Barry Urban - 16 TOCPA - April 2015 - South Africa

www.tocpractice.
com
16th International Conference of the

TOC Practitioners Alliance - TOCPA
www.tocpractice.com
April 23, 2015 Johannesburg, South Africa
Counter Intuitive Selling

Behaviour
Barry Urban, Spondulics cc, South Africa

23rd April, 2015
16th International Conference of the TOC Practitioners Alliance - TOCPA
www.tocpractice.com
TOCE Consulting
Barry Urban
Your logo
Urban used to be a Chartered Accountant until he

was introduced to TOC in 1991 through the GOAL
and became a Jonah and a Jonahs Jonah after
which he joined the Avraham Y Goldratt Institute in
South Africa as an Associate.
He has been
Place for the photo of the
consulting to businesses and organisations in many
presenter
diverse industries and fields for 21 years. Urban
likes new challenges and tries constantly to find
solutions to things which prevent him from better
assisting his clients. He therefore reads widely to
explore new ideas some of which are not considered
best practice. He is currently involved in TOC
barry@toceconsulting.co.za
improvement projects with manufacturing and +27 (0)83 709 7990
mining companies in Southern Africa.
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.
www.tocpractice.com
Why is Word of Mouth the Most

Successful Way to Sell TOC?
www.tocpractice.com
The Key is Our Emotions
Everyones
decisions
are 100%
based on
their
Emotions
www.tocpractice.com
The Way we Think that we

Make Decisions
TOC
LOGICAL
COMMON
SENSE
Interference
EMOTIONS
www.tocpractice.com
The Way we Actually Make

Decisions
LOGICAL
COMMON
SENSE
Overrules
TOC
EMOTIONS
www.tocpractice.com
How Decisions Move

Negotiations Forward
www.tocpractice.com
Human Brain
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
www.tocpractice.com
Three Main Emotional Forces
Stimulation
Dominance
Balance
www.tocpractice.com
The Limbic Map 2011
Limbic Map - 2011 Gruppe Nymphenburg

www.tocpractice.com
What does your Car say about

You?
2011 Gruppe Nymphenburg
www.tocpractice.com
Simon Sinek How Great

Leaders Inspire TEDX 2009
The
Golden
Circles
WHY
HOW
WHAT
TOC
www.tocpractice.com
People dont Buy WHAT you do

they Buy WHY you do it!
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
www.tocpractice.com
The Golden Circles and the

Biology of the Brain
WHY
HOW
WHAT
www.tocpractice.com
The Golden Circles and the

Biology of the Brain
Neocortex is
the seat of
Language
and what
we Think
Limbic
System is
the seat of
our feelings
and our
behaviours
WHY
HOW
WHAT
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.
www.tocpractice.com
What is the WHY of TOC?
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.
www.tocpractice.com
Like Morpheus we have to

reveal the Deep Truth
www.tocpractice.com
This is your last chance!

After this, there is no turning back
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
www.tocpractice.com
Selling is a Form of Negotiation

Both Parties have the Right to Say NO
www.tocpractice.com
NO is the Best Starting

Answer from Either Party
Maybe
www.tocpractice.com
The How of Negotiations /

Selling
Lets start with

Your Emotional
State
www.tocpractice.com
You Want the Deal BUT You

Dont Need it!
www.tocpractice.com
Dont Worry About Rejection
www.tocpractice.com
You dont have to be Liked

Just be Respected and Effective
www.tocpractice.com
Its OK to be a COLUMBO
www.tocpractice.com
Blank Slate No Assumptions

and No Expectations
www.tocpractice.com
No Talking! Do Not Fill the

Silence!
www.tocpractice.com
DO NOT try to Close the Deal!

