E.96 - How Humans Decide: Using Brain Science to Enhance Buyer Trust w/Silvia Li

Selling is no longer about highpressure, manipulative tactics, or big corporate pitch decks.

Because AI made written content and automation so abundant - nooone trusts it. So now? It’s about alignment, trust, and emotional connection, built on how the brain actually makes decisions.

In this episode of Making Revenue Tick (the WMYT masterclass series), Richard Washington speaks with Silvia Li, founder of BrainSells Global to break down how founders and GTM leaders can sell in a way that mirrors buyer psychology, not outdated playbooks.

They explore the neuroscience behind high-impact sales conversations, the SCAN model, in-group dynamics, personalization beyond templates, and how AI can scale emotional intelligence across teams.

Key Topics Covered

How to sell the way buyers actually think, not just react

The SCAN model: decoding cognitive styles to personalize effectively

Why “lowering threat” and creating emotional safety leads to better sales outcomes

Building Aha moments and co-creating value with buyers

The neuroscience behind resistance, similarity bias, and trust

The biggest mindset shifts founders need when leading or hiring sales teams

About Silvia Li

Silvia Li is a sales strategist, neuroscience-based performance coach, and founder of BrainSells Global, a consultancy that helps B2B sales teams and growth-minded leaders elevate sales performance by aligning communication with how the brain works.

With two decades of experience at organizations like RAIN Group, Sandler, Miller Heiman Group, NeuroLeadership Institute, and CEB (now Gartner), Silvia brings a rare combination of behavioral science and real-world sales expertise across enterprise, tech, healthcare, and professional services.

Who Should Watch

Founders building or scaling GTM functions

Sales and revenue leaders seeking to shift from scripts to signals

Enablement and talent leaders embedding sales psychology into onboarding

B2B teams selling in high-trust, high-stakes environments

Anyone using (or building) AI to make selling more human

What Makes You Tick is hosted by Richard Washington, founder of Tick Talent, the go-to retained search partner for VC-backed startups hiring GTM leaders.

Find Silvia on LI https://www.linkedin.com/in/silvia-li/

Find with Richard https://www.linkedin.com/in/richwash/

Read Growth Magnet https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7083793079794556928

🎧 Listen on Apple Podcasts, Spotify, and YouTube.

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