The Hacks Our Brains Use

Lets talk about how our brains take shortcuts to understand things in terms of their meaning and what they represent for us, not in terms of just what they actually are. This has implications in the world of sales, where we can incidentally cause the wrong kinds of shortcuts to happen. I recently worked with a sales rep who was getting a negative reaction from prospects when he used the word "struggling" to describe their obstacles. We worked on his scripts and hunted for words that could be causing false reactions and leading clients to take the wrong shortcuts.