ABSTRACT
Sales departments have long been interested in training their staff in customer psychology. They teach them to detect, analyze and understand consumers’ subconscious attitudes and reactions.
Neuroscientific methods and techniques are increasingly used to improve the performance of sales staff. They are now included in training, motivation, work organization and commercial approaches, staff presentation, etc. Programs specifically designed to use knowledge drawn from neuroscience are offered by individuals and consultancy firms, mainly in Europe and the United States. These programs have evocative names such as “Top-Ten Sales,” “Sales Point,” “Story” and “Selling to the Old Brain.” They are generating an increasing amount of interest throughout the world from a growing number of companies from different industries.
