In my continuing series on the Sandler Rules, let’s talk about Sandler rule number three, “No Mutual Mystification.“
This rule emphasizes the importance of clarity between you and your prospect instead of assuming you are hearing what you want to hear.
Your prospect may say something along the lines of “money is no object” or “I’m eager to see what you can do for us”, but do you have the same understanding as the prospect on what that means? Sales people interpret a prospect’s words to mean something more favorable to their cause than a logical interpretation might indicate. While it may sound promising, it is better to clarify and make sure you are on the same page. Sales people, in the eagerness to close the sale, forget that prospects deflect the truth with ambiguous words that hide their true intention. Taking what they say at face value may lead to a letdown later due to a miscommunication.
This sounds simple, but it is harder than you think. It is my responsibility as a sales person to determine my prospect’s intentions, to tie up loose ends, and to ensure that we are in sync with what happened, and with what happens next.
If you learn anything through this post, I hope it’s this: it is better to clarify what someone means rather than taking it at face value. Recap the conversation so you both know what is happening and never assume.
I wish you good selling.
