Selling Stronger
Contents
Contributors
Publisher Cegos UK
Writers
Jonna Sercombe
Emily Link
Nathan Rager
Milly Gladstone
Simone Sullivan
Megan Roberts
Rachel Cise
Jade Kim
Reuban Fletcher-Louis
Richard Adams
Scarlet Woods
Lara Mohammad
Editors
Emily Larson
Scarlet Woods
Design
Daisy Whittle
Photography
Sam Elwin
Printed in the UK by Blissetts Unit 1, Shield Drive, West Cross Industrial Park, Great West Road, Brentford, TW8 9EX
A Note from the CEO
The world of sales is changing — and with it, the way we build trust, deliver value, and create impact. Clients no longer measure us only by the solutions we provide, but by the clarity, care, and purpose we bring to every conversation. When information is everywhere, it’s not knowledge that sets us apart, but the
This edition of Imagine Magazine shines a light on this exact transformation. From the science
Selling (p.04), to the role of perspective in Zoom In, Zoom Out (p.24), our articles explore how
CSR — and how, paired with sales, it can open doors not just for business, but for community and shared progress.
At their core, these articles are about more than sales. They’re about connection, responsibility,
Copyright Cegos UK © 2025
All rights reserved. No part of this magazine may be reproduced, in whole or in part, without written permission from the achieve total accuracy, we cannot be held responsible for any errors or omissions within this magazine.
To work with us please contact: info@cegos.uk or call +44 (0) 2033185753 cegos.uk
Enjoy the read,
Jonna Sercombe
CEO
Cegos UK & US
The Hidden Science of Selling
What powers are at play in sales meetings that push that “no” into a “yes”, or a “yes” into a “no”? What emotional factors
techniques build rapport and trust quickly enough to inspire a sale? Simone Sullivan explores these questions and more in The Hidden Science of Selling.
Selling is often reduced to its most basic form: numbers.
we’re driven more by emotional processes than rational thought when it comes to buying — whether we like it or not. And it’s the people behind the sale who often make
The neuroscience of selling shows that decisions are minutes of meeting. The moment a buyer hears your voice or sees your face — whether in-person or on video — fast, automatic systems begin sorting you into categories: “safe or risky,” “useful or ignorable.” Those opening cues are processed in minutes, long before you even open your slide deck. In other words: the brain meets you before the buyer does.
advantage: knowing the brain meets you before the buyer does means you hold the power to engineer
The Biases
One thing to be aware of is our biases and how they can impact meetings. Below are some of the most common:
First impressions weigh more heavily than what follows. Your opening line, framing, and agenda don’t just ‘set tone’; they anchor how everything afterward is
Snap Judgments
People form lasting impressions within seconds of
These ‘thin slices’ shape perceived credibility and warmth — two levers that strongly predict trust and uptake.
Attunement
actions. That’s why a calm, steady presence and mirroring of pace can help build a connection. But this isn’t the pantomime; buyers sense when it’s forced. Aim for authentic attunement that lowers threat and raises openness.
What Can We Learn from Neuroscience?
Neuroselling research points to a common pattern.1 Openings carry the strongest ‘approach’ signal: when a seller comes across as clear, credible, and human, motivation to engage rises early.
Trust is experienced before it’s rationalised. Overhyping too early can trigger cognitive overload and actually
matter most — their attention gravitates toward identity readiness to act.
In short, earn belief quickly, keep energy calm but
The First Five Minutes
So, if neuroscience plays such a role in relationship building, what can we change
Sell with a Story
Mirror the buyer’s world problem, stakes, outcome, and preview a decision. This anchors attention where it is most useful.
Signal Safety
Use a warm tone, slightly slower cadence, open posture. Keep your face relaxed and speak at eye level.
Elicit Emotion Early
Ask meaningful questions to elicit positive emotions and a criteria before you pitch; for example, “what would make this a win today?”
Make Value Visible
is legible. Clarity reduces perceived risk and helps the brain tag your message as actionable.
Manage Energy
Sources: 1Russo, V. et al. (2023) ‘Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising’, Frontiers in Psychology, 14. Available at: https://doi.org/10.3389/fpsyg.2023.1238879. 1 2 3 4 5
Bring It Together
The real headline isn’t “be more persuasive.” It’s “design the beginning.”
When you respect how the brain actually works — and drawn to simplicity — you stop treating the opener as small talk and start using it as strategy.
Selling Shadesinof Green
Ever wondered how sustainability can shape more than just company values and client trust?
Scarlet Woods explores why carbon literacy is fast becoming the key driver behind sales success in the modern world.
Click here your copy and we’ll send you Imagine for free.
Click here your copy and we’ll send you Imagine for free.
Click here your copy and we’ll send you Imagine for free.
Click here your copy and we’ll send you Imagine for free.
your copy and we’ll send you Imagine for free.
Click here
Click here your copy and we’ll send you Imagine for free.
Click here your copy and we’ll send you Imagine for free.
your copy and we’ll send you Imagine for free.
Click here
Click here your copy and we’ll send you Imagine for free.
your copy and we’ll send you Imagine for free.
Click here
your copy and we’ll send you Imagine for free.
Click here