Mail & Guardian Neuroscience for effective selling and persuasion

Tue Apr 24, 08:30 - Tue Apr 24, 16:00
Glenhove Conference Centre
Neuroscience has helped construct the elegant CUSP® Selling and Persuasion System.

This practical workshop will equip you with proven selling and persuasion skills using CUSP® Selling and Persuasion.
Benefits of attending:
  • Guide your prospects through a high-trust and low-tension experience.
  • Achieve a win-win system of ‘selling’ that puts the customer before your ‘sale’.
  • Practice a step-by-step guide to securing the deal.
  • Get ahead of your game and increase your company bottom line by closing deals, winning new, retaining existing clients and exceeding your sales target.
 For more information, book seat/s and/or group discount for this masterclass, please email [email protected] or [email protected] or call Tel: 11 250 7300
Session 1
  • Brief introduction and background
  • Basic needs of the customer (SCARF Model)
  • Why selling has changed to "Management Consulting"?
  • Kick-Ass Customer Service (Harvard, 2017): Be an empathetic “controller/challenger”
  • Stop Trying To Delight (Harvard 2010), and get the basics right
  • What is more important? Energy or focus?
  • B2B vs. B2C selling
  • What are your two points of difference (PoDs)
  • Brief overview on how neuroscience has developed & the basics of the brain
  • Four major positive neurotransmitters (to get your customer “high” on your consultative "selling" approach)
Session 2
  • Top-8 basic emotions (and the opposite of trust)
  • How to remember important names and information
  • Top 6 characteristics of top consultants
  • Top characteristics of top sales people
  • How to reach busy key decision makers (17 ideas)
  • Understanding the 7-roles of key decision makers
  • Body Language: Top-10 things to do to build trust fast
  • Selling with The Brain in Mind (CUSP)
Session 3
  • How to sell vs. how to negotiate
  • In depth discussion on the CUSP Sales System
  • Small talk questions for all personality styles
  • Trust building questions
  • Uncover questions
Session 4
  • The “Customer Contact Form”
  • Handling Objections the high-trust way
Junior to middle level professionals, executives and managers from across industries who are responsible for:
  • Sales & marketing
  • Business development
  • Key account management
  • Client engagement and consultation
  • Negotiation & closing deals
Ian Rheeder
Ian draws on 30-years of practical sales experience and an obsession with studying neuroscience. To this end, he developed the simple CUSP Sales & Negotiating System.

Over the past decade, Ian has successfully trained thousands of salespeople – every single delegate strongly agreed that CUSP® is a simple yet powerful persuasion system.  His previous corporate position was marketing & sales director of the global zipper giant, YKK.
He is a Chartered Marketer and holds an MSc in Persuasion Science (cum laude). Ian’s high-trust CUSP® Sales & Negotiating System is heavily supported up by the latest neuroscientific discoveries. He has consulted in most industries and is currently completing his PhD in The Neuroscience of Persuasion. Besides all that, Ian was nominated in 2010 as the Johannesburg Chapter President of the Professional Speakers Association, voted as the best speaker at International Marketing Conferences in 2009 and 2012, is a founding member of The Marketing Association of South Africa, and has published dozens of Sales and Marketing Management articles.

Additional information

Refund policy No refunds


Mail & Guardian Neuroscience for effective selling and persuasion
Glenhove Conference Centre
52 Glenhove Rd, Johannesburg, 2196, South Africa
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