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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
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The Science of Selling summary
David Hoffeld
Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal
21 mins
Brief summary
The Science of Selling by David Hoffeld is a sales book that uses neuroscience to help understand how to persuade others effectively. It provides practical advice and real-world examples for sales professionals to use in their daily interactions with customers.
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The Science of Selling
Summary of 7 key ideas
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Key idea 1 of 7
Understanding the science of sales will improve your performance.
Have you ever met a naturally gifted salesperson? Someone with a stellar smile, approachable personality, and magic ability to close any deal? Maybe. But according to research, skilled sellers like this are not the norm.
A study from the Harvard Business Review found that only one-third of salespeople are consistently effective. Even worse, a study from ES Research found that 90 percent of sales training delivers no improvement at all.
With stats like this, it’s amazing that businesses survive at all. Thankfully, it doesn’t have to be this way. If we look at sales through the lens of science, it’s possible to find evidence-based approaches that work.
The key message here is: Understanding the science of sales will improve your performance.
It’s common to think of sales ability as a static quality – you either have it or you don’t. But science tells a different story. Our brains are amazingly adaptable. And with effort and practice, we can rewire our neurons to develop new skills. This is called neuroplasticity, and it lets us improve our natural talents over time.
A problem comes up when we focus on learning the wrong skills. Unfortunately, this happens a lot, because the most common sales advice is based on anecdotes instead of evidence. For instance, many people believe that extroverts make more sales. And yet a study from the Wharton School of the University of Pennsylvania found that those who score high on measures of extroversion perform worse than average.
Science also shows us what can improve sales outcomes. In fact, research has uncovered many surprising methods for boosting sales called peripheral routes of influence. One example is the asymmetric dominance effect. This dictates that customers are more likely to buy when presented with two options – one good and one great. Why does this make the sale easier? Because having a good option makes the great one seem even better.
Scientifically-proven approaches like this are based on a simple idea: salespeople are more effective when they understand what’s happening in a customer’s brain. After all, if you understand what a buyer is thinking, you can tailor your pitch more effectively to their needs and desires.
How exactly does this work? Find out in the next blink!
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What is The Science of Selling about?
The Science of Selling (2016) is a detailed handbook on the science of making a sale. Combining insights from neuroscience and social psychology, this guide presents an evidence-based approach to making a convincing pitch.
The Science of Selling Review
The Science of Selling (2016) by David Hoffeld is a compelling book that explores the art and science of selling, making it a must-read for anyone in sales or interested in the psychology behind successful selling. Here's why this book is worth your time:
- With its data-driven strategies and evidence-based research, it provides practical insights that can be applied to improve sales performance.
- Hoffeld combines real-world examples and psychological principles to explain the intricacies of selling, making the content relatable and applicable.
- By uncovering the psychology behind successful selling, the book offers unique and insightful perspectives that keep readers engaged and interested throughout.
Best quote from The Science of Selling
What the research shows is that a salespersons message should mirror the way that buyers brains formulate buying decisions.
—David Hoffeld
Who should read The Science of Selling?
- Salespeople looking for an extra edge
- Marketers interested in evidence-based approaches
- Folks who want to learn the neuroscience behind sales
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The Science of Selling FAQs
What is the main message of The Science of Selling?
The main message of The Science of Selling is to use proven science-backed techniques to improve sales effectiveness.
How long does it take to read The Science of Selling?
The reading time for The Science of Selling varies depending on the reader's speed. However, the Blinkist summary can be read in just 15 minutes.
Is The Science of Selling a good book? Is it worth reading?
The Science of Selling is a valuable read for sales professionals. It offers practical strategies based on scientific research to enhance selling skills.
Who is the author of The Science of Selling?
The author of The Science of Selling is David Hoffeld.
What to read after The Science of Selling?
If you're wondering what to read next after The Science of Selling, here are some recommendations we suggest:
- The Psychology of Selling by Brian Tracy
- Flip The Script by Oren Klaff
- The Greatest Salesman in the World by Og Mandino
- Sales EQ by Jeb Blount
- Flipnosis by Kevin Dutton
- You're Not Listening by Kate Murphy
- How to Talk to Anyone by Leil Lowndes
- How to Master the Art of Selling by Tom Hopkins
- Influence by Robert B. Cialdini
- The 3-Minute Rule by Brant Pinvidic