It may get you to the short list, but a great reputation and years of experience are no longer enough to close new business. In today’s accelerated world, the speed of change is empowering new competitors, and turning relationships, tradition and previous routes to success upside down. Even the best of the best are struggling to grow.
Believe it or not, you’re not selling to people, hearts and souls. Your real prospect is a 3 lb. organ called the brain. And while it’s a fascinating and complex organ, it’s actually a highly primitive and predictable decision-maker. Those who are consistently winning more projects are using brain science to separate from the pack and connect at a visceral level with their audience, whether or not they realize it.