Much of our personality is shaped by early childhood programming—messages that we carry with us into adulthood. In this module, you will learn how the ego states of your personality influence your behavior, how they were developed, and the impact they have on selling success. You’ll learn how to identify repetitive, non-productive behavior and how to replace it with more appropriate behavior.

2. SELLING SMART WORKSHOP:
PSYCHOLOGY AND SELLING: APPLYING TRANSACTIONAL
ANALYSIS
Kelly Parkinson –
Allegra Print and Imaging
Chuck Martens –
Shar Music Company
Joe Marr –
Sandler Training Ann Arbor

3. SELLING SMART WORKSHOP:
THE BOARD OF DIRECTORS
Jim Woods –
The CEO Advantage
Greg Peters –
The Reluctant Networker
Joe Marr –
Sandler Training Ann Arbor

4. SELLING SMART WORKSHOP:
FORMAT
Workshop 9 – 10 am:
Interactive Training Session
Addressing Common Challenges
Panel Q & A 10 – 11 am
Application
Specific challenges in your business
Anything

5. SELLING SMART WORKSHOP TODAY:
PSYCHOLOGY AND SELLING: APPLYING
TRANSACTIONAL ANALYSIS
Workshop : Our personality is shaped by early
childhood programming and impacts selling
success. We’ll examine how to identify
programmed, non-productive behavior and how
to replace it with more appropriate behavior.
Panel Q & A : How transactional analysis works,
real-world

6. APPLYING
TRANSACTIONAL
ANALYSIS TO SALES

7. RULE
“In sales, leave your
mother and your 6
year old in the car.”

8. DISCUSSION
What does it mean?
Why does it matter?
How have you applied TA in sales?

9. TA EGO STATES
P
A
C

10. THE PARENT
• Programmed script
• Rules and regulations for life
• The Parent says: "You should..."
• CP: Scolding, punishing, controlling,
judging
• NP: Nurturing, encouraging, defending

11. THE ADAPTED CHILD
• Emotional responses "replayed“
• Compliant, guilty, fearful, needy
• AC responses a source of "bad morale“
• NP + AC = risk averse

12. THE NATURAL CHILD
• “I want”
• Intuitive "child"
• Spontaneity, joy, surprise, amazement,
exuberance, love
• Decides who to trust
• A + NC in sync = achievement

13. THE ADULT
• Logical
• Estimates probabilities
• Broadens perspective
• Dispassionate /objective
• Without emotional bias
• Data processor / Reviser

14. TRANSACTIONS
P
A
C
P
A
C

15. Grey Hair, Green
Horns & Big Shots

16. TA SITUATIONS PRACTICE
Grey Hair
Green Horn
Big Shot

17. Can you relate TA
to these Sandler
Rules?

18. Selling is a Broadway play
performed by a psychiatrist.
Sandler Rule

19. The problem the prospect
brings you is never the real
problem.
Sandler Rule

20. Sales is no way to get your
emotional needs met…
Sandler Rule

21. Nurture, Nurture, NURTURE!
Sandler Rule

22. I’m financially independent,
and I don’t need the business.
Sandler Rule

23. When under attack, fall back.
Sandler Rule

24. You don’t have to like cold
calls, you only have to make
them.
Sandler Rule

25. When setting appointments,
always get invited in - NO
BEGGING!
Sandler Rule

26. Never become emotionally
involved in a sales call.
Sandler Rule

27. Never make a move without
a commitment.
Sandler Rule

28. 3 BIG IDEAS
1. We all carry childhood programming
2. Awareness of Transactional Analysis ego states helps
us avoid programming pitfalls
3. Nurturing Parent and Adult Ego States are most
effective:
 Higher credibility
 Deeper bonding / trust
 Stronger relationships

29. QUESTIONS FOR THE PANEL
On break take a moment to write questions for the panel
about:
The workshop
The panelists application of tactics
Specific challenges in your business
Anything

30. SELLING SMART WORKSHOP:
PSYCHOLOGY AND SELLING: APPLYING TRANSACTIONAL
ANALYSIS
Kelly Parkinson –
Allegra Print and Imaging
Chuck Martens –
Shar Music Company
Joe Marr –
Sandler Training Ann Arbor

31. LESSONS LEARNED
One takeaway
Can you use it?
On Business Card:
Questions – “Q”
Speaking Opportunities – “S”
Contact me – “C”
Raffle (Free e-book, too!)

33. REVENUE NORTH
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