Neuro-Sell: How Neuroscience Can Power Your Sales Success

285 Pages·2013·2.47 MB·English

by  Simon Hazeldine

Praise for Neuro-Sell
‘Modern-day selling is not about convincing others to buy your
products and services. It’s all about facilitating the buying
decision so that your buyers convince themselves. This
requires an in-depth knowledge of how others think, what their
preferences are and understanding their world. Within this book
Simon Hazeldine covers real-world, practical advice and
techniques to tap into the buyer’s brain so that you can
influence them on a much deeper level then your competitors.’
Sean McPheat, author of eselling®
‘Simon Hazeldine has, once again, given us a brilliant work on
how to be more effective in today’s hotly-competitive world. He
builds on the solid, scientifically-grounded principles of
neuroscience (which he has studied extensively) and shows the
practical application of these principles in real-world selling and
interaction. I was enthralled with this book and read it cover to
cover. All I can say is “Wow!”. Simon takes you through the
step-by-step process for selling, and yes, it is a process. He
fully, and in rich detail, describes the four types of people you’ll
encounter in your sales and demonstrates ninja-style effective
techniques to get the results you need. I just hope my
competition doesn’t get hold of this masterpiece. It is a book to
be studied, not just read. Get it. Devour it. Apply it. Your
business and your life will be better for it.’
Terry Brock, MBA, CSP, CPAE, author, professional
speaker, marketing coach
‘Simon Hazeldine has conducted extensive research into
neuroscience to understand how the brain responds during
neuroscience to understand how the brain responds during
sales and negotiation and when a person is making buying
decisions. His insights have created a highly effective sales tool
that will help you close more sales with less effort.’
Allan Pease, author of the number one best-seller
The Definitive Book of Body Language ‘Simon Hazeldine
has taught me so much about how the brain works, and as
a professional property investor it has helped me make a
lot more money. I thought I could work people out until I
read this book! Simon’s neuro-sell, brain-friendly selling
information is something you’ll wish you knew years ago,
and you’ll realise just how much money you left on the
table. Once you’ve read this though, it will ALL change. Do
it now.’
Rob Moore, best-selling property investment author and
co-founder of Progressive Property
‘Simon Hazeldine’s latest book Neuro-Sell is a must read if you
want to know how to increase sales and understand the
science behind why people buy. When you understand the
science of neuro-selling you understand how to best adapt your
approach and as a result you will win more business.
Simon successfully takes the complex issue of how our
brains work and provides an easy-to-understand, practical road
map to give anyone who reads his book a significant advantage
in how to use the science of neuroscience to significantly
increase sales. Great book Simon!’
David Tovey, business development speaker, author of
Principled Selling
‘Simon Hazeldine's Neuro-Sell combines the latest
neuroscience research with hard-won sales experience to
introduce the reader to the power of "brain-friendly selling".
Essential reading if you want to create long-term client
relationships in a world where technology has levelled the
persuasion and influence playing field.’
Jamie Smart, author of
Clarity: Clear Mind, Better Performance, Bigger Results
‘Neuro-Sell is a fascinating and compelling read, which
manages to get the right balance between science and practical
application. It translates leading-edge research into simple,
easy steps and actions that anyone can take to be a more
effective salesperson. Anyone who needs to sell needs to read
this book.’
Heather Townsend, author of
The Financial Times Guide to Business Networking

Note on the Ebook Edition
For an optimal reading experience, please view large
tables and figures in landscape mode.
This ebook published in 2013 by
Kogan Page Limited
2nd Floor, 45 Gee Street
London EC1V 3RS
UK
www.koganpage.com
© Simon Hazeldine, 2014
E-ISBN 9780749469221
Full imprint details
For KP and TJ as always
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: Consider
Stage 1: consider
9 The ‘Neuro-Sell’ brain-friendly selling process – the
second phase: Maximize comfort
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: Establish context and catalyse
Stage 5: context and catalyse
Stage 6: check
11 The ‘Neuro-Sell’ brain-friendly selling process – the
fourth phase: Convince
Stage 7: convince
12 The ‘Neuro-Sell’ brain-friendly selling process – the fifth
phase: Close the deal
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