Register today for our FREE monthly newsletter which provides sales insights, techniques, and tips on sales management.
I have had the distinct pleasure of working with Chip Doyle and Hilmon Sorey and learning the Sandler training system from them. Not only is the system itself a powerful tool for any small business owner or any sales professional, but the personal methodology of Chip and Hilmon is a truly unique learning experience. These two gentlemen compliment each other's talents and bring different yet aligned perspectives to the Sandler training system. What I appreciate the most about working with Chip and Hilmon is that they are truly invested in the success of each student. This is not a "here you go, this is the system good luck" kind of approach. Instead, Chip and Hilmon become versed in each individual participant's unique abilities and blind spots and cater their teaching to the specific needs of each student while maintaining an effective, positive transformation of the entire class. They use their own experiences and talents to break down the system into parcels that anyone can learn no matter what level the individual is starting from. I have benefitted tremendously from my relationship with Chip and Hilmon and my business has enjoyed real measurable success from our Sandler training with them. I recommend this system and Chip and Hilmon without reservation. Sincerely, Ben
Ben Ladomirak 2247 Union Street San Francisco, CA 94123 www.teevan.com
|< See More Articles|
I come in contact with many consultants and salespeople that think an important part of the sales process is educating the prospective client. This undermining belief often stems from a misunderstanding about the differences between sales and marketing. Recognizing the distinctions between these two responsibilities is usually the first step in improving the performance of both roles with companies I’ve worked with.
Sandler Insight: Marketing is the role of identifying groups of people or companies that may be a fit with your product/service before person-to-person contact is made. Selling is the effort applied to those “possible fits” initiated by person-to-person contact…
Effective Marketing: Targets many prospects at a time.
Effective Selling: Targets a specific company or person.
Effective Marketing: Generates interest in a product/service with one-way communication (i.e. print, radio, newspaper, PR).
Effective Selling: Uses questioning techniques to uncover compelling reasons to buy in 2-way interactions, allowing the prospect to do most of the talking.
Effective Marketing: Gives something away that is valuable (i.e. coupons, new concepts, research studies).
Effective Selling: Avoids “unpaid” consulting or free advice.
Effective Marketing: Provides generic concepts and solutions to a mass audience.
Effective Selling: Uncovers specific problems that will cause the potential customer to take action to solve them..
Effective Marketing: Causes the prospective client to ask for more information.
Effective Selling: Causes the prospective client to make a yes/no decision.
Effective Marketing: Is more effective when repeated many times to a large targeted audience.
Effective Selling: Attempts to minimize the sales cycle and the number of follow-ups made with a single prospect.
Effective Marketing: Provides a short, catchy and easily recognizable slogan.
Effective Selling: Uses very specific questions to recognize characteristics or inter-related symptoms the prospect may have never considered.
Sandler Rule: Sell today, educate tomorrow.
There’s nothing wrong with educating customers! The problem arises when consultants and salespeople begin educating prospects. Marketing is cost-effective because the advertising medium reaches a large number of people. It becomes prohibitively expensive if it only reaches a small number of prospects. Monitor your sales calls and see if they are turning into marketing to a single prospect.
© 2005 Sandler Training, All rights reserved. Sign Up here to receive a complimentary subscription for Chip’s once-per-month selling tips so you can “Sell without sounding like a salesperson.”