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The Three Brain Theory is a new way to look at why people do what they do, how they do it, why they do it, at different levels of interpretation of their behaviour, and what they're going to say about it. Once you understand the 3 brain theory it will change your life and the way you look at advertising, marketing and selling, leadership, reward, recognition, and loyalty. The three brains are:  | The REPTILIAN brain. We are born with it. It is not influenced by culture or personal history. It deals with survival and reproduction. It is the center for instinctive reflexes, primitive impulses, sex and violence.
We know from history that the Reptilian brain always wins. |  | The LIMBIC brain, acquired during the beginning of human life (0-5) is in relationship with the mother. It is the center of emotion, representing tensions, feelings and contradictions. |  | The CORTEX, usually in place around 7, is the center of rational thinking. It is the logic tool that we use to look at the world: Science, logic, control, numbers, statistics, money, and intellectual alibi. |
To function and be happy we need harmony between the three brains.
When the reptilian is up against the cortex, the reptilian always wins. Reality and numbers don't matter. If your communication does not have a reptilian dimension you'll never win. SalesLab’s Emotional Selling methodology  It is based on the latest neuroscience discoveries, and leverages the new understanding of how the 3 brains interact and what triggers human decisions.
It ensures that your communication strategy has a Reptilian, Limbic and Cortex aspect to it.
In order to maximize your impact - whether you’re preparing a marketing campaign, crucial sales calls or a pivotal communication – we help you apply a thorough 3 step process and 8 impact boosters.
1- Make your argument relevant, unique and conclusive, by following our 3 step process: Go beneath the surface and find what will really motivate people to buy from you. Articulate what’s unique about you and find undisputable proofs of your value. 
The process by which you assess what really matters to your target audience is crucial.
We help you gather and make sense of internal knowledge, customer interviews or research data. We test and develop your value messages and proofs together with you. 2- Create an Emotional connection and impact the Reptilian brain Engineer your communication in order to create emotions and speed up decision-making.
Know the keys: Emotions drive memory. The Reptilian brain is the ultimate decision-maker. The Cortex will slow down decision-making in most situations. 
The best consumer brands and advertisers know the triggers empirically – yet it is never easy to create the right experience – but for most business-to-business marketers and sales people, it is almost alien!
We help you come up with an effective structure and flow for your communication, and ensure that messages and communication techniques adequately target each of the 3 brains. 3- Boost the impact of your communication! It’s now show time! Apply the communication techniques which will maximize your impact - on the 3 brains -. 
Yes you know a few of them, probably not all though. The real questions are: How well do you apply them? Could you do better? Is it affecting your personal performance?
We help you select the most appropriate techniques given your audience and who has to communicate. We test and coach you (or your people) as you rehearse. What can you expect from SalesLab? With Neuromarketing as with everything we do, SalesLab delivers advanced sales expertise, the way you want it. - Free online articles, books and conferences
- Assessment services – we review your communication, selling practices and tools
- Consulting services – we improve your processes, develop or refine your crucial communication tools
- Training services – we train your key people in a version of our Emotional Selling methodology customized to your needs
- Coaching & certification services – we facilitate effective application of the methodology for lasting improvement in your people’s working practice
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