Who is the main decision maker in a sales interaction? Our first instinct is to say that the prospect is the feature decision-maker in these scenarios. However, Sandler argues in Rule #36 that this is not the case. Rule #36 says that “only decision-makers can get to other decision-makers.” This indicates that the salesperson is also making important decisions in a sales conversation.
In fact, salespeople have the most important decision to make in any sales process along with countless other decisions. In contrast, the prospect has only one decision to make, to buy or not to buy. The salesperson must consider that they are using company time and money with each sales conversation. Their decision-making should aim to not waste resources.
In class, we discussed a great process a salesperson can use to determine whether or not to do business with a prospect. The process involves leading the prospect through a series of steps where a go/no-go decision is made. If the prospect “qualifies” they move to the next step. If a salesperson follows this process, they need to know what constitutes a disqualification. Some disqualifications include inadequate budget, lack of transparency, no fit, too high a level of internal dysfunction, or suspicion of a difficult relationship. If one of these disqualifications are found during the conversation, it is a no-go.
If a salesperson has been consistent with the go/no-go at every stage, they will be comfortable to ask for a yes or no at the right moment of the conversation. This decisiveness should foster a decisive approach on the part of the prospect, which will lead to a clear and concise conversation.
BoweryJE22
Yes, as a salesperson you must make a decision if the client of customer is the right fit because, if you keep a client around too long it could be a waste of time and cost the company money for nothing if they are not the right fit. Great post.
This post brings up a fascinating perspective on decision-making in sales interactions. It’s a compelling argument that both the salesperson and the prospect play pivotal roles in the decision-making process. Rule #36 from Sandler highlights that the ability to reach other decision-makers is crucial, emphasizing the active involvement of the salesperson in decision-making.