What if most of your customers have already made their buying decision before they even realize it? In this episode of the Sales POP! podcast, host John Golden sits down with Paul Larche, broadcaster, business strategist, and author of The Divided Brain: Why Customers Buy and Why They Don’t to explore the neuroscience hiding behind every purchase and the forces shaping buyer behavior in an AI-driven marketplace.
Larche breaks down the battle between the instinctive “old brain” and the rational “new brain,” revealing why emotion consistently wins the war for attention and action. The conversation takes a fascinating turn into artificial intelligence, examining how modern algorithms are engineered to tap directly into subconscious triggers, personalizing content so effectively that it simulates real human rapport and trust at a speed no salesperson could match.
You’ll also hear about Larche’s Brand Value Canvas, a three-pillar framework that aligns your messaging with the logical, emotional, and subconscious layers of decision-making. Plus, the discussion dives into metacognition, the practice of thinking about how you think, which Larche argues may be the most underrated competitive skill in modern sales.
Listen now and completely rethink how you reach, engage, and convert your buyers.
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