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The Neuroscience of Selling: Proven Sales Secrets to Win Over the Buyer's Heart and Mind
A revolutionary way to increase your sales! Sales is not just about logic and emotion. Extraordinary salespeople are top earners because they understand the deeper levels of the brain and how buyers think. Global sales expert John Asher explores these hidden biases and brain stimuli, and provides tips and techniques Discover real sales success and bring new value to your company! The Introduction and Chapter One to The Neuroscience of Selling are adapted under license by SalesBrain, LLC, © 2002-2019.
161 pages, Kindle Edition
Published November 1, 2019
60 people are currently reading
257 people want to read
About the author
John Asher
4 booksThere is more than one author with this name
In his first career, John was captain of two nuclear-powered fast attack submarines. In his final job in the Navy, he was the program manager of a billion dollar software development program. A lot of what he learned about leadership and sales he learned in the Navy.
In John’s second career he co-founded an engineering company that grew at a 42% per year growth rate compounded for 14 straight years. Along the way, the firm acquired seven other companies and John gained key insights into what it takes to develop a fast-growing business where everybody in the company is in sales!
In his third career, John started a sales and marketing advisory business to share the lessons he learned from being on the front lines of selling complex sales for over twenty years. Those lessons were translated into his Top Ten Selling Skills that are the blocking and tackling of successful sales. He and his team have trained over 70,000 salespeople in 22 countries on his efficient and effective sales process to quickly close new business.
John is a managing director of the Business Growth Alliance and Headwaters, S.C., a midcap investment banking firm, and is also a special advisor to the private equity divisions of Goldman Sachs and Indian Rivers Advisors.
Over the last two decades, John has mentored a large cadre of speakers and trainers that has fueled the growth of ASHER.
John is a recent recipient of the Lifetime Speaker Achievement Award for extraordinary contributions to Vistage, an international organization of CEOs.
Close Deals Faster is an "Award-Winner in the Business: Sales category of the 2018 International Book Awards.
In his first career, John was captain of two nuclear-powered fast attack submarines. In his final job in the Navy, he was the program manager of a billion dollar software development program. A lot of what he learned about leadership and sales he learned in the Navy.
In John’s second career he co-founded an engineering company that grew at a 42% per year growth rate compounded for 14 straight years. Along the way, the firm acquired seven other companies and John gained key insights into what it takes to develop a fast-growing business where everybody in the company is in sales!
In his third career, John started a sales and marketing advisory business to share the lessons he learned from being on the front lines of selling complex sales for over twenty years. Those lessons were translated into his Top Ten Selling Skills that are the blocking and tackling of successful sales. He and his team have trained over 70,000 salespeople in 22 countries on his efficient and effective sales process to quickly close new business.
John is a managing director of the Business Growth Alliance and Headwaters, S.C., a midcap investment banking firm, and is also a special advisor to the private equity divisions of Goldman Sachs and Indian Rivers Advisors.
Over the last two decades, John has mentored a large cadre of speakers and trainers that has fueled the growth of ASHER.
John is a recent recipient of the Lifetime Speaker Achievement Award for extraordinary contributions to Vistage, an international organization of CEOs.
Close Deals Faster is an "Award-Winner in the Business: Sales category of the 2018 International Book Awards.
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Displaying 1 - 20 of 20 reviews
December 14, 2024
The Neuroscience of Selling by John Asher profoundly shifted the way I approach communication, not just as a professional, but as someone whose work directly impacts people’s lives. As a doctor, every patient interaction is an opportunity to connect, educate, and ultimately help someone take control of their health. This book reminded me that persuasion is not about manipulation but understanding how the brain processes information, emotions, and decisions.
What resonated most with me is how Asher breaks down the science of trust and decision-making. It’s easy to assume people make logical choices, but the book highlights how emotional triggers and subconscious factors often drive decisions. For someone in healthcare, this insight is crucial—it’s not enough to present facts or a treatment plan. I need to frame information in a way that resonates emotionally and builds trust, helping patients feel safe and confident in the care they’re receiving.
The practical techniques in the book are not just for salespeople; they’re tools for anyone who wants to truly reach others. Asher’s focus on listening, empathy, and tailoring communication to the individual reminded me of why I entered this field in the first place—to serve, to heal, and to connect.
This book is a game-changer for anyone working in a field where relationships matter. It’s not just about closing deals; it’s about understanding how to inspire action, whether that’s buying a product, accepting a treatment plan, or changing a lifestyle for the better. For me, The Neuroscience of Selling was more than a read—it was a reminder of the human side of my work and the responsibility I have to meet people where they are, not just with knowledge, but with understanding.
