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The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

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The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales. Unlike other sales books, which primarily rely on anecdotal evidence and unproven advice, Hoffeld's evidence-based approach connects the dots between science and situations salespeople and business leaders face every day to help you 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 Packed with advice and anecdotes, The Science of Selling is an essential resource for anyone looking to succeed in today's cutthroat selling environment, advance their business goals, or boost their ability to influence others. **Named one of The 20 Most Highly-Rated Sales Books of All Time by HubSpot


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The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales The Revolutionary Sales Approach Scientifically Proven to Dramatically Improve Your Sales and Business Success Blending cutting-edge research in social psychology, neuroscience, and behavioral economics, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, dramatically increasing your ability to earn more sales. Unlike other sales books, which primarily rely on anecdotal evidence and unproven advice, Hoffeld's evidence-based approach connects the dots between science and situations salespeople and business leaders face every day to help you 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 Packed with advice and anecdotes, The Science of Selling is an essential resource for anyone looking to succeed in today's cutthroat selling environment, advance their business goals, or boost their ability to influence others. **Named one of The 20 Most Highly-Rated Sales Books of All Time by HubSpot

30 review for The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

  1. 4 out of 5

    Dolly

    Great and long overdue book! The integration of psychological research and real-world examples is compelling. I am a social psychologist so I knew most of the research described in the book already, but Hoffeld takes the academic and makes it actionable. I especially liked the sections about the value of training and the use of questions. Readable, entertaining, and practical - an excellent resource (and not just for sales people!).

  2. 5 out of 5

    David

    1. There is two routes of influence, one is outside the actual message, the second is within the actual message. 2. Outside of the message are different heuristics; mental shortcuts that people use as a rule of thumb without thinking, here they are: A. Single-option aversion When people are presented only with one option they feel it more risky, so they calculate the risk more. Research shows people are buying more when they have options. B. Asymmetric dominance effect One of the options should be 1. There is two routes of influence, one is outside the actual message, the second is within the actual message. 2. Outside of the message are different heuristics; mental shortcuts that people use as a rule of thumb without thinking, here they are: A. Single-option aversion When people are presented only with one option they feel it more risky, so they calculate the risk more. Research shows people are buying more when they have options. B. Asymmetric dominance effect One of the options should be a decoy; similar but a little worse, which makes it simpler for people to be attracted to the better option and choose it. C. Likability Find something that you appreciate in the customer and communicate genuinely your liking to it, and they'll naturally like you in return. D. Social proof People being influenced by the knowing/seeing that other people are buying/doing it (think standing ovation) Use words like: so many people or most people in your situation. 3. It comes down to certain commitments the client is making during the sales process according the 6 Why's, with certain emotions. Commitment to the 6 Why's + positive emotional state = positive buying decision. 4. Every objection is rooted in a one of the 6 Why's, so if you have the answers to all of those Why's your assured to make the sale. Here they are: 1. Why change 2. Why now 3. Why your industry solution 4. Why you and your company 5. Why your product or service 6. Why spend the money Remember, whenever you are asking a person to spend with you money, he's taking away this money from somewhere else, so you gotta make sure he's motivated to give it to you instead. And that is by identifying the dominant buying motive, which is one of the above. 5. The collective experience of emotions; emotional state, impacts a persons thoughts and decisions. The first thing to identify their emotional state is by identifying nonverbal communication; gestures, tone of voice, rate of speech, body movements, facial expressions, touch and eye contact. 6. It all comes down to questions, and that needs to be according to how the brain processes things. It works in layers, here they are, ask: A. About thoughts, facts, behaviors, situations. B. Explanations and assessments C. Fear of loss or desire for gain 7. There are different ways of handling objections: A. Identify it quickly. B. Monitor the emotional state. C. Follow the objection handling process; - Soften it - Isolate it, zoom in if there's any others - Identify the root; one of the 6 whys - Answer it; evidence + story - Gain commitment 8. Sales presentation strategies; A Show less, only show the needed info. B. Anchoring. C. Mirroring (posture, gesture, speech rate, words). D. Speak and show pictures. E. Stories (no unnecessary details, characters similar to buyers, compelling intro, let characters speak, clear conclusion, singular point).

