The percentage of people who enjoy sales and the percentage of people who are successful at jobs like insurance, real estate, teaching and network marketing is the same number! Which one comes first, the chicken or the egg?
There are studies that seem to show that if you have an aptitude for something, you will enjoy it and as you succeed, you will invest more time and energy at being better. There also seems to be a correlation between people who follow in their parents footsteps tend to succeed as well. Could it be that ‘the rules’ associated with the skill are laid bare at home? Knowing the rules of the ‘game’ is essential to winning.
“Selling” is the world’s highest paid profession. Earl Nightingale said, “To be successful in selling, and remember each of us succeeds in life to the extent of our ability to sell, selling our families on our ideas, selling education in schools, selling our children on the advantages of living a good and honest life, selling our associates and employees on the importance of being exceptional people. But to be successful in selling our way of the good life, we must be willing to pay the price.” Has anyone ever told you what ‘the price’ is?
Some people may be ‘naturals’ at selling while most people claim they either hate it or are not good at it. Richard Bach said, “Argue for your limitations and sure enough they are yours.” Before you seek sales skills or even learn the art and science of sales, it might make sense to know if anyone has ever come up with the rules you need to know and follow regardless of your skills. If you have ever watched a sporting event, where you didn’t know any of the rules of the game, you were likely unable to relate to those who did. The rules determine what works and what does not. Make up your own rules and you will likely fail or if you ‘succeed’ you may end up in jail.
The first six rules are essentials, the core and foundation the remaining rules rest on. Implementation is required. Knowing the rules but never practicing them produces the cynic and the critic. You either live life on the court or in the stands. The court is where life and true happiness lives.
Sandler Rule #1 You Have to Learn to Fail, to Win
Failure is the path to success. Success is 99% failure. We all fail at something. We all began determined to succeed; learning to walk and talk and once we did forgot all the failures. Referring to success, Thomas Watson said, “It’s quite simple, really. Double your rate of failure.” If you choose to regard failure as a negative – defeats, losses, setbacks, they weigh a ton. Choose failures as opportunities to learn, to practice, what not to do, what needs to be changed, or what needs to be fixed and ‘failure’ accelerates your success. Some say if it’s not broken don’t fix it. Instead, if it’s not broken, I say break it. What you cannot break is indestructible and what you can break always comes back stronger. You must learn from your mistakes and apply the lessons to your next challenge. Either you choose to learn something from the experience or not. It is up to you.
Before you can learn from your failures, you must learn to fail. – David Sandler
An unsuccessful attempt to obtain [ANYTHING] is just that – an unsuccessful attempt. – David Sandler
Accepting “failure” as normal gives you the freedom to try new things without putting your self-esteem at risk. – David Sandler
Sandler Rule #2 Don’t Spill Your Candy in the Lobby
If you routinely drop off information, proposals, and marketing materials without understanding or even knowing your potential customers buying motives – you are making a habit out of spilling your candy in the lobby.
Sandler Rule #3 No Mutual Mystification
Have you ever heard what you wanted to hear? When you assume it makes an ass of you and me. Don’t make things up and always ask if you are not sure or not clear.
Do you have “happy ears?” Confirm what everyone understands. Confirm what’s happening next. – David Sandler
Eliminating “Mutual Mystification” today reduces the opportunity for misunderstandings and unfulfilled expectations tomorrow. – David Sandler
Sandler Rule #4 A Decision Not to Make A Decision is a Decision
You must be comfortable telling your prospect that it’s OK to say “No.” You must also be comfortable hearing and accepting “No.” Unless you have complete permission to say no, you do not have complete permission to say yes. If people always give you, ‘I’ll be back later’ or some other version of maybe you haven’t given people permission to say no to you.
Sandler Rule #5 Never Answer an Unasked Question
Lawyers are taught to never ask a question they don’t know how it will be answered. Volunteering information not asked for creates doubt and slows any decision.
Sandler Rule #6 Don’t Buy Back Tomorrow the Product or Service You Sold Today
If you have ever had buyer’s remorse the salesperson broke this rule.
Give the prospect a chance to back out before “sealing” the deal. – David Sandler
This reinforces your credibility [This is a problem if you don’t have any.] allowing you to discuss any issues both of you may have set aside earlier and forgot. The most important part is it lets the prospect deal with second thoughts out loud instead of in their head while they confirm their decision to buy when still talking to you.
What is your experience of these ‘rules’ and have you ever heard of them? If salespeople practiced these six, as you understand them, would it make the sales experience more enjoyable?