Neurosales: a neuroscientific framework for sales research

Sales is inherently shaped by physiological processes—automatic bodily responses such as nonverbal cues, reflexive reactions, and subconscious signals—that subtly influence engagement, decision-making, and persuasion. Yet, despite the inherently dynamic and interpersonal nature of sales, most research has relied on traditional methodologies (e.g. surveys, experiments, qualitative studies) that may overlook key physiological dimensions. This study introduces neurosales as an interdisciplinary domain that applies neuroscience principles to sales research, uncovering the biological and psychological mechanisms underpinning buyer-seller interactions. This work traces the evolution from neuroscience to neuromarketing to neurosales, showing how neuroscience methods can yield insights into interpersonal communication and the training and development of salespeople. Furthermore, by bridging neuroscience and sales practices, the authors propose a roadmap for future research and offer actionable strategies to enhance sales effectiveness using these novel methodological approaches.