Neuroscience & Sales: Effective Ways to Win

A good salesperson knows how to use the brain to their advantage.

Colleen Stanley, CEO and President of SalesLeadership Inc., describes selling as the “combination of physiology, psychology, and consultative skills.”

If this is true (and we like to think so), why does so much of traditional sales training focus only on hard skills, and not soft ones?

Understanding how your brain works in stressful and unpredictable situations allows you more control over your reactions. In turn, greater control over your reactions results in greater control over these situational outcomes that could make or break the deal you’ve been working so hard to win.

For centuries, researchers believed that our brains operated like machines, with information “hard-wired” into neurons.

Recent research, however, has proven all of this to be false. In fact, our thoughts and experiences can change the structure and function of our brains, creating new neural pathways even in old age. This phenomenon is known as neuroplasticity.

There are three key ways you can leverage neuroplasticity to effectively win more deals and meet your sales goals.

1. Reframing Negative Emotions

Dr. Jeffrey Schwartz, a research psychiatrist at UCLA, is a leading expert in mindfulness and neuroplasticity. He teamed up with Tiffany Gray, a business consultant and director of PRISM Brain Mapping Australasia, to contribute some thoughts on neuroplasticity and sales. One subject they touched on was how salespeople can reframe negative emotions using neuroplasticity principles.

“How you show up to a customer is critical,” Schwartz and Gray maintain. Before any customer engagement, they say, you need to pause and ask yourself these four questions:

1. How are you feeling?
2. What are you thinking?
3. Are you excited about the meeting and the product you have to sell?
4. Have you remembered everything you need?

Now, let’s say that you’re feeling anxious, perhaps because you forgot a key slide for your presentation. One impulse favored by more aggressive sales cultures would be to ignore those feelings and take charge of the situation. But Schwartz and Gray say this could offer an opportunity to reframe your thinking.

“Look for options by asking yourself, ‘How else can I view this situation?’ After you reframe how you’re feeling, you can begin to refocus your attention” they advise.

Next, clearly identify what you’re here to do. For example, let’s say you’re here to share information about your product, to demonstrate how it can be used and the benefits the customer will experience from it. Your focus of attention should be on the product and its value—and not on you and feeling anxious.

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2. Remapping: Teach an Old Brain New Tricks

“When the brain is challenged and engaged performing an activity, new neural pathways and remapping can take place. Being original and open to new ways can speak to the positive effects of neuroplasticity,” says clinical neuropsychologist Dr. Christine Weber.

In a simpler picture: Imagine that you’re caught in a traffic jam on the highway and your normal route home has been shut down. That act of finding a new solution to an old problem (the commute) is comparable to how the mind works its neuroplastic magic.

“Individuals in sales must constantly think outside the box to sell their product and keep the consumer interested. Successful advertising campaigns sometimes use original concepts to breathe new life into old products, whether changing the product target audience or the item packaging itself,” Weber says.

So next time you go for a walk, try exploring a new route. If you’re free on a Tuesday night, try playing a new board game with friends. Challenge your brain by doing common tasks differently!

3. Influence Buyer Behavior with “Triggers”

Viewed through the lens of neuroscience, “buying and selling are brain-to-brain processes,” Schwartz and Gray say. “Our brains are pattern-making organs that have been programmed to look for cues, visual and emotional… these cues will trigger us into either a threat or reward state.”

What it means: If your customers are triggered into a threat state, they will likely walk away from a deal because it just doesn’t feel right. However, if your customers are triggered into a reward state they will most likely buy from you because it feels good.

So how do we make it feel good for customers to buy from us? They suggest creating an environment with your customer that:

• Alleviates uncertainty
• Demonstrates empathy
• Includes the customer in the product’s vision
• Provides a contrast to allow the customer’s brain to choose or decide
• Shows how you can provide a tangible solution

If you take these steps, you have begun to create a “brain-friendly” platform for customers to move towards a reward state, engage with you, and most often buy from you, according to Schwartz and Gray.

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Moving Ahead With Your Head

Dr. Weber advises that your goal should naturally extend beyond only sharpening one’s sales skills. “Learning throughout life helps to maintain and preserve cognitive abilities by stimulating the brain and creating new neural connections,” she says. “Stay active and keep your brain occupied with challenging activities. Be flexible in daily tasks, and don’t be afraid to try new ways of performing older well-known tasks.”

Sales Science FAQs

1. What is sales science?

Sales science is the application of data analysis, psychology, and proven sales methodologies to improve sales outcomes. It relies on measurable strategies rather than guesswork.

2. Why is sales science important?

It helps sales teams make data-driven decisions, optimize processes, and consistently improve results, leading to more predictable revenue growth.

3. How does Yesware use sales science?

Yesware applies sales science through email tracking, analytics, and templates, enabling teams to measure engagement and refine outreach for higher conversion rates.

4. What are the key principles of sales science?

Core principles include data-driven decision-making, buyer psychology, sales process optimization, and continuous performance measurement.

5. How can sales science improve closing rates?

By analyzing what works in messaging, timing, and follow-up, sales science identifies patterns that lead to more successful closes.

6. What tools are used in sales science?

Common tools include CRM systems, sales engagement platforms like Yesware, data analytics tools, and AI-powered forecasting software.

7. How does sales science differ from traditional sales methods?

Traditional sales often rely on intuition, while sales science uses measurable data and repeatable processes to guide actions.

8. Can small businesses use sales science effectively?

Yes. Even small teams can use sales science to streamline outreach, track buyer behavior, and increase efficiency with tools like Yesware.

9. How can I start implementing sales science in my team?

Begin by tracking outreach activity, measuring engagement rates, and testing different approaches to see what works best.

10. How does buyer psychology fit into sales science?

Buyer psychology helps sales professionals understand decision-making patterns, emotional triggers, and persuasion techniques to improve outcomes.

11. What role does timing play in sales science?

Timing can dramatically impact response rates. Sales science uses engagement data to determine the best time to contact prospects.

12. How can data improve sales conversations?

Data reveals what topics and approaches resonate most, allowing sales reps to tailor their pitches more effectively.

13. Can sales science predict customer needs?

Yes. By analyzing historical behavior and patterns, sales science can help anticipate buyer needs and improve proactive outreach.

14. How does Yesware help apply sales science in daily workflows?

Yesware tracks opens, clicks, and replies, providing insights so teams can adjust strategies in real time.

15. What metrics matter most in sales science?

Key metrics include open rates, click-through rates, meeting conversion rates, and sales cycle length.

16. Can sales science shorten the sales cycle?

Yes. By identifying the most effective strategies and eliminating inefficiencies, sales science reduces the time from first contact to close.

17. How can sales science improve team performance?

It creates transparency, encourages accountability, and helps managers coach based on actual performance data.

18. Is sales science the same as sales enablement?

No. Sales enablement provides resources and tools, while sales science uses data and behavioral insights to optimize sales strategy.

19. How often should sales strategies be updated using sales science?

Regularly—review data monthly or quarterly to ensure strategies remain aligned with buyer behavior and market trends.

20. How can combining AI with sales science enhance results?

AI can analyze larger datasets faster, uncover hidden patterns, and recommend next-best actions, making sales science even more precise.