How Prism Brain Mapping helped Di Bella Coffee generate sales growth

Brain Mapping is one of my favourite tools; so I was excited to be asked by Di Bella Coffee’s Director of Market Development to complete brain maps on each of their sales staff.

At an individual level, the primary purpose of brain mapping for the Di Bella Coffee sales team was to identify behavioural tendencies and relate them to workplace performance with the ultimate goal being the development of highly customised learning and development plans.

The broader team goal was to drive sales growth – recognizing that this comes from firstly understanding and developing the individual, and then structuring the team and roles to capitalize on the strengths identified. But before I dive into the experience with the Di Bella team, let me explain a little about Prism Brain Mapping.

What is Prism Brain Mapping?

Brain mapping is a tool that falls under umbrella of brain-based coaching (you can read more about this here). This falls under the even broader category of neuroscience, an exciting field that is delivering incredible insight into our brains and how they influence our behaviour and our responses to situations. Thanks to these developments in neuroscience over the last 10-15 years, we can now get much clearer picture of how our brains function and we can refine our coaching techniques based on this information.

Prism Brain Mapping is one of the tools we can apply to help make sense of what our brains – and the brains of those around us – are doing. It helps us identify behavioural preferences that directly relate to our personal relationships and work performance, or more simply, it shows us how we are likely to behave in situations and why. With this information we can provide informed coaching strategies – which behaviours will help us reach our goals? Which behaviours do we need to modify to achieve our goals? Brain mapping provides an evidence-based foundation on which we can build relevant and effective strategies.

Brain Mapping in practice

Brain mapping has many applications: for the Di Bella Coffee sales team I used brain mapping techniques to both develop learning and development plans, and to improve sales performance.  Our workshop consisted of two processes:

  • Creating a brain map for each of the sales staff to develop a profile of typical behaviours
  • Teaching the sales team tools and techniques to identify possible brain map characteristics in their customer’s to achieve greater sales results.

Creating your brain map

Neuroscience research demonstrates that people tend to be most motivated and successful when they are able to use their preferred natural behaviours. By creating a brain map for each of the sales team, we could help them identify where they naturally excelled and which areas were uncomfortable to them. For example, one of the team members demonstrated their natural tendency was to analyse and evaluate, which made them very good at identifying the customer need and crafting their sales pitch to that need; but at the same time meant sales calls and over-preparedness were a challenge.

Armed with this type of knowledge, I could then tailor learning and development plans that helped each team member overcome their “uncomfortable” areas, and also ensured their roles in the organisation capitalised on those areas that they naturally excelled in!

Using Brain Mapping to understand your customers

This was the fun part!  I also showed the sales team how to do a little of their own “brain mapping” for improved sales performance. I gave them techniques to map the brain of a customer and to assess how the customer might react to a particular sales approach.  This meant giving the sales team the power to adapt their sales technique to the client in front of them.   Because the behaviours are grouped into roughly 4 categories, our sales team were able to confidently classify their customers, and then apply the sales approach that would be most effective for this type of person.

And did Brain Mapping deliver results?

Yes! According to Di Bella Coffee’s Director of Market Development, the Brain Mapping exercise, role plays, and workshops has contributed to the sales team’s skill and ability to drive increases in customer sales.  In fact, prior to training, 60% of Di Bella Coffee customers purchased 1 or more ancillary products.  Over the last year – after incorporating these techniques into individual learning and development plans – the percentage of customers purchasing 1 or more ancillary products has increased to over 90%. This equals sales growth and a motivated, satisfied sales team doing what they love!

Other applications

I use Prism Brain Mapping in many other applications – once you understand what your dominant behaviours are, and how you are likely to react to a decision, you are better positioned to make conscious behaviour changes.

For example, we could using Brain Mapping to assist with recruitment and selection.  Prism profiles provide an insight into our unique brain wiring that drive our automatic thinking and behaving.  It shows us whether we favour our left side of the brain and tend to be logical, literal, and linear; or whether we are big picture thinkers focused on ideas and people, demonstrating dominant use of the right side of the brain.  In a recruitment and selection process Prism can provide us with insight into how people deal with conflict, how they innovate and strategise, and how dynamic or discerning they are when it comes to change.  These insights are then compared to the role benchmark and a clear picture emerges on candidates who would be a better fit for the role being recruited.

If you would like to learn more about Prism Brain Mapping and its many applications, please get in touch.