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 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 […]
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 […]
The Brain on Story: Structuring Case Studies to Activate Neural Engagement
Case studies are often treated like formal proof—a tidy document filled with data, timelines, and quotes. But if you want your case studies to actually move someone, to shift perception and inspire action, then you need more than just evidence. You need a story. Why? Because stories activate the brain in ways facts alone never […]
Emotional Economics: How Feelings Influence Purchase Decisions
We like to believe we’re rational buyers. Yet, emotional economics says otherwise. We assume we weigh our options, analyze the facts, compare the numbers—and then make a smart, logical choice. But neuroscience tells a different story. Emotion, not logic, drives most of our purchasing decisions.In fact, research shows that feelings play a central role in […]
Virtual Selling Mastery: Overcoming Cognitive Biases in Remote Demos
Remote selling isn’t just selling in a different location—it’s selling in a different mental environment. When you’re not in the same room as your buyer, their cognitive biases—the brain’s mental shortcuts—play an even bigger role in shaping how your message is received. In virtual settings, distractions are higher, attention is lower, and trust is harder […]
Framing for Persuasion: Crafting Sales Messages That Resonate with the Brain
Why do two people hear the same sales messages—and only one buys?It’s not always the product. It’s how the message was framed. Framing is one of the most powerful tools in sales because it doesn’t change the facts—it changes the context. And context is everything to the human brain. A product framed as a solution […]
