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In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch speaks with Patrick Seaton, sales strategist, author, and creator of Ask Alex, a neuroscience-based sales coaching platform. Together, they explore how buyer decision neuroscience influences every stage of the buying journey and why sellers often struggle when they focus more on selling than helping buyers make decisions.

Patrick explains the “crocodile brain,” the primitive part of the brain responsible for detecting threats, protecting us, and filtering information. According to Patrick, most buying decisions are driven by emotion and survival instincts long before logic enters the conversation. As a result, buyers often make decisions emotionally and then use logic to justify those decisions afterward.

Paul and Patrick discuss why sales teams focus too much on features, pricing, and product details. Instead, sellers should understand the buyer’s decision-making process. They should guide buyers, reduce uncertainty, and build confidence. This approach creates stronger relationships and better outcomes.

Buyer Decision Neuroscience and the Buying Journey

In this episode, Paul and Patrick explore:

• Why buyers prefer buying over being sold
• The role of the crocodile brain in decision-making
• How emotion and instinct shape decisions
• Guiding buyers through their journey
• How fear, trust, and uncertainty influence buying
• Training sellers on buying behavior, not just products
• Ask Alex and neuroscience-based coaching
• Using AI without losing human connection
• Focusing on the problem, not the solution

Resources Mentioned

• Ask Alex
• A Crocodile Brain Can Make or Break Your Sale by Patrick Seaton
• Claude AI
• Collavia
• Enabling Buying in a World of Selling Methodology

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