The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 2 months ago

Why the Brain Buys: The Neuroscience of Sales w/ Dr. Terry Wu


You’re throwing an office party now and you need to get noisemakers, silly hats and confetti. You know you can find all of these things on Amazon, but lately, you’ve also been fielding increasingly-aggressive office visits from a door-to-door party clown from the local clown college trying to sell you all of these very items — and he warns that, if you don’t, you’re a terrible manager and hate puppies. Who do you go with… and why is it Amazon?

Today’s guest, neuroscientist Dr. Terry Wu, Owner at Neuromarketing Services, says you choose Amazon not because of John Wayne Gacy or the movie IT, but because our brains are wired to love buying but hate feeling like we’re being forced.

This is just one of many examples Dr. Wu shares in the latest episode of how neuroscience influences buying behavior — and how understanding the science helps you make a sale.

We discuss:

  • The difference between helping a customer buy and selling to them
  • The power of framing when it comes to buying decisions
  • How freewill — or lack thereof — plays into buying behavior

And be sure to check out:

Now that you know why the brain buys, are you ready to learn how to foster human connection to build high-performance teams, or how to overcome buyer resistance? Check out the full list of episodes: The B2B Revenue Executive Experience.

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