  3. 4 out of 5

    Synthia Salomon

    Apply insights from science and psychology to improve sales. It's not trial & error. *compare new and old information, a $30 bottle of wine vs. $150 A compelling story (narrative framework) Character Conflict Resolution with product or service tailor pitches to fit the way brains work. Be motivated by continuous skill improvement (top performers) Apply insights from science and psychology to improve sales. It's not trial & error. *compare new and old information, a $30 bottle of wine vs. $150 A compelling story (narrative framework) Character Conflict Resolution with product or service tailor pitches to fit the way brains work. Be motivated by continuous skill improvement (top performers)

  4. 4 out of 5

    Carl Thoemmes

    This is a great book to give to junior members of a sales team and a good book to give as a refresher to more experienced members who are stuck in the status quo. The Science of Selling does a good job of aggregating the most applicable concepts from behavioral economics (Khaneman & Thaler), psychology mindset (Dweck), and good old sales blocking and tackling concepts. While I was slightly disappointed that I did not find much unique insight, the core concepts presented in the book can and do dr This is a great book to give to junior members of a sales team and a good book to give as a refresher to more experienced members who are stuck in the status quo. The Science of Selling does a good job of aggregating the most applicable concepts from behavioral economics (Khaneman & Thaler), psychology mindset (Dweck), and good old sales blocking and tackling concepts. While I was slightly disappointed that I did not find much unique insight, the core concepts presented in the book can and do drive significant improvement within any sales organization when applied with purpose.

  5. 5 out of 5

    Zhivko Kabaivanov

    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.

  6. 4 out of 5

    Maddy

    The beginning dragged on for me and felt like the slightly modified sales version of Cialdini’s book, Influence. But I’m glad I stuck it out - the second half was super useful and gave me a lot of ideas for how to improve the sales process for my business. A lot of the ideas were familiar to me, after going through Groupon’s sales training - but what we didn’t really explore in that role was the “why” behind why some tactics work. This book closed the gap for me and reinforced what I learned at The beginning dragged on for me and felt like the slightly modified sales version of Cialdini’s book, Influence. But I’m glad I stuck it out - the second half was super useful and gave me a lot of ideas for how to improve the sales process for my business. A lot of the ideas were familiar to me, after going through Groupon’s sales training - but what we didn’t really explore in that role was the “why” behind why some tactics work. This book closed the gap for me and reinforced what I learned at this past sales job.

  7. 4 out of 5

    Cristobal

    No matter what your walk in life is, at some point you will have to sell. Whether convincing your boss about promoting you, getting your family to go on your dream vacation, having someone marry you, they all involve the dynamics of selling. Yet it is almost impossible to find an undergraduate or graduate degree that takes selling seriously and makes courses available. I would have loved to trade in a couple of my MBA courses for learning more about selling. This book avoids all the typical selli No matter what your walk in life is, at some point you will have to sell. Whether convincing your boss about promoting you, getting your family to go on your dream vacation, having someone marry you, they all involve the dynamics of selling. Yet it is almost impossible to find an undergraduate or graduate degree that takes selling seriously and makes courses available. I would have loved to trade in a couple of my MBA courses for learning more about selling. This book avoids all the typical selling cliches: get people to like you, start with a smile, etc. and gets down to explaining how the buyer's brain works and how to use that to facilitate selling. It is the first book on selling which I've found incorporates the findings of behavioral science to improve selling results. If you care about selling, and you should, you shouldn't miss it.

  8. 4 out of 5

    Nora Kärkkäinen

    Great & easy-to-read sales basics in one book. Plus: "the 6 whys" => very powerful concept! Great & easy-to-read sales basics in one book. Plus: "the 6 whys" => very powerful concept!

