El Reptil Siempre Gana (Estrategia De Ventas)

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| How did you get started in this field?Originally I'm a child psychiatrist. I used to work with autistic children, children that don't speak, and I was just trying to find a cure. I made several little discoveries of the way the brain functions at the time. For example, these children areusually quite intelligent -- some kind of "intelligent." I don't know if you remember Rain Man, that [in the Dustin Hoffman character] Rain Man you had this kind of computer intelligence, but they have a little problem with emotions.One of my discoveries was that in order to create the first imprint of a word -- when you learn a word, whatever it is, "coffee," "love," "mother," there is always afirst time. There's a first time to learn everything. The first time you understand, you imprint the meaning of this word; you create a mental connection that you're going to keep using the rest of your life. And to create this mental connection, you need some emotions. Without emotion, there is no production of neurotransmitters in the brain, and you don't create the connection. So actually everyword has a mental highway. I call that a code, an unconscious code in the brain. Part of my work was in Switzerland, and I was working with children trying to learn French, Italian or German. And my second discovery at the time was that there's a different imprint for these different cultures. What I discovered was that the code for each culture was different. "Coffee" in Italy doesn't mean"coffee" in America. I mean, if you drink American coffee the way you do, and [then] you switch, and instead of American coffee you drink that much coffee, but it's Italian coffee, you're dead at the end of the day. So obviously with the same word, we have a completely different relationship with what the word means, what is behind this word, and so on. | Can marketers really get inside a consumer'shead to influence the choice they will make? For market researcher Clotaire Rapaille, the answer is yes. He believes all purchasing decisions really lie beyond conscious thinking and emotion and reside at a primal core in human beings. As chairman of Archetype Discoveries Worldwide, he helps Fortune 500 companies discover the unconscious associations for their products -- the simple "code" -- thatwill help them sell to consumers: "When you learn a word, whatever it is, 'coffee,' 'love,' 'mother,' there is always a first time. There's a first time to learn everything. The first time you understand, you imprint the meaning of this word; you create a mental connection that you're going to keep using the rest of your life. … So actually every word has a mental highway. I call that a code, anunconscious code in the brain." This interview was conducted on December 15, 2003. |
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| And so I was lecturing at Geneva University, and one of my students asked his father to come to my lecture. And at the end of the lecture the father told me, "You know, doctor, I have a client for you." And I said, "Is it a little boy, little girl, doesn't speak?" [He said], "No, no, this is Nestlé." And Iwas very surprised. I say: "Nestlé? What can I do for Nestlé?" "Well, we try to sell instant coffee to the Japanese, and obviously we might have the wrong code, because we're not very successful." Today, more than 30 years later, it sounds obvious, but at the time they were trying to get Japanese people to switch from tea to coffee. And of course when you know that there's a very strong imprintof tea in Japan -- it's almost a religious dimension there -- you cannot really have a strategy to get them switch from tea to coffee. So I took a sabbatical, went to Japan, and discovered the code for coffee in Japan, shared that to the company, and they started implementing it immediately. My frustration working with autistic children was, I never got much results. It's just, unfortunately,...