The Science of Selling audiobook cover - Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

The Science of Selling

Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

David Hoffeld

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Communication SkillsMarketing & Sales

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The Science of Selling
Evidence-Based Approach+
The Six Whys Framework+
Emotional Influence+
Strategic Questioning+
Addressing Actual Needs+
Demonstrating Value+
Psychological Strategies+
Actionable Hiring Advice+

Quiz — Test Your Understanding

Question 1 of 8
According to research from the Wharton School, how do highly extroverted people perform in sales compared to average?
  • A. They perform significantly better due to their outgoing nature.
  • B. They perform worse than average.
  • C. They perform exactly the same as introverts.
  • D. They are only effective if they undergo intensive training.
Question 2 of 8
In the framework of the 'Six Whys,' what must a salesperson do when answering the question 'why your industry?'
  • A. Explain why the buyer should choose the general category of the solution over alternative methods.
  • B. Offer a temporary discount to create a sense of urgency for the buyer.
  • C. Demonstrate the specific financial cost-savings of their company's product.
  • D. Point out the flaws in the buyer's current financial situation.
Question 3 of 8
How can a salesperson utilize the phenomenon of 'emotional cognition' during a pitch?
  • A. By offering the buyer a logical, step-by-step breakdown of the product's features.
  • B. By mirroring the buyer's negative emotions to show deep empathy and understanding.
  • C. By projecting an upbeat attitude and big smile so the buyer mirrors their cheerful state.
  • D. By reminding the buyer of their past financial mistakes to create a sense of urgency.
Question 4 of 8
According to 'social penetration theory,' how should a salesperson structure the questions they ask a buyer?
  • A. Start with highly specific buying motives and then zoom out to general industry trends.
  • B. Ask questions in layers, starting with broad inquiries before narrowing the focus.
  • C. Ask only closed-ended questions to prevent the buyer from getting distracted.
  • D. Avoid asking questions about the buyer's current situation to prevent making them defensive.
Question 5 of 8
What trap do salespeople fall into when they suffer from 'inattentional blindness'?
  • A. They fail to notice the physical non-verbal cues of the buyer.
  • B. They focus entirely on the product's price and forget to mention its features.
  • C. They spend all their time highlighting what they think is important rather than what the buyer actually cares about.
  • D. They present too many options, causing the buyer to become overwhelmed and walk away.
Question 6 of 8
What is the primary purpose of the sales technique known as 'inoculation'?
  • A. To prevent objections before they happen by comparing your offering's unique benefits to inferior competitors.
  • B. To slowly introduce the price of a product so the buyer doesn't experience sticker shock.
  • C. To inject a compelling story into the pitch to bypass the buyer's critical thinking.
  • D. To present a high-priced item first so that subsequent items seem cheaper.
Question 7 of 8
A salesperson shows a client a highly expensive software package before revealing the much lower price of the software they actually intend to sell. Which psychological phenomenon is being used here?
  • A. The narrative paradigm
  • B. The asymmetric dominance effect
  • C. Anchoring
  • D. Instinctive elaboration
Question 8 of 8
What did the famous grocery store experiment involving tasting booths for jam demonstrate about buyer behavior?
  • A. Customers are more likely to buy when they have a wide variety of choices to ensure they find exactly what they want.
  • B. The human brain is better at making purchasing decisions when there are fewer options to choose from.
  • C. Customers only buy products if they are allowed to test them for free first.
  • D. Sales increase significantly when products are presented alongside a compelling narrative.

The Science of Selling — Full Chapter Overview

The Science of Selling Summary & Overview

The Science of Selling (2016) is a detailed handbook on the science of making a sale. Combining insights from neuroscience and social psychology, this guide presents an evidence-based approach to making a convincing pitch.

Who Should Listen to The Science of Selling?

  • Salespeople looking for an extra edge
  • Marketers interested in evidence-based approaches
  • Folks who want to learn the neuroscience behind sales

About the Author: David Hoffeld

David Hoffeld is the CEO and chief sales expert at the Hoffeld Group, a leading sales and consultancy firm. His insightful approach to sales has landed him lecture spots at Harvard Business School and features in the Wall Street Journal, Fast Company, and U.S. News & World Report.

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