Visual communication breaks ideas down into simpler forms for our brains to process. When both imagery and text are presented, we’re more drawn the visuals provided because it quickly tells the story rather than reading each letter or word.


    “Processing print isn’t something the human brain was built for,” stated Marcel Just, Director at the Center For Cognitive Brain Imaging at Carnegie Mellon University. “Mother nature has built into our brain our ability to see the visual world and interpret it. Even the spoken language is much more a given biologically than reading written language.”

Applying cognitive science to improve sales staff functions taps into the way people naturally process information. A visual workplace eliminates textual communication barriers, instead broadcasting objectives and key results (OKRs) that help coordinate sales team strategy in real-time.

Rapid Communication of Objectives

Ideally, your sales staff function as a group, striving to achieve goals that ensure the profitability of the business. Part of working well as a team involves clear, concise communication, and fulfilling those sales goals requires the completion of objectives that move customers further along the sales funnel. Real-time communication of OKRs makes it easier to coordinate the efforts of your sales staff.

If statistics suggest that sales team members haven’t been turning leads into qualified prospects at an acceptable rate, a visual workplace then allows managers to quickly shift focus to that portion of the sales funnel. Instead of firing off an email about requiring more qualified leads, you can send an alert over strategically-placed monitors or television screens.

This alert may consist of a chart that compares the current rate of leads transformed into qualified prospects with an OKR required to meet sales targets. Since visuals are processed exponentially faster than text, staff will quickly understand the need to shift their focus to achieve a specific OKR that leads to organizational success.

Rapid coordination of your sales team doesn’t take place by sending an email outlining your expectations at the beginning of the day. Consistent and real-time updates, communicated through visual media, provide the type of feedback that keeps everyone on the same page.

Visual Accountability and Motivation

Accountability is a vital aspect of any workplace, leading to an environment in which personnel take responsibility for their own performance. Nonetheless, human nature dictates that people behave differently when they know they’re being watched, including top producers within your company. When sales staff receive consistent updates, they’re more likely to hold themselves accountable for their actions, simply because they know they’re being monitored closely.

Transmitting real-time performance data to sales staff over displays or TVs helps them understand the results of their latest efforts. Even better, teams engaging in constructive sales competitions may quickly compare their numbers with peers, leading to an environment where everybody holds each other accountable.

Adding small touches to workplace displays, such as the smiling face of a top performer beside his or her superb statistics, motivates staff members to have their own image on-screen. Visualizing success helps motivate sales staff, who will then consider how to improve their own performance to match, and exceed, their peers.

A Visual Revolution

Sales teams aren’t the only group to benefit from innovative communication platforms. The manufacturing industry has also adopted visual workplace philosophies to increase production while maintaining lean operations.br>

The idea remains simple: since people rapidly absorb visual imagery, they no longer waste time parsing text, and the text itself no longer stands as an obstacle to quick dissemination of data. Adopting this method of continuous, real-time feedback increases the agility and coordination of your sales team.