Are you tired of struggling to get buy-in for your L&D initiatives? Whether it's securing budget approvals, gaining stakeholder support, or simply engaging learners in training programs, the ability to influence others is essential to our success.
At our recent ATD Orange County Lunch and Learn on March 23rd, members tapped into a fresh, compelling approach to influence—one that’s grounded not in traditional psychology, but in something even more powerful: buyology.
Cheri Tree, CEO of Codebreaker Technologies and author of Why They Buy, introduced us to the B.A.N.K. Code—a groundbreaking framework designed to decode the "why" behind every decision. In less than an hour, Tree offered a paradigm shift that equips us to better connect, communicate, and influence, providing practical tools to increase our effectiveness.
Tree's presentation went beyond simple persuasion tactics, diving into "buyology" - the science of why people buy.
Tree cited a study by the Chally Group that underscores the importance of communication styles. The study revealed that only 18% of people will buy from someone whose personality style doesn't match their own.
But don't let the term "buy" mislead you. Tree demonstrated that this concept applies to so much more than sales. It's about understanding the core values that drive every "yes" in our lives, from a client's approval to a learner's engagement.
The heart of Tree's method is the B.A.N.K. system, which identifies four distinct personality codes:
Blueprint: These individuals value structure, stability, and predictability.
Action: They're driven by results, excitement, and a sense of urgency.
Nurturing: Relationships, harmony, and genuine connection are their priorities.
Knowledge: Logic, data, and expertise guide their decisions.
Let’s say we’re a “B” – Blueprint. If we approach a colleague who’s an “A” – Action, using detailed planning and structured reasoning, we might lose them before we even get to the point. Why? Because while we’re focused on process, they’re looking for fast results and excitement. That mismatch can cost us buy-in, participation, or even trust.
Recognizing these codes allows us to communicate in a way that resonates with others, fostering stronger connections and more productive outcomes.
So, how does "buyology" relate to Learning and Development? As L&D professionals, we are constantly seeking buy-in, whether it's from stakeholders approving a training budget, or learners embracing a new concept. By understanding the B.A.N.K. codes of our audience, we can:
Design more engaging learning experiences.
Communicate the value of our programs more effectively.
Build stronger relationships with clients and colleagues.
This webinar was just the beginning! This Lunch and Learn is the first in a three-part series designed to help you master the B.A.N.K. Code. While a single hour can introduce us to powerful concepts, true mastery requires deeper exploration and practice. Cheri Tree has agreed to facilitate two more programs that dive deep into the B.A.N.K. Code.
2. Monthly Learning Event (In Person): Crack the Code: Understanding Clients to Deliver Results (April 23, 2025)
Why: Deepen your understanding of the B.A.N.K. Code and its potential to supercharge your influence, income, and impact.
How: Engage in interactive exercises, group discussions, and real-world case studies to apply the B.A.N.K. Code in practical scenarios.
What: Master the art of cracking personality codes in under 90 seconds, tailoring your communication to resonate with any audience.
3. Workshop (In Person): B.A.N.K. Fundamentals – Mastering the Art & Science of Influence (May 10, 2025)
Why: Unlock the secrets to authentic communication and build deeper, more meaningful relationships in all aspects of your life.
How: Participate in interactive role-playing, collaborative workshops, and personal assessment tools to refine your understanding and application of the B.A.N.K. Code.
What: Develop advanced communication skills, strategic negotiation techniques, and a deeper understanding of your own communication style.
Each event builds upon the last, providing a comprehensive learning experience that will transform your approach to communication and empower you to achieve greater success in all areas of your life.
Watch the Lunch and Learn webinar recording on our YouTube Channel.
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