BrainX 7MTF Blog

A conversation between the world's best educators, corporate trainers, and top researchers


Posted on Fri, Sep 2, 2016 @ 01:09 AM

Here is an example of one of the biggest ways a lack of emotional intelligence skills causes your company to lose winnable sales.

 Many sales reps are high in the Socializer Temperament Factor which comes across as energetic, talkative and very upbeat. While this personality naturally builds rapport with some people, when a Socializer rep encounters a prospect with the analytical, detail-oriented, Engineering temperament the following happens:

  1. Engineers are wary of Socializers, who they don’t perceive as serious enough, and therefore don’t accept what they say at face value. So, the Engineer continuously pushes back and asks for documentation and detail in what seems like a critical way.  Also, people with the Engineer temperament operate at a lower energy level compared to the Socializer and don’t respond in kind to the Socializer’s friendly chit-chat.
  2. The Engineer’s lower energy level and unwillingness to chit-chat make the Socializer feel that the prospect is unfriendly– which the Socializer takes personally. Combine this with the critical-sounding nature of the Engineer’s questions and the Socializer prematurely concludes that this person is unlikely to buy. You can almost hear the Socializer emotionally disengage as they disqualify the prospect in their mind, classify every additional minute with the prospect as a waste of time and end the call as soon as possible.

This lack of emotional intelligence costs you money for two reasons. First is the lost sale that could have been won if the salesperson simply understood how the Engineer type prefers to interact and adapted their communication and selling methods to what works with the Engineering temperament. Second is the lost referral sales because people with the Engineering temperament have credibility with others because of their critical analysis skills and love to tell others what they just purchased.

The Solution

The 7MTF System combines the world’s most accurate method for quickly identifying a customer’s temperament with training on how to adapt every part of your sales process to each customer’s temperament type.

The training is delivered on the intelligent BrainX online platform which personalizes training to each learner, prevents forgetting and creates mastery. Because we deliver the 7MTF training on the BrainX system, it comes with the BrainX 200% guarantee. The guarantee means you can test the 7MTF training against any other sales training, and if it doesn’t double the increase in sales produced by the other training, we will refund every dime you paid for our training.

Topics: Sales Training, Emotional Intelligence

The Truth About Sales Training

Posted on Fri, Aug 26, 2016 @ 03:08 AM

Research on how a salesperson’s core temperament influences their approach to learning shows that they fall the following learner types.

  1. Deliberate
  2. Competitive
  3. Distracted

This Blog article explains how to design sales training for each of the three types along with the single most important thing to know about sales training.

Deliberate: These are the people who did well in school because they felt an internal compulsion to do what they were expected to do. Therefore, from an early age they did their homework, studied for tests and completed assignments. Most curriculum developers and almost all designers of Learning Management Systems (LMS) fall into this category. Unfortunately, these people find it tough to understand the other two learner types. Therefore, they often design courses that only work for salespeople who share their Deliberate Learning Type. Unfortunately, only a small fraction of salespeople fall into the category of deliberate learner.

Competitive: Generally, this type of learner also does well in school. However, their primary motivation for completing school work is to achieve goals and outcompete others. This type will instantly stop using an online learning system and tune out of live training if they don’t see a direct connection to helping them increase sales and reach goals. They hate one-size-fits-all training that forces them to endure lessons on topics they have already mastered.

While the Competitive type is common in salespeople, it is far more common in senior sales leaders. This might explain why VP’s of sales tend to like sales competitions and gamification far more than the average salesperson. If you do use gamification, make sure most of the points are earned by demonstrating mastery and not by merely completing tasks. Otherwise, the Competitive Types will focus all their attention of earning points and winning, which has been shown to divert the brain’s attention away from learning. The result is lots of time and money wasted without any increases in sales performance.

Distracted – The largest percentage of salespeople fall into this category. This learner type always has the best intentions and is excited at the start of training; however, their natural tendencies to multitask and overload their schedule, along with how easily they are distracted, prevents them from logging into learning systems on a consistent basis. On the other hand, they find live training to be so unstimulating that they quickly start a game out of texting friends without being caught by the instructor.

The Distracted type often prides themselves on their ability to outsmart online learning systems and pass exams with the least amount of actual work. This means that they don’t learn anything, yet they are the first to say that the sales strategies taught in the course don’t work.

