The old sales frameworks don’t fit today’s buyers. Want proof? Look at the quota attainment and sales cycle data. The market is heading for a cliff. The answer lies in the Psychology and Unlocking our Humanistic Unique Abilities.
Get first access to Buyer Coding here: https://www.buyercoding.com/
In this episode of Making Revenue Tick - the Masterclass series from What Makes You Tick, friend of the pod Rich Patterson introduces Buyer Coding, a new psychology of selling that explains how people actually like to buy.
Forget MEDDIC. Forget SPIN. Forget playbooks written for another era.
This is about decoding your buyer’s mindset, and adapting your approach in real time.
You’ll learn:
What Buyer Coding is and why it’s redefining modern sales
The 5 Buyer Codes: Analyzer, Defender, Validator, Visionary, and Closer
How to identify each buyer type within minutes of a call
Why traditional frameworks break down with complex, multi-threaded deals
How Buyer Coding drives stronger connections, faster deals, and higher win rates
Why the future of sales isn’t about scripts or tech, it’s about empathy, decoding, and alignment
This conversation goes beyond tactics.
It’s about evolving from process-driven selling to truly human, buyer-led growth.
If you lead a sales team, run a startup, or sell into the enterprise - this episode will change how you think about every deal from here on.
🎧 What Makes You Tick - with Richard Washington
Conversations with leaders who redefine how we hire, sell, and grow startups and scaleups in the AI era.
About Rich Patterson:
Sales strategist, leadership coach, and creator of the revolutionary Buyer Coding™ framework that has transformed how thousands of professionals approach sales psychology.
With over 15 years of experience across Fortune 500 companies and startups, Rich discovered that every buyer operates from one of five distinct psychological profiles. This breakthrough led to the creation of the Buyer Coding™ framework.
Rich Patterson: https://www.linkedin.com/in/richhitsgoals/
Check out Buyer Coding: https://www.buyercoding.com/
About Richard Washington
Richard Washington is the host of Making Revenue Tick and a trusted authority for tech founders looking to hire and scale elite revenue teams. Known for his contrarian, practical approach, Richard helps startups avoid costly hiring mistakes, align GTM teams, and grow from early traction to sustained success.
Follow Richard on LinkedIn: https://www.linkedin.com/in/richwash/
Read Richard’s Newsletter Growth Magnet: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7083793079794556928
Big Questions You'll Hear Answered:
Why sales frameworks are broken
What is Buyer Coding?
The 5 Buyer Codes explained
How to spot buyer types in real time
Adapting your style to match each code
Why “persona selling” no longer works
Buyer Coding in enterprise vs SMB deals
How AI will evolve sales psychology
How to train your team to sell the way buyers buy
Closing thoughts: empathy as a sales superpower
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#BuyerCoding #SalesPsychology #ModernSelling #WhatMakesYouTick #GoToMarket #WMYT