Part 1/2
In class we have been discussing the Sandler Submarine and his seven steps for that method. Sandler’s method does not focus on the old-fashioned ABCs of thinking of sales. Instead of focusing on constantly closing sales, the submarine focuses on client needs making sure the sale will be a good fit, the new ABCs.
Bonding and rapport—>Up-front contracts—>Pain—>Budget—>Decision—>Fulfillment—> Post-sell
To start the process of qualifying a client for a sale, the salesperson must start by building a relationship with the client through BONDING and RAPPORT. In class we discussed this means to be asking the client lots of good questions that do not necessarily point to a sale, just a relationship. The salesperson can do this by asking about the client’s life and/or asking about the client’s business.
Next, for UP-FRONT CONTRACTS the salesperson will establish the timeline and put other information and expectations on the table so that the client is aware what is happening at every stage of the process. This is also a good place to let the client know that they are allowed to say “No” to the sale at any point if she thinks it will not work out.
The salesperson will then begin digging for the PAIN that the client and/or her company is dealing with. This is the next part of qualifying and evaluating the client to make sure they will be a good fit with the salesperson’s solution. In this stage the client will be doing 70% of the talking while the salesperson is listening well and asking good questions to reach the real reason. The salesperson knows that the problem the client has put on the table is probably the symptom and not the real cause (one of the famous Mattson rules discussed in class)
Stay tuned for part 2 of the Sandler Submarine!
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Establishing the pain with the customer/potential customer is very important but I love that the Sandler model makes building rapport the first thing we need to do. If we do not build proper relationships with those around us– including the customers to whom we sell– then we will not be able to find the pain they have as easily and then help them fix the problem.
I think the Sandler Model is very beneficial to use in sales. We continue to discuss the Sandler Model because it focuses a lot on pain, which is crucial in any sales conversation. Pain helps the salesperson relate to their customer and help them fix a problem they’re facing. Before getting to the customer’s pain, the salesperson needs to build a relationship with them to make them feel more comfortable.