To succeed with the Distracted learner type, think about trying to talk to someone in a noisy room where you have to raise your voice, so it stands out above the other voices. This means no-excuses accountability and a motivation system that uses both carrot and stick in just the right portions to ensure the work gets done and the salesperson masters all the course content. 

The Single Most Important Thing To Know About Sales Training:

The most important thing with all three learner types is to eliminate the post-test as the measure of course completion. Let’s face it – prospects don’t ask multiple choice questions. Also, post tests are too easy to pass without actually mastering the course content. Instead use real world simulations or an evaluation of how well each salesperson is using the material taught in the course on actual sales calls. Then tell the sales managers that they will be held personally accountable for the learning success of their salespeople.

If you make these requirements clear up front, the first response will be massive complaining to test your resolve. However, once it is clear that you won’t accept anything less than the demonstration of true mastery, they will buckle down, complete the course, sales performance will increase, and you will earn a huge return on your investment in training.

In all fairness, you shouldn’t implement these requirements unless your learning system is capable of doing the following things.

  1. Replace  one-size-fits-all course design with personalized courses for each salesperson. This should be accomplished through the use of an intelligent assessment to figure out what each salesperson already knows and what they need to learn.
  2. Building personalized practice items like study questions and real world verbal simulations along with a personalized practice schedule that ensures each salesperson reaches mastery.
  3. Informs sales managers on a daily basis of who is making adequate progress in their courses and who needs extra motivation.
  4. A gamification system that adjusts to the three types of learners and gives points for mastery, not completing tasks.
  5. An automated system for using real world verbal simulations or actual call evaluations to determine if a salesperson has truly mastered the course material and their behavior has changed.
  6. A system that lets senior leadership know in real-time how much actual learning is taking place, so they don’t have to wait till courses are scheduled to be completed before knowing if everyone is doing what they should be doing.
  7. Finally, a system that helps managers use information about each salesperson’s core temperament to improve coaching effectiveness.

 The BrainX system does all of these things and much more.

Topics: Sales Training

AA-ISP Selects BrainX for CISP® Sales Training and Accreditation Program

Posted on Wed, May 4, 2011 @ 16:05 PM

BrainX selected by the American Association of Inside Sales Professionals to deliver their Certified Inside Sales Professional Training and Accreditation program


AA isp CISP Logo resized 600

Today, the American Association of Inside Sales Professionals (AA-ISP)[] announced the selection of the BrainX On-line Learning System to deliver their Certified Inside Sales Professional (CISP®®) Accreditation program. “The profession of inside sales has grown very rapidly across the globe with new jobs being created at a 10% annual growth rate” stated Larry Reeves, the association’s COO. “Given this growth and the focus, corporations are looking to inside sales as a key component of its sales coverage strategy. We felt a need to both identify and then test the set of competencies and skills required at the individual rep level”, stated Reeves. AA-ISP Founder and CEO, Bob Perkins goes on to note, “For years corporations have made significant investments in hiring, training, and on-boarding inside sales professionals. Yet there remains a need to, quantify, measure, and then test these skills to assure an individual was competent. We selected BrainX [] because their unique on-line learning system. If a salesperson doesn’t meet the required knowledge and skill level the BrainX on-line learning system builds a personal set of Sales Courses and simulations to help the salesperson master the required knowledge and skills so they can pass the accreditation requirements.

“As we looked at on-line systems we saw immediately how The BrainX patented technology would not only help us to present and test the CISP® materials but ultimately helps the learner to master the skills required to be a CISP®… “stated Perkins. As companies are expecting a much higher level of professionalism and sales results from its inside forces, our member community needs something that goes beyond the current training methods. We found part of our answer in the neuroscience of learning and BrainX, a company leading the way in brain research based online learning solutions.

Bruce Lewolt the CEO of BrainX says he is proud that an organization that understands the world of sales training as well as the AA-ISP would recognize the value of personalized sales training that is mastery based.

Having observed, benchmarked, and coached literally thousands of inside sales reps, Perkins and Reeves know just how inconsistent some of these skills can be from rep to rep. Often times inside sales reps know what to do or say on the phone, but they lack the ability to perform it day in and day out on a consistent basis. To consistently perform at a high level the salesperson must have mastery of the knowledge and skills. It must be second nature so they can execute at a sub-conscious level like one does when riding a bike.

