Sandler Selling Method: Everything You Need to Know

Gross sales reps don’t want the newest gross sales automation device, CRM, or e mail template to shut offers.

Fashionable suggestions, methods, and software program actually have their place, however they assist you maximize an efficient gross sales methodology — they don’t change it.

The Sandler promoting system has been round because the ‘60s and remains to be going robust. Actually, given the tendency for expertise to make gross sales much more of a quantity’s sport, Sandler’s methodology could also be much more efficient now than it was when it was first created.

That’s as a result of it does away with pushy gross sales techniques and places the consumer on the coronary heart of the dialog. Gross sales reps give attention to qualification, not closing — and everybody is best off for it. 

So in case you’re itching for a brand new method, why not take a break and be taught why this 55-year-old gross sales system is so efficient and how one can implement it as we speak.

What’s the Sandler promoting system?

The Sandler promoting methodology was created by David Sandler in 1967 in response to 3 main points he recognized along with his present gross sales method. He believed he was:

• Losing time on inappropriate prospects
• Losing time giving free recommendation
• Getting a untimely no or a sluggish sure

Sandler’s answer was to develop a technique centered on being a marketing consultant, not a salesman. By constructing relationships with consumers and providing recommendation on methods to assist them overcome ache factors, Sandler realized that prospects have been not hesitant to shut the deal. If he might show he might resolve their points, they wished to make the acquisition. 

The Sandler methodology has seven steps in whole, however you possibly can break it down into three core phases:

• Constructing a relationship. With a purpose to act as a marketing consultant, you might want to place your self as a trusted authority. Constructing belief and rapport by means of trustworthy discussions and questions is essential. 
• Qualifying the chance. Not everybody is an effective match, so it’s vital to determine folks you possibly can assist and disrespect these you possibly can’t. 
• Closing the sale. By specializing in serving to prospects resolve their ache factors (and positioning your product as that answer), prospects are eager to shut the sale. You don’t must be pushy to get the end result you’re in search of. 

David Sandler believed you probably have one thing value shopping for, you shouldn’t must knock down the door. Consumers ought to invite you in. That’s what you obtain with this three-step course of centered on offering worth. No surprise 50% extra salespeople hit quotas when utilizing the Sandler approach than these with out.

Sandler promoting can usually save reps quite a lot of time. That’s since you qualify prospects a lot earlier within the gross sales course of than you usually would. There’ll at all times be folks exterior your target market who’re unlikely to transform, and the faster you root them out, the higher. 

How is the Sandler system completely different from different gross sales strategies? 

David Sandler designed the Sandler system to beat what he referred to as the “buyer-seller dance” — the state of affairs the place a purchaser’s system is at work towards the vendor’s system. The concept consumers and sellers have completely different targets could also be an outdated one, nevertheless it’s nonetheless related. At present, 61% of sellers say they at all times put the customer first, however solely 29% of consumers agree.

When consumers really feel like they’re not being put first, they’re fast to place up defenses. Nobody likes to really feel bought to or taken benefit of, so prospects put up barricades, provide you with excuses, negotiate laborious on worth and scope out alternate options. The sale turns into a combat, not a dialogue. 

As an alternative of difficult the customer, just like the Challenger gross sales mannequin does, the Sandler methodology goals to place gross sales reps and prospects on the identical staff. 

Reps who use the Sandler system take the function of the marketing consultant, not the salesperson. Reasonably than push a product, the Sandler system teaches reps to construct belief between themselves and their consumers. In doing so, the salesperson turns into a trusted advisor who can seek the advice of on the prospect’s ache factors and ship an answer. 

One other key distinction between the Sandler gross sales methodology and different gross sales methodologies is the extent of persistence of reps. There’s no place for high-pressure gross sales techniques with the Sandler methodology — they merely don’t work in case you’re making an attempt to place your self as a marketing consultant. The ABC acronym remains to be related, however doesn’t have the identical that means — as an alternative of All the time Be Closing and pushing in the direction of a sale, strive All the time Be Consulting and constructing relationships.