What resonated most with me is how Asher breaks down the science of trust and decision-making. It’s easy to assume people make logical choices, but the book highlights how emotional triggers and subconscious factors often drive decisions. For someone in healthcare, this insight is crucial—it’s not enough to present facts or a treatment plan. I need to frame information in a way that resonates emotionally and builds trust, helping patients feel safe and confident in the care they’re receiving.
The practical techniques in the book are not just for salespeople; they’re tools for anyone who wants to truly reach others. Asher’s focus on listening, empathy, and tailoring communication to the individual reminded me of why I entered this field in the first place—to serve, to heal, and to connect.
This book is a game-changer for anyone working in a field where relationships matter. It’s not just about closing deals; it’s about understanding how to inspire action, whether that’s buying a product, accepting a treatment plan, or changing a lifestyle for the better. For me, The Neuroscience of Selling was more than a read—it was a reminder of the human side of my work and the responsibility I have to meet people where they are, not just with knowledge, but with understanding.
August 13, 2020
Short Book, too short to go deeply into a subject: "the use of biases in sales". The author speaks about sales an introductory way, more a sales 101 than anything else.
Then he talks a little about "old and new brains", concepts never encountered before in any book about biases! Surprising and likely incorrect. Daniel Khanneman is in the bibliography but the author never speaks about the fast and slow brain, base of Khanneman's Nobel prize.
The author also speaks about fMRI but never really explains why he picks up the subject. Sounds scientific, I guess.
About the biases, the real key element of this book (there are better sales books), it sounds like the author is not really sure about what they are and how to use them to manipulate and make a sale. See the "anchor" bias to realise that he doesn't master the concept.
So a very short book about sales that provides nothing really new to the subject and misleads the reader when it speaks about neuroscience.
Bummer!
John Asher was Captain of a nuclear submarine. Second time that Captain experience doesn't seem to fit with writing and management.
Then he talks a little about "old and new brains", concepts never encountered before in any book about biases! Surprising and likely incorrect. Daniel Khanneman is in the bibliography but the author never speaks about the fast and slow brain, base of Khanneman's Nobel prize.
The author also speaks about fMRI but never really explains why he picks up the subject. Sounds scientific, I guess.
About the biases, the real key element of this book (there are better sales books), it sounds like the author is not really sure about what they are and how to use them to manipulate and make a sale. See the "anchor" bias to realise that he doesn't master the concept.
So a very short book about sales that provides nothing really new to the subject and misleads the reader when it speaks about neuroscience.
Bummer!
John Asher was Captain of a nuclear submarine. Second time that Captain experience doesn't seem to fit with writing and management.
August 27, 2019
It is a Book for people involved in selling something directly. It has no mention of MRI or neurologists as title may suggest. I expected a lot of psychological research and lots of brain circuits but nothing of that sort materialised.
But in stead it focuses on various qualities a successful salesperson must possess.
Book is informative and writing is simple. It describes things in stepwise pattern. It starts from initial idea, formulation of selling proposal, qualities of a good proposition and what are things that put off client.
It has only mention of brain in initial part where it says man has old brain ( intuitive) and logical.
It is old brain that can be tricked or persuaded.
It describes various biases with which both salesperson and client do suffer commonly.
And at end various techniques of closing a deal are mentioned.
Book is helpful but in no way unique or exceptional.
Book title does not do justice with the content.
Thanks netgalley and publisher for review copy.
But in stead it focuses on various qualities a successful salesperson must possess.
Book is informative and writing is simple. It describes things in stepwise pattern. It starts from initial idea, formulation of selling proposal, qualities of a good proposition and what are things that put off client.
It has only mention of brain in initial part where it says man has old brain ( intuitive) and logical.
It is old brain that can be tricked or persuaded.
It describes various biases with which both salesperson and client do suffer commonly.
And at end various techniques of closing a deal are mentioned.
Book is helpful but in no way unique or exceptional.
Book title does not do justice with the content.
Thanks netgalley and publisher for review copy.
October 28, 2019
The title of the Neuroscience of Selling is rather misleading because no specific scientific studies are mentioned in the book or end notes. In fact, this book is based on other pop culture books and articles about selling.
The introduction had me thinking there were new ideas here. But, nope, it’s the same old hoary ideas with some fresh scientific jargon to pretty them up. How many people don’t already know that you lead with the customer’s needs, use bright colors and videos in presentations?
I truly didn’t see a single new idea here. There are a multitude of better sales books out there. In fact, the Neuroscience of Selling references many of them in its end notes. Overall, I can’t recommend this book. 2 stars.
Thanks to Sourcebooks Non-fiction and NetGalley for a copy in exchange for my honest review.
The introduction had me thinking there were new ideas here. But, nope, it’s the same old hoary ideas with some fresh scientific jargon to pretty them up. How many people don’t already know that you lead with the customer’s needs, use bright colors and videos in presentations?
