Insights on selling, leading, and the neuroscience behind both.
Practical thinking from the Braintrust team on the communication habits that drive sales performance and leadership impact.
Selling Power 2026 Recognition
Recognition highlights how Braintrust’s sales and leadership training with AI-roleplay reinforcement helps clients increase sales productivity by an average of 27%.
Information Asymmetry Is Gone. Now What?
For most of sales history, sellers held a decisive advantage: they knew more than buyers. Product information, competitive comparisons, implementation details, pricing structures — sellers controlled access to the knowledge buyers needed to make decisions. That advantage is gone. The sellers and organizations still training for it are falling behind.
The Death of the Linear Sales Process
For decades, sales methodologies have been built around a linear assumption: buyers move through predictable stages, awareness, consideration, decision, and sellers should guide them sequentially through corresponding sales stages.
Your Buyers’ Brains Have Evolved. Your Sales Training Hasn’t
Every year, organizations invest billions in sales training programs that produce almost no lasting behavior change. The uncomfortable truth is that traditional sales training ROI calculations are built on a foundation of fiction; they measure activity, not impact, and they conveniently ignore the neuroscience of how adults actually learn and retain information.
Skills vs. Behaviors: The Training Gap Nobody Talks About
There’s a fundamental gap at the heart of sales training that most organizations never recognize: the difference between teaching skills and changing behaviors. Skills are what reps know how to do; behaviors are what they actually do under pressure.
Why Your Sales Training ROI Is a Fiction
Every year, organizations invest billions in sales training programs that produce almost no lasting behavior change. The uncomfortable truth is that traditional sales training ROI calculations are built on a foundation of fiction: they measure activity, not impact, and they conveniently ignore the neuroscience of how adults actually learn and retain information.
