According to Sandler’s use of the principles of Transactional Analysis, your selling should be dominated by your Nurturing Parent ego state. The Nurturing Parent produces the most productive behaviours. Just as the label suggests, your Nurturing Parent ego state is warm, friendly and supportive. You can guide the prospect through the selling process without playing games or putting the prospect on the defensive. Added to the Nurturing Parent is the Adult, who communicates intellectually, with the rational statements of fact and data evaluation. Remember the three most important words in Sandler training: Nurture, nurture, nurture!
