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BrainX Library of Expert Content

The truth is that no one trainer is the world’s best expert on every single aspect of selling and no selling strategy is a fit for every company. Therefore, we reached out to the top sales experts in each aspect of selling and for each of the major selling strategies and worked with them to create an extensive library of courses that are available in the BrainX system.

For example, our courses contain content from researchers who helped develop the most commonly recognized selling strategies like Spin, authors of today’s best books on sales, and the trainers who are the most respected in their fields such as Dr. Neff for mental toughness training. Simply select the courses you want your salespeople to take and our staff will customize those courses to your real world selling situations.

Here is a sampling of courses. Please request the full course list.

The Customer’s Emotional Journey and Uncovering Emotional Drivers

Problem:

Most pitches are logic-based, focusing on features and benefits. However, the brain makes decisions like agreeing to see a presentation or purchasing a solution at the emotional level. Mild emotional stimulation levels are not enough to compensate for the inherent fear of taking any type of action. Therefore, a good salesperson must know how to increase the intensity of each step of the buying process. This begins with discovering and understanding each important motivator. A motivator is only important if it is important to the customer. That is why we call them Genuine Emotional Motivators (GEMs).

Benefit:

Sales reps learn simple yet powerful strategies for identifying GEMs and then intensifying those GEMs.

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Handling Objections

Problem:

The buying process often includes objections from the customer before a decision is made. Salespeople usually “wing it” or, at best, use canned rebuttals that often don’t uncover the true issue behind the objection. In addition, early in a sales conversation salespeople don’t use an effective strategy to capture the information needed to customizes an objection response. For example, if a prospect is more motivated by avoiding pain or achieving gain - a critical factor in adapting objection responses to the individual.

Benefit:

Salespeople will learn and master strategies that limit the number of objections, techniques to uncover the true issues underlying objections and core emotional drivers along with a series of effective objection handling strategies.

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Active Conversation

Problem:

Sales reps hear but often don’t listen. They miss cues and critical information because they don’t ask good questions, don’t review what the customer says, and don’t connect the customer’s responses to benefits that have meaning. They also miss the opportunity to uncover powerful emotional drivers that build urgency and encourage the buyer to move to the next step in the sales process.

Benefit:

Sales reps learn simple yet powerful active listening techniques that can be used throughout the sales process and how to connect them to the customer’s motivations for buying.

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Building Rapport and Connection

Problem:

Sales reps lack the ability to use the powerful perspective of a customer’s peers and devise differentiated value propositions that build credibility and value in a way that connects to the customer’s emotional buying center.

Benefit:

Sales reps learn powerful techniques that builds rapport and their role as a trusted, knowledgeable advisor.

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Prospecting - Advanced Hunting Skills

Problem:

For a long time, sales people have used generic prospecting strategies combined with the latest opening statement trick. For example, in 1959 Chambers coined the term Hypothesis of Need and just about every trainer uses this in one form or another when training salespeople to conduct pre-call research. The problem with this approach is that it focuses on common problems. This generic research method fails because the client is already bombarded with messages from marketing departments that focus on common problems.

Another problem is that salespeople get initial interest at the start of a call but don’t have the skillset to continue the conversation in a way that increases the odds that the next step in the sales process will be successful. Finally, salespeople waste time with people in a company who can’t make decisions because they lack the ability to identify and get through to the real decision makers.

Benefit:

Sales people learn a set of advanced hunting strategies that they can adaptively apply to set them apart from everyone else and quickly create interest.

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Call Planning and Post-Call Analysis

Problem:

Many salespeople fail to prepare sufficiently for critical calls or meetings with customers which can lead to lost opportunities or a waste of time.

Benefit:

Salespeople will learn how to prepare for calls and how to evaluate the encounter with the customer.

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Asking Effective Questions

Problem:

Asking the right type of questions is an art. Salespeople know they should ask strong, thoughtful questions but often the questions are basic, don’t gain enough information and don’t lead the customer to understanding the depth of their own needs and wants.

Benefit:

Salespeople will learn several open-ended questions with branching follow-up questions that dig deeply to uncover the customer’s needs and build urgency.

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Closing strategies

Problem:

For years closing strategies have been taught as one-size-fits-all set of tricks and statements. In fact, a closing strategy that works with one person will often backfire with the next. The second problem is that closing has been viewed as a stand-alone step at the end of a sales process. The truth is that closing is a process that begins with the first conversation.

Benefit:

Salespeople will understand closing as a process rather than a single step.

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Price Negotiation

Problem:

Buyers are more sophisticated and aware of competitive market forces. They often expect significant discounts which can dramatically affect your company’s bottom line.

Benefit:

Salespeople will learn how to maintain control of the price negotiation aspect of the sales conversation including how to avoid common missteps and knowing when to walk away.

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