David is the author of the groundbreaking books 'The Science of Selling' and the recently published 'Sell More With Science'. He has pioneered a revolutionary sales approach based on research in neuroscience, social psychology and behavioral economics that has been shown to radically increase sales. He talks about how buying decisions are made and how smart sales people will align their activity accordingly. The elegant yet simple '6 Whys' framework is a fantastic way to understand this and can be transformative when applied correctly. David speaks from a postition of well earned authority havnf reviewed over 500 studies and papers to get greater understanding on the subject. When he says that customers love working like this it has scientific backing as does the question he suggests to force thinking about value. Are you ready to take an unfair advantage using science? Learn more at https://linktr.ee/fredcopestake