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  CONTENTS >> EMOTIONAL INTELLIGENCE   Jul/Aug 2007
 
EXECUTIVE SUMMARY

The Neuro-Economics of Sales

How Buyers Really Decide

By Paul Cherry



Traditional selling approaches focus on logic and reason: features, benefits and reasons to buy. Truth is, when money changes hands, the primitive, emotional part of the brain calls the shots. We buy with our hearts first and our heads second. Logic comes in afterwards as the brain justifies the decision it has already made.
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