Selling in A Brain Conform Way

The NeurAsell sales model was developed throughout a ten-year research period. It was generated by the analysis of 1,000 sales calls, the meta analysis of 38 international sales studies and the integration of the most important findings in neuropsychology.


By using the NeurAsell concept salespeople can generate rapport faster, convey trust and competence, get customers to question existing solutions and argue more persuasively. This increases persuasiveness and leads to more appointments and higher success ratios in sales calls

Tried and tested 

More than 10,000 salespeople in more than 20 countries have learned the NeurAsell method in sales training courses. Salespeople from Europe, USA, China are already using it successfully.

Best Practice

Europe-wide operating logistics concern:

The number of new customers could be increased to 148 percent within a year. In this context underachieving, average as well as top salespeople developed according to their sales figures.

(no increase in the control group without training)

How to influence the purchase motivation specifically

Basics of the NeurAsell sales model


Our actions are determined by our focus and the importance we give this perception


The value of a product respectively of a service equals the improvement of the customer's situation rationally as well as emotionally


If we change the focus and the meaning of perception, the subjective satisfaction of an existing situation changes.


Rapport, trust and competence have strong influence on purchase decision as they increase the probability of the promised value becoming reality


An argumentation increases purchase motivation more, the more it is correlated to emotionally laden images of the customer.

 MB = W [Ew + Rw]

MB … purchase motivation 

Ew … emotional value

Rw.. rational value

W.. Wahrscheinlichkeit

purchase motivation = probability x [ emotional value +  rational value]

What successful salespeople do differently

The NeurAsell  study


Between 1997 and 2007 Angerbauer & Partner analyzed 1,027 sales calls according to 12 different criteria. It was verified to what extent the analyzed parameters showed correlation to a success in a sales call.


Of the 1,027 sales calls, 495 were successful and 532 failures. Sales calls were evaluated as successful if the customer either purchased or made a continuing agreement, related to a not insignificant effort.  (e.g. paid assessment, joint trip to reference customers etc.)


The individual parameters were evaluated from a scale from 1 (applies not at all) to 6 (applies completely).

failing sales calls

successful sales calls

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