EY Soft Skills Academy

Introduction in the
Psychology of Sales
Elena Badea, Marketing Director
In SALES we trust! 

► People buy from people.

► Sales is transfer of
enthusiasm about the
product or service you
have.

► They don’t care how

much you know, before
they know how much
you care.

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Experience is a hard teacher
because she gives the test
first and the lesson
afterwards.

It’s better to learn

a bit beforehand. 
We are not happy, because…

Selling is: ________

Difficult

________
Frightening

________
Hard to learn

________
Stressful

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Challenges and solutions

► People said: ► We’ll learn how to:

► “I feel like I’m being ► Avoid feeling pushy or

pushy or begging.” rejected

► “What if they reject me?” ► Build rapport with current

and potential clients
► “I feel way out of my
comfort zone.” ► Adapt to prospects with
different styles
► “I have to learn how to
sell; it’s the only way to ► Money
grow my business.”

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The good news is that…

People are—let’s be blunt—

MACHINES.

Even the most self-examining

of us are rarely in close
contact with our
subconscious.

We have little interaction with

this powerful force that drives
so many of our actions.

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The vast majority of people
actions are stemming from
unconscious motivations.

Some 95% of buying

decisions are made for
unconscious reasons.
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A world of change

Sales have moved

from simple to complex

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IT’S A NEW WORLD

We underestimate
likelihood of YES.
Goal Predicted Actual
5 21 vs. 10
3 10 vs. 6
1 6 vs. 3
People focus on the costs
of saying YES.
A Simple Sale

► YOU:
► Make a single call 1
► Make a presentation

► Deal with a single decision maker

► Don’t see the customer again

► All you need to do it to go through the AIDA model

AttentionIntentionDesireAction

► It’s specific to the sale of small/simple products/services

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The Old Model of Selling

Establishing
rapport
10%
Qualifying
20%
Presenting
30%
Closing
40%

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The Law of Indirect Effort

Relationship is more important than products or service.

Concentrate on the

You Sale

► Easy going
► Low key
► Very friendly
► Very problem -focused
Relationship

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A Complex Sale

► YOU:
► Make many phone calls to the same target

► Deal with many decision makers

► Have to deal with the competition involved

► Have to understand the politics within

organizations
► Price and service quality demands are greater

► At any moment of the call the sale can fail

1 2 3 4 5 6...
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 Business dating vs. Business marriage

Old selling style: New selling style:

- Customer takes you - Customer is committed
or leaves you - Customer is dependent
- Customers wants a
relationship first
The New Model of Selling

40% Trust
All relationships
are based on trust

30% Needs
Ask questions
Focus the conversation
on needs

20% Presenting
Match what the product
does with the needs
already identified

10% Confirming

LISTENING BUILDS TRUST.!!!! Even when your customer complaints LISTENING

BUILDS TRUST!!! When people are listened intensely to, their self-esteem goes up.

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The Decision Making Process

VALUES  I am about to take a decision …

 Does the behavior required represents me and

the way I act?
 Does it correspondents to the opinion about
myself?
 Does it corresponds to my human deep beliefs?
 Does this decision reflects me?

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The Decision Making Process

All DECISIONS are based on TRUST:

 Does that seller looks like someone I would do

business? (e.g. tidy, polite, looks alike)
 Is he/she believable?
 His/her info’s are perceived as real, traceable and compliant with
my opinion and info’s?

 Is he/she persuasive?
 Do I perceive in him/her a correct attitude and determination in
doing something for me? Do we have common values, demeanor?

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Page 18 Presentation title
A world of change

6 Secrets to Selling
Products and Services
with Confidence

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 Secret #1:
Enhance Your
Personal Presence

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Personal Presence
The emotional impact you make on others

► “People buy from

people they like.”

► “Ifthey don’t like you,

they can’t hear you.”

