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However you see it, sales is a human connection between one person and another - now, with a bit of technology called neuroscience, we can help people to sell better based on how our brains work and operate.
We know that people buy on emotions, so why do people sell on facts and figures. the limbic system, which is the CPU of the brain, takes far too long to study facts and figures—our emotional brain shortcuts directly to our neo-neocortex root brain.
What’s the secret? New brain science is now showing that there are simple neuroscience-based keys to selling. Here’s how it works:
THE LENS
OF THE BUYER
WHAT DO YOUR BUYERS VALUE
Recent research from Sirius Decisions revealed that buyers
VALUE sales conversations that deliver relevant industry
and business expertise 4X more than conversations around
products and solutions.
Executive buyers today want a sales professional to deliver
valuable INSIGHT that will highlight issues they weren’t aware
and show how to solve them!
OF SALES
It’s no secret that customers don’t buy from companies; they buy from people they TRUST and find CREDIBLE. As evidence, the Corporate Executive Board found that 53% of all buying decisions were dictated by the interactions
and conversations executives had with the field sales organization. In fact, FIELD INTERACTION had more impact
than product (19%), brand loyalty (19%), and price (9%) combined.
That’s the good news! The bad news is that in a similar study, Forrester found that 89% of all sales calls FAIL to create any commercial impact whatsoever.
As such, the success of your initiatives, product launches and corporate strategy often boils down to how well your salespeople tell your story.
Great salespeople intuitively know how to tell a story that creates differentiation, yet few companies can replicate this skill and ability across the entire sales organization.
Do you need this for your business - connect with me today
High Performance Blog
Five years ago, I hit ‘record’ for the very first time on The Global Sales Leader Podcast. I didn’t have a perfectly soundproof studio, a production team, or even a long-term plan—just a fire in my belly and a deep desire to have conversations that mattered. Now, entering the fifth year of hosting conversations with extraordinary business leaders, I’ve become even more selective—every episode must echo my core belief: dialogue, when done right, is a catalyst for change. Today, it’s a great honour and a pleasure to share that The Global Sales Leader Podcast has been listed in the Top 100 Best Business Leadership Podcasts on MillionPodcasts.com. That recognition isn’t just about me—it’s about the power of purposeful conversations, the loyal listeners who lean in, and the incredible guests who share not just knowledge, but wisdom. THREE KEY INSIGHTS People Buy Energy, Not Just Expertise In every conversation, I’ve learned that what resonates most isn’t jargon or perfectly structured advice—it’s human energy. That passion, vulnerability, and truth that comes through when a guest shares their “why” is what sticks. People buy people. Not titles. Relationship Capital is the New ROI From Philip Squire to Tom Ziglar, my guests often echo this: long-term trust outperforms short-term gains. Whether you're selling software or pitching a keynote, it's your ability to build relational equity—emotionally and intellectually—that defines your success trajectory. Podcasting Isn’t a Side Hustle—It’s a Relationship Accelerator Your voice in someone’s ears is intimacy at scale. Being part of someone’s commute, workout, or late-night work sprint is a privilege—and a responsibility. It’s how we build brand trust in a noisy world. ONE ACTIONABLE TIP Want to elevate your brand and build authentic authority? Don’t just get on podcasts—build relationships with hosts, producers, and booking agents. Start with the Top 100 Business Leadership Podcasts on MillionPodcasts.com. Reach out respectfully. Offer a perspective that serves their audience, not just your own agenda. Remember: Outreach that connects always outperforms outreach that pitches. SIGN-OFF As always, thank you for listening, sharing, and evolving with me. Whether you’re in sales, leadership, or just passionate about personal growth, I’m here to help you show up as your best self—strategically and sincerely. π§ Listen to the latest episodes: YouTube: https://lnkd.in/eeUh8JNb iTunes: https://bit.ly/4dSE5p3 Let’s keep building purpose-driven conversations that lead to performance-driven results. — Jason #LeadershipPodcast #SalesLeadership #HighPerformanceMindset #PurposeDrivenConversations #GlobalSalesLeader
Why Journaling Matters (Especially in Sales & Leadership): How does this help our sales leaders and focus
sales scripts are good for you but sometimes you can sound wooden
The top 1% don’t chase success in bursts. They build it in layers—daily, weekly, monthly—through small, repeatable actions that align with their values and goals.
They stay committed when it’s hard.
They don’t wait to feel ready.
They act anyway.
We talk about the use of humor to humanize the whole selling process. We talk about building trust and resilience. We talk about a little bit of neuroscience as it pertains to buyers and sellers. Jason does a little bit of research and work in that category. Those following us closely know I guested on Jason's podcast, The Global Sales Leader Podcast, which was super fun. We’re looking forward to continuing the conversation on the show.
Every individual processes information differently based on their past experiences, personal biases, and cognitive associations. This means how we frame our message significantly impacts how it is received.β
These are essential elements of modern sales success, and they often begin with self-awareness and deliberate communication.
Connecting your passion to your purpose, and there are many things you can do to follow a process. Psychology believes a strong purpose is crucial for personal fulfilment and professional success. It is the foundation for intrinsic motivation, resilience, and performance, whether in sales
Maximizing the ROI of Sales Training: A Guide for Sales Trainers and Consultants
The Power of Feedback. Lessons from Running a Mountain Marathon for High-Performance Insights.
