There’s a theory that’s been held dear in cognitive science for many decades: comparing the brain to a computer.

If you want to modify a computer’s behavior, you install a program—a set of instructions or “rules”—and get the appropriate output. Learning a new activity (like becoming a pilot) would simply mean internalizing a correct set of rules.

But new evidence puts this classic cognitivist view under pressure.

Abundant research findings now characterize cognition to include interactions across brain, body, and the environment. In other words, interacting with the physical environment impacts perception and thinking, which subsequently impact memory and comprehension.

How does this research apply in a B2B selling context? After all, your sellers are meeting with buyers in primarily virtual settings.

Can you encourage physical movement in a virtual environment? And if so, how does that movement affect your buyer’s attention, memory, and motivation to act?

In this research brief, you’ll see the results of our latest neuroscience study, examining what happens in your buyer’s brain when they:

  • Watch PowerPoint vs. whiteboard sales presentations.
  • Passively watch a PowerPoint presentation vs. taking notes.
  • Passively watch a whiteboard presentation vs. adding interaction.


Digital selling techniques , Customer acquisition


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