The Sandler Rules: Forty-Nine Timeless Selling Principles... and How to Apply Them

I've read so many sales books that I've grown increasingly skeptical over each new one that comes along. In the current economy (October 2009) the "sales guru vultures" are really circling, each trying to position their book on "selling in a down economy" above the rest. The good news about "The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them" is that this book will be useful in any economy. It's not "flavor of the month" wisdom, it's not gimmicks, it's simply practical advice on how to sell effectively. The Epilogue, "Some Final Thoughts On Good Times, Bad Times, And The Behaviors Behind Them" reinforces a universal truth that many salespeople have failed to internalize: Consistency of appropriate behavior in the best of times will save your hide in the worst of times. The book is broken down into the 49 "rules," and the rules are organized into three "buckets"...Learn The Core Concepts, Execute, Course Correct. That in itself is timeless wisdom, because many sales people turn into Jello in the "execute" stage...but if you don't execute, you can't "course correct." There's nothing to "correct" if you've made no effort. Perhaps that is why rule #1 is "You Have To Learn To Fail To Win." Professional salespeople...the successful ones, the upper-echelon members of the field...start off green, face their fears, make mistakes, and progressively get better. That's the route to the top...the only route. So welcome to another book that will be completely useless to you unless you are willing to invest the "sweat equity" to be successful. You've got to read this book and "put your shoulder into it." That's why each rule is followed by a little "reality check" for you...dubbed "Test Your Understanding"...in which you are asked a question about the core principle covered in that rule. This is accompanied by "Behaviors"...a simple exercise that encourages you to flex the muscles required to strengthen the skill discussed in the "rule." It's simpler and more direct than it sounds. The challenge is to accept the reality as reality and to not seek an escape route. This is illustrated in Rule #7, the first in the "Execute" section: "You Never Have To Like Prospecting, You Just Have To Do It." Think about that for a moment...most books on "prospecting" or "cold calling" (with the exception of the excellent and essential Knock Your Socks Off Prospecting: How to Cold Call, Get Qualified Leads, and Make More Money (Knock Your Socks Off Series) by Skip Miller) attempt to teach you a "better way," to avoid it altogether, or to memorize a "sure-fire" script that will alienate and annoy the majority of people you call. Author David Mattson goes to great lengths to define what cold calling / prospecting "is" and "isn't." Yes, the ultimate goal is to build a business that relies more on referrals and "warm calls" than on "cold calls." But you get there by paying your dues in "Smile & Dial University." I would say that this book...along with

Sandler's approach, at first glance, seems like it goes against common sense. But digging down, it uses human nature to let the customer see their problem (pain) and helps them buy. There are no gimmicks, just straight talk to a customer. My takeway is that it empowers salespeople to pick their clients, not the other way around. How? By not being afraid of a "no". Once you are not afraid of "no" you can be confident and in better control. All sales situations should result in either a "yes" or a "no". Go for the "no" does not mean you want a no, but it does mean you deal directly with the customer issues that could lead to a no. After a while, you build confidence as you yourself raise the issues that could result in a "no" and let the customer resolve them (or you realize this really is a "no" and don't waste any more time on this prospect). Counter intuitive but correct.

I have been in sales for 25 years, the last 15 in insurance with the same commpany. About 2 years ago (2007), I finally reached a near-burnout. Actually, looking back, I have to admit that I WAS burnt out. I desparately wanted out of sales. I was tired of prospects wanting to 'think about it', tired of giving quotes/presentations only to have them use it to get their current carrier to lower their rates, tired of feeling subservient to some prospects and client, tired of educating prospects and NOT getting the sale, tired of chasing prospects down, tired of getting beat up on price, and tired of their lies and games. I used to spend hours making up a great educational and consultative presentation thinking they'll really be impressed, only to hear "Wow, what a wonderful presentation. You did a great job and we really appreciate all the information. You're a great salesman and have been very helpful, but we decided to stay where we're at". Or I might hear something like "Great job, but you're competition is $100 cheaper" An associate of mine who was experiencing the same frustrations learned about the Sandler Sales system, and turned me on to it. I don't mean to sound like a commercial, but it totally saved my [business] life. Because of it, my sales are up, my burnout is gone, and I enjoy sales again. Sandler's system is a complete reversal of traditional selling methods. I no longer 'sell', rather the prospect buys. No more do I give away all my information or make such long presentations 'for free'. There is no pressure, no 'handling objections', and no think-it-overs. I know that sounds wierd, but it is by far the most ingenious selling system I've seen. I will never, ever go back to those traditional selling methods that led me to burn out. The book 'Sandler Rules' highlights all of the principles taught in the Sandler system. It's an easy and enjoyable read, concise, practical, and will be the best money you ever spend on any kind of sales book!

Another Winner! David Mattson has laid out 49 timeless selling principles, but more importantly, he goes the extra mile in helping you put them to practice in your selling lives. There is no gain without change... Can't wait for Sandlers next book!

By beginning with psychology, human relations, and personal development, the Sandler Selling System guides the seller in learning how to assist the buyer to make great decisions. If you want to look under the hood to see the engine that makes Sandler Training so powerful, read this book.