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Selling to the Old Brain: How New Discoveries In Brain Research Empower You To Influence Any Audience, Anytime Library Binding – November, 2003

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About the Author

Patrick Renvoisé - Co-author.

Patrick received a Masters in Computer Science from the National Institute of Applied Sciences (Lyon, France). After teaching electronics at the University of La Réunion, France, for several years, Patrick spent 15 years in Sales, heading Global Business Development efforts first at Silicon Graphics then as Executive Director of Business Development at LinuxCare (a pre- IPO company founded by Kleiner Perkins). In the course of selling multi- million- dollar super- computers to NASA, Boeing, Shell, Canon, BMW and Airbus among others, he met with some of the smartest people on earth and he became fascinated by the human mind. Using this newfound knowledge, his engineering background, his sales expertise, and a compelling desire to seek the truth about Sales & Marketing, Patrick developed the Selling to the OLD BRAIN™ model, the only language that talks directly to the decision- maker: the OLD BRAIN. Patrick is currently serving as Chief Impact Officer at SalesBrain. To get a diagnostic on the Selling to the OLD BRAIN™ impact of your sales organization, contact Patrick at: patrick@salesbrain.net

Christophe Morin- Co-author.

With over 18 years of marketing and business development experience, Christophe’s passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Before joining SalesBrain, Christophe was Chief Marketing Officer for Star Networks, a public company that develops private networks for Fortune 500 companies. Previously, he was VP of Marketing and Corporate Training for Canned Foods, Inc, the largest grocery remarketer in the world. During a six- year tenure as President and C. E. O. of French- owned Doublet Manufacturing, Inc, he won a highly competitive multi- million dollar Olympic bid in 1996. Christophe graduated from ESC Nantes with a BA in Marketing, and received an MBA from Bowling Green State University. Christophe now serves as Chief PAIN Officer at SalesBrain. For a consultation on how to identify and overcome your Prospects’ PAIN, Christophe can be reached at:christophe@salesbrain.net

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Product Details

  • Library Binding: 204 pages
  • Publisher: SalesBrain Publishing (November 2003)
  • ISBN-10: 0974348201
  • ISBN-13: 978-0974348209
  • Product Dimensions: 9.3 x 6.4 x 0.9 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #1,204,614 in Books (See Top 100 in Books)

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8 of 8 people found the following review helpful By Scribe on November 15, 2009
Format: Library Binding
As a neuroscientist, I can tell you that the authors' theories set forth in this book are ludicrously simplistic, and the science is basically incorrect. An examination of most of the (legitimate) literature describing experiments that have sought to unravel the brain regions involved in decision-making processes during product evaluation and purchases will back me up. Combinations of 'new brain' (e.g., various regions of the prefrontal cortex, cingulate gyrus, etc.) and 'midbrain' (e.g., brain regions that anticipate gain or loss, like the nucleus accumbens and insula, or that are active during emotional responses, like the amygdala and hippocampus) increase (or sometimes decrease) their activity when product choices are made. The 'old brain' (brainstem) plays only a rudimentary (if any) role. The authors of this book have argued that exactly the opposite is the case: according to them, we make decisions with the part of the brain that we share in common with the chicken and the frog. These guys should stick to business and not dabble in pseudoscience.
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2 of 2 people found the following review helpful By Nathalie Piel on March 23, 2005
Format: Library Binding
Just a few months ago the word neuromarketing was unknown, but I finally got it while reading this book. It's all about that ancestral brain that we inherited from our evolutionary process. With this book neuromarketing opens up a new science to study and better predict the impact of sales and marketing messages.

The most recent books on the subject such as "How customers think" by G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob (also from Harvard) or "Blink: the power of thinking without thinking" by Malcolm Gladwell all confirm the unconscious yet dominant nature of the "Old Brain" in the decision-making process. In fact a few years ago Bert Decker in "You've got to be believed to be heard" was one of the first author to touch on the importance of the "Old Brain"... yet he came short of creating a real model as developed in "Selling to the Old Brain".

This book is a must read for anybody in sales and marketing, and if you're not looking at what's coming from neuromarketing you might miss the best discoveries of these last 20 years... as for the guy who wrote that bad review above he has to be a creationist [people that don't believe in the theory of evolution]. As far as I am concerned I agree with James Cappon (former President Levi's Jeans) who is quoted on the cover page: this is the best marketing book of the decade...
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2 of 2 people found the following review helpful By A Customer on December 9, 2003
Format: Library Binding
The techniques for reaching the "true" decision maker are groundbreaking and innovative.
This book goes beyond the traditional selling techniques and incorporates unique insights into how the brain really works and makes decisions.
It makes for fascinating reading.
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4 of 5 people found the following review helpful By JB Duler on December 9, 2003
Format: Library Binding
Tell your friends about the book, not your competitors.
The book is well done, clear.
I personally like to rationalize things, processes, and the book helped me a lot.
I run a small/middle size company in financial services.
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1 of 1 people found the following review helpful By A Customer on December 8, 2003
Format: Library Binding
This book may just change the world! It has definitely changed the way I interact with people and make presentations already. The concept is based on the fact that humans are survival-based, so our brains are constantly making decisions based on what's important to our survival. It describes a very logical way to construct messages that go straight to my audience and convince them to take action. What a breakthrough on powerful communication for either business or personal situations!
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1 of 1 people found the following review helpful By Cesar Dulong on April 16, 2005
Format: Library Binding
The approach of this book is very fresh and plenty of ideas to add to your set of sales skills.

Designed in a format easy to read and using funny cartoons that help to reader to understand easily the concepts described in it.

Understanding the way how people make decisions and how influence them had helped to me to win sales campaigns that in other case I could be lost.

Read it, enjoy it and use it.
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