High-Impact Messaging
Communicating your value proposition in a powerful, differentiated, and emotionally-charged way.
Looking for training for individuals or small teams? Check out the popular Sales Academy program.
Having a great product isn’t enough to win anymore!
In a market full of infinite solution choices, razor-tight budgets, and never-ending distractions, the best product or service rarely wins. So if you want customers to choose you and avoid getting lost in a sea of sameness, your goal should be to:
- Tap into the unspoken forces that truly drive buying decisions
- Show up with conviction and deliver a sales experience that builds trust, not pressure
- Speak their language: tie your solution to pain, purpose, and outcomes, not products and features
- Ask the powerful questions that unlock truth, urgency, and deeper partnership
- Win their hearts and minds by bringing science and empathy into every conversation.
Trusted by leading organizations like:
Retention and Engagement-Centric Delivery Model
The Cerebral Selling training curriculum incorporates the latest knowledge and research in the areas of persuasion theory, neuroscience, and sales psychology. It’s also built on the belief that selling should feel natural and human. Never feel sleezy, manipulative, or forced.
The delivery format is also designed to overcome the knowledge retention challenge typically experienced in most training. Our 3-prong approach helps you apply and deeply embed the tactics covered into your sales motion.
Train
Live, 90-minute interactive group sessions, every 2-3 weeks. This format ensures team members have ample time to learn and incorporate new tactics immediately, in a distraction-free environment.
Coach
Group coaching sessions and regular, drop-in office hours provide the boost reps need to tackle real-world deal blockers. Dissecting recordings of customer interactions and getting expert advice on specific opportunities drives revenue success in real-time.
Reinforce
To help drive accountability for the uptake and reinforcement of the training, the Learning Hub provides an online platform for new and returning students to verify comprehension, review key concepts, and deeply embed the tactics with your team.
Core Curriculum
Descriptions of each session can be found by clicking the course title.
Mindful Discovery
Uncovering your customer’s known and hidden business, strategic, and emotional challenges.
Objection Handling
Understanding and resolving the tactical and emotional roadblocks to winning more business.
Negotiating for Success
Minimize concessions while delivering high levels of satisfaction at each stage of the process.
Executive Presentations and Presence
Craft a compelling story and delivering it with confidence and conviction to senior buyers.
Who We Train
Sales Development
From qualification and discovery to messaging and objection handling, Cerebral Selling training will not only increase the effectiveness of your sales development team, but better prepare them for the world of full-cycle selling.
Account Executives
Relentless and mindful execution while satisfying the emotional needs of the modern buyer. The key insights sellers need to achieve maximum results while being the kind of sales professional your customers will love working with!
Customer Success
The sale doesn’t stop after the agreement is signed. Customer Success and Account Managers are critically important when it comes to maximizing the lifetime value of each client, driving upsell, renewal orders, and referrals.
Leaders
Cerebral leaders are killer coaches that clear roadblocks while driving the accountability and transparency their teams need to stay on track. Get results while building a loyal team that would fight to work with you again!
Select Client Feedback
See a larger list of select clients and their feedback on the clients page.
David’s approach redefined how our global sales team looked at selling like no other training I’ve seen! His content is superior and his delivery is impeccable and engaging. I have never had sellers come back to me after training and ask “When can we do more?!?” That’s when you know they learned a ton.
David delivers the best quality management and sales content we have seen. He gets beyond tactics to the science behind why those tactics work and his approach makes it easy and enjoyable for the team to absorb new concepts. We have seen a significant change in the sophistication of how our team approaches conversations with customers and prospects.
David is an exceptional trainer! He tailors his content based on your company’s specific training needs and facilitates incredible, thoughtful discussions across sales individual contributors and leaders alike. We’ve worked with David over the past year and have a stronger, more effective sales team as a result of this partnership.
Every member of our sales and customer success teams loved David’s training! David was highly engaging and the combination of tactical advice and thought-provoking strategies struck just the right balance. Our team left excited to put their new-found knowledge into practice immediately.
David’s training was truly a milestone for our growing Sales team and his science & empathy-based approach gave us a selling philosophy we desperately needed. He did such a fantastic job connecting with the reps they were actually sad when the training program was over! We’re looking forward to more sessions in the future.
We were very impressed with David’s training! David teaches more than just sales. He teaches the human side of working and communicating with buyers. We have a younger sales team and it’s very rare to find a trainer who can engage, motivate and energize them like David did. He made a big impression on our team and our company!
I can confidently say David’s training drove immediate results. Just days after the training I saw tactics from the program being put into action and our Slack channels were lighting up with team members asking for more. David, you have left your mark on our crew along with a formula for sales success. Thank you!
Our Sales and Customer Success teams loved how David challenged them to think about sales differently. His delivery was very engaging and his honest, empathetic approach really helped put us in our customers’ shoes. The content covered many relevant concepts and armed the team with tons of tactics they could use immediately. Highly recommend!
