In my continuing series on the Sandler Rules, let’s talk about Sandler rule number thirteen, “No mind reading.”
Have you ever made an assumption about what a client is saying to you, or what you think a prospect is going to say? If you have, you’re not alone. I think it’s safe to say that we as people, and especially as salespeople, are guilty of mind reading.
We have been trained to answer questions, and when we interact with people we anticipate, often incorrectly, what the answers should be. When doing this, we change the whole purpose of the conversation. So, how do you stop yourself from mind reading?
I find the best way to do this is to put all your expectations aside. This is a new prospect or client, a new day, and a new conversation. Don’t bring your past experiences into this encounter. Even if you are offering similar products or services, the questions the prospect have will be different, and therefore your answers cannot be the same.
Expecting all people to respond the same way causes you not to listen and you will miss key statements that can help you lead the prospect to the right outcome. Instead, try to engage in the conversation with a blank slate. After all, you have no idea what they are going to say.
Another great way to avoid mind reading is to ask questions. Asking questions allows you to understand the intent of the prospect’s question, whereas mind reading assumes the intent.
Usually when salespeople mind read, it backfires on them. Say a prospect makes this statement, “Your price is too high.” Would it be fair to say that there is more than one meaning to that statement? Here are three possible meanings behind that one statement:
• It could be that they don’t want to pay that price;
• It could be that they don’t think you are worth that price; or
• It could mean that the problem isn’t worth paying the price to solve.
How are you going to know which one of those it is if you don’t ask?
An example from my personal life comes from Thanksgiving a few years ago. I was cooking the turkey, and my sister asked how long it had been in the oven. Instead of assuming that she was asking because I was cooking it wrong, I asked her why she asked me. Her response was that she wanted to get something done before dinner. If I hadn’t asked, and assumed she was critiquing my cooking, this civil conversation could have turned into an argument.
If you learn anything through this post, I hope it’s this: Don’t put old expectations or assumptions on new prospects. You know what they say, to assume makes an a** out of you and me.
