CHAPTER 2
The Art and Neuroscience of Sales
The New Way to Influence
MANY SALESPEOPLE have heard the saying, “Sales is an art and a science.” We think it’s time to update this phrase for today’s business environment to, “Sales is a combination of art, science, and neuroscience.”
The art of sales pertains to your ability to size up the prospect, determine their personality style, and adjust your selling style to create rapport and trust. It involves your ability to read and connect with the buyer by paying attention to nonverbal clues, such as a shift in body language or a change in the prospect’s tone of voice.
The science of sales involves following a defined sales process and applying specific selling skills at each stage. For example, business ...
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