Coffee is For Closers: The Sandler Sales Method

The ABCs of Sales

Open AI’s Interpretation Image of “Coffee is for Closers”

“Put. That coffee. Down. Coffee’s for closers only.”

— David Mamet, Glen Garry Glenn Ross

Continuing my overview of the different sales methods (First-Challenger Method) I have found over the years…

In my first sales job, I was coming off a strong technical career as a consultant, Director of IT and security, and solutions engineer. My boss at the time knew I wanted to transition to the “dark side”, and put me through a Sandler sales training course. As I look back this was an amazing foundation for a great career in sales. Many organizations still use the Sandler method as their sales 101 go to. Back in my day we were handed a binder, that was quickly bent dogeared and worn out by all the referencing and reviewing. I highly recommend the fundamentals below, especially the focus on objection handling, presentation, and role-play. I’ve highlighted some sections as quotes for you ADD motherf…ers who like to scan. Here is a quick overview:

The Sandler Sales Method is a unique, results-oriented sales training system developed by David H. Sandler in the late 1960s. This approach is based on the idea that salespeople need to take a more proactive approach to selling, rather than simply following the traditional methods of cold-calling and responding to customer inquiries. Sandler's system focuses on the emotional and psychological aspects of the sales process, teaching salespeople how to identify customer needs and build relationships with their clients. Through a series of role-playing activities, salespeople learn how to control their emotions during sales conversations, develop a customized sales pitch that speaks to the customer’s needs, and close the deal. The Sandler Sales Method is used by companies around the world and is widely considered one of the most effective sales training systems available.

The method focuses on developing a productive and long-lasting relationship between salesperson and customer by understanding their needs and providing solutions that align with those needs. The Sandler Method breaks down the sales process into seven main steps:

1. Prospecting: Prospecting is the process of identifying potential customers who may benefit from the product or service you are selling. Salespeople should focus on finding qualified prospects who are likely to be interested in their product and who have the financial capability to make a purchase.

2. Qualifying: Qualifying is the practice of asking targeted questions to better understand the customer's needs and to determine if they are a good match for the product or service being sold. Questions should be focused on understanding the customer's budget and timeline, as well as determining their buying authority.

3. Establishing Needs: Establishing needs involves asking open-ended questions that help to uncover the customer's underlying needs and objectives. This step focuses on understanding the customer's motivations and challenges, so that the salesperson can provide a tailored solution.

4. Presenting Solutions: Presenting solutions is the step in which the salesperson outlines their proposed solution to the customer. This involves describing the features and benefits of the product or service, and demonstrating how it can help the customer meet their needs.

5. Handling Objections: Handling objections is the practice of addressing any hesitations or concerns that the customer may have about the product or service being sold. This step involves actively listening to the customer, responding to their concerns, and presenting solutions that help to alleviate any objections.

Valuable Bits: Back to basics: The Sandler Method emphasizes the importance of taking the time to understand a customer's perspective and to adjust a sales approach as needed. It uses a series of questions to identify objections and to explore the root of the customer's concern. After understanding the customer objection, the salesperson can use their knowledge of the product and the customer's needs to create a tailored response. The Method also encourages salespeople to think on their feet and to be flexible in their approach to objection handling. This means that the salesperson should always be open to adjusting their response if the customer's objection is not addressed by the initial response. In addition, the method encourages salespeople to use storytelling to engage the customer, as well as to provide real-life examples of how the product or service has helped others in similar situations. Overall, the Sandler Sales Method is an effective way to handle customer objections. By taking the time to understand the customer's perspective and tailoring the response to the customer's needs, salespeople can create a more effective and meaningful relationship with the customer.

6. Closing the Sale: Closing the sale is the step in which the salesperson attempts to secure a commitment from the customer to make a purchase. This involves summarizing the customer's needs, reiterating the features and benefits of the product or service, and asking for the customer's commitment.

Love their “Always Be Closing” mindset: …the goal of these techniques is to build trust and confidence with the customer and create an environment where they feel comfortable making a buying decision.

The first technique of the Sandler Sales Method is to use a trial close. This helps to test the customer's response and gauge whether or not they are ready to make a purchase. The salesperson can use the customer's answers to tailor the conversation to their needs and make more informed decisions.

The second technique of the Sandler Sales Method is to use the assumptive close. This technique involves assuming that the customer will purchase the product or service and then asking them to confirm that assumption. This technique helps to create a sense of urgency and encourages the customer to make a decision.

The third technique of the Sandler Sales Method is the alternative close. This technique is used when the salesperson can sense the customer is not yet ready to make a decision. The salesperson will offer the customer different options and try to find a solution that both parties can agree on.

The last technique of the Sandler Sales Method is the direct close. This technique is used when the salesperson has built a strong relationship with the customer and feels confident that the customer is ready to make a purchase. The salesperson will ask for the sale directly and make sure to answer any remaining questions or objections the customer may have.

7. Following Up: Following up is the practice of maintaining contact with the customer after the sale has been made. This step involves providing customer service, responding to any inquiries or issues, and nurturing the customer relationship.

More to come…go close ‘em! Read more on Coffee & Closing here: Coffee & Sales