However, although effective, these tools fail to discern subtextual and pragmatic meanings in interactions, despite the long established importance of implicit messages. in persuasive communications. Fortunately, the esprits behind Substrata (an Aves Lair portfolio company) has developed a new approach.
SubStrata is an emerging startup whose innovative social signal processing technology uses deep learning technology to identify social signals that reflect attitudes, goals, intentions, social status and dispositions.
Serving primarily as an invisible sales coach, he helps salespeople recognize and react accordingly to their clients' secret nonverbal communication patterns that can make or break a deal . SubStrata recently joined Aves Lair after impressing the experts in VC with their technological innovation.
In an interview with Aves Lair, CEO Ori Zuckerman explains how the company grew out of his grueling experience with office politics. After getting exasperated with veiled messages and communication inefficiencies, he looked for a way to parse subtext in digital communication, so he partnered up with CTO Baruchi Har-Lev and CPO Eran Yessodi to find a solution. By combining the entrepreneurial experience of Zuckerman with the technical and product expertise of Har-Lev and Yessodi, the team developed SubStrata .
However, after recognizing its usefulness in negotiations, the team decided to focus on the B2B sales area.
As long as SubStrata's technology is undoubtedly u nique, as is the synergy between their management team. Long before they went into business together, Zuckerman and Yesodi met in their youth and developed a close friendship during their high school years.
When asked about their experiences working with their best friends, they compare themselves to an old married couple who sometimes quarrel but are usually on the same page - sometimes even ending the sentences of.
Substrata analyzes text, audio and video to identify implicit social signals that indicate dispositions, biases, conflicts, etc.
Able to integrate with Zoom, Webex, GSuite and Salesforce, the technology interprets non-verbal signals such as kinesics (posture, hand gestures, facial expressions, etc.) and intonation (tone of voice) to allow better mutual understanding between negotiators.
SubStrata a > 's Pragmatic Intelligence Engine (or PIE) uses deep natural language processing technology to analyze textual paralanguage - the expression of nonverbal cues in written communicationssuch as emails and text messages.
Additionally, their soon to be released "Q Beta " includes "a pragmatically intelligent AI sales assistant, " with a human in the architecture loop. deep reinforcement learning and is able to provide real-time information to help you achieve your goals.
Asked about Substrata 's advantage over its competition, Zucker the man emphasized their emphasis on pragmatics and subtext.
While other companies transcribe and analyze audio segments to identify keywords and patterns for successful deals, Substrata "focuses more on the pragmatics and less on the syntax " for reading between the lines and finding the underlying meaning.
In addition, instead of compartmentalizing interactions, Substrata technology 's contextualizes all history between participants.
Another advantage SubStrata holds on to its competition is its immediacy. While most sales tools analyze messages after they are sent, SubStrata allowsusers to adjust their communications as they occur to make interactions smoother and ensure that all participants are on the same page.
SubStrata technology comes just at the right time, as vendors around the world struggle to adapt to the virtual platforms that have emerged in the face of new developments. social distancing regulations surrounding the ongoing pandemic.
While some have taken the changes in stride, many others are struggling to adapt to their new digitally mediated communication channels which lack the richness of social cues that we rely on when we interact in person.
The management consulting agency Corporate Visionssurveyed over 500 sales reps to assess the impact of the shift to remote working - and nearly 70% of their participants reported difficulty selling in-person, primarily due to factors such as " limited interactions "and " passive presentations. "
The difficulties of selling on remote channels are not surprising when you realize how little our communication relies on spoken words. Communication experts have long recognized that meaning is transmitted primarily through non-verbal signals.
While studying human communication, researcher Albert Mehrabian developed a model to illustrate how spoken words represent only 7% of a message meaning, while that intonation constitutes 38% and body language 55%.
Applying its findings to the sales sector, theMasterclass professionals warn about reducing the importance of non-verbal cues, explaining how relying only on spoken words risks "[misinterpreting] what the negotiating partner is communicating and [decreasing] your chances to find common ground. "
The importance of non-verbal cues is why so many salespeople have struggled to work remotely. Tricia Jones, professor at Klein College of Media and Communication, explains how the lack of non-verbal cues makes it harder to demonstrate authenticity and build trust, and pleads for "[improvement]. of technology to bring it closer to the experience of communicating in person. "
SubStrata PIE technology and theQ software help bridge the gap between virtual and face-to-face communication. By helping salespeople identify and interpret non-verbal cues, they allow for better understanding and foster trust among negotiators - making it easier to meet customer needs and close deals.
(Written by Jacob Johnson for Aves Lair)
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