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