Let the Buyer do that
www.tocpractice.com
Our Greatest Strength is Our

Greatest Weakness!
Theory
of
Constraints
www.tocpractice.com
Negotiations / Selling
Lets now look

at the other
partys
Emotional State
www.tocpractice.com
Only the Other Party can Feel

OK
www.tocpractice.com
Help them to Paint their

Picture of Pain
www.tocpractice.com
The Vision you Create is from the

other Partys Perspective.
www.tocpractice.com
Do Not try to Save the Other

Party or the Relationship!
www.tocpractice.com
Let the Other Party Save

Face if Necessary
www.tocpractice.com
Our Behaviours and Actions
www.tocpractice.com
Stop Trying to
Control the Outcome
www.tocpractice.com
Have a Clear Mission and

Purpose
www.tocpractice.com
Really Know the Decision

Makers
www.tocpractice.com
Try to place them on the

Limbic Map 2011
Limbic Map - 2011 Gruppe Nymphenburg

www.tocpractice.com
Always have an Agenda when

Engaging with the Other Party
www.tocpractice.com
Do NOT Use Presentations to

Sell!
www.tocpractice.com
Repeat Points of Agreement at

least Three Times
www.tocpractice.com
Dont Talk Business Outside of

the Meeting
www.tocpractice.com
Use Interrogative Questions to

Create Vision
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?
www.tocpractice.com
Show Respect for the Person

Who Blocks
www.tocpractice.com
Nurture
www.tocpractice.com
Cold Calls
www.tocpractice.com
The END
or
A New Beginning?
You Decide
Thank you

Barry Urban - 16 TOCPA - April 2015 - South Africa

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Barry Urban - 16 TOCPA - April 2015 - South Africa

Uploaded by

Copyright:

Available Formats

www.tocpractice.

16th International Conference of the

April 23, 2015 Johannesburg, South Africa

Counter Intuitive Selling

Barry Urban, Spondulics cc, South Africa

16th International Conference of the TOC Practitioners Alliance - TOCPA

Urban used to be a Chartered Accountant until he

16th International Conference of the TOC Practitioners Alliance - TOCPA

16th International Conference of the TOC Practitioners Alliance - TOCPA

Why is Word of Mouth the Most

16th International Conference of the TOC Practitioners Alliance - TOCPA

The Key is Our Emotions

16th International Conference of the TOC Practitioners Alliance - TOCPA

The Way we Think that we

16th International Conference of the TOC Practitioners Alliance - TOCPA

The Way we Actually Make

16th International Conference of the TOC Practitioners Alliance - TOCPA

How Decisions Move

16th International Conference of the TOC Practitioners Alliance - TOCPA

16th International Conference of the TOC Practitioners Alliance - TOCPA

Dr. Hans-Georg Husel

Three Main Emotional Forces

16th International Conference of the TOC Practitioners Alliance - TOCPA

The Limbic Map 2011

Limbic Map - 2011 Gruppe Nymphenburg

What does your Car say about

2011 Gruppe Nymphenburg

16th International Conference of the TOC Practitioners Alliance - TOCPA

Simon Sinek How Great

16th International Conference of the TOC Practitioners Alliance - TOCPA

People dont Buy WHAT you do

16th International Conference of the TOC Practitioners Alliance - TOCPA

The Goal of Sales

THE GOAL IS TO DO BUSINESS WITH PEOPLE

The Golden Circles and the

The Golden Circles and the

Implications of Decisions are

Our point of departure for the

16th International Conference of the TOC Practitioners Alliance - TOCPA

What is the WHY of TOC?

16th International Conference of the TOC Practitioners Alliance - TOCPA

The DEEP TRUTH

16th International Conference of the TOC Practitioners Alliance - TOCPA

Like Morpheus we have to

16th International Conference of the TOC Practitioners Alliance - TOCPA

This is your last chance!

You take the red pill, you

16th International Conference of the TOC Practitioners Alliance - TOCPA

Selling is a Form of Negotiation

16th International Conference of the TOC Practitioners Alliance - TOCPA

NO is the Best Starting

16th International Conference of the TOC Practitioners Alliance - TOCPA

The How of Negotiations /

Lets start with

16th International Conference of the TOC Practitioners Alliance - TOCPA

You Want the Deal BUT You

16th International Conference of the TOC Practitioners Alliance - TOCPA

Dont Worry About Rejection

16th International Conference of the TOC Practitioners Alliance - TOCPA

You dont have to be Liked

16th International Conference of the TOC Practitioners Alliance - TOCPA

16th International Conference of the TOC Practitioners Alliance - TOCPA

Blank Slate No Assumptions