Why neuroscience sales works, and who's behind it
You've read the results. Here's the neuroscience – and the 30 years of real-world implementation – behind them.
Try the free module →Neuroscience sales: what it is, and who it's for
The NeuroSales Capability Lab™ is a neuroscience-based sales capability platform for sales leaders across New Zealand and Australia. Jason Dinan (M.npn) is its founder, and one of a small number of Master Neuroplasticians worldwide.
It exists because most sales teams don't have a people problem; they have a systems problem – and neuroscience sales is the discipline that fixes it.
That means understanding how buyers actually form trust, process risk, and make decisions, then building a consultative sales methodology around that science – instead of around personality or motivational tools.
The NeuroSales Consultative Selling System™ works for all salespeople: individuals as well as sales leaders managing teams of 2–24 people – typically Heads of Sales, Sales Managers, Commercial Managers, and GMs of Sales in businesses with 10–150 employees. Ask around in sales leadership NZ and one name keeps coming up for exactly this kind of work: Jason Dinan's.
As well as being a Master Neuroplastician (M.npn), Jason Dinan is an Extended DISC® Accredited Consultant. That combination gives him a rare, credentialed grounding in both applied neuroscience and behavioural assessment, built on more than 30 years of real-world implementation in sales
performance.
Why Jason built a neuroscience sales system instead of running more workshops
Early in his career, Jason was personally mentored for four years by billionaire entrepreneur Marcus Evans, helping scale a European start-up from €150,000 in capital to more than $180 million in revenue within four years. It was there that he first noticed something most sales leaders overlook: the organisations that performed consistently weren't the ones with the best people; they were the ones
with the best systems.
That observation shaped the next 30 years. Jason built his reputation working inside sales teams through Executive Coaching and Consulting (EXCC), his premium executive coaching and consulting business, rather than consulting from a distance. He sat alongside leaders and their people until a
methodology was properly embedded and the numbers actually moved. Across that career, Jason's direct commercial involvement has contributed to more than $1.87 billion in additional sales revenue, including a $50 million increase in sales and a 311% revenue turnaround within four weeks.
Sales team after sales team, the pattern held: inconsistencies had little to do with talent, and everything to do with the absence of a system built around how the human brain actually forms trust, weighs risk, and decides to buy.
So Jason decided to build that neuroscience sales system himself. Jason trained as a Master Neuroplastician (M.npn) – the highest practitioner designation issued by the npn Institute, the global credentialling body for applied neuroscience practice, and a qualification held by very few practitioners worldwide – then combined it with his accreditations as an Extended DISC® Accredited Consultant and FinxS Accredited Consultant.
The result is the NeuroSales Consultative Selling System™: a structured, repeatable sales methodology built on the science of how buyers actually think, delivered through the NeuroSales Capability Lab™ so sales leaders across New Zealand and Australia can access it without an EXCC-level consulting budget.
Sales is a genuinely tough career: the rejection, the pressure of a number every month, the inconsistency that no amount of hustle seems to fix. With the right system behind you, that same career
can be calmer, more enjoyable, and considerably more profitable – not because the pressure disappears, but because you&'re no longer relying on instinct alone to handle it.
Our values: what working with Jason actually looks like
Relentless pursuit of excellence
Growth and transformation require a relentless commitment to excellence. We challenge limiting beliefs, comfort zones, and outdated thinking through accountability, courageous conversations, and continuous improvement.
Powerful mindset
Mindset drives behaviour, performance, resilience, and success. Through neuroscience and neuroplasticity, we help people develop the beliefs, habits, emotional control, and confidence required to perform at a higher level consistently.
Discipline
Long-term success is built through disciplined action, preparation, consistency, professionalism, and execution. High performance is not accidental – it is intentional.
Transformation
We are committed to continuous transformation – personally, professionally, and commercially. We challenge individuals and organisations to evolve into stronger leaders, better communicators, and higher-performing teams.
Growth and goals
Growth without goals lacks direction. We encourage ambitious thinking, meaningful
targets, measurable outcomes, and a relentless pursuit of becoming the best version of ourselves and our businesses.
The neuroscience sales credentials behind Jason Dinan
Jason holds four credentials most sales trainers don't: Master Neuroplastician (M.npn), Accredited Training and Service Provider with the npn Institute, Extended DISC® Accredited Consultant, and FinxS Accredited Consultant. Together, they mean the NeuroSales Consultative Selling System™ is built on a verifiable, credentialled understanding of how the brain forms habits, processes risk, and changes behaviour under pressure. You can read more about Jason's career on LinkedIn.
Extended DISC® and the online DISC assessment suite
As an Extended DISC® Accredited Consultant, Jason includes the DISC assessment suite inside the NeuroSales Consultative Selling System™ because it's that valuable: four reports covering behavioural profile, sales aptitude, sales competency, and a combined integrated view, delivered as an online DISC assessment complete with an AI-based debrief. It's designed as a DISC assessment for teams as much as individuals, so a sales leader can see not just how one person operates, but how an entire team's behavioural styles interact under pressure.
