1. TRANSACTIONAL ANALYSIS

2. Psychological and Sociological Theories of Human Attitudes and Behavior
Transactional Analysis
Social Styles

3. Transactional Analysis
A model for explaining why and how:
People think like they do
People act like they do
People interact/communicate with others
Based on published ‘psychological’ work such as:
Games People Play (Dr. Eric Berne)
I’m OK - - You’re OK (Dr. Tom Harris)
Born to Win (Dr. Dorothy Jongeward)

4. Our Brain (according to Berne)
Determines what we think and how we act
Acts like a tape recorder while recording
Events
Associated feelings
Has 3 distinct parts or ego states
Parent
Adult
Child

5. Parent Ego State
Thoughts, feelings, attitudes, behavioral patterns based on messages or lessons learned from parents and other ‘parental’ or authoritarian sources
Shoulds and should nots; oughts and ought nots; always and never
Prejudicial views (not based on logic or facts) on things such as:
religion dress salespeople
traditions work products
money raising children companies
Nurturing views (sympathetic, caring views)
Critical views (fault finding, judgmental, condescending views)

6. Adult Ego State
Thoughts, feelings, attitudes, behavioral patterns based on objective analysis of information (data, facts)
Make decisions based on logic, computations, probabilities, etc. (not emotion)

7. Child Ego State
Thoughts, feelings, attitudes, behavioral patterns based on child-like emotions, impulses, feelings we have experienced
Child-like examples
Impulsive
Self-centered
Angry
Fearful
Curious
Eager to please
Happy
Pleasure seeking
Rebellious

8. Ego Portraits
People have favorite, preferred ego state, depicted by larger circle in a diagram
Parent Adult Child P P P A A A C C C

9. Human Interaction Analysis
A transaction = any interaction or communication between 2 people
People send and receive messages out of and into their different ego states
How people say something (what others hear?) just as important as what is said
Types of communication, interactions
Complementary
Crossed
Ulterior

10. Intonations: It’s the Way You Say It!
What it means
I was going to take someone else.
Instead of the guy you were going with.
I’m trying to find a reason why I shouldn’t take you.
Do you have a problem with me?
Instead of going on your own.
Instead of lunch tomorrow.
Not tomorrow night.
Placement of the emphasis Why don’t I take you to dinner tonight?

11. Complementary ‘Transactions’
Interactions, responses, actions regarded as appropriate and expected from another person.
Parallel communication arrows, communication continues.
Example 1: #1 What time do you have?
#2 I’ve got 11:15. P P A A C C

12. Complementary ‘Transactions’ cont’d
Example 2:
#1 You’re late again! P P
#2 I’m sorry. It won’t
happen again. A A C C

13. Crossed ‘Transactions’
Interactions, responses, actions NOT regarded as appropriate or expected from another person.
Crossed communication arrows, communication breakdown.
Example 1 #1 What time do you have?
#2 There’s a clock on the wall, why don’t you figure it out yourself? P P A A C C

14. Crossed ‘Transactions’ cont’d
Example 2 #1 You’re late again!
#2 Yeah, I know, I had a flat tire. P P A A C C

15. Ulterior ‘Transactions’
Interactions, responses, actions which are different from those explicitly stated
Example #1 How about coming up to my room and
listening to some music? P P A A C C

16. Some Selling Implications of TA
Develop an adaptive selling strategy for ‘parent’, ‘adult’, ‘child’ customers
‘Best’ communication exchange for selling?
Remember to respond in ‘complementary’ manner
Most effective selling involves adult to adult
Strokes, or positive interactions, important
Verbal (e.g. hello, compliment)
Touch (handshake, pat on back)
A gift
Listening