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

Follow the podcast to meet a new Virtual Mentor in Leadership every week. Right here on What Makes You Tick. @WhatMakesYouTick

#BuyerCoding #SalesPsychology #ModernSelling #WhatMakesYouTick #GoToMarket #WMYT