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.
The Trust Paradox in B2B Sales
Trust is the foundation of B2B sales. Without it, buyers don’t share information, don’t provide
Emotional Decisions, Rational Justifications: Why Logic-Based Training Misses the Point
Traditional sales training assumes that buyers make rational decisions based on logical evaluation of features,
What Neuroscience Knows That Traditional Sales Training Ignores
Three decades of neuroscience research have revolutionized our understanding of how humans learn, decide, and
Why B2B Buyers Ghost You in the Final Mile
Late-stage ghosting is the most expensive loss pattern in B2B, and it’s rarely about your product. We highlight the neuroscience of buyer risk and how to inoculate the final mile.
The Manager Who Can’t Coach (And Why It Isn’t Their Fault)
Most managers were never taught to coach. They were promoted for individual performance. We dive into the neuroscience of why telling fails and how to build coaching capability that holds.
Why Your Sales Training Has a 90-Day Half-Life
Most sales training decays within 90 days. The reason isn’t reinforcement frequency. It’s that the training never reached the part of the brain that drives behavior.
Developing the Next Generation of Leaders: Strategies for Internal Succession Planning
