The Sandler selling system
The Sandler selling system
Steps of the Sandler sales method
1. Develop a bond
Formally designated "Bonding & Rapport" in the Sandler sales model, this stage involves developing an authentic connection with the prospective customer, or prospect. This usually means asking many questions to identify and clarify their product wants and needs. This stage usually precedes the sales portion of the dialogue, and focuses exclusively on establishing a relationship of trust.
2. Provide up-front communication
This stage is when the salesperson clearly identifies the process for future communication with the prospect. It's sometimes called “upfront contact.” In this step, the salesperson usually provides an overview of how they'll contact the prospect and what the conversations might include.
3. Find their pain point
Labeled "Pain" in the Sandler sales method, this stage begins to qualify the lead and make sure they are the right fit for the product and vice versa. At this point, professionals using this strategy will ask many questions to identify the prospect's "pain point," or the primary cause of the challenges that might be addressed by the salesperson's product. This stage also involves identifying the outcomes of those challenges and how they affect the prospect's business or life.
4. Identify their budget
The Sandler sales method labels this stage "Budget." This is the point at which the salesperson determines how much the prospect can or is willing to spend on a product. This can be particularly useful for companies that provide solutions that are tailor-made or customized for each client. Discussing the budget can also be a good opportunity to showcase any savings benefits the prospect might enjoy by choosing the salesperson's product.
If the company's prices and the prospect's budget are misaligned, this can also be a chance to conclude the conversation diplomatically. This will allow the salesperson to move onto the next sales opportunity, and allow the prospect to continue seeking a solution that meets their budgetary needs.
5. Make a decision
This stage, called "Decision" in the Sandler sales methodology, is when the salesperson and prospect identify whether a product or service is right for them. At this point the salesperson carefully considers all the information they've received from the prospect, compares that information to their company's offerings and offers purchasing suggestions. This stage also includes a dialogue about each detail of the purchase itself, including the answers to who, what, when, where, why and how the customer wants the sale to proceed.
6. Fulfill that decision
Next, the salesperson begins to close the sale in the stage called "Fulfillment." This is when the sales professional ensures the client is fully satisfied with the product or service they've purchased and how it will be delivered. It includes a more affirmative sales suggestion, including product and process specifics, and initiates a transactional dialogue. In this stage, the salesperson confirms the particular solution they'll be providing, the cost, and the specific terms and parameters of receiving the product or service.
7. Support and follow up
Labeled "Post-Sell," this stage concludes the Sandler sales process by providing support and ensuring a customer's total satisfaction with the product or service they've purchased. This stage can also involve future business transactions. For example, a salesperson might use this stage as an opportunity to upsell or cross-sell products that may enhance or complement the customer's existing purchase. Leveraged effectively, this stage can help prevent buyer's remorse and ensure current customers remain with the company they've chosen rather than switching to a competitor.
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