One place that many salespeople don’t want to find themselves in, is the defensive position. A salesperson can find themselves on the defensive front for a variety of reasons. More often than not, these reasons typically revolve around the budget, proposed solution and the solution’s process. No matter what the reason may be, it is important to fall back instead of going on the offensive. How exactly do you go on the defensive though? Generally, there are three ways that a salesperson can fall back.
The first way, would be to justify your own position to the client. While you may be saying “you’re wrong” to the client, it could end up being a good wake up call and it will show them that you are strong and honest, and aren’t just “kissing up” to them.
The second way to place yourself on the defensive, is to agree with the customer, and give in to their wishes. Contrary to the first method, the second method has the salesperson give the customer the advantage by agreeing with their requests even if it means that the business is compromised. The first and second methods are dangerous as they have the salesperson either disagree or give in to the customer, a problem that the third method doesn’t have.
The third defensive method involves the salesperson surrendering upfront. This doesn’t mean that they say the customer is right, but instead the salesperson asks “What would you do if you were in my shoes?” Besides making it difficult to argue with, surrendering will make the customer want to rescue the salesperson (increase your power by reducing it). People naturally want to save or rescue those who are in trouble or in a vulnerable state. As salespeople, it would be wise of us to use this principle with sales as it can help mediate a uncomfortable situation and maintain an even playing field.
Aliyah Shelatz 
tothrm19
When I was working at Chick-fil-A, a lot of my coworkers and even bosses would just give into the Karens who had issues with the greeness of their pickles or their sandwiches even though they had already eaten the entire thing. I hated giving in because it just enables them to do it again and again. I learned to apologize and surrender. It was difficult and scary at first but the customer would tend to be okay with my solution to their problem after that.
Good recap on this topic. The fall back is so important to sales and is essential to understand and be able to use. The first option is definitely not ideal to use because telling you customer they are wrong can sometimes make them quite frustrated and giving into them losing any say that you had in the conversation. The third option is great because it is the best of both worlds and allows the prospect to step into your shoes for a moment and understand your position
great post!
This is a very good summary of Sandler’s 28th rule. There are so many times that we want to be correct and push our point across or cave into the customer just because it is easier. However, the third point is clearly the best and it is something that I definitely need to practice and then apply to my selling. This is a very informative and well written summary of this concept. Good stuff.