Argentine Expert Leads Neuro-Sales Workshop in Andorra

André Trugelliti, a 33-year-old Argentine who has lived in Andorra for two years, is leading a practical workshop on neuro-sales at Hive Five Coworking, which wraps up on Thursday.

Trugelliti, who holds a degree in business administration, is passionate about brain function and how it influences consumer behavior. Neuro-sales, he explains, refines the sales process by helping sellers understand how customers feel, perceive, and process information. This boosts a seller's effectiveness regardless of the product.

The approach draws on the fact that 95% of decisions happen unconsciously. Sellers must recognize and address this hidden layer, even if the customer remains unaware. The brain relies on instinctive shortcuts—evolutionary holdovers from prehistoric times—that filter information rapidly. While a seller talks, the decision may already be made.

Daily life offers examples: people follow automatic routines from the moment they step out of bed, such as taking the same path to work or sticking to familiar routes in a supermarket.

Not everyone processes information identically. Some prioritize visuals, others sounds, and some physical sensations. To sell effectively, adapt to the customer's dominant style. For a visual thinker buying a house, emphasize windows, light, and vivid imagery of the space. Failing to match their system is like speaking different languages.

Spotting these types comes with training. Visual processors speak quickly—their brains flood with images that words can't fully capture—and prefer some distance for a broad view. Kinesthetic types stand close and like to touch items. Simple questions reveal preferences.

Another brain shortcut is anchoring, where comparisons create urgency. Fast-food offers like "for 10 cents more, get the large meal" trigger a fear of missing out, overriding actual hunger.

Trugelliti insists this aligns with ethics: these processes occur naturally, and using them enhances the customer experience for mutual benefit. Outcomes depend on the user. His fascination stems from the brain's speed and processing power.