In my continuing series on the Sandler Rules, let’s talk about Sandler rule number 35, “Only decision makers can get others to make decisions.”
For those of you who work with me, you might know that this is my favorite rule. I wholeheartedly believe that anyone who challenges you in a mentor/teacher/leadership role is pushing you to make good decisions. In turn, that has made me a better decision-maker.
As a salesperson, we have to make many decisions along the way. (The buyer only has the decision of whether to buy or not buy from you.) But our most important job is to get others to make decisions, based on our ability to make good decisions.
Now, take a look at your sales process. Are you a good decision-maker? Can you
· Disqualify an unfit prospect?
· Decide if a prospect is worth investing your time into?
· Create an appropriate timeframe in which to make decisions?
If not, you could be losing sales because you couldn’t make the right decisions, and it might be time to rethink your process.
Start by making “go” or “no-go” decisions at every step of the journey.
If the bonding and rapport went well, then the prospect can “go” to the next step. But what if, at the next step, they break the upfront contract? You have to make the decision. Should you stop working together or should you reset the expectations?
It all depends on the situation, but you have to make the good decision, and you have to stick to it.
If you show the prospect the right way to make decisions, you can get them to make a good decision when the time comes. (And a good decision isn’t always a “yes.” A good decision is what is right for both of you.)
If you don’t show them the criteria you expect when making decisions, you might bring a prospect to the final presentation and end up not getting an answer.
Additionally, you have to work quickly when making decisions.
During the sales process, make your “go” or “no-go” decisions in a quick and decisive manner. Then, when it is time for prospect to make their decision, they’re less likely to spend time thinking it over, and that’s because you’ve modeled quick decision-making for them.
Additionally, think back to rule No. 4. If the prospect can’t make a decision, that in itself is a decision.
You’re less likely to end up with time consuming sales or indecisive buyers if you model the right processes for them.
If you learn anything through this post, I hope it’s this: When you make good decisions, you become a decision maker, and in turn, you can get others to make good decisions.
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