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Mastering the Customer Conversation Using the Surprising Science of Decision-Making

The book delves into the neuroscience behind decision-making processes and provides strategies for sales professionals to engage customers effectively by understanding how the brain responds to sales techniques. It offers practical advice on crafting compelling narratives and communication tactics that resonate with the emotional and logical centers of the brain to improve sales outcomes.

Key points:

1. Brain's Decision-Making: Understand that emotions drive decisions. Salespeople should use emotional stories to connect with customers.

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