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.
But it is perfect for selling.
Here’s why:
Equate “candy” to what you bring to the table during a meeting. Your past experiences, your knowledge on the subject, and your sales training abilities all fit into your “candy box”. Most salespeople are so eager to sell and solve the prospect’s problem that they don’t listen to what the prospect has to say. In response, they end up spilling their candy all over the prospect. And whether it’s candy or business ideas, you don’t want to spill too much of it before the moment is right.
There is a time to share your candy with your prospect, but it is not before you’ve listened to what they have to say and understand if they even like the flavor you have. If and when you both decide this partnership is something you’re interested in, is it finally time to open your box of candy.
If you can learn something through this post, I hope it’s that you should listen to what the prospect wants before offering them solutions.
When it works out, the rewards can be oh so sweet.
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