1. HOW TO
BREAK THE RULES
& INCREASE SALES
The Buyer-Seller Dance: Who Is Leading Who?
A MORE DEDICATED CONNECTION

2. THE BUYER-
TRADITIONAL SALES PROCESS
SELLER DANCE
What Are Your Sales Challenges?

3. TRADITIONAL SALES PROCESS
1. Small Talk/Chit Chat with the prospect

4. TRADITIONAL SALES PROCESS
2. Needs
•Find out exact needs or a “needs analysis”

5. TRADITIONAL SALES PROCESS
3. Presentation
•Your solution based upon needs

6. TRADITIONAL SALES PROCESS
4. Try to Close the Business:
- No Sale..... (What do we hear from our prospects?)
•Stalls & Objections
•Think it Over
•Talk to someone else (wife, business partner, boss)
•Not a good time
•Price is too high
•I have to shop around

7. TRADITIONAL SALES PROCESS
5. Chase Mode

8. THE BUYER PROCESS
1. Small Talk/Chit Chat with you

9. THE BUYER PROCESS
2. Mislead:
•Self-Protection
•Don’t trust salespeople
•Tricky closes and manipulative tactics
•Can sound negative and positive (basically over exaggerate not having
problems or having major problems)

10. THE BUYER PROCESS
3. Information Gathering:
- Product Knowledge
•“UNPAID CONSULTANT”
- Price
•Shop and compare your bids
•Possibly negotiate a lower rate with existing supplier or do it themselves

11. THE BUYER PROCESS
4. Further Mislead
•(This sounds great!)
•You leave willingly
•You give more information
Rule:
•The most positive prospect is the most dangerous!

12. THE BUYER PROCESS
5. Hide Mode:
•Voice Mail Jail, on vacation, not answering phone, call you back, etc.
•You are a pest now

13. THE BUYER PROCESS
Who Wrote What System?
Sales: Buyer:
1. Small Talk/Chit Chat 1. Small Talk/Chit Chat
2. Needs 2. Mislead
3. Presentation 3. Information Gathering
4. Close 4. Further mislead
5. Chase 5. Hide

14. How do we get past
these challenges?
BUILD TRUST
Using some
Alternative Choices

15. ALTERNATIVE CHOICES
1. Pattern Interrupt:
• Not acting like, looking like, or resembling a stereo-typical
self-centered salesperson

16. ALTERNATIVE CHOICES
2. Set Ground Rules
•Time
•Agenda (Salesperson & Prospect)
•“No” Option
•“Yes” Option

17. ALTERNATIVE CHOICES
3. Find a Compelling Personal Emotional Reason
For Your Prospect To Buy
•Not “Needs” - 6 to 7 layers deeper
•People don’t buy features and benefits
•People buy emotionally and justify their decisions intellectually
It’s called “PAIN”

18. ALTERNATIVE CHOICES
4. Three Types of “Pain”
•Immediate
•Foreseeable (in the future)
•Gain

19. ALTERNATIVE CHOICES
5. Three Levels of “Pain”
•Surface (Intellectual problem identified)
•Business Impact ($)
•Personal (for your prospect)
Pain Funnel

20. ALTERNATIVE CHOICES
6. Investment
•Money (willing and able)
•Time
•De-Investment (Financially / Emotionally)

21. ALTERNATIVE CHOICES
7. Decision Process
•Who
•What
•When
•Where
•Why
•How

22. ALTERNATIVE CHOICES
8. Fulfillment/Presentation
•Present on pains only (not on needs)
•What happens if we present on things that we
(salespeople) think are important?

23. ALTERNATIVE CHOICES
9. Post Sell/Referrals/Strategic Account Management
•Buyers Remorse
(Competitor intervention / Not exactly what customer wanted)
•Referral Process
•S.A.M. Process

24. ALTERNATIVE CHOICES
Summary of System
1. Pattern Interrupt (Bonding & Rapport)
2. Set Ground Rules
Dis-Qualify
{ 3. Find Pain
4. Understand Investment Process
5. Understand Decision Process
6. Present on Pains
7. Post Sell

25. WIMP JUNCTION:
The point where you decide to
take control of the sales process
or wimp out.
This could be the difference
between your dreams and your
family’s dreams.

26. Brought to you by:
A MORE DEDICATED CONNECTION
QUESTIONS?
CONTACT:
Rob Fishman
Company: Sandler Training
Email: rob.fishman@sandler.com
Phone: 631-231-3538 http://www.legend.sandler.com
© Sandler Systems, Inc., 2003, 2007 all rights reserved