In my continuing series on the Sandler Rules, let’s talk about Sandler rule number eight, “When prospecting, go for the appointment.”
This rule piggybacks off of rule seven, which you can read here.
Prospecting is about gauging the prospect’s interest level in scheduling a sales appointment. Too many amateur sales people start selling features and benefits, which may lead the prospect to lose interest in meeting for one of two reasons. The prospect may hear something in your feature and benefit dump that they don’t like or need, ending the opportunity before it began. The prospect may also feel pressured to buy too early in the process, ending any chances of meeting.
When I prospect, I am not trying to sell my products or services; I am only trying to create enough interest to book an appointment. If they are not interested, why would I want to waste my time and their time talking about my services, which wouldn’t be a fit for them? That’s right, I wouldn’t.
Instead of laying it all out there right away, gauge their interest and set an appointment with them.
The perks of an appointment include:
• Pressure off you, the salesperson. You don’t have to memorize everything you want to talk about. You have time to prepare and tailor your services so they fit with the prospect.
• Pressure off the prospect: They are not obligated to agree to everything you say right away. They get to see what you can offer them and make an adjustments or modifications they deem fit.
• Proper planning: Because it is a scheduled meeting, you have a chance to set ground rules that work for both parties. This ensures that there is clarity about what is going to happen in the meeting. It becomes a meeting between two people working towards a mutually beneficial decision.
If you learn anything through this post, I hope it’s this: It’s better to set up an appointment with a prospect rather than spilling your candy in the lobby.
