I think one of, if not the most, interesting of Sandler’s Rules is #38: “The problem the prospect brings you is never the real problem.”
This rule has really helped me change my perspective on how I conduct my conversations with people in my life and really pushes me to look deeper into what the person I’m talking to is saying. I have quickly found this rule to be *the* rule, not the exception, and the issues presented in the initial parts conversation are just symptoms of a more complex problem. But there are a few reasons why I think that understanding this rule can make a huge difference in sales:
One, it helps foster deeper connections. When a salesperson takes the time to dig deeper and understand the underlying issues their prospects face, it not only highlights the real challenges but also builds trust. Prospects feel understood and valued, not just as customers but as partners in solving their problems.
Two, the solutions can be more accurate. By identifying the real root of the problem, salespeople can tailor their offerings more accurately and increase the effectiveness of their solutions. This targeted approach means less time spent on hit-or-miss ideas and more on addressing genuine needs and problems.
Three, it “expedites” the sales submarine. Understanding the true problem facilitates a more efficient sales process. It allows for clarity and ensures that time and resources are invested in prospects that are more likely to buy because the solutions are quickly relevant to the main issues.
Four, it builds the salesperson’s expertise and credibility. When salespeople can consistently demonstrate an ability to uncover and address the real problems, they can basically position themselves as experts. Their reputation in efficiently and deeply analyzing can differentiate them in a crowded market where “always-be-closing” interactions are common.
Finally, it helps promote long-term success. Addressing the real problem doesn’t just help close a single sale; it sets the stage for a long-term relationship with those clients. Prospects who see tangible results from solutions that hit the mark are certainly more likely to return AND refer you to other prospects (who will probably be more likely to buy through that connection!).
BoweryJE22
I really like this post. It reflects what we learned in class very well. The problem that the client meets us with is usually not the root issue, and in knowing this, the salesperson can use a line of questioning and implement the ideas of the pain funnel to uncover the truth. Assuming that the other party is not being entirely transparent is key.
This is such a great post, and it really touches on the depth to the sales process and how meaningful doing it right can be. I love how you discussed that actually taking time to discover the real problem is so countercultural to the modern sales world.