ANA Houston

BMA October Luncheon

B2B Friction: How to Spot It, Fight It, and Use It

Presented by Roger Dooley, Neuromarketing Consultant

Friction is the invisible force that hinders our marketing and sales efforts. Occasionally it's obvious, but more often than not it is either unnoticed or simply accepted as a necessary evil. Sometimes it's not even really there - "imaginary friction" is created by your customer's brain, and can cost you as many sales as real friction. Roger Dooley, author of the best-selling Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing and creator of The Persuasion Slide framework, shows how friction can decrease conversion rates and hurt sales. He shows you how to spot friction in its many forms, how to eliminate it, and how to harness it to improve your results.

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Speaker Bio

Roger Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, and writes the popular blog Neuromarketing as well as Brainy Marketing at He is the founder of Dooley Direct, a marketing consultancy, and co-founded College Confidential, the leading college-bound website. That business was acquired by Hobsons, a unit of UK-based DMGT, where Dooley served as VP Digital Marketing and continues in a consulting role.

Dooley spent years in direct marketing as the co-founder of a successful catalog firm and also was director of corporate planning for a Fortune 1000 company. He has an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.

Dooley is currently focused on spreading his ideas through writing and speaking, with limited engagements for training, coaching, and facilitation.

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