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 Secret #2:
Focus on Your Attitude

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How to Improve Your Sales Success

80%
ATTITUDE

Success
Triangle

BEHAVIOR TECHNIQUE

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Improve Your Attitude: Be Your Best Self

SPIRIT

ATTITUDE

BODY MIND

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 Secret #3:
Listen

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 “The single most important principle
in the field of interpersonal
relations is this: Seek first to
understand, then to be understood.
Most people listen,
not with the intent to understand,
but with the intent to reply.”
Steven R. Covey

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 Two Ears, One Mouth

Listen at least 2 times more than you talk.

The Great Rule of Selling

► As sale person listen 70% or more

and talk 30% or less
► Listening builds trust by
identifying needs
► Listening builds self-esteem in
customer

► The Friendship Factor

► Three Keys of Liking: Time,
Caring, Respect

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 Secret #4:
Utilize DISC

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“He who knows others is learned.
He who knows himself is wise.”
Laotse - The Character of Tao
People buy from People they like!

► People tend to buy from salespersons with

behavioral/communication styles similar to their
own

► Salespersons tend to sell to people with

behavioral/communication styles similar to that of
the salespersons

► If salespersons adapt their

behavioral/communication styles to that of the
prospect/customers: sales increase.

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Power Points of Human Behavior

► You cannot motivate another person; you can only create

an environment in which people become self-motivated
► All people are motivated and people do things for
their reasons, not yours.
► A person’s strengths overextended may become a
weakness.
► If a person understands him/herself better than you
understand yourself, then that person will control the
communication or situation.
► If a person understands him/herself and understands you
better than you understand yourself, they can control you.

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William Moulton Marston

► Created DISC Model

► Harvard Ph.D. in Psychology in 1921

► Wrote book “The Emotions of Normal

People” in 1928

► Leader in lie detector development

► Created Wonder Woman in the 1940s

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 What does DISC measure?

► Intelligence NO

► Personality NO

► Values NO

► Education & Training NO

► Skills & Experience NO

► Observable Behavior & Emotions YES

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DISC is:

universal
► DISC is a ____________ language
► It applies everywhere to human behavior

neutral
► DISC is a ____________ language
► It not about “good” or “bad”

silent
► DISC is a ____________ language
► People do not need to be labeled.

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DISC measures these 4 factors

►D = Dominance - How we handle problems and

challenges

►I = Influence - How we handle people and influence

others

►S = Steadiness - How we handle change and how

you pace yourself

►C = Compliance - How we handle rules and

procedures set by others

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Four P’s of DISC

D = Problems
I = People
S = Pace
C = Procedures
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WHAT DISC MEASURES - HIGH AND LOWS

D I S C
Will more Will actively seek out Will initially resist Will follow rules
assertively people to interact change set by
accept problems with or influence Steady pace others

How a Person How a Person How a Person How a Person

Solves Problems Influences People Sets the Pace Responds to
Or Or Or Rules
Accepts Interacts with Reacts to Procedures or
Challenges Others Change Constraints

Will accept Will use more Will actively seek Will actively
challenge in skeptical logical change fast pace attempt to
conservative manner approach to set their
Avoids conflict influence own rules
 Samurai Lesson
“If you know the enemy and know
yourself, you need not fear the result of
a hundred battles. If you know yourself
but not the enemy, for every victory
gained, you will also suffer a defeat.
If you know neither
the enemy nor your-
self, you will succumb
in every battle.” Sun Tsu
 A Total Person Analysis
is required to understand human behavior
BEHAVIOR
SKILLS

EDUCATION
HOW
VALUES

INTELLIGENCE

& TRAINING

& EXPERIENCE
WHY WHAT

C-5-3
High DISC VS.
Low DISC

The higher the score on any

factor, D, I, S, C, the more
frequent and intense
that behavior will be.
!
C-7-1
 FOUR BEHAVIORAL TENDENCIES
Dominance Influencing Steadiness Compliance

High “D” (Dominance) Tendencies

Psychological Need: •To direct/dominate others

Predominant Strengths: •High ego strength and task-

oriented

Goal Directed To: •Personal challenges

Avoidance Goal: •Being taken advantage of

When Overextended: •Impatience

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 FOUR BEHAVIORAL TENDENCIES
Dominance Influencing Steadiness Compliance
High “I” (Influencing) Tendencies
Psychological Need: •To interact with others

