“Do the thing you fear the most, and the thing you fear the most will become your greatest asset!” - David Sandler
Sometimes the things we fear the most when calling on a prospective client (removing an incumbent, tackling a price issue head on, and asking the tough pertinent questions) are what create the highest levels of trust. Why do we doubt ourselves? Why do we struggle with becoming vulnerable and transparent? Why do we fail to become more gutsy and assertive (not aggressive or angry) in asking / discussing through the real issues of why the customer won’t change or commit to your company, even when it’s in their best interest to do so?
This is where the link between Attitude- Behavior- Technique come into play.
Attitude = the belief and conviction that I need to address this possible roadblock.
Behavior = is having the vitality, guts and discipline to do so.
Technique = is using personal presence skills (body language, tonality and words) and question to ask. For example: the roadblock may be a long term relationship with another company (incumbent). You know it’s a concern of yours, and your job as a professional is to confront the real issue. Your technique is: George, may I express a concern? You’ve been with this company for years and I’m sure they are outstanding (if they haven’t brought up pain), so why in the world would you want to change? Don’t believe the 1st response. Your job is to use The Rule of 3+ and use the tactics of Dummy Curve, Negative Reverse and Reverse to get to the truth.
Remember the movie A Few Good Men and the magical line: “You can’t handle the truth.” Well, the reality is that weak and amateur salespeople can’t handle the truth and that’s why they don’t ask. You are different. You are taking ownership of the Sandler process and the truth is what you want. Remember that other book (I forgot); the one that says “The truth shall set you free!”
Good selling,
Jim Dunn
Sandler Trainer
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