Ivan Misner

Review of Switched-On Selling:
"In A League of it's Own"
 says Ivan Misner
NY Times Best-Selling Author and Founder of BNI and Referral Institute

“No other sales book I have seen gets to the core of what drives real results more powerfully than this one.

The concept of Switched-On Selling is brilliantly cutting-edge; Teplitz and Alessandra have combined proven scientific research with their years of experience in sales mastery to produce a book that is in a league of its own."


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Why the Brain Switches Off

(Part 2)

The brain can also switch off to certain activities due to a built-in survival mechanism.

To understand how this works, we have to look at the amygdala, a part of the brain that we inherited from our primitive ancestors. Located deep within the medial temporal lobes of the brain, these almond-shaped groups of neurons perform a primary role in the memory as it relates to processing emotional reactions.

The amygdala is triggered whenever a threatening situation arises, initiating the “fight, freeze, or flight” response in the body and basically overriding the “rational” part of the brain.

Psychologist Daniel Goleman refers to the amygdala as “the specialist for emotional matters.”6 In his book, Emotional Intelligence, Goleman explains that it is this area of the brain that gauges the emotional significance of events. He shares the story of a young man whose amygdala was surgically removed to control seizures. After the surgery, the young man became totally disinterested in people and preferred no human contact. With no amygdala, he seemed to have no feelings at all.

The amygdala is wired to analyze every experience we have to determine if trouble looms. Goleman explains7:

This puts the amygdala in a powerful post in mental life, something like a psychological sentinel, challenging every situation, every perception, with but one kind of question in mind, the most primitive: “Is this something I hate? That hurts me? Something I fear?” If so—if the external event that you are experiencing draws a “Yes”—the amygdala reacts instantaneously, like a neural tripwire, telegraphing a message of crisis to all parts of the brain. In the brain’s architecture, the amygdala is poised something like an alarm company where operators stand ready to send out emergency calls to the fire department, police, and a neighbor whenever a home security system signals trouble. When it sounds an alarm of say, fear, it sends urgent messages to every major part of the brain: it triggers the secretion of the body’s fight-or-flight hormones, which mobilizes the centers for movement, and activates the cardiovascular system, the muscles, and the gut.

To the extent that the amygdala takes over during an emotional emergency, the rational part of the brain doesn’t have a chance to control what’s going on. This rational part, which governs choice, is in the part of the brain called the cerebrum, which developed much later in the evolution of the human brain. An example of the amygdala-in­action is a news story about an out-of-control van that careened into three women pedestrians, striking all three. A number of bystanders reacted by rushing to the van, pulling the driver and passenger from their vehicle, and beating them to death. Seven men were charged with the murder of the driver and his passenger. It turned out that the accident was not even due to driver error. Of course, whether the driver was in error or not, the mob reaction had no justification. This type of deadly group reaction can be the result of emotional hijacking of the brain by the portion of the amygdala that triggered the adrenaline response. There are numerous news stories of people reacting first, thinking second. The amygdala takes charge and otherwise-sane people sometimes respond insanely.

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