Why people buy things can seem like a mystery. What is the psychology behind buyer intent? Why do people make the decisions they do? In this episode of Negotiations Ninja, David Priemer joins me to share some of the science behind buying behavior. We talk about buyer experience, the importance of listening, and leveraging technology to help you learn. David Priemer started his career as a research scientist and landed in the sales world by accident. After 20 years of working with 4 different startups and at Salesforce, he launched Cerebral Selling. His goal is to equip salespeople to become modern sellers who think like their buyers and are more effective because of it. Don’t miss the stellar insight he has to offer. Outline of This Episode [0:33] The science behind why people buy` [1:30] David Priemer's background and experience [3:49] The buying experience IS the product [4:50] The importance of listening to prospects [6:32] Servicing the relationship beyond the original solution [8:50] How Technology accelerates the process  [10:16] How to handle the most common sales objection [17:10] What attracting great customers looks like [18:26] The concept of power dynamics/referent power [21:51] It always come back to feelings and emotions Resources & People Mentioned Chris Voss: Mirroring and Labeling Masterclass BOOK: Friction by Roger Dooley William Ury: The Power of Listening Edelman Trust Barometer Connect with David Priemer Cerebral Selling Website David on LinkedIn David on Twitter David’s YouTube Channel BOOK: Sell The Way You Buy Connect With Mark Follow Negotiations Ninja on Twitter: @NegotiationPod Connect with Mark on LinkedIn Follow Negotiations Ninja on LinkedIn Connect on Instagram: @NegotiationPod Subscribe to Negotiations Ninja