This presentation highlights ten selling principle which most reps tend to ignore. Have you done the same?

1. AAyuja © 2013
Disclaimer: This presentation and the information provided here is indicative in nature and
should not be treated as views of the organization.
10 Essential Selling Principles Most Salespeople Get
Wrong
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*Via Forbes*Via Forbes

2. AAyuja Internal and Confidential © 2012
Assuming the problem that the
prospect communicates is the real
problem.
Like a physician, we must ask ourselves
“is this the prospect’s real problem or is
it just a symptom?” Before diagnosing
and offering how we can address their
challenges, we have to ask more
questions to make sure we’ll be getting
at the root of their problem, and bringing
value to the prospect by supporting their
true goals.
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It’s normal and natural to assume this; however, it’s
important to look deeper into each scenario (Sandler Rule
#38)

3. Thinking that your sales
“presentation” will seal the deal.
You should always be helping the prospect
discover the best reasons to buy from you
– not telling them why they should. The
prospect should know that they’ll be
buying from you long before you present
your final pitch or proposal.
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(Sandler Rule #15)

4. Talking too much.
One of the oldest Sandler philosophies is
the 70/30 rule. So often and especially in
the beginning of a relationship,
salespeople think they need to be doing
all the talking, when they should be
listening and asking questions.
Keep in mind, if a prospect wanted a
rundown of your products or services, he
or she could just visit your website.
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The sales process is a conversation, and an honest and open
one at that. (Sandler Rule #14)

5. Believing that you can sell anybody
anything.
A better approach than “selling by
telling” is to ask key questions or relate
third-party stories that allow the
prospect to discover the benefits and
advantages of your product or services.
When you ask questions that lead to a
discovery, the prospect then “owns” the
discovery and the resistance disappears.
After all, people don’t tend to argue with
their own data.
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People don’t buy simply on your say-so. A prospect must go
through a period of self-discovery before making the decision
that your product or service is the right solution. Resistance is
pre-programmed and people don’t like to be told what to do
(or buy). (Sandler Rule #27)

6. Over-educating the prospect when
you should be selling.
The initial goal in selling is to find out
why, and under what circumstances, the
prospect will buy from you. Asking
questions is first, and sharing your
materials and specifics comes next.
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Sell today, educate tomorrow. (Sandler Rule #21)

7. Failing to remember that
salespeople are decision makers,
too.
Every step of the way through the sales
cycle, a salesperson must make critical
decision as to whether to continue
investing time in the relationship with
the prospect.
If you as the salesperson are a poor
decision-maker, your lack of clarity and
decisive action will be mirrored in your
prospect’s behavior.
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Remember, the shorter your selling cycle, the more leads you
close over time. (Sandler Rule #36)

8. Reading minds.
Always get the facts from your prospect
about what they need and why. When
your prospect is vague, politely ask for
clarity. Veteran sales people are often
the culprits of “reading minds” because
they think they’ve seen it all. But when
they jump to conclusions, they make
erroneous assumptions that lead to
wasted time at best, lost opportunities at
worst.
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As the old adage goes, “to assume is to make an ass out of
you and me.” (Sandler Rule #13)

9. Working as an “unpaid consultant”
in an attempt to close a deal.
Ask your prospect to picture a scenario
where you complete the additional
groundwork and provide a solution that
fits everything the prospect needs – then
what happens, will they buy from you?
If they can’t envision pulling the trigger
even after you’ve done the additional
work, or if they’d still need another step
in the process, it may be time to walk
away or you may ask to move directly to
this second step.
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Sandler advises salespeople to play “Let’s Pretend” when a
prospect asks for additional work and information before
making a buying decision. When you want to know the
future, bring it back to the present. (Sandler Rule #25)

10. Being your own worst enemy.
Never blame the prospect for stalling the
process. Instead, look inward. It’s the job
of the salespeople to assure the prospect
and address detours.
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The only way to streamline the process is to continue to
refine your own sales approach and technique. (Sandler Rule
#44)

11. Keeping your fingers crossed that a
prospect doesn’t notice a problem.
Always come clean and be open and
transparent if something problematic
comes up along the selling cycle. The
prospect will respect that you “came
clean” and shared it, and together you
can problem-solve, building a solidifying
team approach to the issue.
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Sandler teaches that the only way to avoid a potential
disaster is to address it before it erupts. (Sandler Rule #23)

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