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The Games Buyers Play
An Introduction to Buyer-Seller Psychology
Marcus Cauchi
MD, Sandler Training, South East
Ground Rules
Not for everyone and that's OK
We only have half an hour
Please ask any questions (at the end)
If you want to talk further please invite me to call you via [email protected] date/time
To receive tips and advance notice of training register here: http://www.southeast.sandler.com/content/show/60095
Decide at the end if you want to talk further
Humans are
The Brain
Why Traditional Selling Does Work
Traditional selling attempts to convince using LOGIC and REASONBUT
100% of (buying) decisions are 100% emotional 100% of the time
Seller System vs Buyer System
Qualify (MAN)Lie
Present (FAB)Steal
CloseMislead
F/UpHide
Drama Triangle
Victim
Why me?
Why does this always happen to me?
It's sooo unfair!
I'm sooo unlucky
I'm not worthy ...
Pa'leeeeeease do it for me
Save me
Persecutor
YOU always .
YOU never
YOU piece of sh**
YOU've ruined the whole day!
I'll show YOU
Just YOU wait
YOU're such a disappointment
Rescuer
Mollycoddling
Permissive
Helping without boundaries or permission
I was only trying to help
It's OK sweetheart. They don't understand you!
Here! Let me show you how to do that.
I'll do it. Let me! Let me!
Above the Line Buyer Relationships
Put the customer on a pedestal
Procurement
Bids and Tenders, RFP, RFI, RFQ, ITT
Moving goal posts
Deal slippage
Think it overs
Send me something
Call me back in . 6 months
Have you ever considered that in ...
All Your Unhappy, Dysfunctional Relationship,
The one constant is ..
YOU!
How to Stay Out of ...
Psychological Games in the sale?
My favourite philosopher Bruce Lee
Mr Lee, what's the best way to avoid a punch?
Be Somewhere Else!
Somewhere Else is Here
Vulnerable
(Latin) Vulnerebilis to make yourself woundable and do it anyway, an act of courageI'm sorry
It's my fault
I messed up
I don't understand
I'm confused
It's me
Nurturing/Empathic
Validate the other person, StrokesGood point
Great question
You'd be justified to think ...
I understand your
I'd be the same in your position
I respect that ...
Assertive NOT Aggressive
Assertive: Planting your feet, standing firm, being strong, drawing a clear line, agreeing boundariesNot Aggressive which is attacking, hostile, defensive, passive aggressive
I saidShe saidI saidShe said World War 3
Defend
Attack
Assertive
You'd be within your rights to tell me to
I'd understand if you wanted to
Is it over?
Shall we end it?
Do you want me to leave?
Are we beyond the point where we can ?
I've upset you, haven't I. Shall we
Would you like me to close your file?
Above the Line / Below the Line
What's Going on Above the Line?
PEP = Prejudices, Expectations (-ve), Preferences
as compared with
Reality as Perceived = Emotional Response
Above the Line - Ego States
CP = Critical Parent
AC = Adaptive Child
- NP = Negative Nurturing Parent
Past Old Hurts
Future - Worry
What's Going on Below the Line?
Expectations, Preferences
as compared with
Reality as Perceived = Emotional Response
Below the Line Ego States
A = Adult
NC = Natural Child
+NP = Positive Nurturing Parent
Present /Now /Mindful
What Happens When You ?
get drawn into an above the line engagement?You / They feel hard done by
You buy their problem (No budget)
You give away your power (Other suppliers will)
You fall into the buyer's system (Not your system)
You create conditions for a:
Lose-Lose or Lose-Win Outcome
Seller System vs Buyer System
Qualify (MAN)Lie
Present (FAB)Steal
CloseMislead
F/UpHide
How Do You Achieve Parity ...
between you and your prospect?
Prospects are never afraid of you when you tell them what you are going to do to them
Agree in the beginning what will happen at the end
You are NEVER less than your prospect's equal even on your worst day
Exercise
What do you want to achieve by the end of your first call?
How can you agree that up front with your prospect?
A.N.O.T.
Time, Agenda, OK to say No, Permission to Ask & Answer Tough Questions, Next Steps, No Interruptions, 2 Objections
What have you just done?
Close Up Front
Close EASY
Then what?
Disqualify HARD
Then what?
Not Every Prospect Qualifies ...
for a Presentation!
How much time would you save if you stopped presenting to everyone and only presented to people who had agreed to buy if you can solve their problem?
Seller System vs Buyer System
Qualify (MAN)Lie
Present (FAB)Steal
CloseMislead
F/UpHide
30,000ft View
Close
Disqualify
(Present)
Seduction & Selling
ATTRACTMake COMFORTABLESEDUCEPUSH AWAYSURRENDER
Whoever Has the Stronger System Wins
Qualify (MAN)Lie
Present (FAB)Steal
CloseMislead
F/UpHide
80%
400%
A Game Free Way to Sell
Questions
Marcus Cauchi, Sandler Training
LinkedIn: https://uk.linkedin.com/in/sandlersalesmanagementtrainer
Twitter: The_Inquisitor
0118 940 4150 / 07515 937221
Free Workshop - http://goo.gl/qbCqto
We cover the South East