Could you increase sales through psychology? The scientists at Neurofied think so. At their Brain and Behavior Academy in Amsterdam they are working to help retailers understand their customers.

The core idea is that everything people-related can be analyzed and improved in terms of attention, perception, decisions and memory. Maybe it’s as simple as the colors your sales teams wear to the way you display home furnishings to the smell of our store.

On The 20 we talk with Philip Jordanov, a cognitive neuropsychologist with Neurofied to dig into this brain based selling tool.