In his groundbreaking book Activate Your Brain, Scott Halford lays out the Five C’s of neuroscience—five triggers that, when activated, increase the chance of success in any pitch, proposal, or conversation. They are: control, certainty, completion, choice, and context.

Today, I want to focus on just two: control and certainty—and how they played a major role in helping my client close one of the biggest deals in the history of their industry.

Having just keynoted their annual sales meeting, the U.S. division of a multinational chemical manufacturer hired me to advise them on how to win a major bid. My client had spent 20 years developing a reagent that cut in half the cost of mining copper—a game changer. They quickly captured 65% of the global market, but only 25% of the business from the world’s largest copper mine.

As a top sales consultant, clients often seek my advice when it comes to figuring out solutions to their biggest issues. Why? Because this industry—like many others—buys based on one thing: the lowest price and a three-year bid process. No relationship, no differentiation.

So how did we break the mold? By focusing on what the customer really needed: certainty of supply and a sense of control.

You see, my client’s plant was in Ireland. Their competitors’ plants were in the U.S. The customer was worried that if something happened overseas, they’d be left with no inventory for months. So we proposed a bold solution: build a storage tank right on the customer’s site. My client would stock it, own the inventory, and the customer could draw the product anytime.

Now, instead of a three-month ocean lag, they had six months of product right in their backyard. That solution gave them what they craved—control over access and certainty of supply. And that shifted the game. They threw out the bid process and signed a 10-year, $200 million deal.

Here’s the lesson: if you want to gain velocity in your sales, give your clients what their brains are wired to need. Make them feel in control. Give them certainty. And watch how fast they move forward with you.

If you want to close more deals, faster—and with greater ease—let’s talk. I’ve helped leaders on six continents unlock the power of neuroscience to win their biggest opportunities, and I would love to help you do the same. Schedule a free call today and discover how you can activate control, certainty, and momentum in your business. https://calendly.com/ronkarr/30min

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