Course Details
Secrets of High Impact Messaging: ensuring your message breaks through in a sea of sameness
Description: “What is it you do?”. It’s a question we get asked every single day. Yet, it’s one we’re often challenged to answer in a way that creates that critical emotional response in the hearts and minds of our target clients. Most teams fail to deliver their company’s message clearly, consistently, and with the intoxicatingly high conviction needed to inspire their customers to act. They speak the language of solutions instead of the customer’s language of pain and purpose. As a result, most consultants find themselves drowning in a “sea of sameness” with poor lead conversion and millions in lost sales.
Key concepts the course covers:
- The hidden science behind how customers make purchasing decisions
- Three mistakes we make in describing “what we do”
- Why so many sellers confuse “Value” with “ROI”
- Mapping the mind of your ideal customers and the forces that move them to buy
- Creating a sense of urgency for your customer
- Framing data and statistics in emotionally compelling ways
- How to elevate your technical message to an executive audience
- How to tailor your narrative based on where your clients are on their journey
- How to manifest confidence and conviction in your pitch
- A formulaic approach to crafting stories that resonate with your target client.
Secrets of Mindful Discovery: uncovering critical insights through science, trust, and empathy
Description: Discovery is arguably the most critical step in any professional’s selling process. It not only helps you understand your customer’s technical, business, and strategic needs but also whether doing business together makes sense. Unfortunately, some of the most important discovery insights go unspoken and unshared due to lack of alignment, trust, and focus. Sellers aren’t always clear about the information they seek or how they intend to get their customers to open up and share confidential, contentious, or sensitive information. This is especially true with younger or newer sellers trying to connect with older, more experienced clients. As a result, most sellers spend more time losing deals than winning them. The key to discovery success; listening, adopting the right mindset, building rapport, asking the right questions, and putting yourself in your customer’s shoes.
Key concepts the course covers:
- Gaining clarity around the problems your customer is looking to solve
- Identifying your customer’s hidden or unspoken problems
- Using the power of “loss aversion” to help customers prioritize your solution
- The science of disclosure: how to build trust through science and empathy to uncover your customer’s functional, strategic, and emotional challenges
- How to get customers to answer your most sensitive and contentious question
- How to ask conversational questions that don’t feel like a polite interrogation to your client
- Why “how” you ask a question is more important than “what” you ask
- How to set next steps that your client is committed to and move the opportunity forward
- How to sell more by losing faster when the fit isn’t there.
Cerebral Objection Handling: Understanding The Concern Beyond the Spoken Word
Description: The ability to handle customer objections on the road to securing a sale is a core part of a sales professional’s role. Unfortunately, many of us fail to recognize and address the true underlying concern veiled behind some of the most common objections. This results in unnecessarily long sales cycles, missed forecasts, and a poor customer experience. The key to mastering this critical sales competency is to recognize the main types of objection categories we most frequently encounter so you can disarm them quickly with the most effective approach.
Key concepts the course covers:
- How to identify the secret meaning behind your customer’s objections
- A simple framework for assessing and responding to objections of all types
- Matching your tone and approach to your customer’s objection
- 10 high-impact objection-handling tactics
- How to combine these tactics into an objection-handling narrative you can add to your sales playbook immediately.
Negotiating for Success: Truths and Tactics That Drive High Impact Outcomes
Description: In the modern marketplace, negotiation is about more than just commercial terms and numbers. Time, speed, information, the resources we control, and even feelings, all factor into the bargaining situations we find ourselves in with our customers. That’s why if your goal is to secure a deal that drives a mutually beneficial outcome with a high degree of satisfaction, you need to meet the emotional, temporal, and operational needs of both parties. This session will cover the core tactical and emotional principles of negotiation needed to drive high-impact outcomes. Hands-on role-plays will help participants explore and apply their newfound knowledge and tactics throughout the session.
Key concepts the course covers:
- Examining how emotions play into negotiation interactions and how to navigate them
- The critical role that preparation plays in negotiation success and how to ensure you’ve done enough of it
- How to consider the balance of power in any negotiating situation; how much do you want, and which people, systems, processes, or other entities should have it
- A framework for evaluating the value that each concession represents to you and your customer
- Tactics to maximize value to both parties while minimizing concessions.
Foundations of Powerful Presenting: Communicating Your Message with Confidence and Conviction
Description: Building and delivering a compelling sales narrative that captures the attention of an executive audience and drives action is critical for winning in today’s market! Yet most executive presentations and first-call decks are doomed to fail because they focus on the wrong concepts and are often presented in a format that makes it difficult for audiences to absorb and internalize. This course provides frameworks for storytelling, message structuring, and strategies for confident delivery, including mastering body language, vocal presence, and audience engagement techniques. Hands-on exercises help participants build the skills to convey their message with authority and authenticity, whether presenting to a boardroom or a large audience.
Key concepts the course covers:
- The specific framework for the highest-impact executive presentations
- Powerful triggers for promoting a sense of urgency and action from your audience
- A comprehensive checklist for assessing and refining the visual and emotional impact of your content
- Tactics for engaging your audience throughout your delivery to ensure maximum engagement
- Mastering executive presence in your delivery.
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