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Most salespeople sell to the Neocortex (features and specs), but the buying decision happens in the Limbic system (emotion) and must get past the Reptilian brain (fear).

: Klaric emphasizes that you should sell the benefits and the "symbolic value" a product brings to a customer's life. Livro Venda A Mente Nao Ao Cliente Pdf

The book provides actionable strategies for sales professionals: Most salespeople sell to the Neocortex (features and

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Marins utilizes a simplified neuroscience model to explain decision-making: