Praise for Neuro-Sell

Contents

About the author

Foreword

Acknowledgements

Introduction

1 The harsh reality facing sales professionals

2 The background to neuroscience and how it applies to selling

3 A guided tour of your customer’s three brains

The reptilian (old) brain

The emotional (mid-)brain

The rational (new) brain

Mirror neurons

4 The buying process and the buying brain

Go upstream!

A primitive brain in a modern world

Stay away from danger; move towards reward

Neural maps

5 Adaptive selling

Adapting to the nature of the selling situation

6 The PRISM model of human behaviour and adaptive selling

Brain chemicals

The four quadrants

The four customer colours

7 How to read your customer and how to adapt your style

Observe

Classify

Adapt

8 The ‘Neuro-Sell’ brain-friendly selling process – the first phase

Stage 1: consider

9 The ‘Neuro-Sell’ brain-friendly selling process – the second phase

Stage 2: comfort part I: connect

Stage 3: comfort part II: chameleon

Stage 4: comfort part III: control

10 The ‘Neuro-Sell’ brain-friendly selling process – the third phase

Stage 5: context and catalyse

Stage 6: check

11 The ‘Neuro-Sell’ brain-friendly selling process – the fourth phase

Stage 7: convince

12 The ‘Neuro-Sell’ brain-friendly selling process – the fifth phase

Stage 8: confirm and conclude

13 Some more brain-friendly selling tips

Being memorable

Keeping it simple

Making changes

Using metaphors

Going multi-sensory

Spatial association

Giving the customer’s brain something to complete

14 Body language and the truthful brain

Observing the customer

15 Neuro-negotiating

Why (most) salespeople aren’t good at negotiating

Two distinct skill sets

The importance of feeling comfortable feeling uncomfortable

The five stages of negotiation

The importance of planning and preparation

The four different negotiators

Different negotiation styles

The power/comfort balance

Comfort builders

Power builders

Is the customer lying?

16 Conclusion

References

Further reading

Index