Does Your Sales Playbook Need an Upgrade?
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 around the belief that selling should feel like a natural interaction between two human beings. Where buyers genuinely feel the seller has the ability to help them. It should never feel sleezy, manipulative, or forced.
Our unique combination of science and empathy-based concepts will enable your team to become the type of high-impact sellers customers actually want to talk to!
What Makes Cerebral Selling Training Different?
Salespeople love to learn new strategies and tactics for connecting with customers. But problems occur when salespeople use these tactics without understanding why they work. Without learning the unique combination of science and execution behind them, tactics get used incorrectly or in the wrong situations.
Cerebral Selling training harmonizes tactical knowledge with intellectual curiosity, providing rich instruction that is both highly satisfying and tremendously empowering. Sellers will deeply understand the mechanics behind the tactics they learn and how to moderate them across different selling situations.
Hear what Cerebral Selling clients have to say!
Delivery Strategy
One of the biggest challenges with training is knowledge retention. In fact, in a recent survey of 1,000 U.S. employees to measure knowledge retention from trainings, 70 percent of respondents admitted to forgetting what they had been taught within 24 hours of learning!
The Cerebral Selling training curriculum is designed to overcome the retention challenge in five ways:
- Session Duration: the program is typically delivered as a series of half-day (i.e. 3-hour) sessions. Sessions are typically held in the morning when participants are fresh and alert. With little opportunity for distractions and mental fatigue, and the opportunity to put the teaching into practice immediately when they return to their desks that afternoon, more knowledge is permanently retained.
- Content: each session is focused on one specific sales competency (e.g. messaging, discovery, objection handling, etc.) Targeting your participant’s attention on a variety of teachings and tactics around a singular topic promotes enhanced focus and retention.
- Cadence: where possible, sessions are typically separated by 1-3 weeks to allow the content to be absorbed and operationalized. Participants can return to future sessions with high-value questions and insights having put the teachings into practice in their real-world operation.
- Tools: to assist with the reinforcement of the training content, a collection of online reference resources (guides, articles, videos) are provided to participants after each session.
- Coaching Exercises: to help drive accountability for the uptake and reinforcement of the training concepts presented, the client’s leadership team is provided with a series of exercises and companion materials they can use to reinforce the content with their team and provide coaching on an ongoing basis.
Core Curriculum
Selections from the core training curriculum below are made for each training engagement (descriptions of each session can be found by clicking the link).
- Secrets of High-Impact Messaging: Ensuring your message breaks through in a sea of sameness
- Mindful Discovery: Uncovering critical insights through science, trust, and empathy
- Cerebral Objection Handling: Understanding the intent beyond the spoken word
- Negotiating for Success: Truths and tactics that drive high impact outcomes
- Leading for Growth: Key behaviors modern leaders need to master during times of change
- Mindful Execution: Supercharge your impact through focus and prioritization
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 any time!
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!
Session 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 our customers ask us 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 buyers. Most Sales and Marketing 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 vendors find themselves drowning in a “sea of sameness” with poor lead conversion and millions in lost sales.
What you’ll take away:
- the foundational elements of a high-impact solution pitch
- how to uncover the unseen forces that slow down and prevent our customers from buying
- a deep dive into the mind of our ideal customer and the hidden emotional-motivators that move them to purchase
- a formulaic approach to crafting stories and messages that consistently and deeply resonate with our target audience
- how to develop more confidence and conviction in our delivery of these stories
- an updated and upgraded product story you can use immediately!
Secrets of Mindful Discovery: uncovering critical insights through science, trust, and empathy
Description: discovery is arguably the most critical step in any sales professional’s selling process. It not only helps you understand your customer’s functional, business, and strategic needs but also whether it makes sense to do business together. Unfortunately, many of the most critical discovery insights go unspoken and unshared due to lack of alignment, trust, and focus. Salespeople aren’t always clear about the insights they seek or how they intend to get their customers to share them. This is especially true with younger sellers trying to connect with older, more experienced buyers whose job they’ve never done. As a result, most sellers spend more time losing deals than we do winning. The key to discovery success; listening, adopting the right mindset, building rapport, asking the right questions, and putting yourself in your customer’s shoes.
What you’ll take away:
- How to overcome the experience/tenure/age imbalance with your customer
- Establishing credibility and trust required to maximize disclosure
- Your customer’s “pain spectrum” and the critical discovery insights they hide from you
- How to ensure you come out of every discovery call with the insights you need to move the deal forward and forecast it accurately
- The science of disclosure: how to build trust through science and empathy to uncover your customer’s functional, strategic, and emotional challenges
- How your mindset, approach, and tone impacts discovery success
- A framework to maximize the value of the discovery to both buyer and seller through proper discovery planning and follow-up.
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.
What you’ll take away:
- 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.
What you’ll take away:
- examining how emotions play into in 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.
Leading for Growth: Key behaviors modern leaders need to master during times of change
Description: as leaders, we’re tasked with driving the engagement, performance, and career development of our people. Central to these tasks are four key leadership behaviors that hugely impact our success and ability to grow and scale our businesses quickly. Unfortunately, many leaders aren’t explicitly aware of these behaviors and according to the data, even those that are, have often not mastered them! The insights from this session will apply to organizations of all sizes, from entrepreneurs to enterprise, and will be of particular interest to anyone in a leadership role.
What you’ll take away:
- insights into these four critical behaviors
- why they’re critical to your role as a leader
- strategies and tactics to operationalize them.
Mindful Execution: Supercharge your impact through focus and prioritization
Description: meetings, multitasking, task-switching, and distractions are the silent killers of productivity. Unfortunately, most of our work environments designed to shield us from these elements, are in fact optimized for them! The key to attaining maximum efficiency lies not only in eliminating low-value tasks but learning how to prioritize and focus on the work that matters most to your business.
What you’ll take away:
- insights into the science of productivity
- the three lies of focus we tell ourselves every day
- three tactics you need to master in order to achieve maximum productivity
Looking for customized training on something you read about on the blog?
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