With all the technology now available, brain research can actually help your sales training and coaching programs deliver better results. Now is the time to get ahead of the flow instead of being in the flow of traditional training if you truly wish to increase sales.
Have you changed your sales learning curriculum to reflect current brain research? From my experiences, the answer is probably not because much of this research is new.
Of course there are individuals like Daniel Goleman who has written about social and emotional intelligence. His writings reflect a lot of brain research and should be mandatory reading for all salespersons and especially sales trainers or facilitators.
Maybe you are thinking something like “Great something else I need to think about in putting together an effective sales training program?” With that attitude, you are leaving a lot of opportunities on the table much like the 50% of sales leads never followed up.
Think about the buying-selling process from the 30,000 foot viewpoint. Most people agree that sales is an emotional experience. People buy first from a place of emotions and then justify that with logic. This behavior reflects how the brain works.
Our amygdala is the first entry point into the brain. This part of the brain triggers the reactive fight or flight conditioned response and is 100% emotional versus the proactive, rational cerebral neocortex.
Sales training is about changing behaviors. To achieve this goals requires working with the cerebral neocortex however if you have activated the amygdala and continue to feed or trigger this part of the brain, you ability to change behaviors has been dramatically reduced.
The use of visualization with the sales training and sales coaching programs is an effective strategy to help with the triggering of the amygdala. For example, when the person is using her or his neocortex, this is an opportunity to create awareness about the amygdala and to identify those individual “triggering” issues. With this awareness, you can ask the salesperson to visualize how he or she can handle this issue or situation the next time it arises.
The times are a changing in education and development. Incorporating current brain research into your sales training will help you develop a much stronger and effective sales force. And isn’t that the real bottom line?
Are the sales behaviors of your team or even yourself where you want them to be? If not, then you may discover an easy read on how to increase sales in this book, Be the Red Jacket in the Sea of Gray Suits, the Keys to Unlocking Sales Success.
Chicago Sales Coach Leanne Hoagland-Smith helps with sales coaching, leadership to sales management development. How well is your organization using the talent’s of your greatest asset – human capital within your sales training? Maybe now is the time to consider this performance appraisal approach?
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