Revenue process and sales coaching expert Marti Evans works with sales leaders in multiple industries. The co-founder of PROPEL: Revenue Simplified and Forbes Coaches Council member says too many are merely instructing their sales teams when they should be teaching and developing them.

In an exclusive to Forbes, Evans urges sales leaders to leverage neuroscience to break through to underperforming sales professionals.

“I often hear from sales leaders: ‘I coached my salesperson.’ But after a bit of discussion, it becomes clear that what they actually did was tell their salesperson, ‘Don’t do it that way—do it this way,’” Evans writes.

Read more at Forbes