In my continuing series on the Sandler Rules, let’s talk about Sandler rule number nineteen, “Never help the prospect end the interview.”
Occasionally, I find myself in meetings and it seems like the prospect, for some reason, isn’t being responsive. While this is certainly discouraging, it’s not the end of the world.
I’ve learned over time that the reason they’re being unresponsive is that its usually not about me.
Perhaps the prospect had a bad experience with a previous salesperson or an uncomfortable conversation with a co-worker. Maybe they’re even thinking about how they got cut off in traffic.
But that doesn’t mean it’s time for me to end the conversation. It means I need to ask more questions, open up the dialogue, and keep the conversation going.
In this instance, I would ask the prospect something like “I notice you seem to be a bit quiet. Is there something that has confused you that we should revisit?”
By bringing up whatever awkwardness they are feeling, I am letting the prospect know that I am aware of their emotions and through mutual respect, we can keep the conversation alive.
By keeping the conversation alive, I am controlling where the conversation goes.
Where do I want the conversation to go?
I’m looking for a meaningful dialogue between two people about the truth. By paying attention and by allowing the prospect to voice their concerns, I have a better idea of how I can help or if I can help.
There is one exception I have to this rule.
In my upfront contract, I specify that if I feel like us working together isn’t a good fit I will tell the prospect and I ask them to do the same. If they share this with me, or if I share it with them, both of us have to respect that and end the conversation.
If you learn anything through this post, I hope it’s this: Don’t end the conversation immediately. Prompt your prospect to continue the conversation and by asking good questions and get to the truth.
