The Science of Selling


What if I told you that there is a biological reason people buy the products they buy. Would you believe me? Much to the surprise of many, there is actually science behind why people make purchases. Unfortunately, most business schools forget to mention the part about how activating the neocortex and the limbic system within the brains of your consumers is the most effective why to close a sale.

Let me try to break this down into terms salespeople can understand. The neocortex is the part of your brain that deals with higher order thinking, the limbic system is the part of the brain that handles decision making, emotions and is where the brain stores your memories. If you are trying to maintain, as well as obtain customers, you need to create trust and loyalty between you and your consumer – in other words you need to engage their limbic system.

Since you are already trying to appeal to the emotions of the consumer (controlled by the limbic system), its only logical to use that time to also appeal to the decision maker within your consumer (also controlled by the limbic system). By leading with the reasons why your company exists, why your product serves a unique purpose, and why you exist as a company, you will be appealing to the portion of the consumer’s brain that you are already engaging with, and scientific research shows that this can help a company increase their total sales, as well as total customer base.

Dr. Martin Luther King utilized this approach in his “I Have a Dream” speech. When Dr. King spoke to the people in Washington D.C., he lead with why he was there, why he was angry and why things needed to change. He appealed to their limbic system. Leading with the why isn’t just a clever marketing strategy, it’s also science!

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