Book – Why the Brain Buys
There are hundreds, if not thousands, of books on sales techniques. New books on selling keep getting published. Why do we need another book? What problems does the new book address?
Traditional sales book all focus on how to ask questions, handle rejections, create value propositions, show features and benefits, etc. The main flaw of this approach is that it focuses primarily on the conscious decisions and techniques. This is why more and more sales book are published every week, but they don’t seem to make an impact.
If majority of our decisions are made unconsciously, we need to understand how the unconscious mind makes buying decisions. Traditional sales books miss the crucial part of the selling process which is why the brain makes buying decisions.
The Neuroscience of Sales and Marketing
Neuroscience research has shown that emotion and intuition are the primary driving forces of our decisions. Without a fully functional limbic system, we simply can’t make decisions, including buying decisions. Our emotions create many unconscious biases. Those biases have a strong influence on our buying decisions.
In his upcoming book, “Why the Brain Buys,” Dr. Wu will discuss many subtle and invisible influences that can make or break a sale. All those influences are discovered through research in Neuroscience, Psychology, Economics and Data Science. For the first time, real science will be brought to sales. When your sales process is powered by science, it is more reliable and predictable.