should multiple speakers deliver a sales pitch?
The human brain relies on heuristics—mental shortcuts that allow people to solve problems and make judgments quickly and efficiently—to ease information processing.
One such mental shortcut is the expertise heuristic. Experts’ statements appear more credible than non-experts’ statements.
Companies often hope to multiply these benefits by dividing a sales presentation between multiple speakers to deliver content that reflects their individual expertise.
Many companies believe splitting a sales presentation between two subject matter experts not only showcases credibility but also provides variety and alleviates boredom.
Does their theory translate to reality?
Dr. Carmen Simon, cognitive neuroscientist and Chief Science Officer at Emblaze (formerly B2B DecisionLabs), led this neuroscience study to learn how B2B buyers react to one presenter vs. two presenters during a virtual sales meeting.
Get this research brief to get answers to these questions:
- What happens in buyers’ brains when two experts deliver a sales presentation?
- Does the combination of speakers positively impact attention, cognitive workload, valence, arousal, and motivation to act?
- What if the two speakers don’t have comparable speaking skills?