The Neuroscience of Selling: Proven Sales Secrets to Win Over the Buyer's Heart and Mind

By John Asher

Leverage the power of neuroscience to supercharge your sales success! A must-read for salespeople, business development managers, and business leaders.

In The Neuroscience of Selling, acclaimed author John Asher unveils the closely guarded secrets that tap into the very core of human decision-making, empowering you to become a master of the sales process.

By blending cutting-edge neuroscience with practical sales strategies, this guide will arm you with the tools you need to forge deep and lasting connections with your buyers, skyrocketing your sales figures to unprecedented heights.

You'll discover:

• Neuroscience-Based Sales Techniques: Learn how to harness the power of the human brain to influence buyer behavior positively. Discover the inner workings of decision-making processes and tailor your sales approach to win over even the toughest prospects.
• Winning Over Hearts and Minds: Gain a profound understanding of the emotional triggers that drive buyer decisions. Craft compelling narratives that resonate with your audience on a deep, personal level, forging unbreakable connections that lead to increased loyalty and repeat business.
• The Art of Influence: Master the art of persuasion with cutting-edge neuro-selling techniques. Discover how to navigate objections, build trust, and close deals with confidence, making your competition fade into the background.
• Sales Strategies that Work: Leave outdated sales techniques behind and embrace a new era of effective selling. Explore practical, proven strategies that will help you surpass your targets and set new sales records.
• Empowering Your Sales Team: Whether you're a seasoned sales professional or a budding entrepreneur, this book equips you with the knowledge and tools to empower your entire sales team. Unleash their potential and transform them into a force to be reckoned with.

In today's fast-paced and fiercely competitive market, understanding the intricacies of human behavior is the key to unlocking unparalleled success in sales. With The Neuroscience of Selling, you hold the ultimate playbook for mastering the art of sales persuasion and fostering genuine connections with buyers.

Note: The Introduction and Chapter One to The Neuroscience of Selling are adapted under license by SalesBrain, LLC, © 2002-2019.

• Language: English
• Publisher: Sourcebooks
• Release date: Nov 1, 2019
• ISBN: 9781728225272

John Asher

John Asher is the author and developer of 15 different sales-related training manuals. This is John’s third published book on sales. His first book, How to Do Business with Western Companies, was co-authored with Simon Guo of Beijing and published in China in 2012 in Mandarin. The book was partially funded by two Chinese companies, Haier and Alibaba. It was a best seller in China and helped Alibaba and Haier grow to global powerhouses. His second book, Close Deals Faster sold out the first day it was available on Amazon, made the Hudson book stores best seller list, won an international book award as the best sales book of 2018, and was awarded the best book of 2018 by the American Book Fest. John and his team of 30 people in the US and China have trained over 80,000 salespeople from 22 countries.

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Copyright © 2019 by John Asher

Cover and internal design © 2019 by Sourcebooks

Cover design by Heather Morris/Sourcebooks

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This work is dedicated to the ASHER sales team who work with our prospects and clients to close deals faster.

Contents

Front Cover

Title Page

Copyright

Introduction

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Conclusion

Next Steps

Notes

About the Author

Back Cover

Introduction

Nothing happens until somebody sells something!

Most businesspeople will agree with this statement, and most top executives have adopted the philosophy that everyone in their company who interacts with a prospective or current customer is a salesperson. We are selling ourselves, we are selling to our managers, and our managers are selling to us. We are selling our ideas. So, almost all of us are in sales. The most productive salespeople have learned how to sell by listening to experts, reading books, learning from their mentors, and by trial and error.

Sales has always been considered an art. We know that there is also real science behind effective sales techniques. In the last five years, there has been an explosion of information from neuroscientists in numerous countries.¹ Most of these neuroscientists have been using functional MRI (fMRI) machines in their research, so we can now directly observe what areas of our brains are stimulated by certain actions of other people.²

If you were to ask these neuroscientists why they are doing these studies to measure and map brain activity, other than for academic reasons, they will say they are looking for greater insights into human communications, human relationships, and decision-making.

However, if you were to ask the same neuroscientists how their studies apply to sales, you would almost certainly get a blank stare in response, perhaps paired with the follow-up question, "What do you mean by sales?"

Lucky for you, ASHER Strategies has worked diligently to analyze these studies and organize the results into practical applications for executives, salespeople, and other customer-facing people. Why? To drive results in sales that lead to increased company growth. In many cases, these insights upset what many people had thought were the right techniques to use when selling to and influencing other people. In other cases, we have found new, more science-based ways to improve techniques that already exist.

The most effective salespeople use both the art and the science behind sales to close deals much faster than their competitors and totally disrupt what many salespeople have always been taught and believed.

Of course, understanding how this massive amount of research applies to all types of human decision-making takes a basic understanding of how the human brain functions. Let’s begin by breaking down three main areas of the brain in what is known as the triune brain model.³

First, with the advent of vertebrates (early fish) 500 million years ago, the reptilian brain was formed. This part of the brain is the fight, flight, freeze, or appease brain. It controls all of our functions such as breathing, digestion, and heart rate. These processes happen automatically—we don’t have to think about them.