IT and Business Insights for SMB Solution Providers

Brain Waves: Transform your sales team to higher levels of performance

Ok, let me confess right off. Brain waves is not my word. Search on it and you will find many references to technical concepts that I have read about for the past 15 years. Recently, I happened to hear a sports talk radio host discuss brain waves in terms of what winning football players must exhibit. More specifically, he discussed using powerful brain waves to get into the head of their opponent, allowing one player to dominate the other.

Since I had studied the concept beginning years ago, the term stuck with me and during one of our recent Slammed! Sales Management Boot Camp online discussions the concept of hiring high-level salespeople versus developing high-level salespeople came up. In the group conversation, I described the concept of brain waves as a separating factor in all high performing salespeople.

While we can always discuss the concepts if average salespeople can move up to be “A” level salespeople, it is my firm belief that a sales manager can move all salespeople up to the next level by following the next few steps. They all relate to having the correct brain waves.

  1. In hiring the right person, you need to assess their mental capacity in smarts, capacity to learn, and mental toughness. Your interviewing process must have the questions, the evaluations, and use of online assessments to validate these issues. Smart salespeople can easily understand the “whys” of the sales process and evaluate the sales situation they are in. If they have a capacity to learn, product/services concepts will connect and they’ll be open to coaching. Mental toughness relates to persistence and wiliness to do what is necessary to win.
  2. During one of my keynote programs I cover the process of building a high-performance culture throughout an organization. One of the key points I mention is the responsibility of sales leadership to build belief in the organization’s people, services, products, customer experience, and commitment. This brain wave must be reinforced with specific and tactical actions. If done correctly, the salesperson’s proper brain waves will be transmitted to the prospect during every sales call, creating the positive emotion necessary to gain the prospects confidence.
  3. Confidence is a level of sales brain wave that is another sales leadership responsibility. Effective individual coaching along with a regular cadence of sales skills and product/service training programs will increase the level of salesperson confidence when handling any sales situation. Salespeople break down when they are unclear in executing the sales process and answering tough questions, or unable to sell or understand the business benefits their products/service can provide to a prospect. If sales managers know how to coach and train these skills, the confidence level of the entire team will increase and therefore production will increase.
  4. The last point I will make is the brain waves of the sales manager, without proper alignment at the leadership position with points one, two, and three above, will fail. I have found after many years of working with sales leaders that the alignment of their personal life and their professional life must be in balance. While our training does focus on the tactical and strategic issues facing sales managers, we discovered that if their personal life was not correct for whatever reason their professional performance failed. There are many aspects in both of these (personal/professional) topics but it can be as simple as having personal goals, a vision for their life, and a personal action plan, and then linking it to their professional business plans and objectives. I call this aligning the soul of the individual to the goals of the organization.

 Check out your brain waves and what you are doing to increase the effectiveness of everyone around you. Let me know if you other thoughts/ideas on this topic.

About the Author

Ken Thoreson's picture

Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 15 years, his company’s consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for partners throughout the world.

Ken’s latest book is “Leading High Performance Sales Teams.” He provides keynotes, consulting services, and products designed to improve business performance. Reach him at

ChannelPro SMB Magazine

Get an edge on the competition

With each issue packed full of powerful news, reviews, analysis, and advice targeting IT channel professionals, ChannelPro-SMB will help you cultivate your SMB customers and run your business more profitably.