In my continuing series on the Sandler Rules, let’s talk about Sandler rule number twenty-three, “The way to get rid of a bomb is to defuse it before it blows up.”
In this situation, the bomb is, of course, not an actual bomb. If it were, the Sandler Rule should be to run like heck away from it.
Anyway…
The “bomb” is a potential problem or a reoccurring problem with your prospect.
If I have some fear around an issue or something that might happen in a sales meeting, I’m going to bring it up early in the conversation.
Most salespeople, however, let the issue lie and they let it blow up the conversation.
Why?
Because they’re afraid that by bringing up the problem they will
• Lose momentum, or
• Look bad.
When I say the salesperson is afraid of losing momentum, it means they don’t want the conversation to stop because of the problem.
The salesperson avoids the issue, continues to pursue the business, and ultimately loses the deal because the issue was never addressed in a timely manner. The result is wasted time, energy, and effort for both people.
If this problem is going to be a deal breaker, I would rather know now, instead of letting the conversation drag on. Wouldn’t you?
When I say the salesperson is afraid of looking bad, it’s because they think bringing up the problem makes them seem less professional.
In reality, bringing up the problem makes you look confident in the eyes of the prospect, and more professional as a result. This level of confidence and professionalism will distinguish and differentiate you from your competition, and your prospect will notice that as well.
If you learn anything through this post, I hope it’s this: Don’t let your fear of the truth stop you from dealing with tough issues. If you let your fear get in the way, the conversation, and the bomb, is going to blow up.
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