The science of influence is fascinating. It’s one of the ways those of us in procurement or involved in negotiations can learn to be better at our craft. This episode features author and speaker, Roger Dooley who I asked to teach us what science teaches about influence, and how we can use it to get better deals in our negotiations. Roger explains how to practically apply neuroscience, behavior technology, and behavior research (combined it's known as neuromarketing). How can procurement professionals use neuromarketing directly in negotiations? How do we influence someone to help them make decisions that are advantageous for us and helpful for them? This is brain science for procurement! Outline of This Episode [0:35] The history of persuasion and negotiation in Roger’s back story [4:49] Why “getting a deal” is a great motivator for higher spending [8:57] Split testing what you say in negotiations can bring great advantages [11:37] Why trusted stories beat statistics and data when it comes to persuasion [16:45] Using the science of influence to reduce sticker shock [22:43] How we can use neuroscience to build trust with others [35:45] Behavioral science teaches us the law of least effort Resources & People Mentioned BOOK: Brainfluence BOOK: Friction BOOK: To Sell Is Human BOOK: Predictably Rational Get 25% off by suing this code: PIW19NN - code for https://ProcureConWest.com Connect with Roger Dooley Roger’s website: https://www.rogerdooley.com/ Connect With Mark Follow Negotiations Ninja on Twitter: @NegotiationPod Connect with Mark on LinkedIn Follow Negotiations Ninja on LinkedIn Connect on Instagram: @NegotiationPod Subscribe to Negotiations Ninja