"Extended DISC is so helpful. Not just in understanding yourself, but for more effective communication with others. Being able to assess another person’s behaviour style is very helpful.
I’ve used it with my business partners, and it’s helped us understand each other better, and we’ve found new ways of resolving issues. It’s very interesting and I’ve found it very valuable.
It’s like Sun Tzu says in the Art of War: ‘If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle"
Frank Xu, President of NZCBIA,
The AI sales coach Jason built because practice was missing
Jason built the AI sales coach because salespeople don't practise enough: not because they're lazy, but
because there's rarely a judgment-free environment to do it in. The AI sales coach is available 24 hours a
day and is highly tailored to a buyer's industry and sales environment.
After every role-practice session, the AI sales coach scores performance against the specific skills that stage actually requires and identifies your specific capability gaps, rather than just handing you one overall score. That means the coaching that follows targets exactly what's holding you back, not a vague sense of “needs improvement”. If a salesperson doesn't hit the bar for that stage, they get detailed feedback and go again, rather than moving on with a gap in a foundational skill.
That repeated, corrected practice is how neuroplasticity actually works: new sales behaviour only becomes permanent through deliberate repetition – not from a one-off sales workshop. This feedback loop is one of the standout features of the whole NeuroSales Consultative Selling System™.
A pathway to your own professional certification
Completing the NeuroSales Consultative Selling Programme puts you on a pathway to professional recognition. Graduates receive a Certificate in NeuroSales Consultative Selling and become eligible to be put forward for Associate Neuroplastician (A.npn) Certification through the International Institute of Organisational Neuroscience (ION). Certification itself isn't automatic and is awarded separately by ION, to applicants who meet its own accreditation requirements. Learn more about the Associate Neuroplastician pathway.
Explore the NeuroSales Consultative Selling System™ →Free neuroscience sales resources to help you
Whether you're ready to enrol or just starting to look at what's holding your sales system back, these tools are free and built for sales leaders like you:
Sales System
Scorecard
A free five-minute
diagnostic that shows
where your sales system
breaks down.
Free Training Module
Re-engage quiet leads
using FBI tactics - this
could fund the whole
programme.
NeuroSales Lab
ReportGenuinely useful insight
Genuinely useful insight
for sales leaders,
delivered straight to
your inbox.
Sales Leadership Blog
Practical articles on
neuroscience, sales
systems, and consistent
performance.
“The programme helped us change ingrained sales habits”
Jason's programme helped our team work on both mindset and sales behaviours, while building the
confidence to perform more consistently. He then helped us straighten out our sales processes and
introduce greater discipline around CRM, opportunity management, and follow-up. What I like
about the NeuroSales Capability Lab™ approach is that it isn't simply sales theory. It gives the team
a practical system they can use to understand their opportunities, stay organised, and keep moving
sales forward.
– Ardy Almassi, National Co-CEO, Simon National Carriers, Australia
“Without Jason, our growth plans would have been two to three years behind
schedule”
We wanted to scale the business properly, with the right sales processes and a consistently strong
customer experience. Rather than spending years trying to figure everything out ourselves, Jason helped us get back to the fundamentals and build the capability and systems we needed for
sustainable growth.
The NeuroSales Capability Lab™ brings together the thinking, behaviours, and practical sales disciplines that help turn growth ambitions into something a team can actually execute.”
- Stefan Teat, Managing Director, ZEN Energy Systems
“There’s a lot of gold in Jason’s online sales learning system”
The material Jason developed around mindset and sales behaviours has been extremely beneficial. Having the learning available online means our people can access it when they need it and continue
developing rather than relying on a one-off training event. That ongoing learning approach is one of the strengths of the NeuroSales Capability Lab™ – giving
salespeople access to practical sales IP, tools, and behaviours they can keep coming back to as they develop.”
- Aaron Sampson, ANZ GM, Hot Spring Spas
“I can see changes in the people Jason trained”
“I can see the changes in some of the people Jason trained last year. For example, one of the attendees is a project manager who often struggled in his role because he became too emotional. Through the training, he’s become more self-aware and knows to follow processes and procedures, without becoming overly emotional while doing it. Jason’s content has really helped with that.”
- Frank Xu, President NZCBIA, New Zealand
Companies we've worked with
Frequently asked questions about Jason Dinan and the NeuroSales Capability Lab™
Is the M.npn a recognised credential, or an internal qualification?
Does completing the programme lead to a professional certification?
Is neuroscience actually relevant to sales, or is that just marketing language?
Is the AI sales coach real AI coaching, or a scripted chatbot with a friendly name?
What's the difference between the NeuroSales Capability Lab™ and EXCC?
Does Jason work with sales teams outside New Zealand?
See the system for yourself
You've read the neuroscience sales credentials and the numbers behind them.
The fastest way to know if the science holds up in your own team is to test it: start with the free module and put an FBI-tested technique to work on the leads already sitting quiet in your pipeline.
It's free, there's no obligation, and if it does what it's built to do, it could easily fund the rest of the programme for you.
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