Most of the strategies we’ve been taught in our sales class have been very new to me, but nothing like Sandler Rule #17. “The professional does what he did as a dummy, on purpose,” offers an approach that most people, and certainly including myself, would probably find to be counterintuitive but is very effective for sales. It suggests that the uninhibited questioning and active listening that is typical of more inexperienced salespeople are exactly what professionals should aim to replicate, “on purpose.”
So initially, new salespeople often succeed not despite but because of their lack of knowledge. They succeed because they’re asking the basic questions to fill the gaps in their understanding and gathering information on prospect needs and preferences. This approach not only helps in understanding the prospect better but also builds a natural rapport as prospects feel genuinely heard and not just processed.
As discussed in class, salespeople will become more experienced and move towards sharing more information and controlling conversations, motivated by a desire to show all their knowledge. This “move” can unfortunately lead to less effective communication, where potential prospects might feel overwhelmed by information rather than engaged by thoughtful questions.
Rule #17 encourages experienced salespeople to purposefully adopt this beginner’s mindset. This involves asking the straightforward, obvious questions and listening carefully to the answers. The main goal is uncovering the true needs and desires of prospects through genuine interaction rather than steering them with leading questions or overwhelming them with information.
By revisiting the basics of questioning and listening, salespeople can better connect with prospects which in turn fosters more trust and understanding, both of which pave the way for success!
BoweryJE22
This blog post offers a refreshing perspective on salesmanship, highlighting the effectiveness of adopting a beginner’s mindset, as outlined in Sandler Rule #17. It’s fascinating to consider how the uninhibited questioning and active listening characteristic of inexperienced salespeople can actually be powerful tools for understanding prospect needs.
This blog offers an insightful take on a seemingly counterintuitive concept in sales. People in general get caught up in proving our knowledge to those around us, but as salespeople, when we implement this technique, we can avoid oversharing and spooking our client.
Great post! I think acting dumb on purpose is an interesting idea especially in sales. It definitely can help get the customer more involved in the conversation. Sandler’s Rule #17 isn’t something I’d think of right away, but I am glad I now know about it.
It could be difficult for a salesperson to grow in experience and familiarity with their company’s features and benefits to remain “dumb.” But asking questions as though the prospect’s circumstances are entirely new and unique is always best.
I am honestly not the biggest fan of this technique. I think the idea is great but I feel like there is a way to come at this issue in a way that doesn’t make you seem dumb!