Research backed techniques for discovery, framing and closing that marketers can support with better assets.
This book combines behavioural science with sales tactics. It’s research-backed and highly applicable.
It sharpens both your sales conversations and your copy.
For sales professionals, sales leaders, and marketers who want to understand the psychological and scientific principles behind effective selling. It's for those who want to move beyond intuition and apply research-backed strategies to their sales process.
Buyers decide emotionally, then justify logically.
Use questions to shape buyer thinking.
Stories and contrast improve message retention.
David Hoffeld
2016
Introduction
David Hoffeld’s The Science of Selling integrates cutting-edge research from psychology, neuroscience, and behavioural economics to transform the art of sales into a science. Hoffeld argues that understanding how people make buying decisions enables salespeople to influence behaviour predictably and ethically. The book provides actionable strategies grounded in research to help sales professionals improve every stage of the sales process.
Hoffeld highlights that traditional sales methods often fail because they rely on anecdotal techniques rather than proven principles. A major issue is the misalignment between how salespeople sell and how buyers make decisions. He stresses the importance of adopting a scientific approach to influence effectively.
Influence occurs through two primary routes:
Hoffeld explains how leveraging both methods enhances the likelihood of success. For instance, presenting information in a logical sequence while building trust creates a powerful synergy.
Hoffeld introduces the Six Whys, a framework representing the mental questions buyers subconsciously ask before making a purchase:
Addressing these questions ensures the sales process aligns with the buyer’s decision-making journey.
Hoffeld explains that well-crafted questions uncover buyer motivations, needs, and objections. He advises avoiding closed or leading questions, which can inhibit meaningful dialogue. Instead, focus on open-ended questions that encourage buyers to share insights and priorities.
Buyers perceive value when solutions address their primary motivations. Hoffeld shares strategies to:
Hoffeld challenges traditional “hard closing” techniques, which often create resistance. He advocates for a methodical approach to gaining incremental commitments throughout the sales process, reducing pressure during the final close.
Hoffeld highlights five scientific principles for effective presentations:
Hoffeld predicts that sales will increasingly integrate scientific insights, transforming it into a more predictable and respected profession. He identifies five core qualities for successful salespeople:
Hoffeld concludes with a call to action for sales professionals to embrace continuous learning and adopt science-backed methods to thrive in a competitive marketplace.
The Science of Selling provides a framework for sales success, bridging the gap between theoretical research and practical application. It is a valuable resource for salespeople, managers, and anyone seeking to influence effectively.
Neil Rackham
A clear walkthrough of Situation, Problem, Implication, Need payoff with examples that match complex deals.
Follow structured selling frameworks that provide consistent processes for qualifying, demonstrating value, and advancing opportunities through each pipeline stage.
Prepare responses to common purchase concerns to address doubts confidently and move deals forward rather than being surprised by predictable pushback.
Use specific tactics that ask for the sale and overcome final hesitation to convert qualified prospects who need a clear signal that it's time to commit.
Document your ideal customer's role, goals, and challenges to tailor messaging and prioritise features that solve real problems they actually pay for.
Conduct exploratory conversations to understand prospect situations and qualify fit before investing time in demos or proposals that might waste both parties' time.
