Sales Tips: Sandler Rule #21: Sell Today, Educate Tomorrow
Hi I’m Karl Scheible with Sandler Training.
I’m here to talk about rule #21, sell today, educate tomorrow. There are so many companies
that spend small fortunes on creating promotional material, brochures, proof of concept demonstrations,
all in an effort to help the salesperson sell better, when in fact, it’s probably having
the opposite effect. ‘Cause typically the salesperson will lead with this information
before they’ve properly qualified the prospect. Sandler called that spilling your candy in
the lobby. Here’s what you should do. You should dispense your information, your expertise
after you’ve properly qualified the prospect. In our process of qualifying the prospect,
you’re gonna learn the underlying reasons and problems as to why they need your solution.
And then and only then you can pull out the right information and have a very poignant
proposal. So, how do you do this? It’s done with a dialogue, not a monologue. So instead
of showing up and just dumping all your expertise, show up with a really good list of questions
you’d wanna ask. I’ll give you an example. Let’s say I’m selling this shipping software.
I, for the sake of this case, I talked to a person on the phone and they invited me
in. I may open the call with something like this, “Hey Bob, thanks for inviting me in.
The last time we talked on the phone you shared with me a concern about delayed shipments.
Would it be ok if you share with me a specific example? I’ll follow up with some additional
questions and from that information we’ll kind of figure out if we’re a fit or not.
Fair enough?” I can start there and continue to ask questions as Bob shares his issues
and by doing this, I’m uncovering what the issues are. Now, at this point when I come
back my presen-from my presentation I’ma sit there and match my product or service
with the specific needs. Now here’s the kicker, I may end up leaving a lot of things
on the cutting room floor because they’re not needed and that’s the point of doing
this. I can really have a targeted presentation that’s specific for that client and avoids
the trap of telling too much information, which confuses the prospect and doesn’t
lead the sale to a proper conclusion.