The Persuasion Code: The Neuroscience of Sales

Successful persuasion can seem like a matter of charisma, luck, or timing, but neuroscience reveals that there are reliable, successful approaches to persuasion that can be used by anyone. In this course, you’ll learn about the science behind persuasion, and explore how to develop more effective marketing and sales messages using the pain-claim-gain framework. Author Patrick Renvoise starts by explaining the dual nature of the human brain—rational and primal—and shares why most sales and marketing messages fail. He then reveals a step-by-step process to stimulate the primal brain of your audience. Patrick’s scientific approach to selling has helped many people become more effective at persuasion and close more sales.

Topics include:

• Using neuroscience to understand selling
• Understanding how our two-brain system works
• The six primal brain stimuli
• Your sales persuasion process
• Maximizing your ability to persuade
• Identifying the difference between a pain and a need
• Creating claims and your unique selling proposition (USP)
• Examples of claims
• Value propositions, proofs, and gain
• Using cognitive biases to help you sell

About the Author

Patrick Renvoise is the cofounder and chief persuasion officer of SalesBrain. Patrick cofounded the first neuromarketing agency, SalesBrain. After receiving a master’s degree in computer science from the National Institute of Applied Sciences in Lyon, France, Patrick taught physics at that university. During that time, he developed three passions: the science of persuasion, marketing, and the human brain. This led him to develop a unique scientific model of persuasion called NeuroMAP, first published in the book Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain . He recently published a second book: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime. Patrick has trained over 150,000 executives.

Product Details

• Full Video Tutorials
• Video File Format: MP4
• Skill Level: Advanced
• Video Duration: 48m 59s
• Instructor: Patrick Renvoise