The field of sales has often been considered more art than science where successful salespeople developed their own brand of self-taught, trial-by-error, school of hard knocks approach. About the only thing salespeople could agree on was that perseverance was at the heart of sales success. With the advent of the MRI in the late 1970s and the subsequent research on how the brain works it fostered, we now have a better understanding of the factors that influence customer decision-making. In this workshop, Dan will first outline the key factors in understanding how the brain makes decisions. The discussion will then shift to communication principles salespeople can employ to make their sales presentations more effective and will conclude with some interactive exercises where participants will have a chance to try their hand at ‘brain-friendly sales communication’.