LISTENING TO WHAT BIOMETRICS
TELLS US ABOUT SELLING:
BETTER DATA, BETTER IMPACT
Maybe you’ve asked for feedback on a presentation. From colleagues, or family, or friends. They’ll (usually) be honest! But do they tell the whole truth? If you really want to sharpen your sales presentations, your sales materials, you need to find out what audiences aren’t telling you—maybe what they don’t even know themselves!—about what is grabbing their attention, hitting their emotions. You need to read their minds.
When a financial services company wanted to up its sales game, and arm its sales professionals with real data and counsel on how to craft the most effective sales presentations and materials possible, it knew it needed to pull more than the traditional sales coaching and training levers. Feedback was only getting at part of the story. Their sales professionals needed to read minds.
Of course, mind reading is still well beyond the art of the possible. But could neuroscience—biometrics and the truths they illuminate—help them go well beyond traditional feedback mechanisms? Could science provide the detailed and fact-based insights that those traditional approaches often struggled to deliver? With help from Deloitte's Neuroscience of Winning team, they were about to find out.
BRAINS DON’T LIE. BETTER DATA EQUALS BETTER COMMUNICATIONS.
After reviewing the detailed and valuable insights on the impact of the sales materials and approach provided by the biometric data, the client has implemented leading practices suggested by the project directly into its sales team training. More broadly speaking, this single neuroscience project has fundamentally changed the company’s approach to presentations.
Insights were drawn from specific feedback on audience stress and attention and degree of empathy and engagement. Additionally, the data was able to pinpoint emotional responses to specific words and phrases and even detail where content was being ignored by the audiences altogether and where audiences were “reading ahead” of the material.
Changes made to presentations after the feedback was incorporated showed marked improvements, with improved positive emotion, memory retention, and attention scores. Overall engagement—which started high, at 90%—still jumped a full five percentage points.
Do these challenges sound familiar?
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