Praise for Neuro-Sell -- Contents -- About the author -- Foreword -- Acknowledgements -- Introduction -- 1 The harsh reality facing sales professionals -- 2 The background to neuroscience and how it applies to selling -- 3 A guided tour of your customer's three brains -- The reptilian (old) brain -- The emotional (mid-)brain -- The rational (new) brain -- Mirror neurons -- 4 The buying process and the buying brain -- Go upstream! -- A primitive brain in a modern world -- Stay away from danger -- move towards reward -- Neural maps -- 5 Adaptive selling -- Adapting to the nature of the selling situation -- 6 The PRISM model of human behaviour and adaptive selling -- Brain chemicals -- The four quadrants -- The four customer colours -- 7 How to read your customer and how to adapt your style -- Observe -- Classify -- Adapt -- 8 The 'Neuro-Sell' brain-friendly selling process - the first phase -- Stage 1: consider -- 9 The 'Neuro-Sell' brain-friendly selling process - the second phase -- Stage 2: comfort part I: connect -- Stage 3: comfort part II: chameleon -- Stage 4: comfort part III: control -- 10 The 'Neuro-Sell' brain-friendly selling process - the third phase -- Stage 5: context and catalyse -- Stage 6: check -- 11 The 'Neuro-Sell' brain-friendly selling process - the fourth phase -- Stage 7: convince -- 12 The 'Neuro-Sell' brain-friendly selling process - the fifth phase -- Stage 8: confirm and conclude -- 13 Some more brain-friendly selling tips -- Being memorable -- Keeping it simple -- Making changes -- Using metaphors -- Going multi-sensory -- Spatial association -- Giving the customer's brain something to complete -- 14 Body language and the truthful brain -- Observing the customer -- 15 Neuro-negotiating -- Why (most) salespeople aren't good at negotiating -- Two distinct skill sets.

The importance of feeling comfortable feeling uncomfortable -- The five stages of negotiation -- The importance of planning and preparation -- The four different negotiators -- Different negotiation styles -- The power/comfort balance -- Comfort builders -- Power builders -- Is the customer lying? -- 16 Conclusion -- References -- Further reading -- Index.