The term “Transactional Analysis” is not commonly known to the general public, but it is one of the most pivotal aspects of what we teach within Sandler. David H. Sandler came across the study of Transactional Analysis in the late 1960’s, and as a curious salesperson with a ferocious yearning to understand the core of what makes people think and behave the way they do, he realized that he was onto something. The psychology of our ego states would soon play a key role in his sales training, as it directly influences whether we are moving toward, or moving away from achieving our goals.