I truly didn’t see a single new idea here. There are a multitude of better sales books out there. In fact, the Neuroscience of Selling references many of them in its end notes. Overall, I can’t recommend this book. 2 stars.
Thanks to Sourcebooks Non-fiction and NetGalley for a copy in exchange for my honest review.
December 10, 2020
I’ve been a successful loan officer for 7 years and I bought this book to recommend to new loan officers that I will be training. There are some good nuggets here and a lot of tools that were a great refresher.
The book is short and can be read in an hour or so. The ideas that the author speaks about are time tested. I have read many sales books and have seen some of the top performers in my industry give sales lectures and the concepts are the same.
The reason I gave it a 4 star instead of 5 was it seemed geared towards b2b sales but it’s only a matter of rephrasing some of the scripting/questions/actions - all in all it’s relatable. I gained a few new tactics so thanks, John.
I really don’t understand all the subpar reviews, but I’m not really surprised as I feel Good-Reads seems to be gaining former “professional” yelpers.
The book is short and can be read in an hour or so. The ideas that the author speaks about are time tested. I have read many sales books and have seen some of the top performers in my industry give sales lectures and the concepts are the same.
The reason I gave it a 4 star instead of 5 was it seemed geared towards b2b sales but it’s only a matter of rephrasing some of the scripting/questions/actions - all in all it’s relatable. I gained a few new tactics so thanks, John.
I really don’t understand all the subpar reviews, but I’m not really surprised as I feel Good-Reads seems to be gaining former “professional” yelpers.
December 1, 2019
This book is great for people in business looking to tighten up their sales techniques. Also, a plus is it’s so concise and such a quick read that I can implement the ideas quickly and use it to reference later!
July 29, 2021
Nice little primer/brush-up for people who work with people. Based in research (which I like), occasionally lacking artistry or humanity (less ideal), but a good little 1-hour read to refresh concepts.
November 21, 2023
Not much depth into the actual neuroscience of biases. There is some good sales training material in this book. It should be viewed as more of a 'Sales 101' than an expansion on the coalescence of Neuroscience and selling.
October 15, 2019
The Neuroscience of Selling is not a unique book and much of this information has been out there already. A quick and easy read.
December 18, 2019
Simple but applicable: good reminders
March 24, 2020
Book is great if you are a businessman who conducts lots of meetings. But other than that it doesnt really discuss a lot about the science behind consumerism
June 25, 2022
Good review of basic selling principles
May 12, 2024
Straight to the point, simple and easy to understand
The author walks the talk to the point, simple and easy to unserstand, everyone in sales should read this book.
The author walks the talk to the point, simple and easy to unserstand, everyone in sales should read this book.
September 10, 2024
Overall this book is helpful & informative.
September 19, 2024
Quick and concise tips with basic psychology lessons. Helped understand strategy in winning a buyer over in the beginning.
February 17, 2025
This was a decent quick read with lots of simple tips even verging on common sense. Im not sure if there is much neuroscience in the book, but a good intro to selling 101 type of read.
March 12, 2020
Reading reviews from others I wondered if they had read the same book I had. I enjoyed this very much. If you have studied selling there is not much "new" here but it is presented in a concise, clear way. It makes the ideas easy to visualize and explains why something you can visualize is easier to remember. It also shares how to connect with buyers and gives a wonderful resource selection to back up the date.
I acccepted this book from Netgalley because I feel these techniques deserve reviewing and are useful in all areas of life.
I acccepted this book from Netgalley because I feel these techniques deserve reviewing and are useful in all areas of life.
July 14, 2024
Practical Tips with a Common-Sense Approach to Sales and Marketing
There were some helpful tidbits in here that gave me some ideas for adjusting how I approach marketing and selling, however, it wasn’t especially insightful. Much of what was written was common sense but just with the science to back it up. It also is a bit vague as it tries to describe selling to a general audience which sometimes made it hard to apply to my specific work.
There were some helpful tidbits in here that gave me some ideas for adjusting how I approach marketing and selling, however, it wasn’t especially insightful. Much of what was written was common sense but just with the science to back it up. It also is a bit vague as it tries to describe selling to a general audience which sometimes made it hard to apply to my specific work.
February 12, 2020
Fast and fun
Easy smart read I can't wait to put into action and share with my sales team. Explained in a way that makes sense to the reader.
Easy smart read I can't wait to put into action and share with my sales team. Explained in a way that makes sense to the reader.
July 20, 2020
Sales 101
6 points in the introduction were a nice distillation, but the rest of this content was pretty basic information about sales
6 points in the introduction were a nice distillation, but the rest of this content was pretty basic information about sales
Displaying 1 - 20 of 20 reviews