In the end, the tip results of the Sandler methodology is similar: the prospect buys your product. The trail to get there’s very completely different, nevertheless, and theoretically, it ought to be extra profitable. 

The 7 Steps of the Sandler promoting methodology

There are seven particular person steps to the Sandler methodology, which Sandler outlined utilizing a submarine mannequin. 

Why the submarine? Firstly, Sandler was impressed by the World Battle 2 motion pictures he watched on the time, however he additionally noticed similarities between submarines and the salespeople who adopted his course of. In contrast to conventional gross sales reps who’re brash, loud, and make their presence identified like battleships, Sandler sellers have been stealthy and achieved extra by appearing beneath the floor. 

Lastly, when submarines are beneath assault, the crew secures every space one after the other. This is similar method taken by Sandler sellers, who transfer by means of every part of the submarine to make the sale. 

Construct rapport 

The Sandler system is constructed on a basis of open and respectful communication between the gross sales rep and prospect. Reps have to construct rapport as rapidly as doable, beginning on the discovery name. 

You possibly can’t win the sale on the invention name, however you possibly can actually lose it. So chorus from promoting and give attention to constructing a connection. That begins by being trustworthy the second you decide up the cellphone. 

When you’re chilly calling prospects relatively than getting them to enroll in discovery calls by means of inbound advertising, at all times clearly state the explanation on your chilly name. That can enhance your success charge by 210%. 

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Reps should additionally use their communications abilities to attach with the prospect. Widespread discovery name methods like adapting your cellphone etiquette to every prospect, talking their language, and asking significant discovery questions assist construct a way of belief between you and the prospect. 

Crucially, don’t mislead the prospect in any approach. When 48% of consumers received’t purchase from sellers who provide deceptive info, it pays to be trustworthy. If you realize your product isn’t the appropriate match, for instance, don’t waste their time by promoting it as an answer.

Reps ought to ask questions that present you have an interest within the prospect and eager to assist them, not promote them:

• I noticed your organization lately launched a brand new product? How is it going?
• How are you hoping our firm may help?
• What made you’re taking this name?
• What’s fallacious along with your present answer?

Set expectations 

Belief is constructed additional by setting clear expectations upfront. By laying your playing cards on the desk, you create a low-pressure atmosphere and disarm prospects who come to a gathering ready for a combat.

The Sandler methodology encourages reps to set floor guidelines for every dialog. This consists of making a contract earlier than each assembly that features 5 elements:

• An goal. Be clear along with your prospect about what you need to obtain from the assembly and what you hope they’ll acquire. Ask them what they’re hoping to realize.
• The rep’s agenda. Lay out what you’ll be doing at every stage of the assembly.
• The prospect’s agenda. Spotlight what you suppose the prospect will likely be doing at every stage of the assembly 
• A timeline. Talk how lengthy the assembly will take. 
• An end result. Restate your targets and make clear what is going to occur subsequent. 

A transparent contract like this exhibits you respect the prospect’s time and don’t have any ulterior motives.

Determine ache 

You possibly can’t act as a marketing consultant with out understanding your prospect’s perspective. The third step within the Sandler gross sales methodology is all about delving into your prospect’s ache factors and figuring out the methods your product might be positioned as an answer. 

Prospects usually have very emotive responses, which Sandler breaks down into ache/worry and acquire/pleasure. Each of which might happen within the current or future. That is arguably an important step in the whole course of, nevertheless it’s additionally the one the place most reps received’t spend almost sufficient time. 

Don’t be happy with these emotive, surface-level solutions to your questions. Dig deep to get the very root of the issue.

Reps ought to ask questions that get to the center of the matter:

• What’s the most important factor regarding you proper now?
• Are you able to inform me extra about this drawback?
• What’s inflicting this drawback?
• What options have you ever tried?
• Has something labored?
• What’s going to occur in case you can’t resolve this drawback?