  9. 5 out of 5

    David King

    This review has been hidden because it contains spoilers. To view it, click here. We all have to show sales skills at one point in our life. Sales skills doesn't have to be direct selling. "Millions of other people who do indirect selling every day and don’t even realize it—like presenting a new idea to a boss or encouraging a friend to adopt a healthier habit." "If you are going on job interviews, you’ll attempt to sell yourself and your skills to a prospective employer. If you are starting a business, your ability to pitch your idea and gain clients" Have you liked a sales pe We all have to show sales skills at one point in our life. Sales skills doesn't have to be direct selling. "Millions of other people who do indirect selling every day and don’t even realize it—like presenting a new idea to a boss or encouraging a friend to adopt a healthier habit." "If you are going on job interviews, you’ll attempt to sell yourself and your skills to a prospective employer. If you are starting a business, your ability to pitch your idea and gain clients" Have you liked a sales people? I usually don't and this is reflected in the real world. "63 percent of salespeople regularly behave in ways that drive down performance and obstruct buying decisions." The book exposes the myth that extroverts are good sales people. "Extraverts often make poor salespeople because they are so gregarious they have trouble listening to buyers, which hinders them from understanding their buyers’ perspectives." The book advocates scientific principles to help a buyer makes purchase. "There are six specific questions that represent the mental steps the brain takes when formulating a buying decision." The book emphasizes on small wins. "Although a positive buying decision may be revealed only at the close of the sale, it must be cultivated throughout the sales process. This ensures that the close is a stress-free event for both parties," Finally the books gives some psychological tricks, which we are familiar with some of them. Don't give only one option. "When buyers are presented with only a single product or service, they rarely feel confident enough to make a positive buying decision and will want to look at alternatives. The reason is because of single-option aversion. This heuristic causes the brain to assign more risk to a decision when there is only one option in a choice set. Without something similar to compare a product or service to, the brain struggles to identify value and the decision-making process will often stall." Use social proof. "When salespeople described their products as “the most popular” or “selling faster than we can bring them in,” potential customers’ desire for the products and their assessments of their value surged." Show you care "After introducing themselves, he had them ask the potential customer, “How are you feeling this evening?” When the representatives asked this question, the vast majority responded with a favorable reply. This caused the acceptance rate to nearly double:"

  10. 5 out of 5

    Vanessa Princessa

    I read this book thanks to Blinkist. Final summary The key message in these blinks: Sales shouldn’t just be a game of trial and error. Decades of research into psychological and social science have revealed effective strategies for making pitches more reliable and effective. A smart salesperson should focus on creating positive feelings, demonstrating the value of their products or services, and asking powerful questions to truly understand their clients’ needs and desires. By applying these insigh I read this book thanks to Blinkist. Final summary The key message in these blinks: Sales shouldn’t just be a game of trial and error. Decades of research into psychological and social science have revealed effective strategies for making pitches more reliable and effective. A smart salesperson should focus on creating positive feelings, demonstrating the value of their products or services, and asking powerful questions to truly understand their clients’ needs and desires. By applying these insights to your practice, you can improve your abilities and get better results. Actionable advice: Hire intrinsically motivated salespeople. Good salespeople are motivated to close a deal. Great salespeople are also motivated by their personal desire to hone their abilities and do their best. So, when hiring sales staff, look for workers who have a desire to continuously improve their skills. These internally motivated individuals are destined to be top performers in the long run. What to read next: The Psychology of Selling, by Brian Tracy You’ve just learned how findings from scientific research can improve your sales pitch. Next, continue exploring the intersection of science and sales with The Psychology of Selling by Brian Tracy. The blinks to this book delve into peer-reviewed psychological studies to find the most effective approaches for closing a deal. Filled with interesting insights and compelling case studies, this guide will give you additional strategies for making the sale.

