Using Oxytocin To Build Rapport FAST With Paul Zak Ph.D.

Paul Zak joins Will on this episode of the Salesman Podcast to discuss the power of understanding what oxytocin is, when it is released and how to manipulate it in both yourself and the prospect you’re selling to.





Oxytocin, The Trust Hormone

Paul starts the show with an overview of how oxytocin  is the hormone that enables people to build trust with strangers. As crazy as that sounds, everything you do to build rapport as a salesperson is designed to get your prospect to release oxytocin.

“If your customer doesn’t trust you, you’re very unlikely to make a sale. So knowing what the neurologic substrate is for trust is vitally important for all aspects of your life.”

Will wraps up the show by asking Paul about how story telling ties into all of this. Paul explains that stories are a great way of getting the prospect to care about you, your mission and your product by being vulnerable. This spikes oxytocin in the brain of your listeners and is a powerful sales hack.

Ryan and Will also cover –

  • Why Paul hugs rather than shakes hands when he meets people for the first time
  • How to hack the levels of oxytocin in the brains of your prospects
  • What happens to levels of oxytocin when money is involved
  • How to tell stories which make the prospect care about you
  • Why you shouldn’t be using powerpoint…



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Guest info:

Paul J. Zak is a scientist, prolific author, and public speaker. His book The Moral Molecule: The Source of Love and Prosperity was published in 2012 and was a finalist for the Wellcome Trust Book Prize. He is the founding Director of the Center for Neuroeconomics Studies and Professor of Economics, Psychology and Management at Claremont Graduate University. Dr. Zak also serves as Professor of Neurology at Loma Linda University Medical Center.

Paul has degrees in mathematics and economics from San Diego State University, a Ph.D. in economics from University of Pennsylvania, and post-doctoral training in neuroimaging from Harvard. He is credited with the first published use of the term “neuroeconomics” and has been a vanguard in this new discipline.

Dr. Zak’s work on oxytocin and relationships has earned him the nickname “Dr. Love.” His current work applies neuroscience to improve marketing and consumer experiences, and to build high performance organizations.


Show notes:

Paul’s excellent TEDx talk –



Books mentioned:

The Moral Molecule: the new science of what makes us good or evil


Will Barron is the founder of Salesman.Red and host of the Salesman Podcast where he entertains hundreds of thousands of millennial salespeople every month. If he isn't recording or editing shows he's racing his RX8 or riding bicycles down mountains.

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