How does neuroscience apply to selling? скачать в хорошем качестве

How does neuroscience apply to selling?

More has been learnt about the human brain and how it functions, probably in the last 10 years than in the whole of human history. In this lesson, Simon Hazeldine MSc., an international consultant in the areas of sales, negotiation and leadership explains how that can help with what he calls ‘Brain to Brain’ selling. http://www.simonhazeldine.com http://www.neuro-sell.com http://www.stickymarketing.com Grant Leboff: Simon, how does neuroscience apply to the world of sales? Simon Hazeldine: We've learned more about the human brain and how it functions, probably in the last 10 years than in the whole of human history. And the more we understand about the brain - how it makes decisions, how it likes to make decisions, the more there is there for us to learn - our sales people and sales professionals [need to know] about that. So, fundamentally, the brain is the source of all human behaviour. It's the source of all decision making and understanding what makes it tick is a really powerful thing for salespeople. The more you understand about the brain inside your customer's head, the better able you are to sell. So I call B to B selling not business to business, but brain to brain selling. So the more those two brains are in sync and the more they understand each other, the easier it is for salespeople to win the business and close the deal. Grant Leboff: So in a way you think ourselves who should be studying this stuff, it's going to make them more effective. Simon Hazeldine: Absolutely! You would expect me to say that obviously - it's an area of specialism of mine - but we need to learn the very latest about our customers and how they behave and why they do things, so that we can work with them more successfully and indeed sell to them more successfully. So I'm absolutely think that says people should be investing their time and effort to learn about this cutting edge science, so that they can fundamentally make more sales. Grant Leboff: And one of the things you talk about, very early on in the book, is this difference between the conscious and the subconscious mind. So just explain a bit more of that. Simon Hazeldine: It's a kind of a quite a scary fact but neuroscience shows that about 5 per cent of human cognition, decision making, etc., is actually in the cortex, in the rational part of the human brain and 95 per cent sits in the largely unconscious, more primitive, emotional and instinctive regions of the brain. So in fact there's a massive component part of decision making that is beyond conscious awareness and if we're able to influence those two parts of the brain more successfully, then you're more likely to win the business and get that get the deal. a bit more mindful about how we do interact online, if we want to make the right first impression.