Has been researching and applying behavioral neuroscience for 27 years.
Book: Amplify Your Influence - Wall Street Journal Bestseller, best business book of 2022 by summary.com.
Core Concepts
Selling is Change: All sales involve changing behaviors. Effective selling makes prospects view the change as less risky than the status quo.
Body Language Importance: 93% of the impact comes from tone and body language, not words. Body language and tonality go hand in hand.
Neuroscience Background: Understanding how the brain works makes life exponentially easier. Behavioral neuroscience applied in practical business environments and sales.
Influence and Leadership
Influence: Core of leadership and selling. Lack of influence leads to feelings of insignificance; gaining influence enhances life and work satisfaction.
Framing: Owning and framing conversations helps in influential communication.
Storytelling: Attach stories to messages and tie downs to ensure clarity and influence.
Body Language in Sales
Non-verbal Impact: Body language and tone communicate much of the message's meaning. Authenticity and congruency in body language are crucial.
Micro Expressions: Incongruences in body language can signal dishonesty or uncertainty to the prospect.
Practical Tips: Being genuine and passionate reflects in one’s body language, influencing trust and confidence from others.
Amy Cuddy's Research: Positive body language can influence one's psychological state.
Tonality in Communication
Impact on Perception: Tone is crucial in how a message is perceived. It shows concern, empathy, or excitement, affecting how recipients react.
Matching Emotions: Ensuring that body language matches tonality prevents mixed signals and increases message clarity.
Applications in Sales
Cold Calling: Tonality and body language affect success even when not visible to the prospect. Sounding natural and engaging maintains prospect’s attention.
Objection Prevention: Preventing objections through congruent communication is more effective than handling them post factum.
Engagement Techniques: Using hand gestures and clear tonality to maintain engagement and build trust.
Tying Down Messages
Framing and Tie Downs: Use of frames to set context and tie downs to link stories back to the core message. This solidifies the message in the prospect’s mind.
Example: Tying personal stories of overcoming challenges to professional scenarios to illustrate reliability and resilience.
Practical Advice
Expert at Sales Communication: Constant learning and applying behavioral science principles enhance persuasive communication and sales effectiveness.
Importance of Continuous Learning: Building confidence through skill development and practical application.