The people
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Working at Cerebral Selling
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On the TechTO stage
Sell The Way You Buy: The Ultimate Guide to Winning in Sales
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From CEO to Sales Floor (SalesTO Panel)
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About
Cerebral Selling is the sales-training practice of David Priemer, a former research scientist and VP of commercial sales at Salesforce. It runs corporate and leadership training built on behavioural-science and empathy-based methods, anchored by Priemer's two books, 'Sell the Way You Buy' (2020) and 'The Sales Leader They Need' (2024). Priemer spoke twice on the TechTO SalesTO stage, in 2018 and 2024.
Backers
Privately held sales-training consultancy founded and run by David Priemer; no outside funding reported.
Quick answers
What is Cerebral Selling?
A Toronto sales-training firm founded by David Priemer that teaches science- and empathy-based selling to reps and sales leaders.
Who runs Cerebral Selling?
David Priemer, its founder and chief sales scientist, a former VP of commercial sales at Salesforce and author of 'Sell the Way You Buy' and 'The Sales Leader They Need'.
What does Cerebral Selling teach?
Modern sales tactics grounded in behavioural science and empathy — how to create urgency around a buyer's problem, coach teams, and sell with conviction, drawn from Priemer's books.