Set up funds 

A part of appearing because the marketing consultant is advising prospects on the matter of prices. This ought to be executed as a pre-qualification step as early as doable to verify prospects can afford your answer and enhance your possibilities of success. Win charges are highest when sellers talk about pricing on the primary name.

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You’ll need to discover out what funds the prospect has accessible, which division oversees that funds, and which worker is in command of that cash. 

That is additionally a superb time to make the prospect conscious of the tough prices of your answer. The determine you quote received’t at all times be palatable. On common, at the very least 50% of your prospects received’t be a superb match for what you promote. In the event that they don’t have the funds, allow them to go early within the course of and give attention to the consumers that do.

Reps ought to ask budgetary questions that completely qualify the prospect:

• How a lot are you presently spending?
• What’s the issue costing you presently?
• Have you ever mentioned a funds for an answer to your drawback?
• Who’s in command of the funds?
• What’s the course of for signing off on buy selections?
• Whose funds is affected by your choice?
• Is there a deadline for securing budgetary sign-off?

Outline decision-makers 

It’s unlikely (although not implausible) that your prospect is the one decision-maker concerned within the course of. If that’s not the case, you’ll want to seek out out who else is concerned in decision-making and what the method appears like. 

The extra decision-makers you contain within the deal, the extra doubtless you’re to succeed and vice versa. When essential stakeholders and decision-makers are lacking from potential offers, they’re 80% much less doubtless to shut.

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That is the ultimate time you possibly can disqualify prospects. So ask questions that assist you determine how doubtless you’re to shut a deal:

• What does the decision-making course of appear to be?
• What’s the timeline for a call?
• Who else must be concerned?
• What must occur earlier than you possibly can approve a purchase order?
• Have you ever made an identical choice earlier than?
• Have you ever requested anybody else to submit proposals?

Fulfill your guarantees 

Six steps in, and we’ve lastly reached the closing section of the Sandler system. Right here, you might want to make a case for a way your product solves your prospect’s ache factors. 

The achievement section of the Sandler system has 4 steps:

• The overview
• The presentation
• The shut
• The affirmation

First, you overview all the info you’ve gotten gathered up to now, together with the prospect’s ache factors, their funds, and the corporate’s decision-making course of. 

Subsequent, you current your product as an answer that ticks all the earlier factors — so long as that’s true — and give attention to the way it can resolve their issues inside funds. 

When you’ve executed successfully, you’ll be capable to shut the prospect with a sure. You possibly can then verify they’re comfortable to maneuver ahead with the deal by outlining the subsequent steps. 

In the end, in case you’ve adopted the method rigorously till now, this step ought to be a breeze. It’s merely confirming the whole lot you’ve already mentioned. No further gross sales stress or techniques ought to be wanted as a result of the prospect ought to be primed to make the acquisition. 

However, hold asking questions to make sure you shut the deal:

• Have you ever tried our demo?
• What would it not appear to be if our answer might overcome your challenges?
• Is there something we haven’t addressed but?

Observe up post-sale 

Many gross sales reps fall on the closing hurdle, pondering their job is finished as soon as the consumer says sure. However there’s nonetheless work to do, I’m afraid. The Sandler methodology ends by guaranteeing there’s a clean handover out of your division to your onboarding staff. 

You must also observe up with the prospect usually to make sure they don’t undergo purchaser’s regret and are stored up-to-date on the development of the deal. 

You’ve executed all the laborious work, nevertheless it’s vital to not allow them to fall out of the funnel at this late stage. So hold asking questions and constructing that relationship:

• Are you content along with your choice?
• When do you might want to get began utilizing our product?
• How can we assist you get began?
• Do you’ve gotten any questions on onboarding?
• Do you’ve gotten any issues I can deal with?

