The Persuasion Code: The Neuroscience of Sales

Introduction

• Using neuroscience to understand selling

1. Understanding the Two-Brain System

• Why traditional marketing doesn't work
• The primal brain vs. the rational brain

2. The Six Primal Brain Stimuli

• Personal brain stimuli
• Contrastable brain stimuli
• Tangible brain stimuli
• Memorable brain stimuli
• Visual brain stimuli
• Emotional brain stimuli

3. Diagnosing the Pain

• Are you selling or are you diagnosing pain?
• Diagnosing deeper
• An iceberg of decision-drivers

4. Differentiating Your Claims

• What should your claims do?
• Making unique claims in a crowded market
• The book titled "Why Buy From Us"
• Using one claim and three subclaims
• Creating your TOP claims

5. Demonstrating the Gain

• The three types of value
• The four types of proof
• Examples of value statements
cost
• Gain = value
• Creating your gain demonstration
Conclusion
• Next steps