The First Step to Closing a Sale: Maintaining Your “Nurturing” Role

Rochelle Carrington
Dec 23, 2016

Rochelle Carrington of the Sandler Training/Second Wind Advisory Group, Inc. will be conducting a workshop at the CEDIA Business Xchange (March 1-3, 2017, San Antonio) entitled "Using the Sales Force: Jedi Mind Tricks for Mastering Every Sale."
Here's a preview.

Have you ever wondered why you seem to connect with some prospects and not with others?  Having a handle on the theory of Transactional Analysis (TA) is the first step to understanding why.  The TA philosophy states there are three ego conditions that influence behavior: The “Parent,” “Adult,” and “Child.”

It’s a kind of “Parent” that can best close the sale – but more on that in a moment. First let’s define the other two.

Simply put, we follow “Adult” behavior when we are solving problems in a logical, rational and analytical manner.

The “Child” is the six-year old decision maker. It is that ever-young voice that influences your prospect’s buying behaviors by demanding, “I want this” or “I don’t want to do that.”
The “Parent” behavior is an unedited view of actions observed in authority figures during the first five years of a child’s life. There are two models of “Parent:” The “Critical Parent” who may be critical, judgmental or prejudicial or the helpful, caring “Nurturing Parent.”

In the role of business development or customer service, it helps to stay in the “Nurturing Parent” role as much as possible.
Too often, salespeople are in their “Critical Parent” role, which often comes across as “telling” a prospect what to do rather than asking leading questions and allowing them to figure it out.  It is the “Nurturing Parent” that encourages buyers to open up, which builds trust quickly.  

Keep these tips in mind to stay in your “Nurturing Parent” mode:

  • Stay emotionally objective – a sales call is no place to get your "needs met" – it’s for “going to the bank”
  • Preparation is key – the more prepared you are, the more you can nurture your prospect
  • Use your ears more than your mouth – listen for what the prospect says between the lines and ask deeper questions accordingly

When you step into the role of a "Nurturing Paren"t you helpfully steer a prospect along a path of discovery.  They will appreciate your caring guidance, discover they are not the only ones experiencing issues and because their six-year old decision maker trusts you, tell themselves, “I want that.”  

About the author:

As the CEO of Sandler Training, Rochelle Carrington has advised large companies including Time Inc. and Georgia Pacific as well as small enterprises on best practices for sales, hiring, and leadership. Rochelle is the author of a forthcoming book entitled “Believe it to Achieve It…the Sandler Way.” 



CEDIA blog posts are intended to provide general information and should not be regarded as legal opinions or advice.

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