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Central Scotland | amackie@sandler.com

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The first rule in Sandler Sales Training rule book is 'You Have to Learn to Fail, to Win'. It took me a while to fully understand the true meaning of this rule. 

We, as salespeople, will not learn how to win a business by getting a ''Yes'' we learn by getting a ''No''. 

Let's take a look at some common ''Nos''. You might notice that some of these are often disguised as excuses or what might appear to be good 'reasons'. 

Have you and your sales team learned to accept these ''Nos'' from your prospect without digging deeper and trying to understand the real reasons? 

''Nos'' sound something like: 

  • Send me a quote and I will think it over
  • It's a board decision, I will need to discuss it with them
  • Tell me more about the possible solutions to our problems (I am looking for some free consultancy)
  • We are happy with our existing supplier
  • The price you are quoting is too high
  • We do not have the budget for this
  • Your competition is offering a lower price

Does this sound like something that you have heard from your prospects? Are you accepting these as a polite brush off? In reality, it's an ineffective and inefficient way to run a business. 

Typically, these are the excuses salespeople use to allow themselves to remain within their comfort zone. That often means being too reliant on too few clients leaving the business stagnating. 

What does it mean to fail?

From my experience, most salespeople fail due to the lack of listening and inability to ask great questions. Rather they waste time on long and exhausting chat about the features and the benefits of their products. 

Usually, salespeople see failure as a personal attack on their identity - it is not. Sales failure is a feedback on the system you use to attains the goals you desire. 

Having a selling system that is based on attitudes, behaviours and techniques will help you understand where your salespeople failed. 

As a sales team leader and manager, have you trained your team to listen and learn about prospects problem to understand what the prospect REALLY means when he/she presents you with one of the ''Nos''? Or have you trained your team to accept this as a polite brush off?

Our approach is based on selling more by not selling at all

We help our clients to identify and change inefficient and ineffective sales culture, giving them the ability to forecast the results with confidence based on behaviours that their salespeople are committing themselves to rather than guessing.

If you found this blog useful, there is a good chance that other people in your online community will too. Please share it with them. 

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