Last year I was out on the road with a struggling sales person and met one of "his" customers, gathering many insights (though the sales person was doing more observing than anything else...).
In our debrief he said he didn't need the information we had learned in the meeting and I shared that his sales (or lack of) weren't about him but his customers.
Shocking to some but unfortunately not that surprising, even worse was that this individual had been highly regarded with in the business.
Too many "salespeople" become product pedlars by ramming as much information into a conversation as they possibly can.
It is natural and for many it's their comfort zone. The reality is that most of this can be shared via brochures and websites. Studies show that approximately 20% of decisions are made on logic, too much technobabble can see eyes glaze over and leave prospects wondering.
There has been extensive research into the effect Neuroscience has on decision making and it is worth out teams appreciating how the brain works at a base level to minimise the friction in the buying process.
It is the neocortex that distinguishes humans and has ensured our survival (and development) over millions of years, the rest of the animal kingdom missed out on this gift.
Great sales people never let a sale get in the way of a good conversation. They understand how to apply Neuroscience by tuning into prospects emotions, exploring problems and developing solutions. Their curiousness to (really) appreciate the challenges, led by a good questions and listening, build the foundations of strong emotional connections.
Prospects then feel heard and understood, this leads to opportunities because humans by nature gravitate to those that most help, with research indicating that 80% of decisions are based on emotions.
This is not smoke and mirrors, this is neuroscience in practice.
If your organisation is differentiating through relationships and solution selling, your team need to apply neuroscience or at the very least think like Zig Ziglar who best summarised it when he said "People buy off people they like, know and trust" - BOOM!!!
If you are interested in exploring this more with your team, please do reach out.