In my continuing series on the Sandler Rules, let’s talk about Sandler rule number sixteen, “Never ask for the order – Make the prospect give it up.”
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.
If you’re still confused with this concept, think about an interaction at any fast-food establishment. When the employee asks for your order there is equal business standing, but when they ask, “Do you want fries with that?” there is pressure on you to buy more than you may have wanted. (Now I do want some fries.)
But let’s go back to the business-side of things.
The best business relationships are formed when we act as equals and come together to form a mutually beneficial partnership.
It can be confusing when you read the phrase “give it up.” I’m not encouraging you to pressure the prospect to give up or give in. What you want to do is to get your prospect to give up on other options, give up on their concerns and doubts, and realize that you can solve their problems.
I had a conversation, recently, where a prospect and I both knew that she wanted to work with me. We had already met, and since I didn’t try to pressure her into a sales pitch, we had reached a certain level of comfort with each other. The next time we got together, we were able to have a mutually beneficial conversation and she was able to give up her worries and make a decision.
To have mutually beneficial conversations, you have to build bonding and rapport. With great bonding and rapport, your prospects will feel comfortable with you, will learn to trust you with their business information, and will create a dialogue that leads to truth and understanding. It is up to us to do our “homework,” and pre-plan questions to make them feel comfortable sharing their issues. If we show them that we understand their concerns, the conversation will naturally lead to the formation of the equal business stature.
If you learn anything through this post, I hope it’s this: You want to create a relationship with prospects and clients where there is a mutual recognition of forming a business relationship.
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