What is Transactional Analysis and what are ego states?
Transactional Analysis is a psychological framework that identifies three ego states people move between in any interaction: Parent, Adult, and Child. In sales, buyers typically start in a Critical Parent state (defensive, questioning your legitimacy). Decisions ultimately get made from the Child state (emotional, where pain and motivation live). The Adult state is where rational, feature-and-benefit conversations happen but skipping past the Critical Parent straight to Adult talk is why most sales conversations stall.
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