Predominant Strengths: •Optimistic and

people-oriented relaters

Goal Directed To: •Social recognition and

need to be loved

Avoidance Goal: •Social rejection

When Overextended : •Disorganization

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 FOUR BEHAVIORAL TENDENCIES
Dominance Influencing Steadiness Compliance

High “S” (Steadiness) Tendencies

Psychological Need: •To serve others

Predominant Strengths: •Team player, loyal, and

concrete, results-oriented

Goal Directed To: •Traditional practices and

harmony

Avoidance Goal: •Loss of stability

When Overextended : •Possessiveness

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 FOUR BEHAVIORAL TENDENCIES
Dominance Influencing Steadiness Compliance

High “C” (Compliance) Tendencies

Psychological Need: •To comply with their own
high standards

Predominant Strengths: •Accuracy and intuitiveness

Goal Directed To: •Correct or proper way

Avoidance Goal: •Criticism of their work

When Overextended : •Overly critical of themselves

and others

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In every “live or die, fight or flight”
situation, one instinctive or CORE
trait/tendency will control the
actions of the individual because
that need is essential for that
person’s long-term survival.
 D - Dominance - Driver

• Descriptors
• Direct
• Bold
• Daring
• Adventuresome
• Results oriented
• Competitive

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Energizers for the “D”

► Directing others
► Challenges
► Prestige/Power

Benefits to the Team

Results-oriented
Difficult assignments
Winning

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 More for the “D”

• Stress reliever Physical activity

• Emotion
Anger
• Population breakdown
18% of population

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 I - Influencing - Expressive

• Descriptors
• Persuasive
• Trusting
• Charming
• Sociable
• Optimistic
• Enthusiastic

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Energizers for the “I”

► Interacting with people

► Social recognition
► Verbalizing

Benefits to the Team

Working with/helping others
Motivating/Persuading
Opportunities for creativity

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 More for the “I”

• Stress reliever Interaction with people

• Emotion
Optimism
• Population breakdown
28% of population

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 S - Steadiness - Amiable

• Descriptors
• Patient
• Sincere
• Relaxed
• Logical
• Steady
• Good Listener

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Energizers for the “S”

► Harmony
► Closure
► Security
► Structure Benefits to the Team
► Loyalty
Environment
Specialization

Logical
Approach
Teamwork

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 More for the “S”

• Stress reliever Rest/Relaxation/sleep

• Emotion
Non-emotional/Stoic
• Population breakdown
40% of population

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 C - Compliance - Analytical

• Descriptors
• Accurate
• Diplomatic
• Precise
• High Standards
• Courteous
• Analytical

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Energizers for the “C”

► Data/Facts
► Self-competition
► Exact expectations
► Critical discussions Benefits to the Team
► Complex problems
Privacy
Organizing
Perfecting
Individual assignments

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 More for the “C”

• Stress reliever Time alone

• Emotion Fear
• Population breakdown
14% of population

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 THE EMOTIONS OF DISC

Quick to High Trust Non-emotional High Fear

Anger of Others (Doesn’t Show (Get
(Short Fuse) (Optimistic) Emotions) Permission)

D I S C
Slow to Low Trust Emotional Low Fear
Anger of Others (Shows (Expect
(Long Fuse) (Pessimistic) Emotions) Forgiveness)

C-16-2
How to easily sell more

► The following is an explanation of how to recognize your

prospect’s style and how to adapt for increased sales.

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 Buying Habits of High ”D”

• Type of Products: New and unique

• Looking for: Results
• Decisions:
Quick
• Color:
Green

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How to recognize and adapt for the High D

► When selling to a person who is ambitious, forceful,

decisive, strong-willed, independent and goal-oriented:
► Be clear, specific, brief and to the point.
► Stick to business. Give an effective presentation.
► Come prepared with support material in a well-organized
"package."

