When I think of sales I think of it in a very broad term. I feel that there are only three ways to sell a product – You can sell a product either to the brain, the heart or the ego. People who achieve their goals and sustain success over a long period of time have learnt how to manage their emotions and energy levels through good times and bad. They learn that it is important to pay attention to feedback and learn how to adapt and adjust to setbacks. By paying attention to their thoughts, feelings, emotions and behaviours they are able to develop in the following areas:

Social and other awareness
Relationship management
Motivation and resilience

All of these are areas which are critical to leading a successful career in sales and sales leadership.

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Selling is much more than talking to people and convincing them to buy something. Over the last few decades, a wealth of scientific research has emerged about how the human brain makes choices and which factors can influence what we say and do, including what we buy. Best of all, this scientific knowledge is readily available and can be used to help you become a top performer.

Neuromarketing, a concept developed by psychologists at Harvard University 1990, is a field of marketing research that examines consumers’ sensorimotor, cognitive, and effective response to marketing stimuli. The approach is based on research into how customers think (pdf), which shows that 95 percent of thinking takes place in our unconscious minds and that people use conscious thought primarily as a way to rationalize behavior.


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