How one can implement the Sandler promoting methodology

You possibly can implement the Sandler methodology into gross sales groups of any measurement throughout nearly any business. It’s significantly efficient in B2B industries, however any gross sales rep can use it successfully so long as every deal is efficacious sufficient that they’ll afford to take a high-touch method with prospects. 

Nevertheless it does require your reps to have an in-depth information of your business. With a purpose to be an efficient marketing consultant, reps should be capable to converse knowledgeably and broadly concerning the market, perceive the widespread points that companies face and concentrate on all the potential options. 

When you or your staff can’t do all of that, then the Sandler methodology is probably not proper on your firm. 

One other vital factor to notice is that you simply don’t have to tear up your present gross sales playbook to include the Sandler system. So long as the system matches your product and your staff’s working type, it ought to be comparatively straightforward to include it into your day-to-day processes. 

When you presently have a four-step gross sales course of, there’s a superb likelihood most of them will mirror a number of components of the Sandler system. It’s then only a case of including the remaining steps into your present system to shut extra offers. 

Alternatively, it’s possible you’ll do issues in a barely completely different order than the Sandler methodology. As an example, it’s possible you’ll wait till the tip of the gross sales course of to debate budgets. It might be pretty easy on this case to maneuver that dialogue ahead within the course of to reflect the Sandler rule. 

For gross sales reps who need to dive deeper into the methodology, Sandler gross sales coaching might be accomplished just about because of the Sandler gross sales institute. The corporate behind the system runs over 500,000 hours of classes and trains greater than 30,000 folks every year.

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In addition to Sandler coaching, there are assessments that gross sales managers can use to guage and enhance the talents of their gross sales professionals earlier than, throughout, and after coaching. 

Coaching alone just isn’t sufficient, nevertheless. David Sandler was a agency believer that in addition to understanding the method, reps should consider the strategy is the appropriate factor to do and perceive methods to use it in acceptable conditions. 

He summarized this perception within the Sandler success triangle, which focuses on three key rules: angle, conduct, and method. 

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Your angle contains your beliefs and notion of your self, your organization, and your job. A constructive angle will go a good distance in the direction of making you a greater salesperson. A damaging angle might be poisonous and wreck doubtlessly affluent buyer relationships.

Your conduct is the whole lot you do to make a sale. That features your targets, plans, and actions when talking to prospects. It additionally consists of your stage of self-discipline. Do the appropriate issues time and time once more, and you’ll ultimately succeed. 

Your methods are the precise methods and techniques you employ when making a sale. Your conduct issues effort ranges, however your method is all skill-based. Get higher at executing every of the Sandler methods, and also you’ll begin to see extra success. 

The Sandler methodology even supplies you with a option to rank your self on every of the three success triangles. Merely grade your self from zero to 10 in your angle (how usually you’ve gotten the appropriate angle about your job), conduct (how usually do you do the appropriate factor), and method (how usually do you employ the appropriate methods and instruments). 

Multiply these three scores collectively and divide them by 1000. That provides you with your gross sales common. Re-test your self periodically and hold observe of the way you enhance. 

Making Sandler promoting stick

The Sandler methodology is a superb method for reps and corporations who consider the easiest way to shut the sale is to supply huge worth to every prospect. It removes the combative parts from gross sales calls and replaces them with a way of camaraderie and teamwork.

Sandler promoting might be applied into gross sales groups of any measurement, no matter whether or not you’ve gotten a longtime gross sales course of or not. And coaching is out there must you want it. 

However, it’s essential when adopting any new gross sales course of that you simply monitor your efficiency and reinforce the important thing rules. That is the place Gong combines old-school promoting programs with fashionable software program to make the Sandler promoting system much more efficient. 

With Gong’s income intelligence software program, you and your staff can determine which a part of the Sandler methodology your staff wants teaching on and the way they’ll enhance. As a licensed Sandler promoting coaching companion, Gong is right here to assist.