“Last week they gave us a verbal commitment – now everything’s on hold.”
“She says she needs to talk to the committee before moving forward.”
“He’s nervous about what’s happening in the markets.”
Sound familiar?
During times of economic uncertainty, buyers often stall, delay, or second-guess decisions. To sell effectively in downturns, sales professionals must understand the hidden psychological forces driving this behavior. That’s where Transactional Analysis (TA)—a framework developed by psychiatrist Eric Berne and later integrated by David Sandler—comes in.
Why Buyers Act Differently in Tough Times
Every buyer carries three inner voices, or “ego states,” into the decision-making process:
The Parent — voices of authority learned early on (“don’t take risks,” “play it safe”).
The Child — raw emotions, fears, and desires (“I want this,” “I’m scared of that”).
The Adult — rational analysis, fact-checking, and weighing risks.
In strong economies, the Child—the driver of desire—often has more influence. But in times of market instability, the Parent and Adult dominate:
The Critical Parent warns: “Don’t waste resources” and “Don’t make mistakes.”
The Nurturing Parent urges groupthink: “Let’s wait it out,” “Stick with what we know.”
The Adult may become paralyzed by over-analyzing uncertain data.
The result? Decision avoidance, fear of mistakes, and delayed deals.
The Psychology of Buying Decisions
David Sandler recognized a timeless truth:
👉 People buy emotionally (Child) and justify intellectually (Parent and Adult).
In chaotic times, salespeople must work harder to activate the Child’s emotional voice. That happens by uncovering and amplifying Pain—the gap between where prospects are and where they want to be.
Examples of Pain include:
Cost overruns
Project delays
High churn rates
When Pain is clearly defined, prospects’ Child says: “I want this fixed. I need this change. I can’t afford to keep living with this problem.”
That’s why Sandler’s Pain Step begins with emotion. Once the Child expresses desire, the Parent and Adult can process budget, risk, and decision criteria.
Selling in a Scarcity Mindset
In downturns, prospects default to scarcity thinking: cutting costs, protecting the team, or endlessly analyzing. To break through, sellers must:
Keep the Child invested – Remind them of the cost of doing nothing.
Appeal to the Adult – Provide clear data, timelines, and decision processes.
Reassure the Parent – Show alignment with values, precedent, and safety.
This balanced approach prevents deals from getting stuck in committees and groupthink.
How to Thrive in Chaotic Markets
Sales success in uncertain times isn’t about persuasion. It’s about guiding all three ego states:
The Child must want.
The Parent must approve.
The Adult must validate.
Start with the Child, then move to the Parent and Adult. Sellers who understand this sequence become trusted advisors, not vendors.
By focusing on emotional impact first and then building logical and financial justification, you can win deals even in risk-averse environments.
Ready to Strengthen Your Sales Approach?
If your team is struggling with stalled deals, risk-averse buyers, or uncertainty in the pipeline, it may be time to revisit your sales process. At Sandler, we help sales leaders and their teams apply proven frameworks—like Transactional Analysis and the Sandler Pain Step—to close deals even in turbulent markets.
Let’s have a conversation. Reach out today to learn how we can help you build confidence, shorten sales cycles, and turn uncertainty into opportunity.
