This statement is rule #16 that we covered in class recently. It is definitely unpopular as a salesperson to not ask for the sale, and instead wait for the customer to make the move. Normally towards the end of a sales conversation, the salesperson begins to hint at the buyer to make a decision and urge them to buy their product so they can close on the deal. This is commonly where things can get uncomfortable between the seller and the buyer because if the buyer is not interested in the product the seller has, it can make things awkward for both parties. However, Sandler’s rule fixes this issue and gives the seller a simple way to make the conversation close seamlessly.
Before the conversation even begins, it is important that the seller outlines the way he plans for the conversation to go. This could look something like the telling the customer, “I’ll ask you a couple questions to see if I think my product is best for you and if we’re a good fit, and then you can tell me if you’re interested in moving forward and working together.” This sets the customer at ease since it is explained so simply, and then it gives the customer an idea of when they are supposed to finish the conversation. That way, at the end whenever conversation is slowing down, the seller can still ask questions but the prospect is welcome to put an end to things or move forward with a purchase.
This rule takes the pressure off of both parties and openly addresses what may have been awkward. Because the awkwardness was addressed, it is no longer lingering in the air and both parties aren’t wondering who is going to make the first move. So much of sales is about closing, but whenever this process is used, it makes closing simple, seamless, and way less complicated than it was before.
lanzilottadn24 
KriegerKF25 
SCHLEYMS22
I really like how you talk about setting the prospect at ease. This seems important to me for a few reasons. First of all, people hate to be sold to but they love to be. If you sit down with a presentation outlining every factoid and feature of your product – no matter how good the product – the client will feel like they’re simply being told what to do by you. No prospect enjoys this! Instead, setting them at ease really enables you to better facilitate a conversation based on questions with the client – better getting down to the real pain they are feeling.