The Science of Selling

One of the Most Highly-Rated Sales Books of All Time.” – HubSpot

Blending cutting-edge research in social psychology, neuroscience and behavioral economics, The Science of Selling shows salespeople how to align the way they sell with how our brains naturally form buying decisions, dramatically increasing their ability to earn more sales. The Science of Selling reveals an evidence-based approach that connects the dots between science and situation salespeople face every day to help them consistently succeed, including proven ways to:

Engage buyers’ emotions to increase their receptiveness to you and your ideas
Ask questions that line up with how the brain discloses information
Lock in the incremental commitments that lead to a sale
Create positive influence and reduce the sway of competitors
Discover the underlying causes of objections and neutralize them
Guide buyers through the necessary mental steps to make purchasing decisions

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A terrific book! Sales trainer David Hoffeld has built his selling methods on a solid foundation of science. Let his research-based insights into why people buy help you increase sales and retain loyal customers.

—Daniel H. Pink, author of To Sell Is Human

This book is a breath of fresh air. David Hoffeld is a pioneer when it comes to connecting selling with science.  While most sales books are based on the author’s experience, every chapter in this superbly well written book is rooted in science.

—Gerhard Gschwandtner, CEO of Selling Power

This book is a must-read.  It looks deeply at the science behind what happens during the sale, assesses the causes and effects, and serves up conclusions in a way that translates to actionable awareness for salesreps and their managers.

—Dave Stein, Principal at and author of Beyond the Sales Process

David Hoffeld proves conclusively selling is a science rooted in universal buying behaviors… and in The Science Of Selling he explains precisely how you can apply science to produce far greater sales results.  Grab your yellow highlighter and be prepared to us it on every page.

—Stu Heinecke, author of How to Get a Meeting with Anyone

Provides strong, clear and practical advice about selling . . . and is per­haps the best discussion yet of the core essentials of this key practice in business and in life.

—Frank Cespedes, Harvard Business School

The Science of Selling is an engaging journey that bridges the gap between cutting-edge science and the realities of the modern marketplace.

—Ron Friedman, Ph.D. and author of The Best Place to Work
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The Science of Selling


Introduction Why Use Science to Sell?
Chapter 1 Why Sales People Underperform
Chapter 2 The Two Methods of Sales Influence
Chapter 3 How to Sell the Way People Buy
Chapter 4 Selling To Your Buyers’ Emotions
Chapter 5 The Science of Asking Powerful Questions
Chapter 6 Why People Buy
Chapter 7 Creating Value, Neutralizing Competitors, and Overcoming Objections
Chapter 8 Closing Redefined: Obtaining Strategic Commitments
Chapter 9 Five Science-Based Sales Presentation Strategies
Chapter 10 The Future of Selling

About the Author

DAVID HOFFELD is the CEO and chief sales trainer at Hoffeld Group, one of the nation’s top research-based sales and consulting firms. He is widely regarded as the number one authority on selling with science.

A sought-after sales thought leader and speaker, David has trained and coached salespeople from small and medium businesses to Fortune 500 companies. He’s a sales and leadership contributor to Fast Company and has been featured in Fortune, U.S. News and World Report, The Wall Street Journal, Harvard Business Review, CBS Radio, Fox News Radio, and more. David has built a robust and loyal audience as a trusted resource for sales and business leaders. He has received numerous awards from Toastmasters International and is a member of the National Speakers Association, the Association for Talent Development, and the Society for Personality and Social Psychology. David earned a master’s degree and studied sales at Harvard Business School.

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