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EAM Consulting Group | Troy, MI

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Customer Relationships

While watching a Sandler conference video on Sandler Online, I was struck by something Bill Bartlett, a Sandler trainer in Chicago, said. I am paraphrasing, but the gist of the message was that through bonding and rapport, you earn the right to ask the tough questions that cut through the clutter and get to the truth. One of the best ways to start that process is to identify the person’s DiSC profile and use that knowledge to build rapport.

As a salesperson, my goal is to create equal business stature and a mutual decision-making process. In doing so, the prospect and I are equal. If I have to ask for the order, then I tip the scales of equality to me and doing business is not a mutually beneficial decision. Pressuring the prospect to buy upsets the balance of equality also.

As a beginner, you ask a lot of questions. You might feel kind of silly, at first. But, asking questions benefits you. You learn a lot and, more importantly, you learn specifics that will help you in the future.


In this situation, the bomb is, of course, not an actual bomb. If it were, the Sandler Rule should be to run like heck away from it. Anyway…The “bomb” is a potential problem or a reoccurring problem with your prospect.

As an expert in your field, you are sure to know all the industry terminology and products that you offer. But I want you to think about your prospect. How are they going to feel when you start talking about things that they don’t know and using words they don’t understand? Confused, uncomfortable, and intimidated.

Did you know that anytime you hear someone talk about the future, it’s actually a glimpse into what they’re thinking about right now? The problem is that traditional salespeople don’t use that knowledge to their advantage. They don’t use the future as a tool to understand the present.


Have you ever gone above and beyond for a client or a prospect, and gotten little or no return from it? If you answered yes, you’re not alone. Traditional salespeople are willing to give away their services or products for free. They believe that their prospects or clients will remember the favors they were given and will return the favor sometime in the future.


In my continuing series on the Sandler Rules, let’s talk about rule number two. The second Sandler Rule is don’t spill your candy in the lobby.

That sounds more like a good idea at the movies, not for business.

In my continuing series on the Sandler Rules, let’s talk about Sandler rule number eleven, “ Money does grow on trees.” So what does it mean? Think of your network and the people you know as a tree. When you make a new connection, another branch “grows”. By taking care of the tree, and giving it “water”, you are making yourself money.

Client-Centric Satisfaction  This is a powerful discussion! Real learning occurs as the client, now openly sharing, provides knowledge that will lead to successful delivery and steady account growth. 

Do you routinely fill those uncomfortable silences?

Have you ever been in front of a prospect and found yourself in a situation where you felt something, but were afraid to say it out loud?

Have you ever had a buyer change his mind after committing to the sale?

Have you ever blurred the line between "friend" and "customer?"

Have you ever wondered why a prospect led you down the wrong path?

Can you learn to be a doctor to your prospect? Find out from them what hurts.

Have you ever blamed a lost sale on a prospect's personality or action?

Have you ever found yourself in conflict with a prospect or customer?

Have you ever made an ASSUMPTION about a prospect that turned out to be unrealistic?

Have you ever stayed with a stalled prospect too long?

Have you ever lost a deal because you didn't effectively distinguish yourself from the competition?

When it’s an apples-to-apples comparison between your product or service and your competitor’s, who gets the business?