The "scientific structure" moves away from traditional, intuition-based sales scripts and focuses on how the human brain makes decisions. The core premise is that buying is a biological event, not just an economic one.
Llamas bases his structure on MacLean's Triune Brain model to explain the sales hierarchy:
The Scientific Rule: You cannot sell to the Neocortex until you have calmed the Reptilian brain and excited the Limbic brain. estructura cientifica de la venta jose maria llamas pdf 102
Llamas often compares sales to an iceberg. The visible part (the tip) is the actual transaction/closing, but the submerged part (the majority) is the structure that supports it.
To apply the "Estructura Científica" successfully, Llamas suggests a checklist: The Scientific Rule: You cannot sell to the
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The first few seconds determine the rest of the interaction. The goal is to break the "ice barrier" and establish rapport. If you have the PDF
Activity 7.2 (from the original text): Read the following five client objections. Next to each, write the "Boomerang" response according to Llamas’ scientific structure. Then, identify if the objection is logical, psychological, or hidden.
If you have the PDF, go to page 102 to check your answers against Llamas’ official key.