A neuroscience approach to sales, by our Charter Member Cheenu G. Srinivasan (Happiness Coach, Positive Intention Consulting Services)

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“Cheenu” G. Srinivasan
HappYness Coach
Positive Intention Consulting Services
A Neuroscience
approach to Selling

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A request
• If you want to share the information contained in this presentation with
others, please do so! There is no “Copyright” – and only a request to
“Copy it right!” Which means that if you are copying, please attribute
appropriate credit to your source for the information, and that the
information is transmitted accurately, and appropriately.
• If you would like more information to be shared along with this deck, kindly
feel free to reach out at: cheenu@positiveintention.co.in.

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Why am I here today?
• It IS an honour and a privilege to speak and share with this audience.
• My Vision is of a world that all beings belong to, and live in, equally
• My Mission in life is to make the greatest possible positive difference in the life of every
being that I can.
• My Goal is, “I will make the greatest possible positive difference in the lives of at least
10,00,000 people by 15th April 2026.”
• Therefore incumbent on me that I live that which I espouse and “preach”
“Excellence is an art won by training and habituation. We do not act rightly because we
have virtue or excellence, but we rather have those because we have acted rightly. We are
what we repeatedly do. Excellence, then, is not an act but a habit.” – Aristotle

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Introduction
• “We are ALL in sales!” – Daniel Pink
• “Having an impact is about being able to go to the other person’s bus stop, and from their
bus stop, respecting their way of thinking and their kind of language, inviting them onto your
bus.” - Shelle Rose Charvet
• Sales is all about relationships and being inspiring
• Children are great at persuasion!
• Children do not give up easily! That is the most important trait for anyone to sell anything!
• The truly remarkable sales people all have some very common traits:
• Connecting and establishing rapport
• Making others feel comfortable
• Listening (Seek first to understand, and then to explain)
• Total focus on the other person
• The other person’s long term welfare
• And last but certainly not the least, being inspirational in their communication, inspiring action

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Today’s session
• What does “selling” entail?
• Managing one’s own emotional self
• Communicating inspiringly
• Managing others’ emotional selves
• Listening inspiringly
• Negotiations and conflict resolution
• Action Communication – inspiring
others to act!
• Focus of today’s session is an
introduction to:
• Understanding cause of upsets
• Recovering from upsets
• Communicating responsibly and
inspiringly
• Striking rapport, understanding
others
• Learning to communicate inspiringly
• Practicing 3D Communication

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A Communication Transaction – Virginia Satir
WHEN I want to say something,
WHAT I intend to say, want to say, and ACTUALLY
SAY
ARE SIFTED THROUGH
MY thoughts, feelings, senses, conclusions,
The state of my physical being,
My current reality, past experiences, and
All my other communication filters
WHICH DETERMINE
What I do actually say and
HOW I look and act
Which is communicated both verbally and non-verbally
As my MESSAGE OR REPORT to you
WHICH YOU PERCEIVE
Through your senses and
Your communication filters
YOUR RESPONSE and YOUR REACTION
ARE SIFTED THROUGH
Your thoughts, feelings, senses, conclusions,
The state of your physical being,
Your current reality, past experiences, and
All your other communication filters
Resulting in an OUTCOME
An INTERACTION
Between YOU and ME
And all of this happens instinctively, and within a fraction of a second. And unless one is primed
and aware, it is easy to completely miss all of this. Awareness is the key!

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Effective Communication - Components
• Communication levels
• Level 1 – what, and how it is said
• Albert Mehrabian UCLA,1972: Words – 7% Tone, pitch, etc – 38% Body language, visual cues – 55%
• Level 2 – What, one thinks and feels
• Level 3 – What one means – “The domain of genuine influence”
• Most effective modes of communication (descending)
• In person - ability to use level 1, 2 & 3
• Video conferences
• Telephone
• Email, Text, Chat (perception of the recipient is their reality)

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“A good 1st impression” – the Neuroscience
• Brain is energy-hungry, and energy efficient
• Hence is lazy; does only work it HAS to!
• Thinking is the activation of a certain sequence of neurons
• Brain is smart, rewires itself constantly to conserve energy
• Neurons that fire together are “wired” together
• Creates both “Confirmation Bias” & “Cognitive Dissonance”
• Requires a lot of energy to “change” thinking, biases, prejudices
• Making the 1st impression is most important in all interactions, and certainly in sales!
• 1 dissatisfied customer/client = 10 Satisfied customer/clients!

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The Past based, Smart-Lazy Brain System
• Remember the exercises – Dinner last night? Dinner tonight?
• The past influences the present
• The present influences the future
• Does not allow new ideas to come in
• No choice – Automatic
• Instinctive / Thoughtless / Automatic responses to stimuli: Reaction system
• All of this mostly due to the brain’s operating method
• And the brain being extremely energy hungry and energy efficient!
“What we are today comes from our thoughts of yesterday, and our
present thoughts build our life of tomorrow: Our life is the creation of our
mind.” – Gautama Buddha: THE DHAMMAPADA

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We are “wired” for negativity
• Evolution (apple, tiger, Cheenu)
• 5:1 neural circuitry, negative to positive
• Stay down longer when unhappy than up when happy
• Sharper fall, and very gradual rise to baseline
• Losada Line (1: 2.9013 & 1:6 - Negative to Positive)
• Easy to get upset!

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Techniques to “Set up”
Look up to set up Dissociate / Associate

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Smile to set up from upset!

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Neuro-Communication Exercise 1 - Learning
• Remember the “Cauliflower” exercise!
• I can create “any emotion” whenever I want, and at will
• I can therefore choose to be inspiring at all times, regardless of
the situation
• It requires that I be aware of what is going on within me

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Exercises to practice often!
• Cauliflower – varied emotions – I can create any emotion I want, at will!
• Challenge yourself to keep changing emotions
• Use Looking up to set up! Smile! Body posture!
• Hello! – being inspirational at will
• I am sorry I have offended you – genuineness in apology
• Thank you! – Sincerity
Practice often, and much! Take feedback!
Learn! Grow! Keep practicing!

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3D Communication
• 3 dimensions create depth!
• Vision from 2 eyes needed to create “depth”
• Your views are from only one perspective - your own
• Your past experiences create your present experience
• To have good, meaningful and deep relationships
• At least 2 perspectives are needed - your own, and the others'
• Adding an independent observer’s 3rd party perspective most useful
• More perspectives are useful since they add more dimensions, understanding and meaning
• Allows tailoring communication to the specific person, and inspire them to act

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Conclusion
• Everyone is selling, always - ideas, products, thoughts
• Manage your emotional self to communicate inspiringly
• Look up to set up from upsets
• You can create any emotional state at will (Cauliflower)
• Inspire others to act (selling)
• Listen
• Inspire
• 3D communications
• Be in “sales” mode always!

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Contact
Cheenu G. Srinivasan
HappYness Coach
Cheenu@positiveintention.co.in
Mobile: (+91) 82177-50131 / 94490-15004
www.happynesscoaching.com