The Science of Selling is a book about how science can improve the field of sales by American sales trainer David Hoffeld. The book explains what research in psychology says about each aspect of the sales process, as well as how to sell in accordance with how the brain makes buying decisions. The book is divided into ten chapters, which comprise three sections that focus on different aspects of the business of sales.
Hoffeld begins by discussing some of his background and what made him decide to use science to improve his sales performance. He then explains why sales is not an obsolete profession and why science works to improve sales performance. The remainder of the introduction lays out the framework of the rest of the book.
The first chapter explores why salespeople are struggling. The suggested remedy is to adjust sales techniques to conform to the manner in which the human brain makes buying decisions. The second chapter covers the functionality of influence. The peripheral route is explained first, in terms of building trust and understanding the heuristics that most people use when making decisions. The central route is explained next, which involves the actual message of the salesperson. What this message should contain is the primary focus of the third chapter. Hoffeld uses a proprietary method called the Six Whys combined with attending to the buyer’s emotional state in order to address a buyer’s questions and get the buyer to feel like buying. These questions allow a salesperson to understand a buyer’s needs and convince a buyer to purchase a good or service now from a particular company. The fourth chapter focuses on the role of emotions in decision making and how salespeople can alter a buyer’s emotional state away from negativity.
The second section, composed of the next five chapters, begins with a study of questions. Many types of questions are analyzed, along with their role in the course of securing a sale. These are used to gain a basic understanding of a subject, then prompt potential buyers to think through an idea, then get potential buyers to disclose their dominant motives. The sixth chapter delves into primary buying motivators to explain why buyers buy from particular providers, then turns to buying requirements. Advice for dealing with decision makers and those who influence them come next, followed by how to learn a buyer’s decision criteria concerning what they need, how soon they need it, and how much they can pay for it.
Hoffeld deals with value creation and countering obstacles to making a sale in the seventh chapter. He uses social exchange theory to explain how a salesperson can help buyers to see value in the product being sold. Next, inoculation theory as a means of neutralizing competitors is discussed. After this, Hoffeld returns to the Six Whys and positive emotional states when considering how to address objections. In the eighth chapter, Hoffeld shares his approach to closing a deal. The Six Whys factor in again, as he views the close as a commitment that follows from a series of commitments throughout the sales process. This is supported by evidence from psychology that shows the power of the desire to be consistent. The use of trial closes to guide buyers into making a decision to purchase are covered next. Hoffeld suggests handling non-commitments by addressing objections and reinforcing the commitments that the potential customer has already made. With that done, the only thing left to do is to make a closing statement or ask a closing question to finish a deal.
The ninth chapter is about the design of sales presentations. The experiment Hoffeld mentions with jam selections in a grocery store to show that more choices can reduce sales is illuminating in the field of sales and far beyond. The strategies of setting anchors that portray one’s product as superior to an alternative, activating a customer’s mirror neurons by exhibiting their body language, using visuals instead of words only, and the use of stories and testimonials are recommended for effective sales presentations.
Hoffeld closes with a final section/chapter concerning the future of sales and what changes he believes will occur in the coming years. The prediction that a scientific approach will take over an anecdotal approach almost has to be correct, as all of the incentives mandate it. This necessarily validates his second prediction, that sales research will blossom. The final prediction that sales hiring practices will improve is probably true, but likely to take longer.
The Science of Selling is an excellent resource for salespeople, as the strategies therein are more effective than the trial-and-error and guesswork that is commonly practiced today. However, I must admit to reading this book at three levels in addition to face value: how a jobseeker may sell oneself to employers, how a philosopher may persuade the public of one’s ideas, and how a political activist may succeed in advancing one’s agendas. At the jobseeker level, this book explains why certain people fail to get job interviews and/or fail in job interviews. At the philosopher and political activist levels, this book explains why certain people are unpersuasive, why certain political systems are constructed as they are, and why logical fallacies seem to work in the real world. Thus, this book is useful not only to its intended audience, but far beyond it as well.