three experts. three cities. three insight-packed hours.


Now more than ever, commercial teams need smart strategies and practical techniques for articulating value and closing business. Sadly, too many sellers rely on outdated tactics and so-called “best practices” to fuel their commercial conversations, leaving buyers—and revenue—behind.

So, how do you engage buyers and persuade them to decide in your favor?

Science. Specifically, Decision Science.

Our top Decision Science experts are hitting the road this fall to bring you their latest research and freshest insights into the way today’s buyers frame value and make choices.

In this complimentary three-hour program, you’ll hear firsthand about the research, field tests, and findings that you can use to attract, engage, and motivate buyers to choose you, stay with you, and buy more from you.

You’ll learn how to:

  • Build engaging and memorable virtual presentations that grab and keep your buyers’ attention—and help them remember your message well after the meeting has ended.
  • Develop powerful messages and content that motivate prospects to buy and existing customers to buy more, even in the face of rising prices.
  • Create and deliver smart and scalable sales cadences using research-backed messages and field-tested content assets.

You’ll emerge with new skills, persuasive techniques, and innovative ideas—all backed by science and research—to power your commercial conversations.

Locations:

  • Chicago, November 9th – LondonHouse, 85 E. Wacker Drive, 9 a.m. – 12 p.m.
  • San Francisco, November 17th – Four Seasons, 757 Market Street, 9 a.m. – 12 p.m.
  • New York City, December 6th – Convene, 101 Greenwich Street, 9 a.m. – 12 p.m.

Please join us for breakfast from 8 a.m. to 9 a.m.; you can also grab a takeaway lunch following the program.

Agenda:

The Neuroscience of Attention
with Dr. Carmen Simon

Prominent researchers in neuroscience, economics, and business administration agree on this premise: One of the most important factors for success is getting others’ attention. This is because attention paves the way to memory and decision making. But getting buyers’ attention is becoming increasingly harder, and being in a virtual environment makes it harder yet.

In this session, you’ll find the results from Dr. Simon’s most recent neuroscience research, during which she studied buyers’ brain to find practical answers to questions such as:

  • How does a buyer’s brain decide to pay attention?
  • Does a picture always lead to more attention and memory?
  • Are extra details in complex sales detrimental or desirable for sustaining attention?

Expect an interactive working session where you'll have the opportunity to apply the research!

Acquiring Prospects vs Expanding Customers is Not One-Size-Fits-All
with Doug Hutton

Our research into buyer psychology demonstrates how different selling and buying situations require distinct approaches for maximizing growth. Use the wrong approach at the wrong time and your teams actively hinder the revenue growth you need. You must learn the unique approaches necessary for revenue growth at key moments in the Customer Deciding Journey:

  • Prospect Acquisition: Why Change?
  • Renewal & Retention: Why Stay?
  • Customer Expansion: Why Evolve?
  • Service Failures: Why Forgive?
  • Win-Backs: Why Return?

Selling on a Cadence—Not an Expense Account
with Frank Pinder

The share of revenue attributable to digital sales is expected to increase over the next three years, as 80 percent of companies are increasing the size of their digital sales team. This means that digital sales interactions are also increasing, resulting in buyer reachability dropping to an all-time low. The un-coached masses are reaching out to your decision makers, fouling the waters, and further alienating your buyers.

Every level of selling is discovering the power of a consistent, persistent approach to multi-channel, multi-touch messaging and content as part of the disrupted digital buying journey. Join researcher Frank Pinder as he shares results from recent real-world, controlled field trials showing some of the most effective techniques for omnichannel selling today.