Lewolt agrees and added that it is only with this level of mastery that the conscious centers of the brain are freed up to really listen to what the customer is saying well enough to be able to read between the lines and figure out what it really driving the customer.

The BrainX On-line Learning system is an intelligent system that uses a series of knowledge, skill and belief assessments and builds a cognitive learning profile on each learner. The BrainX Digital Tutor uses the first set of assessments to figure out just what each sales person should focus on and combines this with the personal cognitive profile to mold the delivery of the lesson content and simulations in a way that helps each individual master the required set of skills and competencies in the shortest amount of time so they can obtain their CISP®.

“Ultimately, our goal is to make sure that every salesperson who has the drive to reach a high level of performance and be the best, has the support they need to pass the certification”, stated Reeves. “We selected BrainX because of the system’s unique ability to help us meet this goal.” Reeves goes on to say ”In addition to the leading edge learning system, we found the BrainX team to bring knowledge and expertise that has us to develop a better program.”

About the AA-ISP
The American Association of inside Sales Professionals (”AA-ISP”) is dedicated exclusively to advancing the profession of Inside Sales. As the only association of its kind, the AA-ISP serves as an authoritative resource to leaders and individual sales representatives who want to take their organization and careers to the next level of professionalism and performance. Our mission is accomplished through an industry-specific focus on leadership and individual development, member forums and networking, best practice sharing, individual training, career development, sales accreditation and annual conferences. Learn more at

About BrainX
BrainX is the next generation of online learning and Talent Management!
BrainX is the first system to combine patented intelligent learning technology with mastery-based, learning strategies. BrainX participated in the landmark research on the neurobiology of effective sales training and used this research to design the BrainX system. The result is a system that accepts any type of content (e.g. product training, sales training, negotiation training) and stores the content in a way that allows the BrainX Digital Tutor to understand the content. The BrainX system figures out just what each person already knows along with what they need to learn. The system uses this information along with the understanding of the lesson content to build personalized lessons that teach each person just what they need: to know; to be able to do; and to believe about why something needs to be done in the correct way. With BrainX the days of one size fits all sales training courses are gone forever. The BrainX system also builds a cognitive learning profile on each learner and uses this information to customize the way lessons are taught and to determine how much post lesson reinforcement each sales person needs. This approach is so effective that when compared to traditional online learning, BrainX users achieve mastery in 50% less time.

Instead of superficial learning, which is quickly forgotten, the BrainX system is research proven to teach content to the point of mastery. Mastery ensures that material won’t be forgotten and produces the long-term adaptive reasoning skills required to dramatically improve sales performance.

Learn more at   

About the CISP®®

The Certified Inside Sales Professional (CISP®) Accreditation is the Industry’s first and only professional inside sales credential. The CISP® accreditation was developed to establish and measure the fundamental skills and competencies critical for today’s Inside Sales Professionals. From the quality of the preparatory content to the thoroughness of the “live” sales call examination, the CISP® delivers the highest standard of excellence. Organizations can hire a CISP® with confidence, knowing they are serious about their careers and have the skills to be successful in today’s demanding selling environment.

The CISP® program will be unveiled at the upcoming 2011 Inside Sales Leadership Summit which will be held May 10th and 11th in Minneapolis, MN.

Learn more at

Topics: AA-ISP, Inside Sales, CISP, Certified Inside Sales Professional Training, Neurobiology of Sales, BrainX, Sales Training, American Association of Inside Sales People, CISP Training, Certified Inside Sales Professional Certification, Neurobiology of Sales Training

Is working memory capacity the real reason why sales training fails?

Posted on Mon, Mar 28, 2011 @ 22:03 PM


Salespeople know they should listen more than they talk and if you ask them, they can rapidly list the steps in your selling process.  Yet when they are in front of a client they almost always talk too much and fail to execute properly on the steps in your selling process. Recent neuroscience research on working memory capacity explains why this happens. It also suggests the solution to the problem.

Working memory is the number of items that you can hold and manipulate in your brain for a purpose. For example, the number of steps in a sales process and the number of pieces of information about a client that you can hold in your head and manipulate to determine what you should say or do next.  Healthy adults can normally hold between three to five items in working memory. This means that if your working memory capacity is five, you can hold and manipulate five items at a time: Add a sixth item and the brain is forced to dump one of the items to make room for the sixth.