► Factors that will create tension:

► Talking about things that are not relevant to the issue.
► Leaving loopholes or cloudy issues.
► Appearing disorganized.

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 Buying Habits High ”I”

• Type of Products: Showy and flashy

• Looking for: The “experience” (fun)
• Decisions:
Quick
• Color:
Red

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How to recognize and adapt for the High I

► When selling to a person who is magnetic, enthusiastic,

friendly, demonstrative and political:
► Provide a warm and friendly environment.
► Don't deal with a lot of details, unless they want them.
► Provide testimonials from people they see as
► important.

► Factors that will create tension:

► Being cold or tight-lipped.
► Controlling the conversation.
► Driving on facts and figures, alternatives,
► abstractions.

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 Buying Habits High ”S”

• Type of Products: Traditional

• Looking for:
Trust
• Decisions:

• Color:
Slow
Blue

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How to recognize and adapt for the High S

► When selling to a person who is patient, predictable,

reliable, steady, relaxed modest:
► Begin with a personal comment--break the ice.
► Present yourself softly, non-threateningly and
► logically.
► Earn their trust--provide proven products.

► Factors that will create tension:

► Rushing headlong into the interview.
► Being domineering or demanding.
► Forcing them to respond quickly to your questions.

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 Buying Habits High ”C”

• Type of Products: Proven, time-tested

• Looking for:
Information
• Decisions:
Very slowly
• Color:
Yellow

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How to recognize and adapt for the High C

► When selling to a person who is dependent, neat,

conservative, perfectionist, careful and compliant:
► Prepare your "presentation" in advance.
► Stick to business--provide fact to support your presentation.
► Be accurate and realistic--don't exaggerate.

► Factors that will create tension:

► Being giddy, casual, informal, loud.
► Wasting time with small talk.
► Being disorganized or messy.

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 DISC
Cooperative Competitive

Compliance
Orientation: Task-oriented
Need: Right
Motto: Be correct
Percent of Population: 8%
Underlying Emotion: Fear
Dominance
Orientation: Goal-oriented
Need: Results
Motto: Be efficient
Percent of Population: 18%
Underlying Emotion: Anger

Steadiness
Orientation: People-oriented
Need: Rapport
Motto: Be sincere
Percent of Population: 45%
Underlying Emotion: Non-emotional
Influence
Orientation: Idea-oriented
Need: Recognition
Motto: Be stimulating
Percent of Population: 29%
Underlying Emotion: Optimism
DISC: The 4 R’s
• Dominance
Primary Need: RESULTS

• Influence
Primary Need: RECOGNITION

• Steadiness
Primary Need: RAPPORT

• Compliance
Primary Need: RIGHT

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 Secret #5:
Non-Threatening
Sales Phrases

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Sample Non-Pushy Phrases (in Romanian)

► Am observat ca sunteti interesat de…

► Nu vreau decat sa punctez ca ar putea fi util pt dvs….
► Ma intrebam daca nu e relevant pt dvs…
► Ar putea fi convenabil pt. dvs. sa…
► ….
► ….
► ….

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 Secret #6:
There Is No Such Thing as
Failure

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Failure—There Is No Such Thing

“There are no failures,

there are only
lessons learned.”

Move fast. Try out.

Fail fast. Learn quick.

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 K–A=0
Knowledge Minus Action
Equals Nothing
Effectiveness is a matter of choice;
not a matter of chance.
Force multipliers:
► Knowledge – Keep it updated

► Skill – In a field, 5-7 skills make the difference

► Context – The people that you know

► Money – Save money to have money

► Character – Accept accountability

► Good work habits – Get in line, stay in line

► Image – Human beings are extremely visual

► Creativity – The q’ty of ideas determines the quality

► Positive attitude – Be a nice person (people are 100% emotional)

► Luck – Knowledge + Skill + Money + Image + Ideas + Cheer

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History is full of giants who
couldn’t adapt.

Who are you going to be?

Adapt or Die
 DO NOT READ
The Best Book on Sales
“BUYING TRANCE”
by Joe Vitale
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