How to Build a Great Sales Aid
3 Lessons from NeuroScience
Selling is an art they say... You have to be born a salesperson. But neuroscience is now throwing light on
how selling actually works so we can all perhaps learn to be better salespeople. Over the last year we’ve
had the opportunity to measure response to different sales aids and pitches using a Neurometric method
called Visceral that passively measures the reaction of the sales prospect during a simulated sales call.
Here’s what we are learning:
1
KEEP IT SHORT
call. And by the end of a 15-minute pitch, engagement levels could be up to 20% lower than at start.
So if you haven’t got their attention up front its all downhill from there.
2
ASK, DON’T TELL
So when do you think people are more engaged – when they are talking or when you are talking?
Its remarkable how much engagement increases when the salesperson is having a conversation
and how much it falls when it turns into a monologue. So equip your sales people with questions
they can ask, at every step.
3
DON’T RELY ON BODY LANGUAGE
Research suggests that 80% of communication is from body language – what neuroscience is now
of personality type – so an extrovert is likely to appear interested in your product and an introvert could
appear disinterested whereas their emotional engagement could be exactly the opposite. So set-up
tangible follow-on actions to assess if your sales call went well. And if you’re running a market research
study on sales aids, consider using neurometrics to uncover the real reaction to the sales pitch
The VIS CE RAL Neurometric Method
Powerful Insight, Easy to Implement
Heart Rate Monitoring:
Captures intensity of emotional response
Key Applications:
Quantify the overall reaction to a sales pitch/aid.
Facial Coding:
Captures direction of emotion (happy/sad)
Compare the different sales aids and
pitch approaches.
Traditional Q&A
Captures memorability of pitch elements
Identify compelling elements while removing
irritants, so you quickly go from pitch to perfect!
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