Successful Professional Salespeople . . .
Are psychologists first, being students of „people‟, sensitive to feelings and emotions, not anxious to rush into a presentation until they know the kind of person they are dealing with. Understand people:
Have one thing in common: they‟re different, so what appeals to one person may not work with another Do business with people they like, all other things equal Do business with people they like, all other things NOT equal (Lee Iacocca) Must buy you before they will buy your product
Are excellent communicators
Psychological and Sociological Theories of Human Attitudes and Behavior
.What Does That Mean?
This morning. John said to Mary. “Why don‟t I take you to dinner tonight?” Explain what John meant likely depended on how he asked the question.
Harry is running late for work and can‟t find his car keys. One morning. they eventually get into an argument. Have You Seen My Car Keys?
Harry and Wilma are husband and wife. Who‟s fault was it?
. When he asks for Wilma‟s assistance in finding them.Honey.
She places an order after waiting in line for another lady friend and four kids who are with her. she discovers she did not get everything she ordered. who had taken her order makes a mistake in responding to the complaint. “First. you mess it up on top of that. What did Robbie do? What should Robbie have done?
. She returns to the counter and complains. I have to wait and wait to place my order. a lady walks into a restaurant of a well-known national chain. After receiving her food. Then.Don‟t Grump At Me
One summer evening recently.” Robbie.
Luke‟s father would sometimes say. What was the basis for his father‟s conclusion?
. His father liked to look at other farms.There‟s A „Good‟ Farmer
Luke‟s father would often take the family for a drive around the countryside after supper on Sunday. “He‟s a good farmer” when driving by a farm.
When she gave the same presentation on her next stop with Paul it backfired. What went wrong and why?
. She had „tons‟ of information and Herman was seemingly interested in every detail. every fact. every number.Well It Worked the Last Time
Charlene had a very successful sales call when she called on Herman.
Eric Berne) I’m OK . Tom Harris) Born to Win (Dr.Transactional Analysis
A model for explaining why and how:
think like they do People act like they do People interact/communicate with others
Based on published „psychological‟ work such as:
People Play (Dr.You’re OK (Dr. Dorothy Jongeward)
Our Brain (according to Berne)
Determines what we think and how we act Acts like a tape recorder while recording 1) Events 2) Associated feelings Has 3 distinct parts or ego states 1) Parent 2) Adult 3) Child
feelings.Parent Ego State
Thoughts. attitudes. judgmental. condescending views)
. always and never Prejudicial views (not based on logic or facts) on things such as: religion dress salespeople traditions work products money raising children companies Nurturing views (sympathetic. behavioral patterns based on messages or lessons learned from parents and other „parental‟ or authoritarian sources Shoulds and should nots. caring views) Critical views (fault finding. oughts and ought nots.
attitudes. (not emotion)
Make decisions based on logic. behavioral patterns based on objective analysis of information (data. etc. computations. probabilities. feelings.Adult Ego State
behavioral patterns based on child-like emotions. attitudes.Child Ego State
Thoughts. feelings. feelings we have experienced Child-like examples
Impulsive Self-centered Angry Fearful Happy Pleasure seeking Rebellious Happy Curious Eager to please
People have favorite. depicted by larger circle in a diagram Parent Adult Child
P P A
. preferred ego state.
Complementary Crossed Ulterior
.Human Interaction Analysis
A transaction = any interaction or communication between 2 people People send and receive messages out of and into their different ego states How people say something (what others hear?) just as important as what is said Types of communication.
Not tomorrow night. Instead of the guy you were going with. Instead of lunch tomorrow.Intonations: It‟s the Way You Say It!
Placement of the emphasis Why don‟t I take you to dinner tonight? Why don‟t I take you to dinner tonight? Why don’t I take you to dinner tonight? What it means I was going to take someone else. Do you have a problem with me? Instead of going on your own. I‟m trying to find a reason why I shouldn‟t take you.
Why don‟t I take you to dinner tonight? Why don‟t I take you to dinner tonight? Why don‟t I take you to dinner tonight? Why don‟t I take you to dinner tonight?
communication continues. actions regarded as appropriate and expected from another person. P P
A C A C
. responses. Parallel communication arrows.Complementary „Transactions‟
Interactions. Example 1: #1 What time do you have? #2 I‟ve got 11:15.
.Complementary „Transactions‟ cont‟d
You’re late again! I’m sorry. It won’t happen again.
Interactions. actions NOT regarded as appropriate or expected from another person. Crossed communication arrows. communication breakdown. responses. why don‟t you figure it out yourself?
. #1 #2
What time do you have? There‟s a clock on the wall.
Crossed „Transactions‟ cont‟d
#1 #2 You‟re late again! Yeah.
. I know. I had a flat tire.
actions which are different from those explicitly stated
Example #1 How about coming up to my room and listening to some music?
. responses.Ulterior „Transactions‟
hello. compliment) Touch (handshake. „child‟ customers „Best‟ communication exchange for selling?
to respond in „complementary‟ manner Most effective selling involves adult to adult
Strokes.Some Selling Implications of TA
Develop an adaptive selling strategy for „parent‟.g. „adult‟. or positive interactions. important
Verbal (e. pat on back)
A gift Listening
people have „bad‟ days. but you can affect their behavior by the way you respond to them. 1) Keep things in perspective Don‟t sweat small stuff Give it test of time Ask if it‟s happened before Distinguish what can be changed from what can‟t Focus on haves vs. have nots 2) Have realistic expectations Life is not fair or perfect Bad (good) things happen. usually don‟t last forever Things don‟t always go according to plan People don‟t always act as you‟d like (remember ego state explanations.)
. etc. Remember you control your own behavior and thoughts.Being a „Response Able‟ Salesperson
Recognize you cannot control another‟s behavior.
remember complementary transactions and strokes. Don‟t get defensive. emotional.
. Do not need to take continued abuse. allowed them to take something out on you). If handled well (e. stay cool.g. Move cautiously. Don‟t take it personally. didn‟t embarrass customer. can turn out to be positive later.Dealing with Difficult Customers
Keep „adult‟ ego state in control of yourself. argumentative.
When tension is high.Sales Quotes: Transactional Analysis
When a relationship is right. details are negotiable. details become obstacles.
. Rule #2: If the customer is wrong.Sales Quotes: Transactional Analysis
Rule #1: The customer is never wrong. read rule #1.