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Gerry Weinberg & Associates, Inc. | Southfield, Michigan

Being involved with Sandler since 2010, I've learned to use a lot of Sandler Rules. We use these Sandler Rules to help guide us into practicing a systematic approach to all aspects of the selling process. There are hundreds of Sandler Rules—not just the ones you see in the books. There is not a day or class that goes by where one isn’t being used.

With that being said, I'll give you 2 of my favorites. Each has a different aspect for why it’s important and how you can use it to better produce in your business and in your everyday life.

Sandler Rule #2: “Don’t Spill Your Candy in the Lobby”

I love this one because my friends and family laugh about how this one sounds. The problem is, in the sales world, it’s a serious matter. Think of all the knowledge and expertise you have in your industry. Think of that expertise and knowledge as an unopened box of candy, like the ones you might buy at a corner store or at the movies.

Many sales professionals and business owners are in such a hurry to “show and tell.” They know that they have a great product or service and are quick to want to educate a prospect causing them to jump right into presentation mode, before they know what the prospect wants or needs. It's even worse if the person they are presenting to is not a decision maker.

When you are in a hurry to show off that knowledge and expertise, you are spilling your candy. Don’t be so eager to educate your prospect or give too much information too early! It is ok to "sprinkle a little candy" before they are qualified.

People buy emotionally, but they justify those decisions intellectually. If you find yourself providing information and proposals without qualifying and understanding your prospect’s buying motives, you’re spilling your candy in the lobby.

I want you to help your prospects, but you can do so by asking good questions. Don’t be so quick to talk. You should be listening 70% of a sales call. Your job is to get information, not give it until they are full qualified. Save your candy for later.

Sandler Rule #46: “There is No Such Thing as a Good Try.”

This is a favorite Sandler rule. It all stems back to one of my favorite movies, “The Empire Strikes Back.” Luke Skywalker is struggling with the training of his Jedi master, Yoda. Yoda wants him to lift his starfighter (X-Wing) out of a swampy marsh. Luke says, “I’ll try.” Yoda responds, “Do. Or do not. There is no try.”

“Try” shows a lack of commitment. Anyone can “try” something, but are you willing to commit to it. I know some of you reading this will say, “Well I’m trying hard. Isn’t that enough?” Look, you can “try” at anything in life; however, when you fully commit to something, your viewpoint changes. How many times have you said you would try something, whether it be to make an event or eat something new, or fully invest in your business? When you commit to something, you’re “all in!”. No backing out. You’re either part of your plan or someone else’s, but you get to pick!

Question: Would you ever use the following statements:

“I’ll try to keep my children safe.”

“I’ll try to love my significant other.”

“I’ll try to stop at the red light.”

I would say, “No.” You’re committed to all of the above. I would also argue your belief system allows for it. If you don’t believe it yourself, you won’t do it. It’s called conviction. You’ll do whatever it takes to make the outcome what you want it to be.

Something to consider: Where in your life—both personally and professionally—are you just “trying” and not fully committing?

I hope you’ve enjoyed my thoughts on 2 of my favorite Sandler Rules. 

If you are looking for more Sandler Rules, check out some of our videos and click here.

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