  11. 4 out of 5

    Keeley

    In high school, my computer science teacher (of all people) assigned us to read How to Win Friends and Influence People. At the time I wasn't sure why. As an adult I can see that there are definitely practical reasons to study influence, especially in sales, and this book by David Hoffeld is the right book on the topic for today. I was impressed by how thoroughly he backs up his claims with citations from quality publications, ranging from Harvard Business Review to a number of academic journals In high school, my computer science teacher (of all people) assigned us to read How to Win Friends and Influence People. At the time I wasn't sure why. As an adult I can see that there are definitely practical reasons to study influence, especially in sales, and this book by David Hoffeld is the right book on the topic for today. I was impressed by how thoroughly he backs up his claims with citations from quality publications, ranging from Harvard Business Review to a number of academic journals in organizational and behavioral psychology. Not a salesperson myself, I feel like I get more from reading some of the less "applied" source texts, like Thinking, Fast and Slow. But if you are in the field (or adjacent fields that require persuasion, such as politics) it is well worth a read.

  12. 4 out of 5

    Jason L.

    Read this on Blinkist, pretty good to read this book within 15 minutes. Here is a summary: - Present not too many options e.g. 2 options: 1 good, 1 great. The good make the great look more amazing. - 6 whys, where if all answered, the sale should be easy. 1. why changed 2. why now 3. why your industry e.g. why cloud is amazing, before pitching why AWS 4 and 5. why your company and product (Specifics, quality, expertise, etc that make your product spend out) 6. why spend the money, e.g. financial benef Read this on Blinkist, pretty good to read this book within 15 minutes. Here is a summary: - Present not too many options e.g. 2 options: 1 good, 1 great. The good make the great look more amazing. - 6 whys, where if all answered, the sale should be easy. 1. why changed 2. why now 3. why your industry e.g. why cloud is amazing, before pitching why AWS 4 and 5. why your company and product (Specifics, quality, expertise, etc that make your product spend out) 6. why spend the money, e.g. financial benefits - Make your customers comfortable. e.g. food, drinks, mood etc - Project upbeat attitude and tone. Can engage in chit chat and banter to put customer in cheery and happy mood. - Listen and see the world from the customer's perspective. - Tell a story of maybe a previous client, their problem and how the product help to solve their pain points.

  13. 4 out of 5

    Jackson Chen

    Reading for work about work is always fun. Really is interesting to see how detailed Hoffeld went into psychological dynamics and relations to complicated decision making processes that are aligned to start, continue and finish a buying and procurement process. The unique aspect for me was that these principles that are outlined are things that I was intuitively doing and successful in my large contract closures but what was missing was the consistency to which my execution was lacking. Now having Reading for work about work is always fun. Really is interesting to see how detailed Hoffeld went into psychological dynamics and relations to complicated decision making processes that are aligned to start, continue and finish a buying and procurement process. The unique aspect for me was that these principles that are outlined are things that I was intuitively doing and successful in my large contract closures but what was missing was the consistency to which my execution was lacking. Now having a plan that aligns these step by step “requirements” gives me a checklist and additional guidance points to better execute a complicated process that is comprehensively backed by scientific proof. +who knew that changing your stance alleviates negative emotional states

  14. 4 out of 5

    Cody

    3.5 Stars Really interesting concepts talked about in this book. I haven’t been formally trained in sales but much of this book was easy to digest. I was able to think through my sales process. And adapt the principles taught. We’ll have to wait and see if it yeads the same result as stated in the book. It was a pretty fast read. The major take away was that when approaching sales you need to do so with the buyers decision making process in mind. Rather than, waking them through a pre conceived f 3.5 Stars Really interesting concepts talked about in this book. I haven’t been formally trained in sales but much of this book was easy to digest. I was able to think through my sales process. And adapt the principles taught. We’ll have to wait and see if it yeads the same result as stated in the book. It was a pretty fast read. The major take away was that when approaching sales you need to do so with the buyers decision making process in mind. Rather than, waking them through a pre conceived formula. This can be don by truly listening and responding accordingly... There was a lot of references to scientific and psychological studies. Well referenced. Enjoy.

