The Science of Selling is a book about how science can improve the field of sales by American sales trainer David Hoffeld. The book explains what research in psychology says about each aspect of the sales process, as well as how to sell in accordance with how the brain makes buying decisions. The book is divided into ten chapters, which comprise three sections that focus on different aspects of the business of sales. Hoffeld begins by discussing some of his background and what made him decide to use science to improve his sales performance. He then explains why sales is not an obsolete profession and why science works to improve sales performance. The remainder of the introduction lays out the framework of the rest of the book. The first chapter explores why salespeople are struggling. The suggested remedy is to adjust sales techniques to conform to the manner in which the human brain makes buying decisions. The second chapter covers the functionality of influence. The peripheral route is explained first, in terms of building trust and understanding the heuristics that most people use when making decisions. The central route is explained next, which involves the actual message of the salesperson. What this message should contain is the primary focus of the third chapter. Hoffeld uses a proprietary method called the Six Whys combined with attending to the buyer’s emotional state in order to address a buyer’s questions and get the buyer to feel like buying. These questions allow a salesperson to understand a buyer’s needs and convince a buyer to purchase a good or service now from a particular company. The fourth chapter focuses on the role of emotions in decision making and how salespeople can alter a buyer’s emotional state away from negativity. Read the entire article at ZerothPosition.com
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