Barry Urban_16 TOCPA_April 2015_South Africa

16th International Conference of the TOC Practitioners Alliance - TOCPA

www.tocpractice.com

April 23, 2015 Johannesburg, South Africa

16th International Conference of the

TOC Practitioners Alliance - TOCPAwww.tocpractice.com

Counter Intuitive Selling

Behaviour

Barry Urban, Spondulics cc, South Africa

23rd April, 2015


www.tocpractice.com

Barry Urban

Urban used to be a Chartered Accountant until hewas introduced to TOC in 1991 through the GOALand became a Jonah and a Jonahs Jonah afterwhich he joined the Avraham Y Goldratt Institute inSouth Africa as an Associate. He has beenconsulting to businesses and organisations in manydiverse industries and fields for 21 years. Urbanlikes new challenges and tries constantly to findsolutions to things which prevent him from betterassisting his clients. He therefore reads widely toexplore new ideas some of which are not consideredbest practice. He is currently involved in TOCimprovement projects with manufacturing andmining companies in Southern Africa.

[email protected]+27 (0)83 709 7990

Place for the photo of the

presenter

Your logo

TOCE Consulting


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My Story

Those who have known me for some time will agree with me that selling is not my strongest

trait.

In my experience, most people agree fully with the principles of TOC when they are first

introduced to it but a very small percentage of

them are prepared to try to implement it, i.e.

buy our consulting services.


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Why is Word of Mouth the Most

Successful Way to Sell TOC?


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The Key is Our Emotions

Everyones

decisions

are 100%

based on

their

Emotions


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The Way we Think that we

Make Decisions

TOCLOGICAL

COMMON

SENSE

EMOTIONS

Interference


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The Way we Actually Make

Decisions

TOC EMOTIONS

LOGICAL

COMMON

SENSE

Overrules


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How Decisions Move

Negotiations Forward


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Human Brain


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Dr. Hans-Georg Husel

Whether we like it or not, we have to get used

to the idea as to who has the real supremacy in

our head: not the neocortex, but the limbic

system. The fall of the neocortex from the

throne is without doubt an offense for humans.

One could call it "Neocortical offense" because

the order is clear, it is not the "reasonable

neocortex," but the limbic system that is the real

ruler in our brain. Dr. Hans-Georg Husel


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Three Main Emotional Forces

Stimulation Dominance

Balance


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The Limbic Map 2011

Limbic Map - 2011 Gruppe Nymphenburg


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What does your Car say about

You?

2011 Gruppe Nymphenburg


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WHAT

HOW

Simon Sinek How Great

Leaders Inspire TEDX 2009

WHY

TOC

The

Golden

Circles


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People dont Buy WHAT you do

they Buy WHY you do it!


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The Goal of Sales

THE GOAL IS NOT TO DO BUSINESS WITH

EVERYBODY WHO NEEDS WHAT YOU HAVE,

THE GOAL IS TO DO BUSINESS WITH PEOPLE

WHO BELIEVE WHAT YOU BELIEVE


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The Golden Circles and the

Biology of the Brain

WHY

HOW

WHAT


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The Golden Circles and the

Biology of the Brain

WHY

HOW

WHAT

Neocortex is

the seat of

Language

and what

we Think

Limbic

System is

the seat of

our feelings

and our

behaviours


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Implications of Decisions are

100% Emotionally Based

Our point of departure for the negotiation/sale does not begin with the

obvious Logic of the TOC, but rather it has to

come from and be aimed at the Emotional

plane.

We have to start with the WHY and it must appeal to the Emotions and Feelings of the

prospective client.


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What is the WHY of TOC?


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The DEEP TRUTH

Deep Truth lies at the heart of how we perceive reality

and how we behave in light of that perception. It is

simply what we know. Challenging a Deep Truth is

extremely difficult, even perceived as crazy.

The Nobel Prizewinning physicist Niels Bohr once said

the evidence to replace a Deep Truth must be so

compelling, so obvious that people must let go of their

attachment to the status quo. In other words, once you

see a deeper truth, you simply cant go back.


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Like Morpheus we have to

reveal the Deep Truth


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After this, there is no turning back

This is your last chance!

You take the blue pill, the

story ends, you wake up

in your bed and believe

whatever you want to

believe: Efficiencies Command & Control Cost World Silos Budgets and KPIs

You take the red pill, you

stay in Wonderland and I

show you how deep the

rabbit hole goes: Flow Variation & Interdependence Alignment Empowerment Complex Adaptive Systems Control Leverage Points


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Selling is a Form of Negotiation

Both Parties have the Right to Say NO


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NO is the Best Starting

Answer from Either Party

Maybe


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The How of Negotiations /

Selling

Lets start with

Your Emotional

State


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You Want the Deal BUT You

Dont Need it!


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Dont Worry About Rejection


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You dont have to be Liked

Just be Respected and Effective


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Its OK to be a COLUMBO


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Blank Slate No Assumptions

and No Expectations


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No Talking! Do Not Fill the

Silence!


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DO NOT try to Close the Deal!

Let the Buyer do that


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Our Greatest Strength is Our

Greatest Weakness!

Theory

of

Constraints


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Negotiations / Selling

Lets now look

at the other

partys

Emotional State


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Only the Other Party can Feel

OK


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Help them to Paint their

Picture of Pain


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The Vision you Create is from the

other Partys Perspective.


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Do Not try to Save the Other

Party or the Relationship!


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Let the Other Party Save

Face if Necessary


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Our Behaviours and Actions


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Stop Trying to

Control the Outcome


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Have a Clear Mission and

Purpose


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Really Know the Decision

Makers


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Try to place them on the

Limbic Map 2011

Limbic Map - 2011 Gruppe Nymphenburg


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Always have an Agenda when

Engaging with the Other Party


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Do NOT Use Presentations to

Sell!


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Repeat Points of Agreement at

least Three Times


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Dont Talk Business Outside of

the Meeting


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Use Interrogative Questions to

Create Vision


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Verb Based vs Interrogative

Verb Based Question

Is this the biggest issue we face? Is this proposal tight enough for

you?

Can we work on delivery dates tomorrow?

Do you think we should bring Mary into the loop now?

Is there anything else you need? Do you like what you see? Is it too expensive? Does it fit into your needs?

Interrogative Based Question

What is the biggest issue we face?

How can I tighten this proposal? When can we work on delivery

dates?

When should we bring Mary into the loop?

What else do you need? What are your thoughts? What price would you pay? How do you see it?


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Show Respect for the Person

Who Blocks


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Nurture


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Cold Calls


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The END

or

A New Beginning?

You DecideThank you

Documents

Barry Urban_16 TOCPA_April 2015_South Africa