In my continuing series on the Sandler Rules, let’s talk about Sandler rule number twenty-five, “When you want to know the future, bring it back to the present.”
Did you know that anytime you hear someone talk about the future, it’s actually a glimpse into what they’re thinking about right now?
The problem is that traditional salespeople don’t use that knowledge to their advantage.
They don’t use the future as a tool to understand the present.
Here’s an example.
A prospect asks you to do some groundwork for them. That could mean they want you to do a cost/benefit analysis for your solution, or it could mean they want a product demonstration. Whatever your prospect’s definition of groundwork is, it will result in unpaid consulting unless you have some clarity on next steps.
Most salespeople would say yes to the request, assuming that they are well on their way to closing a sale.
Rather than assuming, wouldn’t you like to know what is likely to happen as a result of your efforts?
Play “Let’s pretend.”
Ask your prospect, “I’d be happy to help. Let’s pretend that I do what you ask and you like what you hear. What happens next?”
In 15 seconds, you have done the groundwork and given them a (virtual) proposal. If you cannot help your prospect commit to an action up front that is beneficial to both parties, then you should not do the groundwork.
Now, I understand that there are some industries where you have to do some groundwork before moving the process forward.
If that is the case, charge them upfront for the work.
You can always apply the initial fee to the project if it is awarded to you. If they don’t award you the project, you at least get paid for some of the work.
As an additional benefit, using the phrase “I’d be happy to help” shows that you are partnering with your prospect to help them discover they want to work with you. Using this statement helps take the pressure off the prospect, and also restores the equal business stature.
This process also works when you’re discovering the emotional and compelling reasons to work together. I will often ask my clients to fast forward 6 months from now and how’ll they feel if their problem is solved.
You are getting them to communicate how they would feel in the future if the problem is solved, but are hearing it today.
If you learn anything through this post, I hope it’s this: The best way to understand the future, is to bring it back to today and ask.