Grandpa may have been a great salesman in his day. But if you’re using the same strategies he used (and most of us are), you’re ignoring powerful brain science that flips conventional wisdom on its head. And you’re leaving a lot of money on the table. In today’s episode, we’ll dive into new research with David Hoffeld, a sales trainer who wrote the bestselling book The Science of Selling. After listening to this show, you’ll have a far better understanding of how your prospects think through concepts like fear and risk. You’ll learn how to overcome their objections by “priming,” how to use stories to reassure them, and how to address the six “whys” that explain every buying decision. Plus, when you do lose a sale, you’ll be able to apply David’s framework for analyzing exactly what went wrong. That way, you'll know how to close the very next deal! Turns out, potential buyers are often turned off not by the product itself but by the way it’s presented by the salesperson. Listen to this episode to learn the “buyer-centric, science-based” sales methods David teaches his clients. If you like this show, let us know in the comments below! And be sure to subscribe to the podcast, so you won’t miss an episode! In This Episode We Cover: How a “make 100K/year” ad spawned David's start in sales How our brains form buying decisions What is “sales shame” The importance of giving first, then asking Providing value through knowledge and curating articles Getting people to thank you for a cold call 40-50% of salespeople underperform vs. quota The 6 "whys" that motivate people to ACTUALLY buy Using stories to get past client’s fear of risk Stories' ability to engage a different part of the brain Analysis after losing a sale to strengthen process Priming for commitment Why putting too much emphasis on “the close” is misguided Rejection based on the product vs. rejection based on the way a product is presented Buyer-centric, science-based selling Selling like our grandparents did His thoughts on over-dependence on technology And SO much more! Links from the Show Try Audible Today! LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

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