A large Danish company once hired me to help develop and deliver a five-day program for senior commercial managers. The theme was “Making Strategies Happen”.
On the first day, a professor at a business school taught about strategy. The next two days were dedicated to effective project management. The rest of the time the participants spent with me, focusing on making others follow.
On the third day, I met them in a big room after dinner for the “Yes Crash Course.” Through a presentation based on neuroscience and a series of exercises, I kind of brainwashed them to say “Yes!” on my command. Influenced them to make new circuits in the brain and reinforced habitual learning by repetition. Say yes!
The next morning, during breakfast, I unexpectedly showed up to introduce the day’s program. My opening statement to this group of commercial leaders was that I found sales extremely boring. They looked up in astonishment. After a pause to allow for reactions, I continued: “What fascinates me is buying”.
Buying is the ultimate outcome of any sales process, whether it is a product, service or experience. My rationale was that understanding the psychology of the buying process will make you a much better seller.
The turning point in a buying process is when you accept investing time, energy or money to receive back something of perceived…
