What you think you know about sales may be just plain wrong.
That’s because a lot of sales know-how is merely anecdotal and not based on science, according to David Hoffeld, author of the book, The Science of Selling (2016, TarcherPerigee). The book, which releases today, draws upon thousands of studies in psychology and neuroscience to give you a blueprint for getting inside your buyer’s head.
To be sure, every sales professional should read this book. But honestly, I believe there’s something in this book for anyone who wants to understand human nature and how decisions are made. That’s worthy reading for anyone, regardless of whether you’re trying to sell a product—or a great idea—because we often get it wrong.
If fact, one study Hoffeld uncovered concluded that “the majority of behaviors salespeople engage in hinder the likelihood of the sale.” That’s because decision making is often thought of as a rational process: Line up more pros than cons and you’ll get the sale.