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A sales person who sells marketing services needs skills such as empathy and he/she must easily adapt to changing circumstances and personalized marketing questions. Skills which are not so easy to detect during a job interview. Solution? Put him under the functional Magnetic Resonance Imaging (fMRI) scan and see if he is the right person for the job. The fMRI measures brain activity while the person answers certain questions. With the results you can see if the person is good in adaptive selling and has personal skills such as empathy. Sounds like a script of a futuristic movie? No, this is closer to reality than you think.

In fact, at ISAM (Institute for Sales and Account management in Rotterdam) they have a research program called Neuroeconomics. This research program brings together the disciplines economics, psychology and neuro sciences. At that research program they found out that there is a correlation between brain activity in certain areas and selling skills. Want to know more? Surf to the research page (Dutch only)