option impulsively, while slow brain buyers will analyze and calculate before deciding.
Create a fast and slow sales funnel
One of the most effective ways to cater to both modes is by designing a sales funnel that suits each of them. For fast brain buyers, make the process quick and intuitive, such as offering one-click purchasing options. For slow brain customers, provide a deeper dive, include expert opinions and the ability to download resources like whitepaper's. Let them take their time and feel comfortable with their decision.
Conclusion
No customer is always a fast brain or slow brain thinker. It just depends on the situation. Your job as a salesperson isn't to label customers, it's to recognise their current thinking mode and adjust your approach accordingly.
So next time you pitch, ask yourself: Is my customer in fast brain or slow brain mode? Answer that correctly, and you'll close more deals than ever!