To experience the impact of your own working memory limitations try to solve the following two problems. Read each problem only one time and then look away as you try to solve them in your head.

  1. Multiply ten times one thousand, then double the number and add ten.


Were you able to solve the problem? Are you feeling confident? Now try the second problem. Remember, you must solve the problem in your head with no pencil or calculator. To get the full experience don’t give up easily. Instead try hard to solve this problem in your head.


  1. Please read the following problem only once and then look away as you try to solve it in your head. Multiply 267 times 431.

Welcome back! How far did you get before you forgot one of the two numbers in the problem? Don’t feel bad – almost no one can do this problem in their head. The question is why? After all, if most people have a pencil and paper they know the multiplication rules well enough to easily solve this problem.

The reason the average person can’t solve this problem in their head is that they lack the number of working memory slots required to remember the problem, the steps required to solve the problem, and the results of each step.

The fact that you couldn’t answer the second question is interesting. However, the epiphany comes when you ask yourself how you were able to answer the first question. After all, if you use the rules of multiplication the first problem actually involves more steps.

The reason you were able to answer the first question is that in school most of us mastered the use of 10’s. Mastery means that your brain wrote a separate program for solving problems involving 10’s in the same way it wrote a program for riding a bike. Since mastery-based programming runs automatically without using working memory capacity, you had slots available to remember the components of the problem and still solve the problem. When you read multiply 10 times 1000 your brain subconsciously ran the 10’s program and placed 10,000 in one of your working memory slots.

Now let’s examine the brain of a salesperson that just completed a sales training event. The next week they are out in the field trying to recall and use a specific strategy for overcoming objections. In this case it is an objection that a customer just raised in the form of a question.

To properly respond to the objection, the sales person must keep the following items in working memory:

  1. Hold the question the customer asked. (One slot if it is a simple question, two or more slots if it is a multipart question.)

Minimum: 1 slot

  1. Recall and hold the strategy for effectively answering client objections. (One slot for the current step in the process and one slot for remembering where you are in the process.)

Minimum: 2 slots

  1. Recall the facts about your products or services and determine which ones to use in your answer. (This requires a minimum of two slots in order to compare one item to the next.)

Minimum: 2 slots

Danger – at this point most sales people are already out of working memory capacity. The next thing they bring into working memory leaves the brain with no choice but to dump something to make room for the new item. Often this is a critical part of the client’s question.

As bad as this seems, it is actually worse. This is because the salesperson is probably stressed out by the objection. The emotion of stress or anxiety takes up at least one working memory slot if the stress is mild, and almost all of working memory if it is extreme.

Before we leave this exercise, let’s count the rest of the slots a sales person would need in order to effectively execute the ‘overcoming objections’ strategy.

  1. Recall the customer’s primary goals and objectives for needing your products and services in the first place and formulate your response in a way that uses this information.

Minimum: 2 slots

  1. Some systems stress the importance of remembering the personality style of the client and using this information to determine how detailed or brief your answer should be.

Minimum: 1 slot

  1. Use the right emotions .For example, some systems teach a specific method for the level of emotion and energy you should have in your response based on the emotions and energy of the prospect’s question. Of course this must have been remembered.

Minimum: 1 slot

If we count up just the minimum numbers and don’t account for any spaces taken up by emotions, we come in at nine slots. This is far more than the average person’s brain possesses. Yet, everyday millions of sales people effectively execute on this and similar strategies for overcoming objections. The reason they can exceed their working memory limitation is the same reason you can do mental math involving 10’s. The salesperson practiced the strategy on enough different days to stimulate their brain to grow the connections required to reach mastery.

Of course, if the sales person hasn’t mastered the strategy disaster often strikes.  Instead of listening to the customer and effectively executing on the objection handling strategy the sales person interrupts the customer mid-sentence to blurt out information.  The sales person does this out of fear that they will soon forget the important point – which they will as soon as the next thought enters working memory and bumps out the important point.

The most important conclusion regarding working memory is that nothing should be taught in your sales training courses unless it is important enough to teach to the point of mastery. Lots of extra nice-to-know information might make your sales training seminar seem more interesting, but in the long run you are doing your sales people a disservice because during the pressure of the selling situation these extra, un-mastered pieces of information or strategy tips will take up too much working memory capacity. 

Topics: Overcoming objections, Sales Training, Working Memory