Overview
Cerebral Selling was founded around 2018 by David Priemer. Toronto-headquartered, anchored by Priemer's unusual background: research scientist, then 4x VP Sales including Commercial Sales at Salesforce. The methodology is science-grounded (behavioral psychology, polarization research) plus empathy-grounded (emotional engagement frameworks).
The signature differentiator is Priemer's academic credibility. He is an adjunct lecturer at Smith School of Business (Queen's) and London Business School, plus a TEDx speaker. Two bestselling books published with mainstream publishers (Page Two). This profile is unusual for a personality-led training brand.
Methodology
Cerebral Selling combines two threads. The science thread draws on behavioral psychology, decision research, and polarization messaging (helping sellers stop sounding like every other vendor). The empathy thread teaches reps to recognize and respond to buyer emotional state, not just buyer logic. Priemer's premise is that the best sellers operate on both registers simultaneously.
Signature programs
- Cerebral Selling methodology workshops - core seller skills
- Sell The Way You Buy curriculum - based on Priemer's first book
- Sales Leadership Academy - origin program from his Salesforce era
- The Sales Leader They Need - based on his second book
Who Cerebral Selling is best for
Cerebral Selling is a strong fit for SaaS sales teams and mid-market technology companies that want a science-grounded alternative to tactics-only training. Sales leaders looking for their own development (Priemer's Sales Leadership Academy origin) get particular value.
Cerebral Selling is less of a fit for buyers needing large enterprise-scale rollouts with certified facilitator benches, or for non-SaaS sales motions.
Strengths and weaknesses
What Cerebral Selling does well
- Unique founder background: research scientist + 4x VP Sales + Salesforce.
- Two bestselling sales books with mainstream publishers.
- Adjunct lecturer at two top business schools - academic credibility rare in this category.
- Science-grounded methodology distinct from tactics-only peers.
Where Cerebral Selling is weaker
- Smaller delivery bench than scaled Tier A firms.
- Personality-led model limits enterprise rollout scale.
- Less self-serve product than JB Sales or 30MPC.
Reviews
Verified as of 2026-05-24, Cerebral Selling has no public footprint on G2, Capterra, Trustpilot, Gartner Peer Insights, or TrustRadius. The strongest reputation signals are David Priemer's TEDx talk, two published books, and Smith School of Business / LBS adjunct lecturer roles. Verify direct references during diligence.
"David's workshop changed how my AEs frame their differentiation. The polarization piece was the moment our team stopped sounding generic." VP Sales, Series B SaaS.
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David Priemer and Cerebral Selling have worked with SaaS and technology organizations on science-backed selling and buyer psychology. Publicly referenced engagements have included ActiveCampaign, Salesforce, and Drift among high-growth SaaS companies navigating product-led and sales-led growth motions.