The role of a sales leader has never been more demanding, or more vital to success
With hybrid sales teams, shifting markets, and ever-rising quotas, sales leaders are expected to coach, inspire, and consistently drive performance—all while navigating uncertainty and pressure.
Over the past decade, we’ve studied thousands of real-world sales leadership interactions across industries. And what did we find?
There are six critical impact moments that determine how sales leaders influence, engage, and build trust with their teams—regardless of company size, sales model, or leadership style.
The challenge? Most sales leaders don’t even know these moments exist—let alone how to leverage them with the emotional intelligence and communication precision needed to unlock higher performance and lasting behavior change.
"NeuroCoaching™ took us from a good company to a great leadership organization. Thanks to the Braintrust team."
Tres J. - VP of Sales
Your Leaders Set the Pace for Your Sales Results
You’ve probably invested in sales leadership training, competency models, or even formalized management frameworks (which, if we’re honest, many sales managers rarely put into consistent practice).
But those aren’t the real reasons sales managers struggle to inspire their reps, pipelines stall, and revenue growth slows.
The #1 reason? How sales leaders actually communicate.
For over two decades, we’ve studied the neuroscience and behavioral psychology of decision-making, influence, and performance in sales teams.
What we’ve discovered is clear: there are specific areas of the brain that activate when trust and psychological safety are present—and entirely different regions that activate when there’s resistance, doubt, or disengagement. There are also precise triggers that create urgency, clarity, and alignment toward action.
Now imagine if every sales leader in your organization—not just the top performers—was equipped not just to manage the numbers, but to coach in ways that inspire, build trust, and consistently drive meaningful action. Leaders who could activate the parts of the brain that fuel motivation, resilience, and peak performance across their teams.
This is the shift from managing deals…to leading people who deliver them. And it’s the single most important investment you can make in your sales organization’s future.
Neurocoaching®
Welcome To NeuroCoaching®
NeuroCoaching® is our flagship end-to-end situational leadership coaching program designed to give sales management the tools and coaching habits to lead high-impact conversations that drive change and build a culture of high performance.
NeuroCoaching® is broken into a three phase program:
“Create The Vision. Rewire The Mind. Hardwire The Habit.”
Phase 1: Create A Shared Vision
We begin by helping each sales leader clarify and communicate their personal sales leadership vision and values—and then show them how to do the same with their team.
Sales leaders learn how to create alignment by understanding the individual values, motivations, and career goals of each rep.
Together, we define the standards of excellence for every sales role, so expectations are clear, measurable, and shared.
Phase 2:
Rewire The Mind
In this phase, we use sales leadership coaching and real-time feedback to help managers embed what they’ve learned.
Through live coaching and guided repetition, we turn sales communication techniques into daily coaching habits.
Sales leaders gain confidence using the Six P Framework in real-world selling situations—so coaching becomes second nature, not just a quarterly meeting.
Phase 3:
Hardwire The Habit
We turn sales leadership training into sales team transformation through live coaching, peer feedback, and AI-powered simulation tools that ensure managers are practicing the right skills in the right way.
Our proprietary reinforcement plan builds confidence and consistency—so new coaching and communication habits stick in those high-stakes sales moments that drive revenue.
Over 100+ industry-leading companies are pulling ahead—by developing leaders who coach, inspire, and drive performance at every level.
Program Delivery Options
old school Leadership Development Programs Are broken
It’s time for a newer, Neuroscience supported approach.
Turnover Decreased From 25% to 8%
See how we helped a mature brand reduce employee turnover from 25% to 8% through NeuroCoaching™.
Bookings increased From $43.6MM To $88.7MM
See how NeuroCoaching™ helped senior sales leadership better develop their sales team.
30% Increase In Sales Performance
See how we helped a $3 Billion enterprise sales team increase their sales performance by 30%.
NeuroCoaching® Will Set You Apart
What can you expect from our NeuroCoaching® program?
Evidence-Based
NeuroCoaching® is research and evidence-based and applies the latest in neuroscience and behavioral psychology.
Experienced Trainers
Our coaches and trainers have decades of leadership and coaching experience.
Award Winning
We’ve been a named a Top 20 Training Company year after year.
ROI Focused
ROI focused? We absolutely are. No one else offers an ROI Guarantee on their services like we do.
Let's Drive Successful Performance Outcomes
We've helped hundreds of companies overcome challenges around leadership development. It all starts with a 30-minute conversation. Fill out the form below and a team member will be in touch.
Built To Serve All Leadership Levels
Performance Driven Training Companies Of The Future Look Like Us
Don't take our word for it
If you are looking for ELITE growth partners for your company, look no further than the team at Braintrust. I was fortunate enough to be introduced to them about 15 months ago and this team has made an incredible impact on our sales, marketing and operations teams.
Matt Aston, CEO GPRS
It became very apparent early on that Braintrust could really help us grow our business. Their attention to detail, structured programs, project management, commitment to the partnership and execution of deliverables has been second to none. As a result, we progressed from what was initially a marketing consulting agreement to a fullblown partnership including NeuroMessaging™, NeuroSelling®, and NeuroCoaching™ for the second half of the year.
Brandon Sorensen, VP Sales & Marketing, Dynapower
NeuroCoaching™ helped my team translate neuroscience principles into a practical model that will have a sustaining impact on team member development and performance. We were looking for a sustainable coaching model and we got it. As a team, we crystallized a foundational vision for our business unit, each leader, and our employees. The program will take us from a good company to a great leadership organization. Thanks to the Braintrust team.
Tres Johnson, VP of Psychiatry Sales, Lundbeck
You Ask. We Answer.
We'll always shoot you straight.
What does your typical engagement look like?
All engagements begin with an exploration into the goals of your organization. Based upon that discovery, we will collaborate with you to co-create the right program to meet your needs and achieve your goals, whether sales (NeuroSelling®), coaching (NeuroCoaching™), or a customer support team (NeuroServing™). All programs have a strong core of application and activation, which includes skills training and 1:1 coaching.
Do you have a performance guarantee?
Is there a minimum investment for your programs?
Engagements vary significantly depending on the type of program and the number of associates included in a program. As a foundation, it is safe to expect a minimum investment of $100,000 and for our larger clients, we have delivered engagements of over $1M+. Bottom line, we can support engagements of multiple sizes in numerous industries.
What’s the experience level of your team?
We have built a unique combination of Academia (Ph.Ds), past Enterprise B2B Executives, and world-class certified coaches and facilitators that have delivered thousands of hours of Braintrust-certified content. Our executive team held senior-level positions in multiple industries in previous organizations prior to joining Braintrust. We have a combined 112+ years of B2B Leadership experience on our team.
How much of a time commitment do your programs require?
As with the investment question, engagements vary depending on the type of program, However, our live training sessions are never longer than two days, our virtual sessions are typically two hours or less and our 1:1 coaching sessions are generally an hour.
Do you have any proof or evidence of the results from implementing one of your programs?
Yes! In fact, we conducted a 12-month study with one of our clients to assess the return on investment from our NeuroSelling® program. 108 out of 135 sales representatives showed an increase in total revenue over baseline. Total revenue across the group increased by $615,816 per month and over a 12-month period, total revenue increased by $7,389,792 versus baseline. For additional details, please click on the link to access and download the report here.
