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Sales Psychology Lesson
A Walt Disney framework
Read Time = 2 minutes
A couple weeks ago I was in Orlando for a partner conference.
Decided to sit through the Disney Institute training.
Best sales psychology lesson I didn't expect.
Here’s how it can help you:
N = NEEDS (Business Justification)
"We need CRM integration and reporting."
Buyers are solving the problem and arming themselves for internal conversations.
Lead with credibility: "Typically people come to us because..."
W = WANTS (Personal Outcomes)
"I want to stop getting blamed for lost deals."
Personal stakes create urgency more than business logic.
Use storytelling: Paint the path from current state to future success state.
S = STEREOTYPES (Preconceived Assumptions)
"Another pushy rep who'll waste my time."
You're guilty until proven innocent.
Anchor your process: "The last thing I want to do is waste your time or mine if this isn't a fit or priority."
E = EMOTIONS (Driving Feelings)
"Fear of wrong choice mixed with excitement about outcomes."
Emotions make decisions, logic supports them afterward.
Mirror their reality: "It sounds like you're feeling pressure...”
How to Tie This Together in Your Conversations
Address stereotypes first (earn trust)
Document needs (provide structure)
Uncover personal wants (find motivation)
Validate emotions (create safety)
Meet buyers where they are. Not where you want them to be.
If you need help, let’s talk.
Until next Thursday,
TSG
P.S. I reply to all emails.