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 mcauchi@sandler.com date/time

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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

marcus.cauchi@sandler.com

0118 940 4150 / 07515 937221

Free Workshop - http://goo.gl/qbCqto

We cover the South East