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The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them doles out tough love to sales associates, sales managers, CEOs and anyone who has outside or inside sales contact with prospects and customers.
“Our founder, David H. Sandler applied a science of behavior known as Transactional Analysis, to dissect why some sales associates struggle to make even one sale, while others in the same sales jobs sell easily, predictably and profitably in a very tough economy,” reports David Mattson, author and CEO of Sandler Training. “The good news for anyone struggling in sales jobs or sales managers supporting them is this: you don’t have to like or even feel comfortable doing the behaviors that successful sales associates do. You simply have to know the rules that govern the success of inside sales or outside sales, and do them. Mr. Sandler proved that the right behavior creates revenue. Of course, your attitude changes when you see success, and that reinforces the right behavior in sales jobs.”
Here are some examples of The Sandler Rules’ take-it-to-the-bank principles for outside sales associates, inside sales staff, sales managers and anyone with a sales job.
Rule 37: All Prospects Lie All the Time
Perhaps “all” overstates the case, but prospects often avoid telling the truth because they’re concerned about what an overeager sales representative will do with their 
information. “That’s why when we shop in a retail store we often say, ‘we’re just browsing,’ when we’re approached by a sales associate,” says Mattson. “If you assume your prospects are going to lie to protect themselves, you’ll change your behavior from hard selling to first building rapport and trust. After that foundation is built, your prospect tells you what the budget really is, and who is actually making the decision.” In sales jobs you build rapport in surprising ways, including acting like a dummy, covered in Rule 17.
Rule 11: Money Does Grow On Trees
If you heard your parents say, “Money doesn’t grow on trees,” you might not understand how to cultivate relationships. Plant seeds for getting referrals with your current clients, so they happily introduce you to their networks, both inside and outside their companies. Prospects that branch off your “referral tree” have a significantly higher and faster close rate than prospects you cold-call. This is something even sales managers forget to reinforce, and anyone in a sales job, whether you have inside sales or outside sales contacts, can do with every sale.
“From our comprehensive library of proven selling tools, I’ve selected 49 rules with examples, quizzes and exercises to correctly align the behavior and attitudes of anyone who has contact with prospects and buyers, so they can succeed in this economy,” reports Mattson. “Until now, this material was available exclusively to Sandler Training clients.”
The Amazon ranking charts on Tuesday, March 03, 2009:
- #1 in Sales Books
- #2 in Hot New Releases
- #3 in Business Books
- #16 Worldwide out of 3 million books
To buy the book, go to Amazon.com.
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