The document outlines key concepts from a workshop on psychological selling. It discusses how the professional selling landscape has changed and how psychology drives everything. The workshop covers topics like personality, the selling process, and alignment. It aims to help participants better navigate the new landscape, leverage psychology to understand customers, build trust, and deal with competitors. The objectives are to apply concepts from personality theory, the stages of change model, and psychologically-aligned selling to improve sales performance.

1. Psychmentation™
Selling
Dig...deeper!
Psychology Drives Everything

2. Key Concepts in Advanced
Psychological Selling
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3. Workshop Objectives
• Better navigate the emerging professional
sales landscape
• Leverage psychology to align with customers’
real decision drivers
• Build trust through authenticity
• Deal with aggressive competitors
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4. TOPICS
T H E N E W P R O F E S S I O N A L S E L L I N G
LANDSCAPE
A complex matrix of influences.
Clients already have beliefs about
your products and company before
you ever see them. Direct
approaches less and less effective.
Inbound is in!
PERSONALITY
Ego and identity. Personality
models. Primary and secondary
styles. Why you can’t play
psychologist. Authenticity. Closed-
circuit thinking. Trust. Motivation.
PROCESS
Five stages of change. The cost of
change. Resistance. Motivational
interviewing. True listening. Diving
deeper. The critical value of
narratives. The futility of argument.
The power of self-talk.
ALIGNMENT
What’s your real value proposition?
Psychmentation selling. Identify the
problems you can solve. Go for the
bigger leadership picture. Funny
you should say that! Handling
competitors.
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5. Landscape
• Psychology Drives Everything
• The new matrix of influence
• Interruption vs. Inbound marketing
• Data Smog
• If you’re on the Interruption side…you’re on the
wrong side of history
• Becoming part of Thought Leadership
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6. Personality
• Ego and identity
• Defense mechanisms
• Personality structure
• The Five Factor Model
• Therapeutic Distance
• Authenticity and trust
• Closed-circuit thinking
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7. Process
• The Stages-of-Change Model
• The cost of change
• The meaning of Resistance
• The critical role of Narratives
• Narratives, emotions, and memory
• The Myth of Motivation
• Motivational Interviewing (M.I.)
• O.A.R.S. (Open-ended, Affirmation, Reflection, Summarizing)
• Designing questions for M.I.
• Well-being and substantive discussion
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8. Alignment
• Turning conflict into collaboration
• Psychmentation Selling 1 - Find the problem you can
solve
• Psychmentation Selling 2 - How to handle tough
competitors
• Psychmentation Selling 3 - Motivation comes from
purpose and pride
• Strong ethics sells!
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9. to “experts” is the most challenging
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10. Key Take-Aways
• The client is the primary resource for change
• People motivate themselves
• Narratives are the key
• End-to-end selling addresses the landscape
• High ethical and moral standards pay off
• PSYCHOLOGY DRIVES EVERYTHING!
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11. Time is irrelevant if
you’re creating value
Psychology Drives Everything
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