1 / 33

Willem Verbeke Professor Sales andn Account Management Department of Marketing

Willem Verbeke Professor Sales andn Account Management Department of Marketing Founder and Scientific Director of ISAM and ISAM NeuroScience Erasmus School of Economics. Would Bill Clinton Be a Good Sales Manager? “Discovering the Curiosity Gene of the Knowledge Broker”.

kina
Download Presentation

Willem Verbeke Professor Sales andn Account Management Department of Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Willem Verbeke Professor Sales andn Account Management Department of Marketing Founder and Scientific Director of ISAM and ISAM NeuroScience Erasmus School of Economics Would Bill Clinton Be a Good Sales Manager? “Discovering the Curiosity Gene of the Knowledge Broker”

  2. Distinction by Saxe and Weitz “Customer orientation” “Selling Orientation” (Bagozzi, Verbeke, Van den Berg, Rietdijk and Worm, 2011)

  3. How do we traditionally answer scientific questions? We use concepts from social sciences to explain concepts from social science!

  4. Customer orientation (JMR, 2006) “Wanting to develop a long term relationship with customers” “Using the marketing concept” “Intrinsically motivated” “Empathy” “Risk taking” Many companies use this knowledge for selection of salespeople!

  5. John Cacioppo: Explanations of a social phenomena (higher level) with concepts from a lower level (e.g., biology)

  6. An assumption Temperament Genetic basis Character Shaped in time; is that what you have become via social environment interaction and training

  7. Taxi drivers Dr Eleanor Maguire

  8. Character development occurs via the formation of connections between neurons; more specifically spines Play Hard work Team work

  9. From temperament to character: Life trajectories

  10. But how to search for biomarkers? Such as genetic information It is here that we make mistakes! Our brain operates according to its own biological laws What it is not: conscious versus unconscious processes or cognitive versus affective processes

  11. Specific genes are active in specific parts of the brain But how can we make use of that knowledge for practice?

  12. Knowledge of the brain drives our search for genes? “The Rotterdam Sales Leadership Study” : New Business Model! 300 professionals in a DNA data base Salespeople provide saliva which is then send to a lab Rapport within 3 weeks Feedback about social implications

  13. Just to let you know: there is no sales gene! Key is to describe in detail the phenotype and then search for genes Knowledge intensive economy!

  14. Salespeople are curious knowledge brokers 1) Much passion for their work! They look different (creatively) at problems and solutions 2) Deep conversations with customers: Dialogues (challenger – shaping conversations) 3) People within one firm have different perspectives and stakes

  15. People feel especially satisfied in searching for a solution rather than having found the solution … Pablo Casals (1876-1973): why do you practice? I practice because I learn to play better!

  16. Curiosity implies dopamine system regulation

  17. Dopamine system

  18. Neurotransmitter Receptor Brain activation

  19. Dopamine Receptor Type 2 Type 1

  20. Chromosomes and Genes 23 pairs 20.500 genes

  21. Dopamine Receptor Type 2 Variant Type 1

  22. Variant dopamine receptor 4 gene is associated with exploration, seeking new solutions but also with ADHD! Variant dopamine receptor 2 gene is associated with impulsive behavior and tendency to engage in repetitive behavior and addiction

  23. So what? Customer orientation (knowledge brokering) is associated with the DRD4 variant Selling orientation is associated with the DRD2 variant

  24. We called it the discovery of the curiosity gene! Next question!

  25. Customer orientation (knowledge brokering) implies empathizing with the customer’s pain? Would fMRI help us in this?

  26. Let’s listen to Steve Jobs: The most curious manager without an MBA “Everybody hates their phone… and that is not a good thing… there’s an opportunity here.” “To Jobs perfectionist eyes, phones are broken. Jobs likes things that are broken. It means he can make something that isn’t and sell it to you at a premium price. (“The Apple of Your Ear,” Time Magazine, Friday January 12, 2007).

  27. Mirror neuron pathways Can be trained

  28. An Experiment 1) Customer oriented selling (knowledge brokering): Low High 2) FMRI data 3) Human face: versus

  29. A Small FMRI Experiment with Salespeople 4) Mirror neurons High Low

  30. What did we find?

  31. What did we learn? 1) Customer orientation (knowledge brokering) is partially temperamental – a natural curiosity 2) Temperament can be “observed” using genetic material: curiosity gene (dopamine receptors) 3) Genetics allow us to better define “orientations”: customer orientation (knowledge brokering) is curiosity and selling orientation a problem with addiction

  32. 4) Customer oriented salespeople (knowledge brokering) are entrepreneurs 5) How do we motivate knowledge brokers ? 6) How do we coach knowledge brokers ? 7) How do we build a company with knowledge brokers ?

  33. ISAM Neuroscience lab Wouter van den Berg Rick Bagozzi Wim Rietdijk Loek Worm Noelle Fisher

More Related