As an expert in customer operations, Daniele Casuccio has spent the last 25 years observing customer behavior and testing various sales approaches across a wide range of products and services worldwide. At the same time, he has cultivated a deep interest in neuroscience and applied scientific concepts to his consulting work.

In this book, Daniele Casuccio shares his knowledge and extensive experience to help you boost your sales by leveraging neuroscience, storytelling, and psychology. Clear explanations and practical advice will enable you to:

• understand the mechanisms that influence customer decisions
• create conversations that spark positive emotions in the customer’s brain
• ask the right questions
• use the most effective communication and persuasion techniques

Sales is both a science and an art.
It’s a science because success in customer conversations requires a structured method; yet it is also an art, due to the importance of the human element — no two sales interactions are ever the same. The success of a sales interaction depends on the quality of communication, which in turn relies on building trust with the customer.

This is why it is essential to understand how the customer decision-making process works.

This book will help you enhance your sales techniques by giving you a clear theoretical foundation on how the brain works, how to conduct effective sales conversations, and how to communicate in ways that increase the chances of closing deals successfully. Each chapter will show you why these concepts matter and how to apply them in practice.

Daniele Casuccio is an international expert in customer operations and the founder of Customer Analytics, a global consulting firm specialized in helping clients manage complex customer operations, increase sales, and reduce operating costs.

After graduating in nuclear engineering, he chose to work in customer operations, fascinated by the combination of rational and irrational elements that define this dynamic field.

Francisco Bustillo

Results-oriented professional with over 7 years of experience in investment banking, mergers and acquisitions (M&A), private equity, and corporate strategy.

Developed solid expertise in sectors such as renewable energy, food and beverages, technology, healthcare, and real estate. Earned an MBA from SDA Bocconi in 2023, further strengthening managerial and strategic skills.

Skilled in conducting financial analyses, managing relationships with key stakeholders, and executing successful M&A deals. Possesses excellent leadership and project management skills, with a proven track record of successfully leading and collaborating with multidisciplinary teams. Responsible and result-oriented with strong interpersonal and analytical skills.