I worked in multiple sales jobs before I discovered Sandler Training. In traditional sales, my role was to show up, do a pitch, promo, presentation, or demo, then fight about objections and hope I won in the end. I sold despite using that system! But when I discovered The Sandler Selling System, I knew I could have done way better.
Now, my team and I have been helping clients for over a decade. We've seen client closing rates go from 10%, 20%, or 30% up to 50%, 60%, 70%, 80%, or even 90% by using Sandler. What they sell didn't change at all. How they sell did change.
The number one reason salespeople utilizing traditional sales methodology fail is that they don't think about what matters to the other person. I know I didn't!
We tend to know why we would buy if we were in their shoes. We tend to know features, benefits, and advantages like the back of our hand. We know what matters to us, so that's what we talk about.
All of the reasons I would buy from myself might make perfect sense to me, but none of them might matter to you. That creates a very uncomfortable interaction because we don't slow down and focus on the other person.
The most important, basic foundational element of The Sandler Selling System is to make it all about the other person.
If I show up and talk to you about my features, benefits, advantages, products, and services, that's not about you. That's about me, and that's what traditional sales methodology teaches!
Instead, I need to slow down and ask you questions. A great question to start with is something like, "Joe, before we start, have you ever bought outside sales help like Sandler before?"
You have to answer the question with a "yes" or a “no." You either have, or you haven't. Now I've started a conversation, and I can ask another question.
“So, why are we talking about it today if you've never bought it before?" That question plus the appropriate tonality creates a comfortable environment that's all about you, not me.
How have you approached sales? Chances are you've done what I did in the past: take the easy way out. You show up and tell your prospect all the reasons you think matter. Instead, take the more challenging approach: ask questions, keep your mouth shut, uncover information, and read people.
It sounds simple, but that doesn't mean it's easy. That's why traditional sales methodology doesn't cover it.
There's a phrase that we in Sandler like to use all the time: People will buy how you sell long before they buy what you sell.
Sales is more about the process, the environment, and your prospect's comfort level than it is about your product or service. Traditional sales focuses on the product and the service. The Sandler Sales System focuses on the journey.