Asking Questions The Sandler Way

1. Master the art of asking questions to differentiate yourself as a salesperson

"To be perceived as better than your competitor, your prospect first has to see you as different from your competitor. You can't be better and the same."

Break the mold. Traditional salespeople often rely on talking about features and benefits, but this approach is ineffective and outdated. Instead, focus on asking smart, strategic questions that engage prospects and uncover their true needs. This questioning approach sets you apart from competitors and positions you as a trusted advisor rather than just another salesperson.

Develop your questioning skills. Start by preparing a list of thought-provoking questions tailored to your industry and prospects. Practice active listening and follow-up questions to dig deeper into the prospect's situation. By mastering the art of questioning, you'll:

• Build rapport more effectively
• Uncover hidden pain points and motivations
• Demonstrate your expertise and value
• Guide prospects to discover solutions for themselves

2. Implement the Sandler Submarine selling system for a structured approach

"The genius of the Sandler Submarine metaphor, therefore, gives you: A clear, operational, step-by-step sales framework."

Adopt a systematic approach. The Sandler Submarine model provides a structured selling process that helps salespeople navigate through each stage of the sale effectively. This system consists of seven compartments:

1. Bonding & Rapport
2. Up-Front Contract
3. Pain
4. Budget
5. Decision
6. Fulfillment
7. Post-Sell

Follow the process. By adhering to this framework, you ensure that all critical elements of the sale are addressed in the proper order. This approach:

• Keeps you focused and organized
• Prevents skipping important steps
• Allows for better qualification of prospects
• Increases your chances of closing deals successfully

3. Develop equal business stature with prospects through strategic questioning

"Sandler recognized that the issue that the prospect originally brings to the table is rarely, if ever, the actual issue that needs the real attention."

Establish balance. Many salespeople fall into the trap of being subservient to prospects, believing the customer is always right. However, to be truly effective, you must establish equal business stature with your prospects. This is achieved through strategic questioning and positioning.

Use questions to level the playing field. By asking thoughtful, probing questions, you:

• Demonstrate your expertise and value
• Uncover the prospect's true motivations and needs
• Guide the conversation towards mutually beneficial outcomes
• Position yourself as a trusted advisor rather than a mere vendor

Examples of questions that establish equal business stature:

• "What would happen if you didn't address this issue?"
• "How has this problem affected your business so far?"
• "What solutions have you tried in the past, and why didn't they work?"

4. Qualify prospects effectively by uncovering their true pain points

"Pain is the gap between where people are and where they want to be."

Dig for real pain. Effective salespeople focus on uncovering the prospect's true pain points rather than simply presenting solutions. This approach allows you to qualify prospects more effectively and tailor your offerings to their specific needs.

Use the pain funnel. To uncover deeper levels of pain, employ the Sandler Pain Funnel technique:

1. Identify surface-level pain
2. Explore business impact
3. Uncover personal impact

Ask probing questions at each level to reveal:

• The full extent of the problem
• Financial and emotional costs
• Consequences of inaction
• Urgency to find a solution

By thoroughly understanding the prospect's pain, you can determine if your solution is a good fit and increase your chances of closing the deal.

5. Utilize reversing techniques to gain deeper understanding

"Never answer an unasked question."

Master the art of reversing. When prospects ask questions, resist the urge to answer immediately. Instead, use reversing techniques to uncover the true motivation behind their inquiries. This approach helps you gain a deeper understanding of the prospect's needs and concerns.

Types of reversing techniques:

• The Reverse: "Why do you ask?"
• The Negative Reverse: "I don't suppose you'd want to share why that's important to you, would you?"
• The Strip-Line Reverse: "What is it about [topic] that everyone's so excited about?"
• The Presumptive-Question Reverse: "I'm guessing you're asking because... Is that about right?"

By employing these techniques, you:

• Avoid making assumptions
• Gather more valuable information
• Maintain control of the conversation
• Build trust by showing genuine interest in the prospect's perspective

6. Transition from knowing to owning through deliberate practice

"Like most worthwhile pursuits, the journey requires the application of both persistence and practice."

Embrace continuous improvement. To truly master the Sandler selling system and questioning techniques, you must transition from simply knowing the concepts to owning them. This requires deliberate practice and a commitment to ongoing skill development.

Follow the AKASH model:

1. Awareness: Recognize the importance of effective questioning
2. Knowledge: Learn the principles and techniques
3. Application: Start using the methods in real sales situations
4. Skills: Refine your approach through experience and feedback
5. Habits: Integrate effective questioning into your natural selling style

Practical steps for improvement:

• Role-play with colleagues or a mentor
• Record and analyze your sales conversations
• Seek feedback from prospects and customers
• Continuously update and refine your question bank

7. Employ universal yes questions to maintain control of the sales process

"By asking questions that elicit the universal yes, the sales process stays on track and you control the flow and speed of information, not the buyer."

Guide the conversation. Universal yes questions are designed to elicit positive responses from prospects, allowing you to maintain control of the sales process while making the prospect feel in charge. These questions help you transition smoothly between different stages of the sale.

Examples of universal yes questions:

• "Would it make sense to take a few minutes to explore this issue further?"
• "Can I tell you what I've been worried about?"
• "Shall we get down to business?"
• "Is it fair to say that [restate their point]?"

Benefits of using universal yes questions:

• Keeps the prospect engaged and agreeable
• Allows you to introduce potentially sensitive topics
• Maintains momentum throughout the sales process
• Increases the likelihood of moving towards a positive outcome

8. Use advanced FBI-inspired interviewing techniques for better results

"FBI agents never go into an interview without some background information first. They research their suspect to the very best of their ability."

Adopt a strategic approach. Incorporate FBI-inspired interviewing techniques to enhance your questioning skills and gather more valuable information from prospects. This approach emphasizes thorough preparation, active observation, and strategic questioning.

Key FBI-inspired techniques:

• Conduct thorough research before meetings
• Prepare a list of questions in advance
• Focus on active listening and observation
• Use appropriate tonality and pacing
• Be straightforward and matter-of-fact
• Look for small details that reveal the bigger picture

By applying these techniques, you'll:

• Uncover hidden information and motivations
• Build stronger rapport with prospects
• Increase your credibility and professionalism
• Make more informed decisions throughout the sales process

Last updated: October 2, 2024