  15. 4 out of 5

    QUINNS

    According to research in psychological and social science, a smart salesperson should focus on creating positive feelings, demonstrating the value of their products or services, and asking powerful questions to truly understand their clients’ needs and desires. The author has presented a number of practices and strategies so that you could improve in abilities and getting better results. Furthermore, a good salespeople are motivated to close a deal. So, when hiring sales staff, look for those wh According to research in psychological and social science, a smart salesperson should focus on creating positive feelings, demonstrating the value of their products or services, and asking powerful questions to truly understand their clients’ needs and desires. The author has presented a number of practices and strategies so that you could improve in abilities and getting better results. Furthermore, a good salespeople are motivated to close a deal. So, when hiring sales staff, look for those who have a desire to continuously work on their skills.

  16. 4 out of 5

    John Girard

    Impressive sales book - avoids most of the rah-rah of other sales books, and incorporates a lot of the quite good contemporary primary research on buying behavior. I was a little turned off by the several attempts to brand frameworks / ideas (“The Six Whys tm”) and a few of the ideas were actually under supported. Otherwise very interesting addition to the discussion of selling.

  17. 5 out of 5

    Jorge Carrasco

    This was my first book related to sales and I really enjoyed it. I am very analytical and the authors' approach aligns well with how I process and vet new information. I consumed it initially in audiobook format but I am purchasing it in soft cover format for future reference and to highlight sections I saw the most value in. This was my first book related to sales and I really enjoyed it. I am very analytical and the authors' approach aligns well with how I process and vet new information. I consumed it initially in audiobook format but I am purchasing it in soft cover format for future reference and to highlight sections I saw the most value in.

  18. 4 out of 5

    Fabian

    This is what happens when a academic tries to write about something he has never done in his life but feels that because he is a academic to have a valid approach. David doesn’t he shows a very very shallow knowledge of science and clearly falls victim himself to something called „ selective bias „ . Overall the content isn’t bad but the author is a charlatan.

  19. 5 out of 5

    Martin Caparas

    This book really placed into perspective a skill that most people believed to be only supported through speculation. Hoffeld places sales marketing into a different light that is fuelled through science and different researches. His teachings are not only applicable for those who are entering the sales industry but also for the people that wishes to sell their own skills to make a profit.

  20. 5 out of 5

    Anton Sigurdur

    A lot of the content within the book came naturally to me however, it’s how David mixes science, thought leadership and the realistic aspect of selling that caught me. Really enjoyed the book - will read again in a few months to recap

  21. 4 out of 5

    Lama JB

    Sales based on neuroscience and social behavior studies. Defiantly easier read than applied, but very helpful nonetheless.

  22. 4 out of 5

    Martin Felando

    Good research, especially involving the little steps needed to close. I do not recommend the Audible version.

  23. 5 out of 5

    Osama Abouzeid

    Great book which illustrating how it understands the psychological behavior of buyers and use it scientifically for selling.

  24. 4 out of 5

    Jessica

    Want to read this again with notes and reflection on my own business.

  25. 4 out of 5

    Chris

    Distills a lot of things you already know into a useful order (the 6 why's). A great refresher or a great foundation for sales people just starting out. Distills a lot of things you already know into a useful order (the 6 why's). A great refresher or a great foundation for sales people just starting out.

  26. 5 out of 5

    Devon Aguirre

    This book was not really anything new from most other sales books. The author just reorganized it and then adding reference material from random studies.

  27. 4 out of 5

    Andres Jimenez

    Anyone that think sales are not their field should read this book. It will change your mind about sales.

  28. 4 out of 5

    Caleb

    Really good sales book

  29. 5 out of 5

    Mona Akmal

    Super helpful for sales and pretty much any role where you’re “selling” something.

  30. 5 out of 5

    Roy Young

    One of the best sales books I have read. Smart practical advice on selling that matches the way people buy. Based on scientific social studies and social psychology studies. Excellent book.

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