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

Cover Page
Cover Page
Neuroselling® Endorsements
Title Page
Copyright
Contents
1: Why They Buy (and When They Don’t)
The Great Disconnect—Why Your Message May Miss the Mark
Why Before What
Neuroscience and Sales: What’s in the Mind Is All That Matters
Science Powered Sales Conversations
Moment of Impact: 15 Minutes of Life or Death
NeuroSelling®: A New Communication Model
Part I: The Lab
2: Selling vs. Neuroselling®
An Unscripted Experience of NeuroSelling®
The Science Behind the Perfect Pitch
Conducting Your Sales Conversations in the Right Order
3: The Cave-to-Cave Salesman
How Your Customer’s Brain Filters Your Message
Self-Preservation Orientation
Your Neurochemistry in Sales Meetings
The False Security of Your Safety Box
4: The Neuroscience of Trust
The Science of Connection
The Power of the Personal Narrative
Ditch Rapport. Build Trust.
The Trust Chemical
The Miracle of Mirror Neurons
5: The Physiology of Change Resistance
Barrier 1: The Anxiety Avalanche Effect
Barrier 2: The Desolation of Isolation Effect
Barrier 3: The Fear of Loss Effect
Barrier 4: The Options Overload Effect
Barrier 5: The Scarcity Syndrome Effect
Barrier 6: The Safety Box Effect
6: The Psychology of Bias
Cognitive Bias 1: Prospect Theory and Why We Hate to Lose
Cognitive Bias 2: The Anchoring Effect
Cognitive Bias 3: Choice-Supportive Bias
Cognitive Bias 4: Confirmation Bias
Cognitive Bias 5: Availability Heuristic
Cognitive Bias 6: The Bandwagon Effect
7: The Neuroscience of Narrative
Narratives, Internal Visualization, and Recall
A B2B Narrative Example
The Two Ways the Brain Stores Information
The Basic Elements of an Effective Narrative
Part II: The Field
8: Start with Who, Lead with Why
Sales Doesn’t Start with Why
Problem Solvers Rule the World
The Impact of Inverted Insomnia
A Day in the Life of Your Customer
9: End with How: The 5 Neuroselling® Narratives
The Personal Story
The Prospect Story
The Problem Story
The Product/Solution Story
The Proof Story
10: Asking Neuro-Centric Questions
Stop the Traditional “Needs Analysis”
Stop Asking Self-centered, Leading Questions
Stop Triggering Negative Neurochemistry
NeuroSelling® Narrative-Friendly Questions
11: Removing the Barriers to Change
The Moment of Change Resistance
Override Your Instincts
12: Closing vs. Committing
The Million-Dollar Question
Gaining Commitment
Appendix: Neuroselling® Jump Start
Endnotes
Back Cover