Patrick Renvoise

Why organisations work with Patrick Renvoise

• A tested, codified persuasion framework. NeuroMap® is a four-step model SalesBrain has applied in client engagements since 2002, turning cognitive science research into specific decisions about messaging and value proposition design.
• Co-author of two of the earliest commercial books on neuromarketing. The Persuasion Code (Wiley, 2018) received an Axiom Business Book Award and builds directly on the work of Nobel laureates Daniel Kahneman and Richard Thaler.
• Authority earned in enterprise sales before brain science. He sold multi-million-dollar supercomputers at Silicon Graphics and LinuxCare to clients including NASA, Boeing, Airbus and Shell. The framework is shaped by what closes deals in real B2B selling.
• Recognition from named bodies that buyers respect: an American Marketing Association Next Big Thing in Marketing award (2009) and three Advertising Research Foundation Innovation in Research Awards (2011, 2014, 2015).
• Trained more than 100,000 executives across 24 nationalities at companies including PayPal, Microsoft, Hitachi, Siemens and GE, giving sales and marketing teams a shared scientific language for messaging decisions.

Biography highlights

• Co-founder and Chief Neuromarketing Officer of SalesBrain, the first dedicated neuromarketing agency, founded in 2002.
• Developer of NeuroMap®, a four-step persuasion framework used in SalesBrain’s advisory and training programmes.
• Co-author of The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime (Wiley, 2018) and Neuromarketing: Understanding the Buy Button in Your Customer’s Brain (2007).
• Recipient of the American Marketing Association “Next Big Thing in Marketing” award (2009), three Advertising Research Foundation Innovation in Research Awards (2011, 2014, 2015), and a Vistage “Above and Beyond” speaker award (2008).
• Former senior business development executive at Silicon Graphics and LinuxCare, where he sold multi-million-dollar supercomputers to NASA, Boeing, Shell, Airbus, BMW and Canon.
• TEDxBend speaker (“Is There a Buy Button Inside the Brain?”) and trainer of more than 100,000 executives at companies including PayPal, Microsoft, Hitachi, Siemens, Facebook and GE.

Biography

In 2002, the discipline of neuromarketing did not exist as a commercial practice. Patrick Renvoise and Dr. Christophe Morin co-founded SalesBrain that year to build it. Their premise was that two decades of cognitive science research could be translated into a working method for sales and marketing teams whose campaigns were not delivering.

Most marketing assumes buyers can articulate what they want. Two decades of brain research suggest otherwise. The bulk of purchasing decisions are made by what Daniel Kahneman called System 1, the part of the brain that does not respond to logical argument or feature lists. SalesBrain’s NeuroMap® is a four-step framework. The steps are diagnose the pain, differentiate the claims, demonstrate the gain and address the primal brain. It translates cognitive science into specific decisions about messaging and value proposition design.

Renvoise’s path to brain science came through enterprise sales. At Silicon Graphics and LinuxCare he sold multi-million-dollar supercomputers to NASA, Boeing, Shell, Airbus, BMW and Canon. After watching what worked and what did not in those rooms, he spent two years researching how the brain processes commercial messages. The result was published in 2007 as Neuromarketing: Understanding the Buy Button in Your Customer’s Brain. The expanded second book, The Persuasion Code, followed in 2018 from Wiley, building directly on the System 1 and System 2 work of Daniel Kahneman and Richard Thaler.

The methodology has earned recognition from named bodies that buyers respect. The American Marketing Association named NeuroMap its Next Big Thing in Marketing in 2009. The Advertising Research Foundation followed with three Innovation in Research Awards. The Persuasion Code received an Axiom Business Book Award. SalesBrain has now trained more than 100,000 executives across 24 nationalities at companies including PayPal, Microsoft, Siemens, Hitachi, Facebook, GE and Airbus.

Key speaking topics

• Neuromarketing
• The science of persuasion
• Sales messaging and value proposition design
• Brain science applied to decision-making
• Marketing strategy and effectiveness
• Complex B2B and enterprise sales
• Customer communication and influence

Ideal for

• Chief Marketing Officers and Chief Revenue Officers accountable for marketing and sales return.
• Sales leaders and B2B teams selling complex or high-value solutions where messaging is a competitive differentiator.
• Marketing and brand teams responsible for messaging, value proposition and campaign performance.
• Founder-led companies whose growth depends on the persuasiveness of their commercial communication.

Audience outcomes

• The six stimuli that trigger the brain’s primal decision-making system, and why most traditional messaging fails to reach it.
• The four steps of NeuroMap®, applied to their own messaging during the session.
• A clearer view of why customer surveys produce misleading data, and what to use instead.
• Specific changes to make to current marketing materials and sales conversations.