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Selling Smart: Transactional Analysis and the Psychology of Sales

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  • Thanks for investing this time
    I promise to get you out on time.
    Before I start: Confession—I’m Joe Marr and I am a …..SM…there I said it!

    Another confession; I don’t do sales training. [pause]
    I help people develop their own strategy and skill in use of a system and psychology to gain deeper trust relationships with other people—and the sales just happen. Everybody ok with that?

    Concerned about me trying to make a sale with you today—well you can relax about that. In fact I’ll make all of you a promise. I promise not to sell you anything, if you promise not to try and buy anything. There’s plenty of fear out there, and I’m sure in some of your companies there’s some fear about making sales calls, and mostly because there is a fear about looking like a salesperson, I’ve also come to the conclusion that there is also a lot a fear about even acknowledging that sales is necessary.
  • Accidental sales is the rule- not exception
  • Accidental sales is the rule- not exception
  • Accidental sales is the rule- not exception
  • Our thoughts and behaviors are largely determined by mental programming that we’re hardly aware of. Goal of TA is to help us become aware of these influences that speak to our subconscious, so we can control their influence on us – end sleepwalking and act rationally.

    P = values (taught concept of life)
    A = think (thought concept of life)
    C = feel (felt concept of life)


    Critical parent - Tell someone what to do, they have no options
    Adult - objective, non-emotional, logical

    Nurturing parent – Help someone in pain feel better

    Natural child – spontaneous, impulsive, loving
    Rebellious – angry, fearful, selfish
    Adaptive child – try to earn approval
  • Transaction = stimulus & response
    Complimentary – lines are parallel (adult – adult or CP – adaptive child)
    Crossed – judgmental statement comes from CP, response comes from CP rather than child.

    Transactions occur simultaneously at both explicit and psychological levels.

    The child wants to buy, the adult makes the decision, and the parent gives permission
  • Accidental sales is the rule- not exception
  • Thanks for investing this time
    I promise to get you out on time.
    Before I start: Confession—I’m Joe Marr and I am a …..SM…there I said it!

    Another confession; I don’t do sales training. [pause]
    I help people develop their own strategy and skill in use of a system and psychology to gain deeper trust relationships with other people—and the sales just happen. Everybody ok with that?

    Concerned about me trying to make a sale with you today—well you can relax about that. In fact I’ll make all of you a promise. I promise not to sell you anything, if you promise not to try and buy anything. There’s plenty of fear out there, and I’m sure in some of your companies there’s some fear about making sales calls, and mostly because there is a fear about looking like a salesperson, I’ve also come to the conclusion that there is also a lot a fear about even acknowledging that sales is necessary.
  • Transcript

    • 1. SELLING SMART WORKSHOP: PSYCHOLOGY AND SELLING: APPLYING TRANSACTIONAL ANALYSIS Joe Marr – Sandler Training Ann Arbor
    • 2. SELLING SMART WORKSHOP: BOARD OF DIRECTORS: Maya Adrine– Golden Limousine International, Inc. Greg Peters – The Reluctant Networker Joe Marr – Sandler Training Ann Arbor
    • 3. SELLING SMART WORKSHOP: FORMAT Workshop 9 – 10 am: Interactive Training Session Addressing Common Challenges Panel Q & A 10 – 11 am Application of TA Specific challenges in your business Anything
    • 4. SELLING SMART WORKSHOP TODAY: PSYCHOLOGY AND SELLING: APPLYING TRANSACTIONAL ANALYSIS Workshop : Our personality is shaped by childhood programming and impacts selling success. How to identify programmed, non- productive behavior and replace it with productive behavior. Panel Q & A : How transactional analysis works, real-world
    • 5. APPLYING TRANSACTIONAL ANALYSIS TO SALES
    • 6. 3 BIG IDEAS 1. We all carry childhood programming 2. Awareness of Transactional Analysis ego states helps us avoid programming pitfalls 3. Nurturing Parent and Adult Ego States are most effective:  Higher credibility  Deeper bonding / trust  Stronger relationships
    • 7. RULE “In sales, leave your mother and your 6 year old in the car.”
    • 8. DISCUSSION What does it mean? Why does it matter? How have you applied TA in sales?
    • 9. TA EGO STATES P A C
    • 10. THE PARENT • Programmed script • Rules and regulations for life • The Parent says: "You should..." • CP: Scolding, punishing, controlling, judging • NP: Nurturing, encouraging, defending
    • 11. THE ADAPTED CHILD • Emotional responses "replayed“ • Compliant, guilty, fearful, needy • AC responses a source of "bad morale“ • NP + AC = risk averse
    • 12. THE NATURAL CHILD • “I want” • Intuitive "child" • Spontaneity, joy, surprise, amazement, exuberance, love • Decides who to trust • A + NC in sync = achievement
    • 13. THE ADULT • Logical • Estimates probabilities • Broadens perspective • Dispassionate /objective • Without emotional bias • Data processor / Reviser
    • 14. TRANSACTIONS P A C P A C
    • 15. TA PRACTICUM Can you relate TA to these Sandler Rules?
    • 16. Selling is a Broadway play performed by a psychiatrist. Sandler Rule
    • 17. The problem the prospect brings you is never the real problem. Sandler Rule
    • 18. Sales is no way to get your emotional needs met… Sandler Rule
    • 19. Nurture, Nurture, NURTURE! Sandler Rule
    • 20. I’m financially independent, and I don’t need the business. Sandler Rule
    • 21. When under attack, fall back. Sandler Rule
    • 22. You don’t have to like cold calls, you only have to make them. Sandler Rule
    • 23. When setting appointments, always get invited in - NO BEGGING! Sandler Rule
    • 24. Never become emotionally involved in a sales call. Sandler Rule
    • 25. Never make a move without a commitment. Sandler Rule
    • 26. 3 BIG IDEAS 1. We all carry childhood programming 2. Awareness of Transactional Analysis ego states helps us avoid programming pitfalls 3. Nurturing Parent and Adult Ego States are most effective:  Higher credibility  Deeper bonding / trust  Stronger relationships
    • 27. QUESTIONS FOR THE PANEL On break take a moment to write questions for the panel about: The workshop The panelists application of tactics Specific challenges in your business Anything
    • 28. SELLING SMART WORKSHOP: PSYCHOLOGY AND SELLING: APPLYING TRANSACTIONAL ANALYSIS Joe Marr – Sandler Training Ann Arbor
    • 29. LESSONS LEARNED One takeaway Can you use it? On Business Card:  Questions – “Q”  Speaking Opportunities – “S”  Contact me – “C” Raffle (Free e-book, too!)