Why do smart, rational people make choices that defy logic? Because our caveman brains are still in charge — and understanding this can make you a far better salesperson. Despite smartphones, data, and endless analysis, humans are still driven by the same 200,000-year-old instincts: survival, belonging, and emotion. In How to Sell to a Caveman, sales expert Theron Goldman combines psychology, mathematics, and decades of hands-on sales leadership to reveal how our ancient mental wiring shapes every buying decision. Inside, you’ll discover: • The Sales Triangle that drives every decision • How to adapt to four core personality types • Why stories beat statistics in persuasion • Psychology-based influence techniques that actually work This is not another quick-fix gimmick book. It’s a practical, entertaining guide to mastering the human side of sales — and thriving in any market.