NeuroSelling® Changed Everything I Thought I Knew About Sales
When I first joined Braintrust, I came from a world of sales training programs. I had spent over a decade immersed in frameworks, methodologies, roleplays, and sales scripts, good ones, even great ones. I’d worked with talented reps and teams across industries. But if I’m being honest, I’d also seen how quickly those “breakthrough” techniques […]
AI and the Cognitive Load: Using Automation to Streamline the Buyer Journey
AI and the Cognitive Load: Using Automation to Streamline the Buyer Journey Not long ago, we sat down with the head of commercial strategy at a mid-market biotech firm. Her team had just implemented a new CRM-integrated AI tool designed to personalize follow-up emails after discovery calls. The tech was impressive—fast, accurate, data-rich. But what […]
Overcoming Analysis Paralysis: Simplifying Choices to Drive Buyer Action
Overcoming Analysis Paralysis: Simplifying Choices to Drive Buyer Action A few years ago, we were working with a fast-growing software company that had recently overhauled its product suite. The team was energized. Their demos were packed with functionality, dashboards, data points, integrations—every bell and whistle you could imagine. But there was one problem. Their deals […]
The Power of Mental Models: Coaching Clients to See New Possibilities
The Power of Mental Models: Coaching Clients to See New Possibilities If you’ve coached long enough, you’ve seen it: a high-performing client, capable and respected, sitting across from you, stuck in a belief they’ve never questioned. “I’ve always been this way.”“This is just how I operate.”“That’s not really in my DNA.” In many cases, the […]
Your Coaching Climate: Let’s Improve It
Why Your Organization’s Growth Depends on the Conversations You Normalize Every leader wants better outcomes. Higher engagement. Better retention. Stronger performance. More innovation. But here’s a truth that often gets overlooked: outcomes are the trailing indicator of conversations. If the conversations happening in your organization are unclear, inconsistent, surface-level, or overly directive, then performance, trust, […]
The Role of Oxytocin in Customer Loyalty: Building Bonds That Last
The Neuroscience of Trust and How It Fuels Repeat Business Sales professionals often think of customer loyalty as the result of great products, competitive pricing, and reliable service. And while all of that matters, neuroscience suggests that the real engine of customer loyalty lives somewhere far less obvious—in the chemistry of the human brain. At […]
Staying Out of the ICU: Intensive Conversations Unit
Why Avoiding Tough Conversations Puts Your Leadership—and Your People—at Risk Every coach, leader, and manager knows this moment. You see something going wrong. A performance slip. A brewing conflict. A teammate disengaging. Maybe it’s tension in a relationship, lack of follow-through, or a values misalignment. You sense it, but you hesitate. You tell yourself it’ll […]
Microexpressions in Sales: Reading Subtle Cues to Tailor Your Pitch
How to Decode What Buyers Are Really Thinking (Even When They Don’t Say It) You’ve been there before. You’re delivering your pitch, explaining your value proposition, and on the surface, the buyer seems engaged. They’re nodding. Smiling, even. Saying all the right words. But something feels off. Something unsaid. A slight tightening of the mouth. […]
Leveraging the Peak–End Rule: Become a Seller That Leaves a Lasting Impression
There’s a common belief in sales that prospects make decisions based on the totality of the conversation—the sum of every feature, benefit, and insight delivered across the call. But neuroscience tells us something different. Human memory doesn’t work like a recording device. People don’t remember every moment of an experience equally. Instead, they remember two […]
Coaching in Uncertainty: How to Help Clients Navigate Change, Ambiguity, and Stress
If you coach leaders today, there is one common thread running through nearly every conversation: uncertainty. Restructuring, AI disruption, shifting economies, evolving customer demands, and the relentless pace of change have created an environment where ambiguity is not the exception—it’s the norm. This environment tests leaders in ways traditional management never prepared them for. As […]
