Professional Documents
Culture Documents
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
Transactional Analysis
Social Styles
What Does That Mean?
A
A
A
C
C C
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, interactions
1) Complementary
2) Crossed
3) Ulterior
Intonations: It’s the Way You Say It!
Placement of the emphasis What it means
Why don’t I take you to dinner tonight? I was going to take someone else.
Why don’t I take you to dinner tonight? Instead of the guy you were going with.
Why don’t I take you to dinner tonight? I’m trying to find a reason why I
shouldn’t take you.
A A
C C
Complementary ‘Transactions’
cont’d
Example 2:
C C
Crossed ‘Transactions’
Interactions, responses, actions NOT regarded as appropriate or
expected from another person.
Crossed communication arrows, communication breakdown.
A A
C C
Crossed ‘Transactions’ cont’d
Example 2 #1 You’re late again!
#2 Yeah, I know, I had a flat tire.
P P
A A
C C
Ulterior ‘Transactions’
Interactions, responses, actions which are
different from those explicitly stated
Example #1 How about coming up to my room and
listening to some music?
P P
A A
C C
Some Selling Implications of TA
Develop an adaptive selling strategy for ‘parent’,
‘adult’, ‘child’ customers
‘Best’ communication exchange for selling?
Remember to respond in ‘complementary’ manner
Most effective selling involves adult to adult
Strokes, or positive interactions, important
Verbal (e.g. hello, compliment)
Touch (handshake, pat on back)
A gift
Listening
Being a ‘Response Able’ Salesperson
Recognize you cannot control another’s behavior, but you can
affect their behavior by the way you respond to them.
Remember you control your own behavior and thoughts.
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, people have ‘bad’ days, etc.)
Dealing with Difficult Customers
Keep ‘adult’ ego state in control of yourself.
Don’t get defensive, argumentative, emotional.
Don’t take it personally.
Move cautiously, stay cool, remember
complementary transactions and strokes.
Do not need to take continued abuse.
If handled well (e.g. didn’t embarrass customer,
allowed them to take something out on you), can
turn out to be positive later.
Sales Quotes: Transactional
Analysis
When a relationship is right, details are
negotiable;
Rule #1:
The customer is never wrong.
Rule #2:
If the customer is wrong, read rule #1.