barry urban_16 tocpa_april 2015_south africa
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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
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16th International Conference of the TOC Practitioners Alliance - TOCPA
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.
barry@toceconsulting.co.za+27 (0)83 709 7990
Place for the photo of the
presenter
Your logo
TOCE Consulting
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Why is Word of Mouth the Most
Successful Way to Sell TOC?
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Key is Our Emotions
Everyones
decisions
are 100%
based on
their
Emotions
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Way we Think that we
Make Decisions
TOCLOGICAL
COMMON
SENSE
EMOTIONS
Interference
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Way we Actually Make
Decisions
TOC EMOTIONS
LOGICAL
COMMON
SENSE
Overrules
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
How Decisions Move
Negotiations Forward
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Human Brain
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Three Main Emotional Forces
Stimulation Dominance
Balance
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Limbic Map 2011
Limbic Map - 2011 Gruppe Nymphenburg
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
What does your Car say about
You?
2011 Gruppe Nymphenburg
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
WHAT
HOW
Simon Sinek How Great
Leaders Inspire TEDX 2009
WHY
TOC
The
Golden
Circles
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
People dont Buy WHAT you do
they Buy WHY you do it!
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Golden Circles and the
Biology of the Brain
WHY
HOW
WHAT
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
What is the WHY of TOC?
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Like Morpheus we have to
reveal the Deep Truth
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Selling is a Form of Negotiation
Both Parties have the Right to Say NO
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
NO is the Best Starting
Answer from Either Party
Maybe
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The How of Negotiations /
Selling
Lets start with
Your Emotional
State
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
You Want the Deal BUT You
Dont Need it!
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Dont Worry About Rejection
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
You dont have to be Liked
Just be Respected and Effective
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Its OK to be a COLUMBO
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Blank Slate No Assumptions
and No Expectations
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
No Talking! Do Not Fill the
Silence!
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
DO NOT try to Close the Deal!
Let the Buyer do that
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Our Greatest Strength is Our
Greatest Weakness!
Theory
of
Constraints
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Negotiations / Selling
Lets now look
at the other
partys
Emotional State
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Only the Other Party can Feel
OK
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Help them to Paint their
Picture of Pain
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The Vision you Create is from the
other Partys Perspective.
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Do Not try to Save the Other
Party or the Relationship!
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Let the Other Party Save
Face if Necessary
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Our Behaviours and Actions
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Stop Trying to
Control the Outcome
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Have a Clear Mission and
Purpose
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Really Know the Decision
Makers
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Try to place them on the
Limbic Map 2011
Limbic Map - 2011 Gruppe Nymphenburg
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Always have an Agenda when
Engaging with the Other Party
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Do NOT Use Presentations to
Sell!
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Repeat Points of Agreement at
least Three Times
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Dont Talk Business Outside of
the Meeting
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Use Interrogative Questions to
Create Vision
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
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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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Show Respect for the Person
Who Blocks
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Nurture
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
Cold Calls
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16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
The END
or
A New Beginning?
You DecideThank you
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